Semir'S Sales Rebound And Initial Success

In the Internet era, domestic garment enterprises are facing severe challenges.

Under the impact of a powerful e-commerce platform, traditional clothing sales channels are gradually declining.

Just last year, a large number of domestic garment enterprises were bogged down in the mire of "closing shop tides". There were many famous domestic clothing brands such as Baleno.

Giordano and so on.

However,

However, the group went out of the mire in the crisis and sold again, and once again successfully expanded its territory.

During the two sessions in 2014, Qiu Guang and Mr. chairman of Semir group proposed the vision of reconstructing two Semir in three years.

He believes that the company has already stepped out of the difficult period and the inventory pressure has been lifted, which has laid a good foundation for the next two years' development.

This prediction seems to have been verified this year.

During the May 1 period, Semir vigorously launched the climax of offline channel expansion, and planned to open 128 Semir brand stores.

Meanwhile, in the 2015 quarter, Semir group's revenue and net profit increased by 13.6% and 21.98% compared with the same period last year.

Why is Semir able to go against the trend in the sluggish clothing market and get on the list of "the future stars" of Forbes's best listed Asian company?

Vigorously develop children's clothing industry to promote O2O sales pformation

The rapid expansion of Semir's offline channels is closely related to its improved inventory turnover system, which is also benefited from the pformation of the sales mode under the line.

"Semir clothing is very good now, basically close to zero inventory." Qiu Guang and said, "you (reporter) in the report to see more than ten billion, are normal turnover of inventory."

As early as 2013, Semir once fell into the predicament of declining revenue: inventory problems were severe, sales expenses increased sharply, and performance was lower than expected.

To this end, Semir had to close some non profit stores, promote the de stocking of the group, and make adjustments to the brand strategy.

On the one hand, by vigorously developing children's clothing business, Semir quickly went out of the trough.

Its children's clothing brand

For many years, it is the first brand of children's wear sales. It is the leading brand of children's wear market in China.

There are reports that Semir has further deployment of its children's industry. In addition to maintaining the proportion of Barbara children's clothing brand in the market, Semir will integrate resources through the investment in animation, film and television, children's education, Internet services and other related children's cultural and educational industries.

Comprehensive one-stop service platform.

On the other hand, Semir has stepped up its investment in the electronic business platform, increasing the electricity supplier's special contributions, increasing the proportion of online sales, and promoting the 020 full channel mode under the online and offline business.

According to relevant reports, only in 2014 Taobao double 11 activities, Semir made nearly 200 million yuan business, total annual sales exceeded one billion, ranking first in the leisure category.

This is a good achievement for Semir, who was involved in the electricity business in 2010.

To this end, the group has launched an online exclusive brand "Colombo" shirt, in the future with the help of online channels to create "high quality parity" brand tone.

Its "cost-effective" online strategy attracts a large number of fans who focus on consumption experience.

Enterprise reform and innovation? Accelerate industrial upgrading

In addition to broadening sales channels, Semir group pays great attention to enterprise innovation and pformation, and intends to upgrade from traditional industries to fashion industries, promote industrial upgrading and stabilize consumer groups.

At present, the target consumer group of Semir is still a 16-29 year old youth group.

In order to cater for the needs of fashion and personalization among young people, Semir asked designers to provide new products for their brand appeal, brand recognition, consumption demand and consumption concept.

In addition, Semir introduced South Korea's dominant fashion brand e-commerce provider, intending to create a fashion brand ecosystem.

South Korea's fashion platform ISE, which is strategic cooperation with Sen motor, owns Korea's largest offshore platform WIZWID and Korean designer's fashion brand platform wconcept. The market expects that both sides will build a mobile Internet platform in China, and gradually introduce two platforms to integrate their fashion resources.

In the propaganda strategy, although Semir has publicly said it would not invest too much money in advertising, but still hired a high popularity of Korean Kim Su Hyon and Li Zhongshuo as spokesmen, with Korean fashion as a selling point to attract young consumer groups.

Cross border cooperation Semir wants to build a world brand?

Since the signing of the WTO agreement in 2001, a large number of foreign brands have poured into China, many of which are brand names.

Under the tide of globalization, it has become an important proposition for Chinese brands to defend their positions and go abroad.

In order to become an internationally competitive large garment enterprise, Semir has begun to expand its international business.

At present, Semir group in Kazakhstan, Russia, Dubai and other countries and regions have some intention projects are being discussed, and try to open some stores in the water, has won a good sales response.

These overseas projects may not affect the performance of the group in the short term, but the responsible persons said that these projects help to support domestic product research and development and enhance the supply chain.

Last November, Semir signed the exclusive agency right of Marc O 'Polo in Europe, which is valid for 15 years.

Prior to this, Semir and luxury children's clothing brand Sarabanda and Minibanda also signed relevant agreements.

This is helpful to consolidate and develop the leading position in the leisure wear and children's clothing and to realize Semir's multi brand strategy.

Some commentaries say that Semir's agent for overseas high-end clothing brands is intended to build the group into a world leading multi brand clothing group covering children's wear, adult wear, high and low end businesses, covering shopping malls, franchised stores, electricity suppliers and shopping centers.

In the next ten years, can Semir realize "China's wisdom"? Facing the complicated and ever-changing trend

How will Semir consolidate its dominant position?

Xiaobian believes that the development of children's wear brands is in line with the general trend of children's clothing economy, and cross border cooperation with Korean electric providers is another wise choice to open up the market.

In the current fashion market is not satisfactory, how to re position their brand is also a top priority.