Semir Launched A New Strategy To Force Children's Wear Barbara To Expand The Age Line.

In July 26th, Zhejiang Semir apparel Limited by Share Ltd (hereinafter referred to as Semir) issued a notice of investor relations activities, saying that Semir's children's wear brand Barbara will expand its age line in the future, to create a one-stop shop of all kinds; THE CHILDREN 'S PLACE brand will do some shop downsizing in the past year's operation process; Ma card brand will realize the localization of products in the future.

In the announcement, Semir said that the Barbara brand will expand its age line, expand its category, expand new categories and areas, expand travel and newborn supplies, and create a one-stop shop for product layout. For balbala baby series, Semir said, the future channel hopes to open shop in the form of mother and child shop in the form of launch.

Statistics show that the Barbara brand was founded in 2002, and developed well in the category of young children and young children. Since 2016, Barbara brand has gradually expanded the category of baby age.

In addition, the announcement pointed out that Semir's children's wear Macal plan is biased towards internationalization in terms of brand image, color, fabric, design, profile and so on. The product structure, thickness and version will meet the domestic regional differences and realize the localization of products.

In view of its children's clothing brand THE CHILDREN 'S PLACE, Semir said that THE CHILDREN S PLACE will do some shop downsizing in the past year's operation process, and establish a store model suitable for localization in the Chinese market. It is reported that THE CHILDREN "S PLACE" is operated by Semir costumes, a wholly owned subsidiary of Shanghai Qi Bei Garments Co., Ltd., Semir has the right to develop all channels, independently develop and produce.

Semir's new strategy is undoubtedly speeding up the development of children's clothing to promote performance measures. Textile and clothing management expert, general manager of Shanghai Liang Qi Brand Management Co., Ltd. Cheng Weixiong believes that in recent years, the performance of Semir's main brand is relatively low, and the increase of children's clothing business is inevitable. From the current performance, Semir's children's clothing brand is more dominant than the main brand casual wear business.

The annual report pointed out that in 2018, the brand of children's wear Barbara maintained a steady and high growth, while the Semir brand of casual wear began to resume growth through brand refurbishment and product reform.

As the main business of Semir, the proportion of children's clothing is increasing. Annual report data show that Semir children's clothing revenue in 2016, 5 billion 1 million yuan, accounting for 46.88% of total revenue; 2017 children's clothing revenue of 6 billion 321 million yuan, an increase of 26.4% over the same period, accounting for 52.56% of the total revenue;

Revenue in 2018 was 8 billion 824 million yuan, up 39.6% from the same period last year, accounting for 56.14% of total business revenue. Meanwhile, Semir children's clothing business realized gross profit margin 42.23% in 2018, 0.71% higher than the same period last year, and gross margin 41.52% in 2017, down 1.35% compared with the same period last year.

The proportion of leisure apparel sales decreased year by year. In 2016, the leisure apparel business revenue was 5 billion 601 million yuan, accounting for 52.51% of the total revenue; in 2017, the revenue was 5 billion 634 million yuan, up 0.6% from the same period last year, accounting for 46.85% of the total revenue; in 2018, the revenue was 6 billion 791 million yuan, an increase of 20.54% over the previous year, accounting for 43.21% of the total revenue. In 2017, the gross profit margin of casual wear business was 29.31%, down 5.49% from the same period last year, and the gross profit margin reached 36.98% in 2018, an increase of 7.67% compared with the same period last year.

Cheng Weixiong said that the proportion of children's clothing business in the future may be further increased.

In fact, Semir has pointed out in its 2018 annual report that it will base itself on the main business and vigorously promote the extension of the main business to the children's industry, the electricity supplier industry and the investment industry, and gradually create a new pattern for the common development of the four major industrial clusters.

At the same time, in the aspect of children's clothing business, Semir will further optimize the portfolio of multi brand businesses, and create a combination of brands such as Barbara brand and Macal, so as to meet the market demand for different brand positioning and different target consumers.

As for whether Semir will continue to aggravate children's clothing business in the future, the Beijing Commercial Daily reporter interviewed the relevant person in charge of Semir by email. As of press release, no reply was received.