On September 9, the Seven Wolves brand officially launched its spring and summer 2011 new product orders in Xiamen. At the opening ceremony, Chairman Zhou Shaoxiong addressed dealers from Guangdong, Fujian, and other regions, expressing strong confidence in the future of the market. The event marked a strategic shift for the company, as it focused on enhancing its product offerings, marketing strategies, and brand positioning to reshape the consumer experience through innovative design and performance. During this ordering session, Seven Wolves unveiled a range of new products designed with fashion trends, creative elements, meticulous craftsmanship, and innovative versions in mind. Chairman Zhou emphasized the importance of delivering high-quality products that resonate with consumers, stating that meeting customer expectations is the top priority for the company. He highlighted that accelerating market development and ensuring product excellence are essential steps toward long-term success. The 2011 spring and summer collection was divided into four lifestyle themes: technology, beach, sports, and nostalgia. According to an official from Seven Wolves, the brand has taken a consumer-centric approach, focusing on real-life needs to guide its R&D process. Designers conducted in-depth research on daily life, incorporating innovative lifestyle elements into the products through visual design, color schemes, and fabric choices. This effort aims to provide consumers with both aesthetic appeal and comfort, while also immersing them in dynamic and emotional experiences. At the event, Zhou Shaoxiong expressed optimism about the future of the Chinese market. “All signs indicate that China’s consumer market is entering a period of rapid growth. There is still a lot of potential for expansion,” he said. Looking ahead, he outlined plans to improve profitability, enhance store efficiency, and increase investment in new retail locations. “Although post-crisis costs are rising, making bold investments now is crucial. Waiting for the market to fully recover could mean missing out on key opportunities,” Zhou added. These strategies have been well-received by distributors. Mr. Chen, a dealer from Guangdong, stated, “We hope the number of stores will grow significantly.” To support this expansion, Seven Wolves will introduce seven incentive programs, including rent subsidies, to accelerate the opening of new stores. Additionally, the brand has gained attention through collaborations with celebrities like Sun Honglei, Zhang Hanyu, Zhang Zhen, Hu Jun, and Lu Chuan. Their participation in the fall/winter 2010 TVC campaign generated widespread interest. “This new interpretation of the ‘man with many sides’ concept marks the third major brand transformation for Seven Wolves, enriching the cultural depth of the brand,” Zhou said. Zhou further emphasized that today’s business competition goes beyond capital and models—it’s also about culture and values. While Seven Wolves has achieved great success in its first two decades, he stressed the need to adapt to new challenges and maintain industry leadership. By strengthening brand culture, the company aims to move from “Made in China” to “Created in China,” driving innovation and elevating its global presence.