China Zhe Mu Still Has About More Than 1200 Retail Outlets In The National Mall.

Less than P, after the 2 billion yuan purchase of GXG parent company zhe Mu Shang, Semir's brand expansion continues.

Semir released the latest announcement that the company took Sarabanda and Minbanda two high-end children in Italy < a target= "_blank" href= "http://www.91se91.com/" > dress > /a > brand agent.

Semir said that the company will also cooperate with the parent company of the above brand authorized beauty Li Hong Clothing Co., Ltd. to set up a brand management joint venture in July 1, 2014.

In the industry view, because the brand image is relatively fixed, "Semir" brand has been difficult to make a big breakthrough.

Semir is trying to improve its market share by introducing a high level brand to enrich its product line.

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< p > announcement shows that the "Rainbow" Clothing Co., Ltd. granted Semir the right to promote, distribute, promote and sell Sarabanda and Minbanda products in China, with an agreement of five years.

At the same time, Semir will also set up two overseas joint ventures with the beautiful Italy Limited by Share Ltd, the parent company of the beautiful rainbow clothing Limited company. The joint venture company is responsible for product sales, while overseas is brand management.

However, Semir has not yet carried out specific work.

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< p > it is understood that the beautiful rainbow Clothing Co., Ltd. is a wholly owned subsidiary of beautiful Pavilion set up in China. Beautiful Pavilion is the leading entry-level luxury children's clothing enterprise in Italy. It has three brands of children's clothing, including Sarabanda, iDO and Dodipetto.

Among them, the Sarabanda brand is located in the high-end high-end children's whole category, < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a >, has clothing, accessories and a target= "_blank" href= "_blank" > shoes > shoes. The products are divided into many styles and themes, designed by the Italy local "," "," and "the".

Minibanda brand is the sub brand of Sarabanda baby product line for 0-18 months.

At present, it has more than 2000 sales outlets worldwide, and has nearly 30 independent brand shops and more than 50 department stores in Italy, the United States, Japan and other countries.

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< p > independent shoes and clothing commentator Ma Gang believes that restricted by category attributes, children's wear safety and inspection specifications are high, which has led to the market of children's wear has been in a state of mixed up.

Although Semir's "balbala" brand occupies the first place in China's children's clothing market share, its advantage is not obvious enough.

"Semir's acquisition of the two high-end children's clothing brand wants to consolidate its position and make a deep and penetrating market for children's wear."

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< p > for a series of takeover and agency actions of Semir at the recent stage, in the view of Ma Gang, Semir's brand "Semir" and "balbala" have formed an inherent price coverage and customer coverage, and it will be more difficult to expand the market with a single brand.

Expanding brand and business category is one of the effective ways to break through the bottleneck of development of Semir.

According to the analysis of the industry, the clothing enterprises in the initial stage mostly use single brand to "fight the world", but when the brand develops to a certain stage, it is easy to encounter "ceiling". At that time, brand awareness and market coverage will be more and more limited.

Most garment enterprises will choose to expand their business category and develop more brands.

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Less than p ago, Semir ate GXG to make up for the gap in the middle end positioning.

It is understood that China zhe Mu Shang's brand has GXG and gxg.jeans.

At present, China zhe Mu has set up about more than 1200 retail outlets in mainstream stores and shopping centers throughout the country.

According to the data disclosed by Semir, China zhe Mu still has a total assets of 1 billion 327 million yuan, with a total liabilities of 1 billion 55 million yuan and a net assets of 272 million yuan.

Last year, zhe Mu Shang's operating income was 1 billion 398 million yuan, operating profit was 260 million yuan, and net profit was 206 million yuan.

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