Semir Costumes: Intensify E-Commerce Sales And Increase Sales Memory

As labor costs, raw material prices and channel costs continue to rise,

The industry has suffered a great shock.

Recently, high inventory and sales decline are also lingering in the listed companies of garment enterprises.

With many questions, reporters visited Semir in Shanghai.

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"China's clothing industry is at a turning point. It is gradually changing from quantity growth to quality growth, from scale expansion to value creation. Modern society has already got rid of the function of single cover and cold protection, and fashion and creativity are behind it."

Zheng Hongwei, director of Semir clothing, told reporters: "although the industry growth rate has recently been constrained by factors such as rising costs, we believe that the development prospect of the whole industry is still bright.

The industry has maintained a growth rate of over 20% in recent years.

We must see that some difficulties at present are only phased problems.

For brand clothing enterprises, product design, brand promotion, sales and supply chain management are the core of management, not a single product.

"Market segmentation will be the development trend of this industry. In recent years, more and more clothing companies have landed in the capital market. It also shows that garment enterprises have been developing continuously under the background of boosting domestic demand and upgrading consumption.

We believe that the next step will be more clothing companies, especially in the various segments of the brand clothing leading companies, one after another landing in the capital market.

Zheng Hongwei said.

Since the beginning of this year, the performance of Listed Companies in clothing companies has been down, and the first half of Semir's clothing performance has also fallen, which is lower than expected.

Huatai Securities Research Report Analysis, the company's short-term performance has some pressure, but the company in casual wear second and children's wear first status has been maintained.

Semir apparel is currently mainly engaged in two major segments of adult casual wear and children's clothing.

Among them, the "Semir" brand is a popular casual wear brand for 16~29 years old young people. The brand has more than 4500 stores in the whole country. "Balbala" brand is fashionable clothing for 0~14 year old children, and there are more than 3500 terminal stores in the country.

Zheng Hongwei told reporters that the leisure wear market has entered a mature stage of competition, and the growth of leisure wear industry companies has slowed down significantly.

In addition to the rising local brands, several major international brands have begun to enter China in recent years.

The children's clothing market is growing, and it is still growing.

In view of the competitive environment of casual wear this year, inventory control and cost control are still the focus of operation.

Such as opening discount stores and factory stores, increasing sales of e-commerce, and quickening the disposal of company inventory products.

On channel construction, the company is also acting frequently this year.

In May this year, Semir apparel invested 156 million in the acquisition of Zhejiang Chinese industry.

The property involved in the acquisition is located in the core business district of the city. The geographical location and usage area are all in line with the requirements of Semir apparel marketing network construction project.

In March this year, Semir apparel invested 8 million and 12 million respectively, and two new branches were set up in Changchun and Shenzhen respectively, which are used for the clothing brand management and product sales of the company.

In addition, increasing support for agents is a measure that Semir clothing has been taking this year.

"The river is full of water, which is the core concept of Semir. The harmonious and win-win corporate culture has played the most important role in the interests of stakeholders."

Zheng Hongwei briefed reporters.

"Semir costumes as light assets,

The brand clothing enterprise is an enterprise that completely outsource production, focusing on product design, brand promotion, supply chain management and retail management.

Such a virtual mode requires a large number of suppliers, sales agents and logistics carriers and other partners to support and cooperate.

During the interview with reporters, Zheng Hongwei repeatedly mentioned the idea of "win win".

Zheng Hongwei has confidence in the development of the company. "The company raised 4 billion 500 million yuan in listing last year. At present, its cash is abundant and its debt ratio is very low.

We are also actively carrying out foreign investment cooperation, strengthening industry integration and mergers and acquisitions, and developing new brands and new businesses through various ways such as agency, cooperation and mergers and acquisitions.