In The First Half Of 2016, Semir Apparel Industry Led A Net Profit Of Over 2.

It is characterized by virtual operation, led by casual wear and children's clothing.

The leading industry of the industry has its own brand of casual wear, represented by Semir brand, and the two brands of children's clothing represented by the Barbara brand.

Founded in 1996, Semir brand is positioned to be young, fashionable, dynamic and cost-effective.

The products are mainly aimed at 16-30 year old young people who pursue fashion and fashion.

After years of efforts, Semir's brand recognition and market share rank among the top of China's casual wear, and won the award of the annual award of the Chinese clothing brand. It has won the award of "2012 best Chinese brand value list" issued by Interband and ranks third.

The Barbara brand was founded in 2002 to advocate professionalism, fashion and vitality for children aged 0-14.

After more than 10 years of hard work, Barbara won the honor of China's ten largest children's clothing brand and China clothing brand annual award potential award. The brand awareness and market share ranked first in China's children's wear industry.

In the first half of 2016, the weather in China was abnormal, the continuous heavy rain and waterlogging in many areas, and the continuous abnormal high temperature in some areas, which had a certain degree of adverse effect on the offline business of Semir clothing.

Through internal and external reforms, adjusting the organizational structure, integrating upstream and downstream supply chain resources, enhancing supply chain operation capability, increasing Internet resources input, promoting online and offline business integration and other measures, it has overcome unfavorable factors, achieved double growth in business revenue and profits, and made progress in many aspects, such as brand, product, operation mode and resource integration capability.

Children's business continued to grow at a relatively high speed.

In the first half of 2016, the Department of children's clothing continued to push the organizational structure flat, further speed up the pformation of channels, promote the development of new shopping centers, strengthen product R & D investment, set up an expert team to support product development, enhance product comfort and safety, implement a multi brand strategy, and develop new brand businesses such as MarColor, Mongdodo, and expand the space for children's business development.

In recent years, with the increase of people's income, China's clothing consumption has maintained sustained growth, and is becoming the largest and fastest growing clothing consumer market in the world.

The phenomenon further shows that the mass business centralization, the middle and high-end business division is more obvious, the consumption upgrading and the consumption segmentation are more obvious, the consumption demand changes more obviously, the clothing industry's market segmentation has intensified, the clothing industry has changed from opportunity oriented to the current ability oriented, from the channel drive to the product driven, from the pursuit of speed to the pursuit of quality. With the development of the Internet lifestyle, online consumption has increased continuously. The online and offline O2O mode of operation has become an inevitable choice for the apparel enterprises. The development of international brands in the Chinese market is sinking from the first tier cities to the two or three tier cities. The local brands are facing the development opportunities of China's continuous consumption growth, and are also facing the challenges of rapid consumption changes, retail channel changes, the rise of Internet consumption, and the intensification of globalization competition. Survival of the fittest

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Against the background of survival of the fittest and increasing competition,

In the first half of the year, there was a bright spot in its performance.

On the one hand, it shows that after a few years of adjustment in the leisure apparel industry, a few leading enterprises such as Semir clothing are recovering growth. Under the background of the continuous withdrawal of small and medium-sized brands and the concentration of the market to a few dominant brands, Semir brand is ushering in a new round of development opportunities. On the other hand, the Chinese consumer market is in a period of rapid growth.