Zhejiang Semir: To Build Up A New Supply Chain Child Dress

Semir group was founded in December 1996.

The sales volume of Semir group in 2005 was 1 billion 700 million yuan, 2 billion 500 million in 2006, 4 billion 200 million in 2007 and 5 billion 870 million in 2008. In 2009, Semir group ranked first in the top 100 enterprises ranking of Wenzhou for the first time in 7 billion 851 million yuan, and maintained a high-speed and strong growth for 12 consecutive years.

Semir has developed from obscurity to become a famous trademark in Zhejiang province and a well-known trade name in Zhejiang province. It has become one of the top 100 enterprises in China's apparel industry and has won the title of "the top 500 private enterprises in China" for six years in a row.

Founded in early 2002, the "balbala" brand of children's wear is the masterpiece of Semir group's clothing category and market strategic layout. In recent years, its development momentum has also been good. It has pioneered the diversified development of children's clothing sales channels and formats. It has achieved the acceleration of sales volume and the rapid growth of brand building, and won the title of "China's ten largest children's wear brand" in 2007.

These data clearly tell us that the clothing industry is clearly a "sunrise industry".

Semir executives insist that the twenty-first Century competition is not the competition of enterprise system, but the competition of supply chain.

Only by establishing an advantageous supply chain can enterprises gain the initiative of competition.

Semir group has actively explored the way of "virtual production, brand management and chain Monopoly". This mode of light assets and virtual operation has implemented "short board" outsourcing and "long board", which is to outsource clothing production and sales to other enterprises or organizations, and specialize in clothing design, brand management and other links.

With only one virtual production, Semir can save more than 200 million yuan of production base investment and equipment acquisition costs, so it can invest funds and energy into product design and brand management with high added value and obvious benefit in a short time.

At present, Semir group produces and sells two products, and product development and brand marketing remain at the headquarters of Wenzhou. The product department is located in Shanghai. The French fashion consulting agency is invited to provide the trend information to guide the design style of each season, making Semir's quick response very flexible and efficient.

Strong cooperation is also a strong driving force for Semir's sustained development.

Since 2002, it has been actively cooperating with famous French design companies, Ogilvy Inc and UFIDA. The core competitiveness and overall strength of the group have improved rapidly.

Famous brands are the foundation of the development of virtual operation. In 2003, Semir hired Nicholas Tse and invited TWINS to join in 2004, which made the brand image at the top of the day, and the brand management advantage quickly emerged, thus pushing the brand onto the fast track of scale operation and rapid development.