Semir Clothing: Multi Brand + Multi Field Strategy Boost Business Full Bloom

Through adult casual wear and

In the field of in-depth business layout, has achieved very outstanding performance, in the apparel industry has long maintained a leading position, has become the other clothing companies have learned and learn from.

Since 2010, Semir apparel has achieved multi brand and multi domain business layout through investment acquisition and many other ways, and will further promote the company's forward development in the future.

2017 revenue industry ranked third, revenue and net profit growth in the first half of 2018 hit a record high.

In terms of revenue.

In the past 2015-2017 years, Semir's clothing revenue growth has always been above 12%, and its operating income in 2017 was 12 billion 26 million yuan, the second largest in the industry, ranking third in the industry.

In the first half of 2018, the company's revenue scale expanded significantly, operating income grew 24.8% year-on-year, far higher than the first 3 years of revenue growth.

In terms of net profit.

In 2017, as the company further strengthened its support for franchisees and expanded the development of online e-commerce business, the gross profit margin of the company decreased, and the expenses increased significantly. Its net profit fell by only 1 billion 130 million yuan, down 19.38% from the same period last year.

After a year of adjustment, the net profit of Semir apparel improved significantly in the first half of 2018, an increase of 24.46% over the same period last year, setting a new record for the company.

Multi brand layout for children and adults, high school low end products full coverage

According to the official website of the company, at present, Semir apparel owns 17 brands, including 8 adult leisure brands, 3 children's clothing brands and 6 other brands extending from these two brands.

Among them, the company's children's clothing brand "balbala" in China's children's clothing industry accounted for a long time in the market share, while the adult casual wear brand "Semir" market share ranks among the forefront of leisure wear industry.

In terms of adult brand, the company mainly focuses on adult leisure brands, and subdivides many brands of men's and women's wear brands.

In addition, it also extends women's clothing, launching special girls' brand and underwear brand.

In terms of children's brands,

The children's clothing has covered the children's age and brand grades, and has extended the brand of children's accessories and school uniform on the basis of children's clothing.

In addition, the company is also carrying out business layout in other areas related to children, including children's amusement parks and children's education.

On the whole, the layout of Semir clothing business is very extensive. It takes the business diversification, multi domain and multi brand as the development strategy of the company, and establishes many profit points for the company, and also greatly reduces the risk of too concentrated business.

Especially in the field of children, the company has begun to carry out the overall ecological chain business layout, trying to take children's clothing as a breakthrough point, expand the scope of business expansion and layout in other children's related fields, and create more new profit growth points for the company.

Business development is gradually tilting towards children's clothing.

From the point of view of the company's revenue structure, from the company's past three years of operating income structure, children's clothing and casual wear accounted for about 1:1 of the total revenue, but the proportion of children's clothing revenue has increased year by year, and in 2017 exceeded the leisure clothing business income, become the company's first source of income.

This is mainly because the gross profit margin of children's clothing sales is much higher than that of casual wear, so the company tries to improve the overall profit margin of the company's products by expanding the children's clothing business, making it the focus of the company's future business development and revenue growth.

From the source of company profits, the proportion of children's clothing profits increased overall, and in 2016, they succeeded in catching up with casual wear and became the main source of profits for the company.

Considering that our leisure clothing industry has already entered a mature period of slow development, and children are still in a rapid growth period, it is expected that the company will continue to further expand the development of children's clothing business in the future in order to achieve a greater profit scale.

Semir apparel will continue to enrich the clothing brand in the future and promote its business layout in children's related fields.

In the aspect of clothing brand expansion, in recent years, Semir apparel has acquired many other brands through investing in other brands, or co operating with other garment enterprises to establish joint ventures and obtain brand agency rights.

First, in the positioning of product grades, the high school and low-end all levels of coverage were achieved; two, on the age structure, children's clothing business has already covered all ages of 0-14 years old. Currently, the layout of teenage clothing is being actively carried out, and the business is further upwards. While the adult business is arranged in double direction at the same time and upward, it goes into girls' clothing and light dress business. Three, it is actively expanding relevant business lines in children's clothing, such as school uniform customization and children's jewelry business.

In the future, it is expected that the company will continue to implement the multi brand strategy in the apparel industry, so that the adult wear and children's wear business will continue to grow.

Among others

In terms of business layout, the company mainly focused on children's clothing in the past few years, and entered the education industry related to children, children's entertainment (movie and amusement park) and children's service (Photography) industry, and achieved some results.

Under the background that China's clothing subdivision industry has entered a mature stage, it is expected that Semir clothing will further promote business layout in other industries and create new profit growth points to achieve long-term, stable and sustainable development of the company.