Semir Clothing Pformed From Real Estate To Commercial Real Estate

Semir clothing has been left to the industry for 16 years.

The impression of "idiot" is that even if the industry has invested in real estate and property, it is also focused on the relatively low profit clothing business.

However, as Semir's clothing moves its eyes from clothing to real estate, the image of "idiot" will be ready at any time.

Gold purchase

Since its inception, 156 million, or will detonate Semir dress for more than ten years of thinking, Semir dress has always been deep tillage main industry, even if the listing also failed to activate their thinking.

Until recently, Semir clothing changed its past style of work, announced that the company intends to use the 156 million yuan to raise funds to buy.

People's Industrial Development Co., Ltd. 100% of the shares and inherit the corresponding debt.

Among them, the share pfer price is 49 million yuan, and the inherited debt is 107 million yuan.

After the completion of the paction, the company will acquire the ownership and the right to the use of the land at 236 Yanan Road, Shangcheng District, Hangzhou, Zhejiang Province, with a total floor number of 6 stories and a building area of 2637.77 square meters.

The bulletin shows that the 1-4 estate of the property has been leased to Hangzhou Bang Wei Garments Co., Ltd. (a wholly owned subsidiary of -0.19, -0.80%), which is used as a storefront. The rental area is 1758.51 square meters, the lease period is up to February 28, 2013, the 5-6 floor is leased to individuals as a hotel, the rental area is 700 square meters, and the lease period is up to May 31, 2014.

After the lease expires, Semir clothing will set up its own network here.

According to the planning of Semir clothing, the future use as a store will help to enhance the brand image of Semir brand and Barbara brand in Hangzhou.

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To this end, the property in the core business district of Hangzhou has made Semir dress willing to take out a triple premium.

However, whether the returns can be worth three times the premium, it seems that no one is right now.

In fact, Semir clothing is not the first clothing enterprise involved in the purchase of commercial real estate.

In 2009, the second years of the US bond apparel market implemented a series of long-term lease and purchase activities for real estate. In the first 8 months of the year, 39 commercial real estate were sold, with a total investment exceeding 1 billion yuan, resulting in a decline in corporate profits.

And in the real estate field, YOUNGOR, a bigger garment company, made a clear statement in April this year to return to the main garment industry.

In 2010, the contribution rate of YOUNGOR's real estate business to the company's total revenue reached 47%, and only half of the sky was chosen. In 2011, the real estate delivery of YOUNGOR was reduced by 3 billion 234 million yuan due to the cyclical factors of the project, and the income and operating profit decreased by 46.94% and 32.12% compared with that of the previous year. The cash recovery rate slowed down, the inflow decreased by 2 billion 526 million yuan compared with the previous year, while the payment of land, project and various taxes and fees increased by 2 billion 304 million yuan over the previous year.

According to YOUNGOR chairman Li Rucheng, the performance of YOUNGOR's real estate business in 2011 only accounted for one third of the expected value.

"If it is like YOUNGOR, enter the real estate market thoroughly, identity has become a developer, I am not optimistic."

Jiang Yikun, a media commentator in the real estate industry, told reporters that no matter from the current relatively bad market environment, or from the trend of increasingly strong professional demand, non professional enterprises may lose money in this market.

If we choose to make a "real estate developer" in the United States, if Jiang Yikun chooses to be a "real person", we are optimistic about it: "on the one hand, this is its fixed assets, which may increase in the future; on the other hand, in such a golden section, flagship store, Semir clothing decoration reputation will be greatly enhanced."

In other words, one is to develop the real estate sideline with clothing as the leading part; the other is to develop the clothing industry by buying the land and opening the shop.

This is the two path in front of Semir costumes.

To this end, the reporter has sent to Semir clothing headquarters public relations office and the chairman's office, both sides initially revealed the attitude of the purchase of land is unaware.

Asked by reporters again, Ms. Gong, the chairman's office, made it clear that in June 12th, Semir dress had held the first provisional shareholders' meeting this year on the motion to buy shops by raising funds for equity purchase, but the details are not yet disclosed.

Therefore, it is not clear whether the Semir costume is just a front stop for the horse race enclosure, or for the test of water in the real estate market in the future. The strategic significance of Yu Senma's dress is not yet known.

