The Whole Channel Is A New Direction For Semir'S Development This Year, Online Sales Are Close To 3 Billion.

July 28th, in the thinking business

At the service conference, Shao Feichun, general manager of Semir electric business, published the theme "use".

Praise life -

The speech of "all channel strategy", he said that the whole channel thinking is the direction of future development.

Coincidentally, reporters today learned from a Semir brokerage's internal exchange activities record that, according to Mr. Zheng Hongwei, vice president and Secretary of the board of Limited by Share Ltd, Semir apparel Zhejiang, the whole channel is the future direction of Semir's development in terms of channels.

Zheng Hongwei said that most of the former channels were street stores. With the rise of new channels such as shopping centers and the Internet, consumption patterns and habits have undergone tremendous changes. One of the key points of the company's development is the promotion of all channels.

Zheng Hongwei said that in the past, the development of China's garment industry was the mode of channel as king. At that time, the channel was limited and valuable. At present, with the development of the real estate industry, shopping centers springing up rapidly, and the Internet provided different ways of development. Competition between channels has created competition, and each channel will find its own competitive and capable brand to create its own characteristics and form its own distinctive competitiveness. Therefore, enterprises with the advantage of product capability are more likely to obtain channel resources.

Reporters in this group of 11 investors from Guotai Junan, Galaxy Securities and other 9 institutions to participate in the investor activity record also noted that Zheng Hongwei talked about the distribution of Semir in the store to make such a statement: "Semir will China's consumer market is divided into 1234 line cities, the company in two or three tier cities in a higher proportion of shops.

China's clothing consumption market can be divided into the international consumption capacity market based on one and second tier cities, and the developing local market with some second tier cities and three or four line cities.

Different markets have differences in product consumption ability and fashion.

However, the consumption capacity and fashion of some counties in the first tier cities are almost the same as those of the two or three tier cities, so it is difficult to distinguish and scribe these cities.

Reporters here in the interview learned that in recent years, UNIQLO, H&M, ZARA and other fast fashion brands have expanded rapidly in the second tier cities and consumed the market share of the domestic casual wear brands, especially UNIQLO has opened up more than 60 stores a year in China, and the number of overseas fast-moving fashion brands such as H&M, ZARA and GAP has been increasing.

For Semir terminal layout, market watchers say Semir will have to sink channels in the future to strengthen its coverage and business expansion in the three or four tier cities.

The Great Wall Securities researcher Huang Shuyan believes that international brands have not yet penetrated into the three or four tier cities, and small brands in such markets are easily squeezed out of the market by brand leaders.

Semir has accumulated many years of management experience, perfect supply chain and franchisee system, and brand influence in the domestic leisure apparel industry. It can guarantee its brand to occupy a place in the market competition of the three or four line cities.

And what impact does the retail shop on which institutional researchers are concerned about Semir has great impact on Semir. Zheng Hongwei thinks so: "compared with the development of the Internet and the development of shopping centers, the department stores that take retail as the main form of business have a much smaller impact on the channel sales of the company. Semir should pay more attention to improving their capabilities and products, brands and quality."

Reporters learned here that the "Semir" brand was founded in 1996, and is the leading brand in China's casual wear industry. It is a young, fashionable and cost-effective clothing product for young consumers aged 16-30.

The development of domestic casual wear has experienced a rapid growth in the past twenty years, and the industry has entered a mature stage. The competition among brands has become increasingly fierce. Although casual clothing is still the largest segment in the apparel industry, due to the slow growth of domestic economy in the past few years, the development of e-commerce has rapidly split the original retail channels, and foreign brands have been invade to seize the market share.

In the domestic casual wear brand, Semir first began to adjust the channel and inventory.

According to the data collected by reporters, the first quarter of 2016, Semir's casual wear business achieved 1 billion 923 million yuan of business revenue, an increase of 16.15% compared with the same period last year, a net profit of 244 million yuan, an increase of 24.53% compared with the same period last year.

Affected by the decline in consumer demand, Semir's stores also dropped from 4420 in 2012 to 3477 at the end of 2015. In the three year, the Naimori Ma brand closed 943 stores.

Researcher Huang Shuyan said that the overall market situation of the domestic garment industry has been turning down since 2011, and the traditional channels and business models have been severely hit by the fact that many domestic garment brands have been overloaded due to backlog and loss of stores.

The inventory turnover rate of Smith Barney clothing, search special and Hinur decreased significantly from 2010. Compared with that of Semir, the turnover rate of clothing inventory remained at a relatively high level, and recovered rapidly after 2012. The inventory and accounts receivable also decreased with the implementation of the de stocking measures from 2011 to 2013. In 2014, inventory and accounts receivable began to pick up with a series of large-scale adjustment and adjustment such as going out of stock, adjusting channels and improving supply chain.

Huang Shuyan predicts that the growth rate of Semir casual wear revenue will continue to rise in 2015. The total number of brand stores in the company has been reversing after several consecutive years of decline, and the total growth rate of Semir has increased by 324 in 2015.

It is expected that Semir clothing will increase its preferential policies to open stores in the future, pay more attention to the area and efficiency of stores, eliminate non profitable stores, expand the size of shops and improve the efficiency of stores, which will become the focus of the development of brand stores in the future.

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According to a reporter's understanding, in an early meeting held in early July this year, Zheng Hongwei also said that the main business of Semir clothing is barrack barrack brand and children's clothing, mainly based on Semir brand, and the two brands are the leaders of their respective markets.

Semir hopes to increase its market share from 3% to 10% in the next 5 years, while striving to maintain a 20% growth rate for Semir's main brands.

Zheng Hongwei further pointed out that Semir's future growth mainly comes from the Internet and new channels.

It is expected that the growth of the same store will not exceed 5%, the total retail sales of the Internet will reach 3 billion this year, and the sales share is expected to be close to 15%.

Reporters noted that, for the reasons for the rapid growth of online business, Zheng Hongwei emphasized that in 2016, Zheng Hongwei thought that although it was possible to make 3 billion yuan sales volume in 2016, there was still a very high space for growth. First, because the audience of Semir was very large, regardless of Barbara's children's clothing market, or Semir's casual wear market, the brand share in these audiences was still very low. Secondly, Semir's product capability had not yet been brought into full play, and Semir sold a lot of over season products through vip.com in 2015, and did not reflect the company's product capability.

And after gathering the advantages of Semir's product capabilities and channels, Internet sales will continue to grow rapidly.