Semir Is Planning To Open 150-200 More Stores In The Wave Of Consumption Upgrading

Innovation is not to be unconventional, but to remain calm and choose the right track.

The change of consumer habits has forced the brand to play a new way of playing.

From the perspective of consumption upgrading, it manifests itself in diversified channels, entering shopping centers and developing experiential platform in offline stores.

Semir is a typical example of the courage to advance in this wave.

Commitment to channel pformation

In 2017, Semir established the channel pformation and upgrading, and comprehensively expanded the strategic direction of shopping center stores.

In 2018, Semir formulated the "five new plan", that is, starting from the terminal image of the store, continuously changing the product line, the new speed, marketing activities, channels and so on.

Specifically, Semir will upgrade its terminal image at the store, speed up the new product cycle, continue to enrich the product line, and carry out a new "fan economy" marketing, and strive to pform the whole channel.

As Feng Zhen, director of Semir fashion shopping center, said, "in this round of consumption upgrading, the traditional shoes and clothing brands are also faced with the dual upgrading needs of products and channels.

Especially in the new retail trend, how to perfect the online and offline integration is another major issue facing the brand.

In Semir's "five new plan", the upgrading of shopping center channel and store terminal image is particularly important.

In 2018, Semir continued to expand its shopping mall channels. In the new first tier cities and second tier cities, they entered the shopping mall of Kate MALL Xizhimen, Shanghai Zhongshan Park dream, Shanghai Jiading CITIC Pacific Wanda Plaza, Kade Suzhou center, Xi'an the Mixc and other benchmark shopping centers. There were 153 new stores, and the total number of stores was over 4300, of which 400 of the shopping center outlets had exceeded 400.

According to the plan, Semir will also invest 150-200 new stores in 2019, and shopping centers are still the main battleground.

Similarly, Semir is committed to upgrading the terminal image of the store to realize the pformation of younger and higher value.

On 2018 national day, Semir's first experiential concept store opened in Jiading, Shanghai, China's CITIC Pacific Wanda Plaza. The store layout is based on scene and thematic layout. The product is divided into different locations according to different themes, and is set up through media screens, lights and special leisure areas to create young people's social business space.

For better service

If the channel upgrade reflects the control power of the market to a certain extent, the service force is the most direct manifestation of the protection of consumers and passenger flow.

Whether new product lines are added to the product, or stores to upgrade and expand channels, behind a series of changes in Semir, the purpose is to do a good job in new services, attract consumers and improve the purchasing power of stores.

Great progress has made Semir fruitful.

According to Semir's latest 2018 earnings report, in 2018, Semir achieved a revenue of 15 billion 716 million yuan, an increase of 30.68% over the same period last year, a net profit attributable to shareholders of listed companies was 1 billion 690 million yuan, an increase of 48.74% over the same period last year, and a basic earnings per share of 0.63 yuan, up 0.42 yuan in the same period last year.

Similarly, Semir also believes that the upgrading of services is inseparable from the price.

Today, some mature brands have entered the dual channel development of online and offline, but the division of labor is often different, such as online inventory, volume, low price, and offline experience, this is the development mode of most brands.

Feng Zhen said that Semir will also have some online products for special purposes, highlighting the price advantage, but in order to enhance the customer's sense of identity, Semir will also have part of the product price to achieve online and offline consistency, and can take delivery under the online sales line.

This is closely related to the popularity and fashion of Semir customers. Online shopping is very popular among young people, and gradually formed a trend. The consistency of dual channel prices is also one of the ways to cater to the needs of consumers and enhance brand service.

Service is soft power, long-term accumulation, and even continuous polishing.

To reflect on the business itself, do we really attach enough importance to services?

Is there a perfect service standard and process?

Do employees recognize and love and respect their services?

In the new consumption era, what are the changes in customer demand for services?

Faced with the advent of aging society, are we well prepared?