Semir Casual Wear, Barbara Children'S Wear, Kidiliz And THE CHILDREN 'S PLACE Four Brands Sell Five Years Later To Achieve Billions Of Scale Is Empty Talk?

According to Semir fashion chairman Qiu Guang and plan

Five years later, Semir casual wear, Barbara children's wear, Kidiliz and THE CHILDREN 'S PLACE four brand sales will all achieve tens of billions of scale.

Yesterday evening (April 25th) evening, Semir clothing announced the 2018 report card, which shows that in 2018, Semir apparel realized business income of 15 billion 719 million yuan, an increase of 30.71% over the same period last year, and realized operating profit of 2 billion 80 million yuan, an increase of 37.65% over the same period last year, and realized a net profit of 1 billion 694 million yuan, an increase of 48.83% over the same period last year.

And from the information disclosed before, from 2012 to 2018, the annual compound growth rate of Semir's clothing business revenue has reached 14%, and net profit compound growth rate has reached 14%.

From the annual report, after entering the autumn and winter in 2018, Semir's clothing revenue grew significantly, and the fourth quarter revenue increased by 137% over the first quarter.

In the first quarter, revenue was 2 billion 512 million yuan and net profit was 312 million yuan; two quarter revenue was 3 billion 20 million yuan, net profit 355 million yuan; three quarter revenue was 4 billion 232 million yuan, net profit 604 million yuan; fourth quarter revenue was 5 billion 955 million yuan, net profit 422 million yuan.

As the two main business of Semir clothing, children's clothing revenue represented by Barbara is still the main contribution to performance. In 2018, children's clothing sales revenue was 8 billion 825 million yuan, an increase of 39.6% over the same period last year, operating profit of 3 billion 727 million yuan, an increase of 41.99% over the same period last year, and gross margin reached 42.23%.

Semir's casual wear business gained 6 billion 791 million yuan in 2018, an increase of 20.54% over the same period last year, operating profit of 2 billion 511 million yuan, an increase of 52.06% compared to the same period last year, and gross margin reached 36.98%.

It is worth mentioning that Semir clothing purchased the European high-end children's wear group KIDILIZ in October 2018, and the Agency introduced the famous American children's wear brand The Children "s Place". At present, the children's clothing business has realized the full coverage of the whole category, the whole age range and the consumption levels, forming a complete multi brand matrix of children's clothing section.

And with the KIDILIZ performance and the The Children 's Place performance gradually strength, I believe will further consolidate Semir clothing children's wear leader position.

Statistics from Euromonitor, a consultancy, show that in 2018, the market share of BARBALA increased from 4.9% at the beginning of the year to 5.6% at the end of the year. The second Adidas children's clothing market accounted for only 1.2%, while the other ten brands accounted for less than 1%.

According to Qiu Guang he, chairman of Semir fashion, five years later, not only Semir casual wear and Barbara children's clothing, including Kidiliz and THE CHILDREN 'S PLACE, the sales of these four brands will reach 10 billion scale.

At present, by the end of last year, Semir apparel has set up 9905 stores in the national and overseas markets, including 1218 Direct stores, 280 joint stores and 8407 franchised stores.

From the distribution of regional stores, East China, central China and North China are the focus of their market. East China has 3241 stores in the country, followed by 1513 stores in Central China and 1437 stores in North China.

In the top ten outlets in 2018, the number of stores in eastern China accounted for half of the total. The flagship store in Beijing Road, Guangzhou, with an area of 4180 square meters, won 55 million 507 thousand yuan in revenue.

The annual average flat efficiency of these ten Direct stores is 12 thousand and 100 yuan, and the average sales volume of single stores is 19 million 857 thousand and 700 yuan.

In terms of online sales channels, in 2018, Semir clothing realized 4 billion 109 million yuan of electricity supplier income, an increase of 31.64% over the same period last year. Last year, the "double 11" retail business achieved 1 billion 140 million yuan on the same day, and the brand Minibalabala of e-commerce also entered the list of Tmall's "double 11" children's wear Top10.

In terms of cash flow, the net cash flow generated by Semir clothing business in 2018 amounted to 955 million yuan, down 56.41% from last year, but it also indicated that the company's existing monetary fund and financial management amount amounted to 4 billion 204 million yuan, and its cash reserves were adequate.

Reporters noted that in the middle of the Shenzhen stock exchange into the activities of listed companies, Semir apparel Board Secretary Zong Hui Chun made it clear that brand operation, product development and supply chain management capabilities are the company's greatest strength.

"Since the beginning of its establishment, Semir apparel has adopted the mode of virtual management and light assets. We believe that this pattern has advanced nature in the past, now and in the future.

Outsourcing is based on the decision made by China as a big textile country with sufficient capacity and outstanding buyer market status.

It is reported that Semir clothing entrusts low value-added links to the upstream suppliers and downstream agents. The company concentrates on brand management and design research and development.

And strong supply chain management capabilities also enable Semir to have strong control over upstream suppliers and downstream distributors.

Qiu Guang, chairman of Semir apparel, said that the rapid development of Semir apparel has also proved that this concept is correct.