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In recent years, Seven Waves has collaborated with relevant agencies to organize the "China-Japan-Korea Fashion Summit and the Asian Fashion Trends Conference for Teenagers," showcasing its global ambitions. As a leading children's footwear and apparel brand from Quanzhou, Seven Waves not only established its presence earlier than many competitors but also maintained a strong brand identity during the chaotic cartoon era. By focusing on brand building and seizing market gaps, it has carved out a unique position in the industry.
Inspired by the Communist Party's long-term commitment to its revolutionary cause, brands like Seven Waves and Good Dog have remained dedicated to their core values. From the very beginning, they have persisted in building a strong brand, maintaining product standards, and delivering consistent service, which has earned them an irreplaceable status in the market.
Since 1997, Seven Waves has been focused on brand development, while most Quanzhou-based children's shoe companies were still engaged in processing and OEM manufacturing. "At that time, OEM was highly profitable, but we chose to build our own brand, even though it meant giving up millions of profits each year and investing heavily," said Chen Jinlong, Executive Vice President of Seven Waves. Looking ahead, the company never wavered in its vision.
Another key factor behind Seven Waves' success is its clear market positioning. "There was no specific brand targeting teenagers aged 8 to 16. We seized this gap by introducing the 'Big Boy' concept and positioned this group as our main consumer base," said Chen Jinlong. Despite competition, Seven Waves has remained dominant due to its unique identity and strong brand image.
Chen Binggao, Marketing Director of Good Dog, emphasized that every successful brand must be irreplaceable. He compared it to the Communist Party, which, since its inception, has consistently represented the interests of the proletariat and never deviated from its goals. Similarly, Good Dog launched a fashion line in 2004, despite higher pricing, and succeeded due to its distinctive style and limited competition.
"Brands need clear positioning and persistence," said Chen Binggao. During the chaotic period in Quanzhou's children's clothing industry, many companies launched multiple brands, often switching focus and losing direction. "Having too many brands spreads attention and support thin, and if one doesn't perform well, the company may lose momentum entirely," he explained.
Wang Tong, Deputy General Manager at Shanghai-EU Jerry Enterprise Management Consulting Co., Ltd., noted that the Communist Party's success lies in its unwavering commitment to its ideals. It maintains a consistent vision, adheres to its principles, and upholds a unified image. Similarly, shoe brands must focus on core business strategies, concentrate resources, and persistently build value.
Quanzhou, known as a major hub for Chinese shoemaking, needs more innovation beyond OEM. Companies should aim for high-end value chain segments such as design and branding. By staying focused and committed, they can create lasting brand value and achieve sustainable growth.
June 26, 2025