"Septwolves is a leading domestic enterprise in the fast-moving consumer goods industry. The global financial crisis had a severe impact on China’s export-driven economic and social development, but at the same time, the domestic market opened up like never before. Over the past two years, Septwolves has experienced what is considered its fastest growth phase. In August, Xiamen remains hot, and Zhou Shaosheng, the CEO of Septwolves, speaks with reporters about the "wild growth" that has brought both opportunities and challenges. He acknowledges that while rapid expansion is beneficial, it also requires careful management. Looking ahead, Septwolves plans to continue innovating through its “scratch-detox†business model.
On August 4, 2009, the Shanghai Composite Index hit 3,478 points, marking the highest level since the 2008 financial crisis. At that time, the total market value of the sector was only over 4 billion yuan in Fujian. Today, the market value of Septwolves has grown to nearly 9 billion yuan, showcasing its impressive rise.
Septwolves, along with brands like Jeanswest and Scarecrow, was exposed by Beijing's Bureau of Industry and Commerce in July 2010. The company later explained that the sampled products were manufactured by an authorized partner and met all relevant standards at the time. This incident highlighted the challenges faced by the brand as it continues to refine its business model and adapt to evolving regulations.
When asked about the influence of American Polo, Zhou Shaosheng said, “Our goal is to become a Chinese version of American Polo.†He emphasized that Polo represents not just a clothing brand but a mature business model that has achieved global success. Septwolves sees itself as a follower and fan of this model, aiming to learn from its strategies and apply them to its own growth.
In 2009, Polo generated over $11 billion in sales revenue. This figure has inspired Septwolves to focus on improving its performance. According to its 2010 interim report, the company saw a 10.67% increase in operating revenue to 973 million yuan and a 31.12% rise in net profit to 123 million yuan.
Despite recent controversies, such as the "toxic clothing" incident, Septwolves remains focused on long-term growth. Zhou believes that while the company has passed the era of simple product-based growth, it must now prioritize internal management and brand development. He also stressed the importance of diversification, expanding beyond men’s wear to include women’s and children’s fashion, as well as other lifestyle products.
Looking ahead, Septwolves aims to build a comprehensive industry chain, integrating various categories and brands. The company is exploring new markets, including youth culture and post-90s consumers, with tailored designs that reflect individuality.
Zhou also mentioned that Septwolves is open to diversifying its investments and exploring mergers and acquisitions in the future. He believes that innovation and adaptability are key to maintaining competitive advantage.
Regarding the "toxic clothing" controversy, Zhou expressed confidence that the incident actually helped raise awareness about clothing safety. He clarified that the tested products were produced in 2007 and met the standards of that time. The spandex content was different from the updated regulations, but the materials were safe and non-toxic."
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