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Semir Costumes: Channel Expansion And Product Upgrading To Promote Growth

2011/9/3 11:34:00 39

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In the first half of the year, the company's performance basically met expectations.

In the first half of the year, the company's revenue increased by 36.64%, mainly due to

brand

Publicity, channel expansion and price increase are three aspects: the expansion of channel expansion results in new stores, expansion of old stores and new shops coming into maturity.

In the first half of this year, Semir and Bara brand opened more than 350 new stores, totaling more than 700 stores, including 50 new outlets, including 21 Semir and 29 Barra.

Because of this year's IPO listing, staff salary adjustment, new shops and more brand publicity, the cost growth is relatively fast, so the profit growth rate is lower than the income growth rate.

Inventories increased by 11% over the beginning of the year, mainly due to the increase in new products to be released; the development of e-commerce and the low return rate made the company's historical inventory smaller.

Multidimensional upgrading

brand

Competitiveness, enriching products and strengthening publicity are the key.

In order to meet the higher requirements of product scale with the ever expanding terminal scale, the company enriches product categories by increasing product categories and introducing new product lines, and strengthens the buying system to broaden product design channels, enrich product styles and enhance product merchantability.

Future Ltd also considers outsourcing some product design to further improve design efficiency.

In terms of brand promotion, the company has formulated the corresponding brand promotion strategy for Semir and Barra: Semir builds the annual fashion benchmark with "what Tee"; Barra continues to promote the fifth generation of image shops at the terminal, and carries out brand marketing in the TV media, network platform, video website and so on, and conducts large-scale "let TA play" thematic activities nationwide.

The future business strategy is clear. "Product" and "join" are the key words.

Judging from the low customer loyalty of the casual wear and children's wear brands, the company believes that the focus of the brand development at this stage is to increase the product richness and improve the customer's repeat purchase rate, while brand promotion and terminal management take the second place in the strategic position.

In terms of channel development, the company believes that

Join in

The channel has greater advantages than the direct channel in terms of business motivation, agency cost, acquisition of shop resources, taxation and manpower cost. Therefore, Future Ltd channel expansion will continue to focus on franchising channels.