Transformation And Upgrading Of Semir: Supply Side Reform Behind A Garment

"The same is born out of

Is Semir today a service enterprise or a manufacturing enterprise? "At the just concluded" two sessions ", the Secretary of the municipal Party committee, Xu Liyi, discussed the economic pformation with" Semir's question ".

Reporters recently entered Semir to visit a dress behind.

To reveal the pformation of an enterprise ecosystem, and to examine the pformation and upgrading of Semir's economic growth curve.

In February 27th, Semir apparel released its 2015 performance bulletin, operating income of 9 billion 430 million yuan, an increase of 15.74%; profit 1 billion 797 million yuan, an increase of 21.87%.

In February 29th, China Merchants Securities made an assessment: its performance grew steadily on schedule, leading to the growth of the industry, and the value of white horse highlighted.

As the leader of domestic casual wear and children's clothing, what's the secret behind making a garment so successful? Qiu Guang, chairman of Semir, said with smile, there is no secret to it. If so, it seems to be called Semir's supply side reform.

Detonate the market behind

Upgrading the supply chain.

Semir online business "brother to buy" platform, has launched a light down jacket.

This down jacket, please come to South Korean pop star Lee Min Ho, "designed for you," and detonated the network on the same day.

This case is known as "Semir miracle" by electric providers.

Behind the "Semir miracle" is the strong strength of integrating the resources of high quality supply chain, bringing the experience of beauty to consumers through the introduction of strong manufacturing suppliers and the ultimate process.

A person in charge of the production system of Semir division told reporters that for this lightweight down garment, the supplier is improving both the material of the accessories and the adjustment of the manufacturing process.

In the fabric, the choice of international patent fabric, high density yarn weaving line to ensure the fabric itself tightness; in the knitting process, imported machinery from Germany, 120 minutes to replace a needle, to avoid the large pin hole caused by the phenomenon of fleece.

The most important thing is that the material inside the feather is high and the clothes are "light" and "thin".

"Even a seemingly simple shirt involves a series of links such as fabric supply, plate design, manufacture and packaging. The supply chain is the key to deciding the quality and price of a garment."

The sale of this down jacket is reasonable in the view of Zhang Hongliang, director of Semir electric business.

He said that in the Internet era, the traditional business models will be cancelled or replaced one by one, leaving only two origins of products and consumers.

Therefore, deciding the competitiveness is not the channel type, but the supply chain behind the channel. The strong supply chain is the winning weapon of Semir in the electricity supplier war.

However, the integration of high quality supply chain is not one step in place.

Over the past few years, Semir, which does not own its own factory, has "borrowed chicken and eggs", virtual production, and has selected and supported a number of heavyweight suppliers through excellent and excellent selection.

For these

In terms of design capability, fabric development capability or quality control capability, they can always provide consumers with the best products in the shortest possible time.

It is also by virtue of the supply chain advantage that Semir can become "the latecomers" and become a leader in e-commerce marketing.

Last year, "double eleven", only 15 minutes, Semir sales exceeded 100 million mark.

Behind the popular front

Integration and optimization of global resources

"Integration" is not only in the supply chain, but also throughout Semir's optimization of global resources.

During the interview, Zheng Hongwei, the director of Semir fashion group, said the word "integration". Through the cooperation with McKinsey and TNS, a well-known international strategic consultancy, Semir sought the precise positioning of the brand. Together with the PR0M0STYT company of France, the Semir international fashion information center was set up to open the design studio to Seoul, Paris and London.

Through the marriage of authoritative fashion design agencies at home and abroad, Semir accurately grasped the market pulsation and walked in the forefront of fashion.

In December 12, 2014, Wanda, Gongshu, Hangzhou opened a grand business, and Semir's children's wear brand Barbara, the first sixth generation new image shop in the country, was established. It opened for only 3 days. Balabara Hangzhou Wanda store achieved the first floor of sales performance. The whole Hangzhou Gongshu Wanda single store sold second of the good results; in 2014, Semir launched the fashion down feather and mini Bala, which was sold out as soon as it was released.

In the face of strong competitors such as Lin, Semir shouted out the slogan of "what's next season, watching Semir".

On brand promotion and promotion, Semir hired international famous brand stewardship to introduce "360 degree brand management". It promoted brand influence from products, reputation, customers, store access, visual identity, image and so on, and invited domestic and international front-line stars to take on the role of image spokesperson, and constantly enrich and enhance the connotation of brand.

"Before, competition among enterprises has now become a competition among industrial chains, and Semir needs to integrate deep global quality resources to create a new core competitiveness."

As for Semir's big deal, "please come in" and "go out", Zheng Hongwei thinks everything is going with the flow.

In his view, since the establishment of Semir in the past twenty years, the market has been changing, and consumers' ideas, lifestyles and demands for brands are changing. Semir's brand connotation and marketing means must also change.

But what is changing is that Semir has been integrating the world's high-quality resources for our own use.

Behind the industrial aircraft carrier

Multi brand linkage development

Entering the new normal development stage, the apparel industry has changed from opportunity oriented to the current ability oriented, from channel driven to product driven, from speed to quality. In the face of the changing new situation, Qiu Guang and put forward the development strategy of multi brand, "this is the only way for clothing enterprises to become bigger and stronger."

A single brand of children's wear has begun to extend to the children's industry.

Dream many, Macal and other brands have been launched online.

They hope that through the investment in animation, film and television, children's education, Internet services and other related children's cultural and educational industries, integrate resources, pform children's product providers to online and offline integration, and integrate children's industrial service providers with products, education and cultural dissemination, create a one-stop service platform for children's comprehensive industries, and implement "multi brand, multi series" development strategy.

Seizing the opportunity of rapid growth of China's high-end casual wear market, Semir signed a cooperation agreement with the European high-end casual wear brand, Germany Marc O'Polo, to become the regional general agent of China, and set up a joint venture with Korea fashion fashion to operate the mainstream Korean high-end it MICHAA brand.

Earlier, Semir represented Italy Sarabanda children's wear brand. Through multi brand cooperation, the introduction of international capital, talents, experience and technology helped Semir grow bigger and stronger, and quickly integrated development.

How far is Semir's strategic goal of the world's leading multi brand apparel group set up at the start of the day? When interviewed Zheng Hongwei, he preferred to attribute this topic to how close it is to the target. "After 20 years of energy accumulation, Semir, a listed company, has the strength and ability to deeply integrate global quality resources, and develop multiple brands through multiple acquisitions such as mergers, acquisitions, agents and so on, so as to achieve" Semir's life ideal ".