The Third Plenary Session Of The 18Th CPC Central Committee Second Child Policy Loosening, Semir Expanding Baby Market

In November 15th, the decision of the CPC Central Committee on several major issues of comprehensively deepening the reform was released. It refers to the policy of adhering to the basic state policy of family planning and implementing the policy that one side is the only child's couple who can give birth to two children.

This policy trend is good for children's clothing industry. Optimistic calculations show that the release of the "single child" will increase the country's population by 1 million annually, thereby releasing a new incremental market.

Three layout of Semir baby market

Subdivided into the domestic listed company level, at present, most casual wear and sports clothing listed companies have established children's wear business lines, but mostly for the original business supplement, the overall plate is not big, short-term has a significant impact on the company's performance. except Semir 。

Because of its early layout, full decentralization and excellent career management team formation, Semir apparel Barbara brand has become China's largest children's wear brand, leading the market. According to relevant data, in the first three quarters of 2013, Semir's Barbara brand revenue increased by 20% compared to the same period last year, accounting for 33% of Semir's clothing revenue and 5 billion of its terminal retail sales. Compared to the 6.85% year-on-year increase in the first three quarters of the company's overall revenue, the company's children's clothing business was strong.

A head of Semir clothing and children's clothing business told the wisdom news agency on Monday that the company's release of the second child policy has long been anticipated, and there have been three aspects of the layout. In the future, the company will not adjust the company policy because of the specific policy of the second child.

The three major policy adjustments of Semir clothing and children's clothing business are 1, children's clothing business input and strategic status improvement; 2, product line adjustment, expanding the 0-3 year old baby market (MINI Bala) product line; 3, reseller channel adjustment, increasing the 0-3 year old baby clothing retail area.

This person said that Semir clothing will place children's clothing business in the company's more important strategic level, and the investment in children's clothing business will continue to increase in the future. It did not provide a specific quantitative increase in input resources, but said it would increase investment in product line development, retail strategy and online business.

Product line, Semir The clothing industry will develop the 0-3 year old baby market by force, invest more resources to design more products in this field, expand product line resources and strength.

At the channel level, Semir apparel has asked dealers to give larger business areas to sell 0-3 year old baby products.

In the first three quarters of 2013, Semir had more than 7800 terminal channels, of which more than 3000 were balbala and the number of shops was the leading industry. However, the Barbara store has a smaller business area, averaging less than 100 square meters, resulting in its single store turnover, product line expansion and offline store experience.

At present, Barbara began its big shop appeal, and its business area increased by 20% over the beginning of the year, which is higher than the 3% growth of Semir, a casual wear brand. The continuous progress of this trend will benefit the expansion of the 0-3 year old baby market and fully share the "demographic dividend".

In the future, Semir clothing and children's clothing business channel is planned as a second tier market to develop shopping center channels, and the three or four line market will develop mushroom type stores. Under the plan, Semir clothing and children's wear business line will be plentiful, the 0-3 year old baby market will be imported, the high-end brand image will be deepened and the overall sales will be improved.

This is another important input field for Semir clothing children's clothing business, and online and offline business will also play a key role in promoting integration.

Semir apparel related business executives said that in the future, the company will also focus on the development of children's wear line business to adapt to the 80's, 90's mother's shopping mode changes. Offline experience will enhance experience.

The upgrading of offline experience requires the expansion of the business area. The shopping center channel, because of its huge bulk, covers many formats, and plays a certain role in promoting the experiential consumption of children's clothing business. The trend of big shops will bring more interactive links besides simple product sales. It is advantageous to enhance the experience function of Semir apparel line and attract the crowd to the offline channel.

As for the development direction of online business, the person said that the development direction of online children's clothing business is product differentiation, and online and offline products are different. {page_break}

"Second child" demand remains risky

" Single second child "Policy liberalization, how much market space will be released in the field of children's clothing? Although most optimistic people, but still need to focus on risk.

As a leader in the market, a responsible person of Semir clothing and children's clothing business said that the national two child policy is completely liberalized. It is the only way to go. The enterprise level should be optimistic and the actual operation should be pragmatic. His personal view of the market opportunity brought about by the release of the "two child" is neutral.

There are two main considerations. First, the number of infant growth brought by the policy is now estimated to increase by 1 million per year. According to the "double double child" release effect in the past, the baby's substantial growth needs more careful investigation. "For example, in the Shanghai area, after the release of the" double single child ", only one couple of ten eligible couples had a second child. The two is the consideration of purchasing power. If the economically developed coastal areas choose to give up the second child due to many factors such as purchasing power and so on, will the families who choose the second child in the inland areas have enough purchasing power to buy quality children's clothing? This remains to be further observed.

Market participants told great wisdom news agency that in the three or four line market of China's huge population and urban and rural areas, because of economic and safety concerns, parents choose to wear a second child. Many will follow the older generation's thinking, so that the second child will wear the "old" clothing of the first child. This may also make a big loss in the theoretical market.

At present, Semir clothing is promoting the development of children's clothing business. At the age of 0-3, the company has a higher market target and more aggressive market operation. The brand and channel advantages of the company are conducive to fully benefit the expansion of children's clothing market. However, it remains to be seen whether the policy can release much of the incremental market.