Semir'S Clothing Has Been On The Way To Occupy The "Z Generation" Traffic.

Behind the seemingly simple store expansion is actually Semir's acquisition of the "Z generation" (a generation born from 1995 to 2012) and the control of new opportunities for the development of local brands.

In the past 5 months, Semir has been on the road.

From the opening of the Ningbo impression city (the theme reading) shop in the first year, to the opening of 4 stores during the May 1 period, and to the appearance of the Zhengzhou beauty Plaza Vanke Plaza at the end of May, the determination of Semir's brand layout shopping center channel became stronger and faster. By the end of the press release, Semir has distributed 365 shopping centers in 135 cities and 26 provinces.

At the same time, Semir brand has been favored by emerging channels. According to the joint launch of the 1 quarter of 2018, shopping center's attention to clothing brand list TOP50, Semir brand ranked seventh in the list.

Behind the seemingly simple store expansion, it is Semir's "Z generation" (1995 to 2012 generation of generation) traffic preemption, the local brand development opportunities to control.

45 more stores in 5 months

Entering the May, the appearance of Semir brand began to appear in shopping centers such as Qingdao Oriental movie capital, Ningbo Fenghua Wanda Plaza, Zhengzhou beauty spot Vanke Plaza and so on. The speed of development is almost the same as that of shopping center.

It is learned that from the end of January to the end of May, Semir opened 45 new stores. In order to fully adapt to and tap the channel bonus of shopping centers, new stores have adopted a concise and lively design style.

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 show an interesting channel to attract customers to explore actively on the shop map.

It can be said that the new channel strategy Semir's store image, products and services have also been further improved.

Besides the speed, Semir brand stores also have a bright eye.

According to Semir, the performance of the established stores is showing a trend of explosion, and the market feedback of commodity reform is also increasing. At the same time, the location of the main outlets of the outlets is very consistent with the current brand development.

105 new stores are gradually moving towards new tier cities on the road.

Semir, which has been absolutely dominant in the three or four tier cities, is gradually making efforts in the new first tier cities and the second tier cities.

From the location of newly opened stores in the past 5 months, Semir is mostly distributed in Shanghai, Beijing, Chongqing, Hangzhou, Ningbo, Yantai, Xuzhou, Changzhou, Longyan and so on, mainly concentrated in frontline, new front-line and second tier cities, and the upward trend is obvious.

In the process of moving to the shopping center, Semir brand was entered by a large number of main shops and core location standard shops. Among them, the choice of sub main shops is located on the first floor, with an area of more than 800 square meters. The standard store is a bunk with a area of about 500 square meters on the first or two levels. Of the newly opened stores in the past 5 months, 31 were the main outlets.

In Semir brand's "five new plan", the new shop of the shopping center is not less than 150 new stores a year, and 80% is the main store. This also means that Semir brand will open 105 new stores this year.

"Semir brand will seize the peak season of the two or three quarter of this year, maintain a high speed of opening shop, focus on developing North Guangzhou Shenzhen, new first tier cities and provincial capital cities, and synchronously develop well developed and commercially developed two or three line cities."

For stationed in shopping centers, Semir brand has its own principles, that is, pay attention to product content, do not make standardized replication, combine with each entry project to optimize and upgrade. That is to say, Semir brand will make changes and attempts based on the consumption situation of different shopping centers, customers and surrounding areas. Different shopping centers will enter different stores in the same business district.

Semir brand enters traffic flow after 95

With the development potential of low line cities becoming more and more prominent, the international brand channels are sinking hard, and the channel traders are inclined to chain mature brands, excellent domestic brands have ushered in a new development opportunity. Whoever can occupy 95 of the traffic entrance will win. market 。 Semir is well versed in this way, knocking at 95 after a series of entertaining, personalized and experiential scenes.

At the end of the consumer, "Z generation" has become a key customer group. The 2017 national security report of Anju House Property Research Institute shows that the top four of the surrounding requirements for the surrounding area are 24 hour convenience stores, supermarket / vegetable market, subway station, shopping mall / shopping mall, and the demand for shopping centers / malls is far higher than after 60 and after 80. This is a great benefit for the brand of shopping mall.

As of May 31, 2018, Semir brand in Semir has been distributed in 365 shopping centers in 135 cities and 26 provinces, and is still accelerating the layout.

The 95 post interest report jointly launched by city pictorial and Tencent QQ shows that after 95 of the money input for interest, the purchase of equipment (clothing, appliances, etc.) takes up 55%, and with "what tide to wear", Semir, which is the slogan, fits the pursuit of the modern consumers to self, and becomes the main traffic entrance of 95 years.

In addition to product positioning and channel layout in line with the "Z generation" preferences, Semir is also well versed in the entertainment psychology after 95.

Since 2017, short video has become the new Internet outlet. After 95, it is also a serious user of short video products. The B and voice jitter are the main applications of 95 short videos.

On the 26-27 day of May, the Semir brand launched the "single hand off TEE" activities for the 130 key stores in the country, including the Wujiaochang Wanda Plaza, the Ji'nan Wei Jia Zhuang Wanda Plaza, the Zhengzhou beauty spot Vanke Plaza, the Xi'an Daming Palace Wanda Plaza and other shopping centers and more than 100 key image shops under the line. In addition, the Semir brand has set up the "TEE area" in 20 stores nationwide, and consumers can challenge on the spot, which is full of creativity. Up to now, the number of points is 200 thousand +, the exposure is 6 million +.

For the "capture" of the young people, Semir has made an early exploration, and the most representative is the super fans Festival. In last year's Super Fans Festival, "family spanformation", "interview", "interaction" and other plates were broadcast live. It not only showed Semir's time, feelings, wear and relaxation, but also used the live broadcast to draw out a variety of sincerity prizes, and Yang Yang and Ouyang Nana recorded video for "super fans Festival" and detonated the scene of the event.

95 the entry of the main customer group will help Semir brand 1000 shopping mall outlets achieve its goal as soon as possible, and will further enhance the Semir brand. market Occupancy rate.