Semir'S Five New Plans Will Lead To Changes In The Entire Apparel Industry.

According to the world clothing shoe and hat net, it was once sung bad.

The industry has finally ended its 5 year growth slowdown and welcomed signs of recovery. It has entered the 10 billion apparel club for two consecutive years.

Dress not only achieved 12 billion 28 million yuan in 2017, but also put forward higher requirements for itself.

Clothing brand.

In the background of the global fashion market turning to the East and the market prospect of the domestic fashion brand is very good, Semir brand starts from the terminal image of the store, and continuously changes in product line, new speed, marketing activities and channels, so as to practice the rise of domestic fast fashion.

A brand-new Semir is coming!

After 22 years of development, Semir has become a well-known brand of domestic products. Now, the five new plans have been formulated. Semir will lead the whole garment industry to change.

01

New store: upgrading of terminal image

With the change of the inherent style, Semir has adopted a concise and lively design style in the terminal image, and added the concept of new retail design.

Taking SEMIR Ningbo impression city store as an example, the shop chooses the trend interaction as the key word, and uses gray green and wood grain as the main material to match colors, which embodies the youthful fashion flavor and applies it to the side market, customer experience area and cashier design.

A large number of different combinations of line lighting, with strong visual impact and brand recognition, high recognition indicator system, and rich display of props display an interesting channel to attract customers to actively explore on the shop map.

SEMIR Ningbo impression city store

In order to prolong the delay time, Semir has also built a special experience area, which is a concise and pparent blog scene. It satisfies the functions of rest, recharging, games and children's district. Later, it can also add retail formats to form a new consumption scenario.

Predictably, Semir will add a new label, that is, high face value.

02

New efficiency: speed up the new cycle of products

Speed is the most striking feature of fast fashion. To achieve rapid product update speed, it is inseparable from supply chain protection, which is one of Semir's strengths.

It is understood that Semir has 80 leading industry benchmarking suppliers, 31 listed companies, 2 billion 100 million annual capacity, 80% of the suppliers are large and medium-sized suppliers, while serving UNIQLO, Nike and other international first-line brands.

During the 2016 G20 in Hangzhou, Semir undertook 4500 sets of customized tasks for volunteer clothing, from design to manufacture, all in 60 days. At the end of the year, Semir was awarded the Red Star Award in China's industrial design.

"2018 fast fashion brand ranking" shows that Semir ranks thirteenth, far higher than other domestic apparel enterprises.

03

New product: continuously enrich product line

Semir has the bottom line to build China's first fashion apparel brand, which is also rich in products. The richness mentioned here is not only a product variety, but also a complete product line.

In order to create rich scene experience, Semir has built men's wear area, women's wear area and accessories area, and constantly expanded product categories to create lifestyle shops.

It is understood that in the autumn of 2018, Semir will launch kids, parentage and home series and other new product lines, and will be displayed in the form of a collection store in the future.

"As long as the market needs, we can quickly follow up," Semir said.

04

New marketing: a new marketing of "fans economy"

From Lee Min Ho's "love of time", "warm heart" of Lee Min Ho, Kim Su Hyon "Zhengzhou", Ouyang Nana "one day store director", and then to super fan Festival, Semir has been exploring and innovating in marketing activities to describe a more accurate picture of the audience.

It is understood that in the 2017 Semir Super Fans Festival, the cumulative live broadcast 55 million 770 thousand times, the total amount of interaction 31 million 110 thousand times, directly promoting the explosive growth of performance.

Fans are playing the same game, and Semir is tilting to the live broadcasting platform.

In April 13th, Semir set up a flash shop in the Dragon dream shopping mall, Zhongshan Park, to display the new products of cotton and hemp, and invited the "national stylist Jiangnan B oy Nam" to share the philosophy of cotton and flax.

Many network Red Star live, attracting a large number of consumers to shop to visit consumption, on-site fans interaction enthusiasm, located in Zhongshan Park dragon dream 2 floor Semir shop full of passengers.

05

New channel: change of force channel

With the development trend of domestic consumption upgrading and shopping centres, Semir brand is making great efforts to change all channels, especially on shopping mall channels.

At present, there are more than 4000 Semir stores, including 320 shopping center outlets, 132 cities in 26 provinces and 95 thousand and 800 square meters in total, with an annual retail sales of about 1000000000 yuan.

Especially, Semir's shopping center is developing well.

In 2017, Semir opened 162 new shopping center stores, with more than 40 main outlets, and passenger flow and performance increased steadily.

Jiangqiao Wanda store sells 19 million 500 thousand annually, second only to ZARA and UNIQLO of the same project.

Xi'an the Mixc store ranked first in the category clothing brand, and Ping efficiency and total performance were third and fifth respectively.

In 2018, Semir will continue to develop all channels, shopping centers, outlets and online channels. Among them, the new shopping center will open more than 150 a year, so as to achieve the goal of 1000 stores in the shopping mall.

06

Leading the pformation of 10 billion clothing clubs

According to the statistics of nearly 20 local clothing brand performance, Semir clothing and Hai Lan home, Anta broke through 10 billion yuan revenue, successfully entered the 10 billion club.

It is interesting to note that the three are increasing the proportion of shopping center stores and upgrading their brands. Among them, the upgrading of Semir clothing is particularly comprehensive. The implementation of its "five new plan" will also provide a way for other clothing brands to cross the 10 billion mark.

More interesting reports, please pay attention to the world clothing shoes and hats net.