This Nordic Clothing Brand Revenue Increased By More Than 90%, Behind The Pushing Hand Turned Out To Be Semir.

In 2013,

。

It is reported that

It is mainly responsible for the brand development and market expansion of Marc O'Polo in China.

With China

With the rise of brands and the recognition of independent designer brands, traditional European and American brands are no longer the only ones. At this time, a 51 year old Nordic brand can still maintain an annual revenue growth of more than 90% per year in the fifth years when it enters China. What kind of behind the scenes promoter is it that enables him to be in?

Recently, fashion headlines interviewed Marc O "Polo China partner, Semir CEO", Mr. Jin Kejun.

Marc O'Polo was founded in Sweden in 1967 by Rolf Lind, G te Huss and Jerry O'Sheets. The main idea is to follow the natural philosophy of liberalism. The purpose is to provide consumers with exquisite leisure clothing and lifestyle.

In 2013, Semir Group signed a cooperation agreement with Marc O'Polo to become the general agent of the brand in China.

It is reported that Semir is mainly responsible for the brand development and market expansion of Marc O'Polo in China.

Headline data, Marc O'Polo annual sales growth remained above 90%, as of now, the brand has 52 stores in China, and incorporated in Tmall, Jingdong two big business platform to open online flagship store.

In August 24, 2018,

In Shanghai Xingye Taigu Hui held the first Chinese spokesperson conference and opened the environmental protection limited capsule series jointly for the brand and spokesperson. In addition to spokesperson Julian Cheung, Marc O'Polo global sales director Massimo Francese, Semir international brand division CEO Jin Kejun, chief executive Zhou Ying of Xingtai Taigu Hui and Ma Yun, the first fly clothes ant recycling platform in China, were also present.

From another point of view, the star strategy is just the first shot of brand awareness.

How to make the brand more vigorous and sustainable growth is the most important factor.

How to stand out among many European and American brands, Marc O'Polo has opened another path -- "sustainable development".

In recent years, China's clothing market is still in the period of consumerism, and consumers' consumption desire is strong, but consumer awareness is not mature enough, and sustainable fashion is considered to be a reflection of "anti consumerism" to a certain extent.

With the introduction of "sustainable development" into the global fashion language system, the domestic apparel group has begun to adapt to this trend and accelerate the promotion of fashion and environmental protection concept to conquer consumers.

Some analysts say that whether from the perspective of production, consumption or dissemination, China's sustainable fashion has started. Once people get through the bridge between sustainable fashion and business logic, this concept may be a new opportunity for domestic apparel groups.

It is noteworthy that Marc O'Polo has taken a bold first step compared with the conservatism and hesitation of other clothing brands.

On the same day, the launch of the "flying ants" platform, the first clothing recycling institution in China, launched the "Marc O'Polo x Julian Cheung flying ant" limited series series on the theme of sustainable fashion, aiming to convey the new concept of fashion and environmental protection to consumers.

Asked about the changes in the strategies adopted by the traditional European brands after entering China, Jin Kejun said that in terms of product mix, Semir international division has made adjustments based on the special needs of the Chinese market.

The proportion of men and women in Marc O'Polo in most parts of Europe is 40% for men's clothing and 60% for women's clothing. The proportion of women's clothing sales is generally higher than 70%, and the proportion of men's and women's clothing sales in China's market is relatively average, 40% and 50% respectively.

According to data released by market research firm Euromonitor International Europe, the retail sales of global apparel and footwear market increased by 4% to 1.7 trillion dollars in 2017.

Among them, men's wear and women's wear increased by 3.7% and 3.3% to 419 billion dollars and 643 billion dollars respectively. Men's clothing has increased faster than women's clothing.

Marc O'Polo invited Julian Cheung as a brand spokesperson and launched a series of men's environmental protection concept limited series, on the one hand, in order to attract female fans' attention, on the other hand, it can be seen in the Chinese market.

It will also be a highly potential and promising category.

According to other statistics, China has about 200 million to 400 million of the new middle class, which has become the driving force of social development.

According to the definition of the middle class by the economist, the group has been well educated, has some leisure time, and has been pursuing the quality of life in China's first and second tier cities. The demand for quality products in Chinese society has already been formed.

In view of the growing Chinese new middle class, Semir group has been accelerating its layout in recent years.

Build multi brand moat through acquisition.

Jin Kejun said that the fastest growing China in recent years is undoubtedly the middle class consumers, and fashion awareness gradually awakened, so the group has certain requirements for brand and lifestyle, which is the main research and service target of Semir group.

Although at this stage, Semir group's acquisition strategy is concentrated in the clothing plate, that is, men and women's clothing, footwear and other accessories, but not limited to this area, including other related brands or business related to life, such as catering, living home and so on.

In addition to Marc O'Polo, Semir group also invested 25 million 500 thousand yuan to establish a joint venture with the Korean SISUN group to take other Korean brand resources such as IT MICCHA and LEWITT into the Chinese market.

For SISUN group, Semir group's advantage lies in its retail capability and its understanding of the Chinese market.

After the running in period between two countries and different cultures of the company, the brand culture and product information of Korea will be conveyed to China. At the same time, the group will feed more market conditions to the SISUN group so as to better fit the needs of Chinese consumers.

Through this acquisition, Semir apparel will also have a diversified and rich brand portfolio of children's clothing from the public to the high-end, with the ability to enter and operate in the main markets of Europe and Asia as well as other international markets, and has a global supply chain layout.

For the strategic consideration of the brand, Semir group's plan is "going out" and "bringing in". In the future, it will continue to introduce more excellent international brands and enrich the shopping choices of domestic consumers.

With the improvement of the purchasing power of Chinese consumers, the group will pay more attention to the layout of the high-end children's wear market.

At the same time, the group's children's wear brand Barbara has international design studios in France and South Korea, and is actively expanding the emerging markets such as Russia and the Middle East. In the United States, the brand is working online with Amazon.

Asked about the interest and hatching of the new forces of Chinese independent designers and other industries, Jin Kejun said that apart from focusing on international brands and markets, Mr. Qiu Jianqiang, vice chairman of Semir shares, has been involved in investment in some potential projects.

In addition to the designer plate, the group also has investment in the Internet sector, such as getting and telling stories by Kay uncle.

Over the past 20 years, China's role in the global fashion industry has gradually changed from productivity to consumption.

At first, China moved the clothing manufacturing industry to the southeast coast with cheap labor force and low cost. After the demographic dividend period, it has changed from a big garment manufacturing country to a key consumer market.

Some analysts believe that in today's economically active Chinese market, the lack of sustainable fashion is not a mature market condition, it will be innovative business models and truly attractive products.

Semir apparel stands firmly in the leading position of the public leisure wear and children's wear board, actively layout high-end brands, enrich and improve the brand portfolio, and believes that the group is well prepared to deal with challenges from many aspects such as capital, management and brand integration.