When Local Casual Wear Is In The Cold Winter, What Will Semir Go To?

Newlook, Forever 21 and other international fast fashion brands have withdrawn from the Chinese market, and domestic clothing companies have also been hit. La Natsu Bell has been shutting down shops and leased headquarters building to relieve financial pressure. Even the two brands of Smith Barney and Semir have met with ice and fire. The 24 year old Mei bang and the 17 year old Semir can be regarded as the representatives of Chinese local casual wear. The two brands have caught the rapid development stage of casual wear in 2000 and quickly become the top businesses of local casual wear.

Shops everywhere look good development, but in fact, the performance of the two brands is ice and fire. According to relevant data, the three quarterly revenue in 2019 was 4 billion 34 million yuan, 27.27% lower than the same period last year, a net loss of 238 million yuan, and a net loss of 99 million 902 thousand and 800 yuan in the first three quarters. Semir's three quarterly report disclosed revenue in 2019 was 13 billion 261 million yuan, an increase of 35.82% over the same period last year, with net profit of 1 billion 307 million yuan, up 2.79% over the same period last year. On the surface of the plain is tense behind, in the face of such a cold winter, the United States and Semir should go where?

　 Embrace e-commerce platform

In the retail era, online and offline chain is the key. With the rise of the millennial generation, young consumers have become the main force in the consumer market. If the brand wants to grow for a long time, they must seize the hearts of these groups. For young people, online shopping is convenient and offline buying is physical examination. Semir and Smith Barney also seize the opportunity of online development. After entering Tmall flagship store in 2010, Semir brand began to exert power on the Internet. The size of the electricity supplier has surged. It is understood that Semir's online revenue has exceeded 5 billion yuan in 2017. In 2018, it became a Tmall 1 billion 100 million yuan club. Whether it is traffic or sales volume, Semir's ranking is at the forefront.

Compared with Semir, the time of Metersbonwe joining the e-business platform is different. The difference is that Metersbonwe started to build an electronic business platform from 2010, and then launched a dress matching platform supporting the one button purchase, which has "fan APP", and has also substantially increased its sales volume. In fact, it is not hard to find that behind the continuous growth of Semir and Metersbonwe, it is not only because of the opening of online channels, but also because of the road of becoming younger. The two brands have been looking at young people's love through big data, embracing the electronic business platform, grasping the "double 11" hot spots, and expanding the market through various channels such as net red live broadcast.

Aiming at new retail

After embracing the e-commerce platform, the situation of domestic casual wear platform has improved, but this is only a flash in the pan. Many brands have experienced rapid growth, and there will be growth decline and brand aging process. Metersbonwe and Semir are also facing the problem of brand aging and weak growth. All of these problems arise from the change of market supply and demand, on the other hand, because of the sudden emergence of the electricity supplier brand and the increasing diversification of consumer demand, the clothing market has become more complex.

In order to change this situation, Metersbonwe and Semir changed their strategic layout and started the new retail plan. It is understood that from last September, Shanghai Metersbonwe counters reached a deep cooperation with Tmall mobile phone, consumers can directly purchase orders from stores, Metersbonwe integrated regional inventory, after finding the nearest store, direct delivery by hummingbird running errands, within one hour can reach the hands of consumers, simple and convenient. Semir, through cooperation with Tmall, has opened up online and offline payment and traffic interfaces, and has set up a smile assessment machine in some flagship stores, trying to attract consumers with new technologies. Metersbonwe and Semir on the same track are no longer divided between us and the enemy. Who can change the present situation of the cold winter?

　 Subdividing the clothing market

If the rise of Metersbonwe and Semir is due to seize the opportunity of high growth of China's casual wear market, the cold winter phenomenon that we are facing now is because it has not developed smoothly. In those days, Metersbonwe and Semir could now be attacked by other fast fashion brands if they could embrace the electronic business platform, JEANSWEST and Baleno. "Thirty years Hedong thirty years Hexi" is not to say, facing the current predicament, in fact, not only Metersbonwe and Semir, but also the common problems faced by Chinese local casual wear brands.

The clothing industry is different from other industries. If we want to have a firm foothold, we must pay attention to the market changes. Nowadays, the changes of consumer groups directly affect the market changes. The future of niche market is blue ocean. Personalized and diversified consumption is an important trend of future development. Therefore, Metersbonwe and Semir should seize the market changes, from products, R & D to services, and every step should keep up with the pace of internationalization and cater to the needs of young consumers, so as to make the brand more attractive.

The days of clothing brands are not good. This year's double eleven Shopping Festival is coming. I wonder if Metersbonwe and Semir can seize this opportunity to adjust their status. The impact of the electronic commerce platform, the invasion of foreign brands and the decline of sales situation are all the reasons leading to the cold winter in China's local casual wear. How to turn the corner and make good use of the methods is the key to the clothing brand.