2019 First Order! Semir Again Overweight Children'S Clothing Area

After the release of China's second child policy, the number of new born babies and the number of 0-14 year olds continued to grow rapidly.

With the addition of many factors, domestic and foreign products have entered the children's clothing market in recent years, and the Chinese children's wear market has seen explosive growth.

Recently, Semir clothing (002563.SZ) announced that the company intends to sign a joint venture contract with KIDILIZ GROUP, and jointly invest in the establishment of joint-venture company, happy chestnut (Shanghai) Co., Ltd., and jointly promote the brand of KIDILIZ GROUP and sell its products and develop related businesses.

According to the information released by Semir costumes, the registered capital of the joint venture company is 30 million yuan, of which Semir intends to invest 21 million yuan in cash, accounting for 70% of the registered capital; KIDILIZ GROUP invested 9 million yuan in cash, accounting for 30% of the registered capital.

Sofiza SAS holds KIDILIZ GROUP 100% shares.

Semir apparel indirectly holds KIDILIZ GROUP 100% shares through 100% holding Sofiza SAS shares.

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 teenagers, with multiple age groups.

The company intends to invest in the joint venture with KIDILIZ GROUP, and jointly promote the brand of KIDILIZ GROUP and sell its products, promote the development of its business in the domestic market, and ultimately achieve good economic results.

In 2018, Semir bought its children's clothing for the three time.

In March 2018, Semir announced the signing of a long-term cooperation agreement with the North American children's clothing brand THE CHILDREN'S PLACE. THE CHILDREN'SPLACE will authorize Semir to use its trademark, other intellectual property rights and proprietary technology in designated areas.

Semir will also buy products from THE CHILDREN'SPLACE, and join forces in design, development, production and marketing.

In May 2, 2018, Semir announced that it would acquire Sofiza SAS 100% stake through wholly owned subsidiary Semir International Group (Hongkong) Limited. Sofiza SAS also owns 100% of the European children's wear Kidiliz group.

In May 29, 2018, Semir clothing announced that the company formally purchased the "COCOTREE" (Ke Keshu) juvenile clothing brand. The company invested 22 million 950 thousand of its own capital with Wenzhou jaino Garments Co., Ltd. and the joint venture company's core management team to set up Zhejiang Sen Le dress Co., Ltd., the joint venture company's registered capital is RMB 45 million yuan.

Semir added 153 stores in 2018

In 2018, Semir added 153 stores, of which the total number of shopping center stores exceeded 400.

This is the beautiful report card of Semir after the "five new plan" was formulated at the beginning of the year.

After the opening of stores in 2017, the Semir brand continued to advance vigorously in 2018, and at the beginning of the year, the five new plans were formulated. In 2017, Semir opened its stores vigorously, and in the early 2018, the five new plans were formulated. Semir's "five new plans" started from the terminal image of stores, and continued to pform in product lines, new speed, marketing activities, channels and so on.

The upgraded Semir store has adopted a concise and lively design style and added new retail design concepts and new consumption scenarios.

In October 1, 2018, Semir's first concept store officially appeared in CITIC Pacific Wanda Plaza, Jiading, Shanghai. This is not only Semir's first new image fashion design concept store, but also an experiential concept shop that meets the current young consumer group. The innovation of product display has further enhanced the value of stores.

Development status of children's wear industry in China

1, the market potential of children's wear industry in China is large.

Since 2016, China has completely liberalized the second child, and the number of births has increased.

The data show that the total number of births in 2017 is 7 million 230 thousand, of which 0-15 are 24 million 790 thousand, or 17.8%, who are under 6 years of age.

The increasing number of children is the foundation for the vigorous development of children's clothing market.

In addition, with the improvement of China's economic level and the improvement of people's quality of life, the scale of children's wear market in China will continue to expand in the future. It is estimated that the size of children's clothing market in China will reach 66 billion yuan in 2008.

2, the quality of the product is promoted in an all-round way

In recent years, children's clothing brands at home and abroad have actively promoted product quality, increased design and research and development efforts, further improved product quality and brand image, and improved comprehensively in product selection, tailoring, functional development, precise positioning of products and meticulous management.

3, the distribution of industries is concentrated and diversified business models coexist.

Children's clothing enterprises in China are mainly distributed in the Pearl River Delta and Yangtze River Delta. The distribution of children's clothing industry shows the characteristics of industrial cluster development.

Children's clothing industry chain is mainly composed of three links: R & D, production and processing, and brand channel operation. Industrial clustering has promoted and accelerated the pace of product segmentation and specialization in the development process, enhanced the value added of R & D design and brand channel operation, and promoted the overall upgrading of children's clothing industry.

According to their brand characteristics and product positioning, the domestic children's clothing enterprises generally adopt three management modes, namely, traditional production, processing, design and brand operation, and independent brand management.

Development trend of children's wear industry in China

1. brand competition will replace price competition.

Under the premise of increasing consumption level, with the increasingly fierce brand competition and the gradual maturity of consumer awareness, the sensitivity of consumers to the price of children's clothing products will gradually decrease, and the sensitivity to brands will continue to improve.

With the maturity of children's clothing market, competition will gradually extend from product competition, price competition, and marketing means competition to product technology research and development competition, brand culture competition, brand service competition and so on.

2. product differentiation and differentiation

With the rapid development of international children's clothing brands in China's children's consumer market and the development of domestic independent brands, China's children's clothing market gradually presents a competitive pattern of product differentiation.

Fierce market competition and multi-level consumption ability and consumption concept will produce different differentiated markets. Only by continuously providing products with market competitiveness can enterprises meet the needs of different consumers.

The differentiation of children's clothing products is the inevitable trend of the development of the industry, and the domestic children's clothing market will enter a period of consumption differentiation.

3. product functionalization

New designs and new concepts emerge in an endless stream, making the competition for children's clothing market increasingly fierce.

Personalization, quality and specialization of products, especially patented products, will become the key for enterprises to build their own brands, highlight their own advantages and stand out in the fierce competition.

Taking children's shoes market as an example, the emergence of the concept of specialized functional children's shoes, such as nano antibacterial shoes, waterproof shoes, walking shoes with protective support structure and ankle protection children's shoes, has promoted the market of children's shoes to develop professionally.