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Semir Chairman Qiu Guang Reinvented Two Semir In 2017

2014/3/10 16:28:00 75

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Qiu Guang, chairman of the National People's Congress and chairman of Semir apparel (002563.SZ), said in an interview with reporters that Semir has four big goals in the future. First, the development of multi brands. On the basis of last year, Semir will increase mergers and acquisitions, agency, cooperation and self creation to help the big Semir family and increase Semir's value.

Through 1-2 years' efforts, Semir's brand has been built into 8-12 brands, and the scale of Semir has been reshaped through 3-5 years' efforts.

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Last year, the domestic apparel industry was affected by the international situation as a whole. Last year, China's clothing market attracted much attention from all walks of life. The inventory problem and slow growth of the apparel industry triggered the sobering thinking of the market. P

"P >" "P" (28, -0.46, -1.62%) is very good now, basically close to zero inventory, "Qiu told reporters," you see more than a billion in the report, are the normal turnover of inventory, "he added.

we did not borrow money from the bank. The cash in the account was 5 billion yuan. Qiu Guang said Semir is a company that is not short of money.

We also participated in the establishment of a private bank in Wenzhou. This is our strategy of collectivization. We hope to achieve diversification through financial strategy in the future.

this is a very distinctive enterprise. Although it has entered the capital market through IPO, more than 80% of its shares are still in the hands of his family.

Although there are branches and even industrial parks in the northern cities such as Guangzhou and Guangzhou, it is still decided to keep headquarters in Wenzhou, a city with high exposure.

At the same time, Qiu Guang and advanced ideas, as early as more than ten years ago, ahead of the domestic market for non factory OEM operation.

The unique and decisive style has made his business rise rapidly in the textile market of Wenzhou. These decisions may not seem to be absolutely correct. The acquisition of GXG has caused widespread market controversy. But it is undeniable that the market sensitivity and the rapid implementation of force have made today's brand influence.

the gorgeous turn of operation /p >

over the past year, the inventory of Chinese clothing industry is a big problem, and a large number of stocks are pressing on the top of the enterprise like a mountain.

In the industry research report, CICC said, "gross profit margin has not improved significantly, and the cost has increased rapidly during the period. The performance has dropped by 7% compared with the same period last year. The overall consumption of clothing has maintained a positive growth. The issue of traditional listed brands is at a high rate of increase, not directly run, or brand aging."

Semir clothing was once accused of negative growth, exacerbated by inventory problems, while sales cost increased significantly, revenue declined, and performance was lower than expected.

for Semir costumes, 2013 is a gorgeous turn. After a year of de stocking and a brand strategy adjustment, shutting down non-profit stores, today's business growth is on the way.

Qiu Guang is very confident in his business, "our brand development is also very good."

This is not empty talk. According to the market survey data of Euromonitor, Semir brand is the second largest casual wear brand in China, while the balbala brand is the largest clothing brand for children in China, and the two brands are in the leading position in the subdivision industry.

"P" Qiu said Semir should increase its service to customers and control its quality instead of increasing advertising and endorsement.

Over the past 18 years, Semir has moved towards a mature brand.

"Now the market is still 100% in China, but the future does not exclude the opening of foreign stores, so that China's brand to the world."

Semir also joined the stock market to set up a pilot private bank in Wenzhou.

As he said, he was thinking.

"There are some tentative ideas on how to carry out a moderately diversified operation on the capital platform as a good opportunity to pass the gold reform."

Semir is not a smooth way. When it bought GXG, it was once ridiculed as "spend a lot of money on buying fake foreign brands". The share price was once smashed down and stopped, the market booed, and its market value shrank by nearly 3 billion.

But Semir's mentality in China's high-end market can be seen.

Forbes, who was once the richest man in the clothing industry of the Forbes list, has his own understanding. He told the media frankly, "we are not playing capital, we want the future."

never cease self revolution

according to Qiu's idea, we should increase the sales of online shopping centers in the future, and build a retail mode of online and offline interaction. By the end of the fourth five year plan of the company in 2017, we will rebuild two of the current scale Semir.

Semir will become the two venture, whether in mentality or brand, always in revolution.

in design, from the previous independent design to the construction of an open supply chain, as long as the design elements and positioning are in line with Semir's positioning, they can be adopted; the development of the electricity supplier has changed the way of previous inventory digestion, adding a large number of electricity supplier special contributions, and realizing the difference between online and offline; advertising is no longer a single channel large-scale TV delivery, but instead to the Internet advertising with good interactivity.

despite the eventual cancellation of last year's GXG, the acquisition and search for good brands has never stopped.

In the future, we hope to acquire the high-end brands, and even continue to learn from the agency of good brands.

At this point, the grass roots Semir took full faith.

Qiu said that at the beginning of her career, she had a beautiful vision of "Semir with your life", which means that from the early childhood to the late years, customers in the Semir brand community can find the clothes they need.

Semir will strive to expand the number of its brands on the existing basis to 8-10 by 2017.

"in recent years is almost the original push back" Semir assistant chairman, dream general manager Zhao Xiaobo told reporters.

Dream is a new brand launched by Semir. At present, the product has many dreams and many costumes, one-stop children's cultural and creative complex "dream town". In addition, CCTV has launched a "happy dream" cartoon.

in recent years, the development of electronic commerce has brought great changes to the city. In the future urban complex, sales of department stores will be reduced, and the proportion of experiential services will continue to increase. Semir hopes to share dividends in this change.

as a factory without factories, Semir clothing has achieved 300 times of high growth in 7 years, and has also led a number of apparel production enterprises around.

Qiu said that Semir is a very responsible enterprise, and Semir advocates platform harmony and win-win cooperation, and has core support for upstream and downstream partners.

In the future, we hope to get through the environment of financial services entities and set up financial companies to serve upstream enterprises and agents.

he also said that the creative clothing industry needs the support of solid and innovative traditional industries, and appealed to the state to support the pformation of traditional technological processes from the hindsight to the prior ones, and to enhance the intensity of innovation and technological pformation.

At the same time, we hope that the state will enhance its support for business model innovation and the introduction of professionals, and promote the pformation and upgrading of the real economy.

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