Ten Pictures To Understand The Clothing Industry Giant Sama Clothing Multi Brand+Multi Field Strategy To Boost The Business In An All-Round Way

　　 Sima Clothing Through in-depth business layout in the field of adult casual wear and children's wear, we have achieved very excellent performance, and maintained a leading position in the clothing industry for a long time, becoming the object of learning and reference for other clothing companies. After 2010, Sima Clothing Through investment acquisition and other various ways, it has achieved multi brand and multi field business layout, which will further promote the company's development in the future.

　　 In 2017, the revenue industry ranked the third, and the growth rate of revenue and net profit reached a record high in the first half of 2018

In terms of operating income. From 2015 to 2017, Sima Clothing The growth rate of revenue has always remained above 12%. In 2017, the operating revenue reached RMB 12.026 billion, second only to Souyutehe Hailan Home , ranking third in the industry. In the first half of 2018, the company's revenue scale expanded significantly, with a year-on-year growth rate of 24.8%, much higher than the growth rate of revenue in the previous three years.

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 while various expenses increased significantly, resulting in a decline in its net profit of only 1.13 billion yuan, a year-on-year decline of 19.38%. After a year of adjustment, the net profit performance of Sima Garments in the first half of 2018 improved significantly, with a year-on-year increase of 24.46%, hitting a record high for the company.

　　 Multi brand layout in the field of children and adults, with full coverage of high, middle and low-end products

According to the company's official website, at present, Sima Clothing has 17 brands, including 8 adult leisure brands and 3 children Clothing brand And 6 other brands extended from these two brands. Among them, the company's children's wear brand "Balabala" has maintained the first market share in China's children's wear industry for a long time; The market share of the adult casual wear brand "Sima" also ranks in the forefront of the casual wear industry.

In terms of adult brands, the company mainly focuses on adult leisure brands, and subdivides several major men's and women's clothing brands, which also cover multiple levels of high, medium and low end in brand positioning. In addition, it has also extended women's clothing, launching special girls' clothing brands and underwear brands.

In terms of children's brands, the children's clothing of Sema Clothing covers all ages and brands of children, and extends children's accessories and school uniforms brands on the basis of children's clothing. In addition, the company has also carried out business layout in other fields related to children, including children's amusement parks and children's education.

In general, the business layout of Sima Garments is very extensive. With business diversification, multi fields and multi brands as the company's development strategy, it has established multiple profit points for the company and greatly reduced the risk of over concentration of the company's business. Especially in the field of children, the company has begun to carry out a comprehensive ecological chain business layout, trying to use children's clothing as a starting point to achieve business expansion and layout in other areas related to children, so as to create more new profit growth points for the company.

　　 Business development gradually inclines to children's clothing

From the perspective of the company's revenue structure, from the perspective of the company's revenue structure in the past three years, the proportion of children's clothing and leisure clothing revenue basically remained at about 1:1; However, the proportion of children's clothing revenue has been increasing year by year, and in 2017, it exceeded the business revenue of leisure clothing, becoming the company's first source of revenue. This is mainly because the gross profit rate of children's clothing sales is far higher than that of leisure clothing, so the company tries to expand children's clothing business to improve the overall profit space of the company's products, making it the focus of the company's future business development and revenue growth.

From the perspective of the company's profit source, the proportion of children's clothing profits is increasing as a whole, and it successfully overtook leisure clothing in 2016, becoming the company's main profit source. Considering that China's leisure clothing industry has entered a mature period of slow development, while children are still in a growth period of rapid growth, it is expected that the company will continue to further expand the development of children's clothing business in the future to achieve greater profit scale.

　 Sima Garments will continue to enrich clothing brands and promote business layout in children related fields in the future

In terms of clothing brand expansion, in recent years, Sima Garments has achieved multi brand layout by investing in acquiring other brands or establishing joint ventures with other clothing enterprises to obtain brand agency rights and other forms. First, in terms of product grade positioning, it has achieved full coverage of high, middle and low-end products; Second, in terms of age structure, the business of children's clothing has fully covered all ages from 0 to 14 years old. At present, it is actively carrying out the layout of children's clothing to further expand its business upward, while the business of adult clothing is both upward and downward, entering the business of girls' clothing and light mature women's clothing; Third, actively expand 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 clothing industry to realize the growing business of adult and children's clothing.

In terms of business layout in other industries, the company mainly focused on children's clothing in the past few years, vigorously entered the education industry related to children, children's entertainment (movies and amusement parks) and children's service (photography) industries, and achieved some results. Under the background that each segment of clothing industry in China has entered a mature period, it is expected that Sima Clothing will further promote its business layout in other industries and create new profit growth points to achieve long-term, stable and sustainable development of the company.

The above data and analysis are all from the Forecast and Analysis Report on Consumption Market Demand and Investment in China's Leisure Wear Industry from 2018 to 2023 by the Prospective Industry Research Institute.