What Is The Idea Of Coming Late? Capitalization Of SEMIR Semir Subdivision Matching

News: opportunities always covet those who are prepared.

At the beginning of this year,

In Jiangqiao Wanda opened the first thousand Ping Shopping Center store, selling two million broken million.

Then, Shanghai dragon dream, Nantong impression city, Beijing new gateway, Tianjin Aegean Sea, Beijing Fengtai Yong Wang and more than 150 Shopping Center shops spread out in an instant.

Up to now, there are more than 370 stores in Semir shopping center, with a total area exceeding 70 thousand, with annual retail sales exceeding 1 billion and sales contribution increased from 5% to 10%.

It is expected that the number of stores will exceed 400 by the end of the year.

According to Feng Zhen, head of Semir shopping center, this year, "double 11", Semir will also open in the 2 generation store of Wanda shopping center in Wujiaochang, Shanghai.

You know, Wujiaochang Wanda is No.1 in Wanda Department, and light earned 3 billion last year.

Semir didn't seem to have lost much of its way into the shopping mall.

What do you want to be late?

"We have been preparing to enter the shopping center for 3 years, and these 3 years are mainly focusing on the supply chain pformation, product testing and membership linkage."

"From Heilongjiang to Sanya, from the first tier cities to the three or four tier cities, we need to study and analyze all kinds of consumption differences, do data research and terminal preparation, so as to achieve the success of entering every shopping center project and achieve a win-win situation that can drive the flow of shopping centers and achieve performance goals," Tian Hei Wang, deputy general manager of Semir business department, explained.

Obviously, this has also continued Semir's consistent and steady style.

In fact, as early as in 2012, Semir has already started to do shopping center channels, but at that time the shops were mostly 200-300 party stores, and some agents of the spontaneous behavior accounted for the majority.

In the second half of 2017, Semir formally upgraded the shopping center channel to the strategic level of the company's development.

To this end, Semir has set up a commercial complex project team to focus on shopping center channel development.

Based on a large number of data research, Semir has formed a relatively perfect shopping center store standard.

The store type will be the main store with multiple categories and the core location standard store. The former is usually on the 1 floor of 800 and above, while the latter is on the 1 and 2 floors of 500 and above.

The long term steady operation has also provided a solid supply chain guarantee for Semir.

According to Feng Zhen, the company has 80 leading industry benchmarking suppliers, 31 listed companies, and 200 million annual capacity.

80% of the suppliers are large and medium-sized suppliers, many of which are the world's largest denim supplier ISKO, which mainly serves UNIQLO's domestic down jacket, professional BAN YU manufacturer, and suppliers serving international brands such as Nike, ZARA and Decathlon.

Subdivision matching under standardization

Although Semir's shopping center store pattern is becoming more and more distinct, it is by no means a simple copy and paste operation. Tian Xi Wang says that it takes Shanghai Jiangqiao Wanda store, Nantong impression city store and Shanghai dragon dream shop. There are great differences between the three, and the overlap is very small.

This requires Semir to have enough moderate differentiation for every shopping center store opened.

This is why every Semir shopping center shop is different in terms of color, internal display and product mix. Why is there no small department store in the first Jiangqiao Wanda store?

In fact, this has much to do with the resource integration work that Semir has been developing so far.

What kind of consumer groups will there be? What kind of shopping needs are there for consumers? What are the facades and what are the sales? Semir will reorganize and match its own resources. This explains the 4 modes of the street store, the super department store, the shopping center and the ole store.

At present, the goods in shopping centers are better than those in the street stores.

Category 100% calculation, street shops accounted for about 60%.

Later, there will be some special shopping center contributions, after all, Semir also began to have its own buyer team.

Since its establishment in 1996, Semir has gone through four stages: Entrepreneurship exploration (1996-2001), brand operation (2002-2006), capital operation (2007-2011) and innovation pformation (2012-2016).

Its brands include fast fashion SEMIR, GSON, ID&t,... Minette, children's dress Balabala, MarColor, Mini balabala, mongdodo, badibadi, high-end clothing, it, Balabala, ID&t, and online brands, including origin, cable and spinning.

Revenue in 2016 was 10 billion 703 million yuan, an increase of 13.21% over the previous year, and net profit of 1 billion 403 million yuan, an increase of 4.51% over the same period last year.

In the first half of the year, according to the statistics of apparel enterprises' revenue, Semir accounted for sixth of the list's revenue by 4 billion 433 million yuan, an increase of 14.28% yuan, ranking first in the leisure category.

In 2021, Semir set its target at 80 billion of terminal sales, 10 billion of tax profits, and a market value of 100 billion. At the same time, it created 10 creative partner platforms, nurturing 2-3 listed companies and cultivating 10 entrepreneurial brands.

Sun Yulong, deputy director of the retail research center, believes that Semir is a garment enterprise without star entrepreneurs. Its business is very solid. Although it has experienced the pressure of high inventory of franchisees, it is relatively stable overall.

At present, the United States,

The three major youth leisure brands in YISHION are facing the pressure of brand upgrading. At present, the upgrading of Semir is mainly a non leaping upgrade, and the exploration of channel mode is more steady. At present, the overall performance of Semir's shopping center stores is not very satisfactory. The single store efficiency is not higher than that of traditional street stores. The penetration of shopping mall channels is unavoidable for domestic clothing brands. However, the number of rapid laying by relying solely on the overall strength of the enterprise does not mean that these brands have found a retail mode suitable for shopping center formats. With the continuous expansion of this format, Semir's product quality and operation power have been put forward higher requirements.

For more information, please pay attention to the world clothing shoe and hat net information report.