Barbara Launched Hongkong Layout To Accelerate The Pace Of Overseas Market Expansion

The domestic brand of children's clothing, Barbara, is accelerating its way out of the mainland market and advancing into Hongkong.

In June 23rd, the brand of balbala children's clothing was officially stationed in Hongkong, and a special shop was opened in the three phase of orca Haicheng and Hollywood square in June 23rd.

At the opening ceremony of Haicheng new store,

Executive vice president of a joint stock company

Xu Bojun, the general manager of the business department, can be expected to see the significance of this time.

"Lian Shang net" learned that in December 19, 2017, Semir announced the investment of HK $100 million to set up Semir International Group (Hongkong) Co., Ltd., further promoting the brand internationalization of the company and operating the retail business.

Barbara is the first private brand of Semir group to take the lead in entering the Hongkong market. It aims to bring high-quality children's clothing to Hongkong children and meet consumers' one-stop, multi category and multi occasion needs. The goal is to become a brand of children's lifestyle that is popular with Hongkong local residents and consumers.

Barbara said at the opening ceremony that in the next three years, there will be about 20-30 stores in Hongkong, forming a certain size and scale.

In Qiu Guang's view, Hongkong is not only a huge consumer market, but also the most important strategic fulcrum for Semir to move towards the world and the strategic platform for implementing globalization.

Through the layout of the Hongkong market, on the one hand, we can let more "consumers outside the mainland" know the brand of Semir. On the other hand, we can let more Semir brands go to the international stage through Hongkong's strategic fulcrum.

The entry and layout of the Hongkong market is an important step for Semir's internationalization strategy and an important measure to actively respond to the "one belt and one road" national strategy.

Barbara hopes to expand its business territory and gain new growth in new markets through its presence in the Hongkong market.

At the same time, Hongkong

As a starting point, we should further enhance the brand's international influence, based on Hongkong, radiating Southeast Asia and facing the whole world.

It is reported that Barbara has already opened nearly 20 stores in 6 countries on the "one belt and one road", with sales exceeding expectations, which has also increased the confidence of Barbara's international speed increase.

In fact,

The purpose of Zi Zi company is to seek more acquisitions.

In May 2nd this year, Semir officially announced that it would acquire a 100% stake in Sofiza SAS through a wholly owned subsidiary, Semir International Group (Hongkong) Limited, with a euro value of 110 million yuan (about 844 million yuan), and Sofiza SAS had 100% equity in the European children's wear Kidiliz group.

After the paction is completed, Semir will achieve the purpose of acquiring all assets of Kidiliz group.

This is the second international children's clothing business paction completed in two months after Semir finalized its cooperation with THE CHILDREN 'S PLACE in March.

Frequent overseas pactions reflect that Semir has enough cash at present, and its good financial condition in recent years is closely related to the rapid development of children's clothing business. Barbara, its own children's clothing brand launched in 2002, is now the biggest contributor to Semir's performance.

According to fashion headline data, Barbara income increased from 548 million to 5 billion 1 million between 2008 and 2016, with an average annual compound growth rate of 31.8%.

Business accounted for a rapid increase from 38.87% to 46.88%.

Barbara has been ranked first in the domestic children's clothing market for 4% years in a row for 4 consecutive years. Its sales accounted for five times of the second AdidasKids in 2016, and the top ten sales share of the top brands did not exceed 1%.

The industry believes that for the Semir children's clothing that has long occupied the head market, the next step is to enhance the influence through the international brand to create a higher premium space. The technical experience advantage of the latter in fabric research and design will become increasingly apparent with the escalating trend of domestic children's clothing consumption.

This

Advancing into the Hongkong market is actually a broader overlook abroad.

。

Up to now, Barbara national stores have exceeded 4000.