Semir Costumes: The Story Behind The Rise Of Children'S Clothing

A sub brand has grown from scratch, growing faster than the main brand, and becoming the leader of the industry. This situation is rare in the clothing industry.

Facing the increasingly fierce competition for children's clothing market, Barbara will face more challenges.

Since the opening of children's wear business in 2002, the income of children's clothing has accounted for nearly 40% of the total listed companies, most of which come from the brand balbara. Barbara's time to enter the children's clothing market was foresight.

"In 2002, Semir realized that China's children's wear market is relatively blank, and there is great room for development." Zheng Hongwei, Semir fashion director, told the new financial observation reporter that Semir chose the "medium price and quality" orientation to enter the field of children's clothing, because such positioning can "satisfy the largest consumer group".

Wang Luan (a pseudonym) is the chief operating officer of a high-end baby brand in China. According to his recollection, "2002-2003 years of children's clothing market has some high-end positioning, some are some miscellaneous cards, and there are several local brands that locate the middle price, but they are short-lived. After two years, they can't see them. It can be said that Semir was entering the best period at that time."

After Barbara, there were some casual wear brands that were involved in children's clothing business, but the brands that survive now are also pulled apart by Barbara.

More importantly, Barbara followed Semir's genes well. Semir The casual wear brand mainly adopts the virtual management mode, that is, the company mainly deals with product design, research and development, marketing, brand building and so on, and the production is completely outsourced. After the establishment of children's wear company, it also operates in this way.

Zheng Hongwei also said that Barbara also learned from many of Semir's management ideas and methods, such as right. Franchise chain The management mechanism and the corporate culture that win win cooperation with agents are of great help to Barbara.

Xu Bo, the official position is executive vice president of Semir apparel and general manager of Barbara Business Department. He built the brand of Barbara, and called it one of the most professional managers in China's apparel industry.

"He is. Barbara The soul. " A person who worked for many years in Semir said to the new financial observer.

In 1997, Xu Bo, who just graduated from University, entered Semir, which was founded for only one year. "Xu Bo is Semir's" old man ", almost grew up with Semir. These people said that after entering Semir, Xu Bo started from the market commissioner at the grass-roots level, the market management section director, logistics, sales and other positions have almost done.

Such experience also laid the foundation for Xu Bo's work in Barbara. Zheng Hongwei believes that after Semir has experienced, Xu Bo has been a more comprehensive and experienced management personnel in the clothing industry. In 2001, Xu Bo was ordered to form a Barbara children's wear company and served as general manager.

In the view of these people, Xu Bo accumulated a lot of market experience and customer resources in Semir. More importantly, he can balance all kinds of relationships well. "No matter whether the relationship between different departments within the company, or with the relationship between suppliers or agents, he handled very well, which made him work smoothly."

Wang Luan is a former CEO, a well-known man's clothing in the past. He admitted that a small brand will encounter many problems at the very beginning, such as how to solve the supply chain, how to match with suppliers, and how to transfer capital chain. "If there is not a core person to coordinate all kinds of relationships, the brand is hard to do."

Xu Bo solved these problems well. In 2004, Barbara set the highest single store daily sales of about 100000 yuan, an increase of 108% over the same period last year. In 2014, Barbara's terminal sales exceeded 6 billion yuan.

"Xu Bo is outstanding in both business and character. The key to success is Barbara." The foregoing said.