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In recent years, Seven Waves has jointly organized the "China-Japan-Korea Fashion Summit and the Asian Fashion Trends Conference for Teenagers" with relevant agencies, showcasing its ambition to expand globally. As a well-established children's footwear and apparel brand from Quanzhou, Seven Waves not only launched its brand earlier than many competitors but also maintained a clear identity during the chaotic cartoon era. By focusing on building a strong brand and seizing market gaps, it has carved out a unique position in the industry.
Inspired by the Communist Party’s long-term vision and commitment, brands like Seven Waves and Good Dog have remained steadfast in their brand strategies, adhering to product standards and service quality. This dedication has earned them an irreplaceable status in the market and allowed them to stand out among many competitors. Since 1997, Seven Waves has been focused on brand development, while most Quanzhou children's shoe manufacturers were still engaged in processing and OEM manufacturing. At that time, OEM was highly profitable, but Seven Waves chose to invest heavily in its own brand, sacrificing millions in annual profits to build something lasting.
Chen Jinlong, Executive Vice President of Seven Waves, emphasized that the company always believed in the future of its brand and never wavered. Another key factor in the company’s success is its clear market positioning. While many brands targeted children or adults, Seven Waves identified a gap by focusing on teenagers aged 8 to 16. It introduced the concept of “Big Boy,†targeting this group as its main consumer base. Despite competition, Seven Waves has remained strong due to its unique style and consistent strategy.
Chen Binggao, the marketing director, compared the brand's journey to that of the Communist Party. Just as the Communist Party started with a clear goal and never deviated, Seven Waves has stayed true to its vision. Since 2004, the brand has emphasized fashion and style, even though its products are priced higher than many competitors. However, its distinct design and limited similarity to others have attracted a loyal customer base.
Chen Binggao also pointed out that in the past, many Quanzhou-based children's shoe brands tried to launch multiple labels at once, but this often led to diluted focus and lack of long-term success. He explained that when a company spreads itself too thin, it becomes difficult to maintain confidence and support for any single brand. This is similar to how the Communist Party gradually built its identity and never changed its core goals.
Wang Tong, Deputy General Manager at Shanghai-EU Jerry Enterprise Management Consulting Co., Ltd., highlighted that the Communist Party’s success lies in its unwavering commitment to its principles. It consistently upheld its direction, promises, and political image. Similarly, successful brands must stay focused, concentrate resources, and persevere in their core business. Quanzhou, known as a major center for shoemaking, needs to move beyond low-end manufacturing and focus on high-value areas such as design and branding. Only by staying committed and focused can companies create real brand value and achieve long-term success.
June 26, 2025