Improve leveling effect

Aside from the strategic considerations, Semir's clothing business is still cost-effective in terms of a single act.

In the concept of Semir clothing, the area of the shop in the first tier city is about 1000 square meters, and the two and three line cities are about 300-500 square meters.

The acquisition area is more than 2600 square meters, plus the advantage of the core business circle. It just coincides with Semir's idea of "improving the overall business efficiency in the first and second tier cities in the way of flagship stores, big shops and quality stores".

In fact, Semir clothing has been opening new stores rapidly in recent years. Meanwhile, it has begun to upgrade its stores from large shops, upgrading its store image and enriching product categories. It is an important criterion to evaluate the strength of stores. It means the efficiency of 1 square meters in terminal stores.

Before the listing, Semir's 8.5 generation of the latest image shop accounted for less than 10%, and in the future, the proportion will continue to improve.

According to statistics, the proportion of redecorated stores can be increased by 10-15%.

I have to admit that in the short term, big stores still have disadvantages.

The main reason for the slow down of Semir's Direct stores in 2010 is that there are too many big stores.

After all, the incubation period of large stores is more than one year, which makes sales growth less than the growth of the area.

But in the long run, when big stores reach maturity, their efficiency will continue to rise.

Moreover, to a certain extent, the trend of big shops is not determined by Semir clothing.

"From the perspective of the layout of the flagship store in the core business circle, the layout of Semir clothing is lagging behind the whole country, and the image of the brand is also slightly lost to Metersbonwe.

In the long run, holding large shops in some core business circles will bring greater convenience to the operation and category expansion of multi brand businesses, and also conform to the market positioning from a single category to a comprehensive category, which helps to expand the store from franchised stores to one-stop shopping malls.

Ma Gang, an independent critic, told reporters.

Compared with ZARA, C&A and other international giants, Semir clothing has a gap in the store image and reaction speed. Therefore, the overseas brands have achieved the efficiency of up to 30 thousand -5 by virtue of the direct marketing system and the big store mode of the supermarket, while the flat effect of Semir clothing stores can only be maintained at around 15 thousand.

Against this background, the appearance of Semir costumes is very smart.

First, we can completely design and pform the storefront according to the company's independent thinking, and bring great initiative to the layout of the core business circle. Second, we can have our own fixed assets in the gold lots, and enhance the brand reputation and efficiency with the large flagship store. At the same time, we should try our best to close to the scale of the foreign-funded clothing enterprises, and provide experience and lessons for the future competition with the competitors such as foreign garment enterprises, so as to facilitate the long-term development of the brand.

In any case, in the long run, the commercial real estate resources in the core business circle will be even more scarce. Whether or not it can be rented will be affected by many factors such as urban business planning, landlords and so on.

According to Hua Jie consulting clothing industry analyst Liang Venlo, under normal circumstances, retail leasing costs are generally around 17% of the cost, but the cost of leasing in the past 3 years has soared, which is likely to break through the value.

"In fact, this is somewhat similar to the practice of McDonald's (micro-blog) abroad, which is a very good profit model for franchise chain enterprises."

Li Weihua, a founder of Chinese franchise research, praised Dr. Semir, a franchise Research Center at China University of Political Science and Law. He praised the practice of buying clothes from real estate as a store. "This resource is scarce, mobile and highly exclusive.

At the same time, it is also one of the ways to implement more effective control for franchisees.

In fact, in Ma Gang's view, the other meaning of Semir's clothing is the acceleration of self run stores.

From the point of view of revenue structure, Semir clothing direct battalion is only about 10%.

Although the number of Semir clothing is higher than that of Smith Barney in the number of stores, Semir apparel is not dominant due to the stability of terminal management and sales.

For a large garment enterprise, it is helpful to reduce the risk of channel by properly increasing the proportion of direct battalion and increasing the control power of the channel.

"In the past, the franchise mode helped enterprises expand rapidly when their management capabilities and financial capabilities were weak. However, when the market environment is not good and the franchisee is under great pressure, the flight of franchisees will become an important risk for enterprises.

Direct battalion can enable enterprises to make rapid decisions and meticulous management. At the same time, it also avoids the risk of large fluctuations in business performance caused by unstable channels.

Ma Gang said.

In the final analysis, Semir costumes should not only pform, but also turn quickly.

After all, time and tide wait for no man.