Semir Clothing 21 Million Signed The First Year Of Pig Year To Promote Kidiliz'S 15 High-End Products In China.

Zhejiang Semir dress Limited by Share Ltd (hereinafter referred to as Semir dress) announced in the evening of January 8th that the company intends to sign a joint venture contract with KIDILI ZGROUP and jointly invest in the establishment of joint-venture company, happy chestnut (Shanghai) Co., Ltd. (provisional name, specifically based on the results of the approval of the business sector, hereinafter referred to as the "joint venture"), and the joint venture company promotes the brand of KIDILI ZGROUP and sells its products to develop related businesses.

Reporters learned from the announcement that the registered capital of happy chestnut (Shanghai) Co., Ltd. is 30 million yuan, which covers the design, sales, import and export, technology development, technology pfer and business consultation of clothing, footwear, footwear, accessories, cosmetics, glasses and household products.

Shareholders' shareholding showed that Semir's apparel invested 21 million yuan in cash, accounting for 70% of the registered capital; KIDILI ZGROUP invested 9 million yuan in cash, accounting for 30% of the registered capital.

It is reported that Kidiliz Group is a leader in the high-end children's clothing industry in Europe. It has 10 brand owned children's clothing brands with a long history and distinctive characteristics, and 5 authorized business brands that reflect the current fashion trend. It provides product selection from middle end to high-end location, from newborns to young years, with multiple age groups.

The Semir apparel is to invest in joint venture with KIDILI ZGROUP, and the joint venture company will promote the brand of KIDILI ZGROUP and sell its products, promote the development of its business in the domestic market, and ultimately achieve good economic results.

Previously reported, in May 2018, Semir apparel completed the strategic acquisition of the French high-end children's clothing brand Kidiliz.

According to the agreement, Semir apparel signed an agreement with InchiostroSA to acquire SofizaSAS100% equity and debt in 110 million euros, thus gaining a 100% stake in Kidiliz group.

According to the financial report, Kidliz group's net assets in 2017 were 285 million euros, operating income of 427 million euros, EBITDA0.20 billion euros, net profit after tax -0.27 billion euros, corresponding to the acquisition value of 5.5 times EBITDA.

Kidiliz is a famous brand in France, and owns 10 own children's wear brand brands (Z brand, Catmini brand, Absorba brand, etc.) and 5 authorized business brands (KenzoKids, PaulSmithJunior, Levi sKids, etc.).

The group has a global marketing layout - more than 11000 sales outlets and 829 stores, and a global purchase - 11 procurement offices in 6 countries, channel resources - channel management capabilities, brand operation experience, understanding of fashion, design and development technology, and procurement flat.

After that, Kidiliz will have a large scale and quality business fit with Barbara, and form a synergy effect.

Analysts believe that with the completion of the acquisition of Kidiliz, Semir apparel has achieved strategic layout in the high-end field of children's wear, which is conducive to the new breakthrough in children's wear field with the help of the company's experience in the operation of Barbara.

Changjiang Securities analyst Lei Yu stressed that the strategic vision of Semir clothing is now taking the lead in the layout of children's clothing business level. In its view, the first 10 years of twenty-first Century are the golden age for the development of China's garment industry. Clothing enterprises mostly take the casual space and men's clothing and other large space fine industries as the starting point, and join the horse race enclosure with the help of the joining mode.

With the help of Semir's casual wear brand operation experience, the company has built an independent brand to cut children's clothing area. On the one hand, it has completed the brand cultivation and established the professional children's wear brand image in the relatively relaxed stage of children's clothing industry competition, on the other hand, it has avoided the problem of early main brand positioning difference and lack of brand power.

For Semir costumes, it is not only in line with the characteristics of high professional brand dependence of children's clothing consumption but also effectively avoiding the shortage of early Semir casual wear brand strength through the introduction of Semir brand into the adult casual wear market and the introduction of independent brands into the children's wear field.

As of 2017, Semir clothing and children's clothing business achieved 6 billion 322 million yuan of revenue, corresponding to 2008-2017 year revenue and annual compound growth rate of 31.22%. The store area reached 698 thousand and 400 square meters, corresponding to the 2008-2017 year operating area, the annual compound growth rate was 28.13%, the operating area expansion and the improvement of Ping efficiency were also supported at the same time supporting the rapid growth of children's clothing business.

Based on the first mover advantage, Semir clothing has completed the cultivation of the early children's clothing brand and has successfully created the market image of the professional children's wear brand.

As of 2017, the number of Semir apparel children's clothing channels was 4795, of which shopping center channels accounted for more than 20%.

On the basis of regional layout, the company actively made the three or four tier cities on the basis of the first and second tier urban channels in the early stage. From the perspective of channel structure, the company began to actively layout the emerging channel layout represented by shopping centers since 2014.

Lei Yu said frankly, children's clothing consumption tends to give higher weight to product quality and safety. Besides, the size of children's clothing is more subdivided than that of adult clothing, which also puts forward higher requirements for commodity planning and production.

On the basis of the promotion of sales scale, the children's clothing brands represented by balabal, Semir clothing, adhere to the cost-effective strategy, improve profitability through improving product structure and optimizing supply chain efficiency.

Since 2012, in the context of the reshuffle of clothing retailing and upstream manufacturing industry, the gross profit margin of Semir children's clothing business has not risen, and in 2017 it increased 4.24pct to 41.52% compared with 2012.

While the barabbala brand is building an absolutely dominant brand in children's clothing, Semir apparel is actively accelerating the extension and enriching the brand layout. The main ideas include making up the product positioning and the short layout of the market by means of internal incubation and external cooperation / acquisition.

Lei Yuqiang said that the cognitive difference of Semir clothing mainly focused on the development of children's clothing business cognitive level: first of all, children's clothing has become the main business of Semir clothing; secondly, along with the expansion of shopping center channels, Barbara has jumped to the domestic first-line brand. With the Kidiliz group, the company's children's clothing business is expected to become the world's second.