Is The New Masks Business Of Garment Manufacturers A "Hot Spot"?

The new crown pneumonia epidemic has also severely affected the apparel industry.

Many clothing enterprises began to save themselves, some sold more offline to online, some saw new business opportunities from this crisis, and crossed into the field of medical protection.

Source: brand official website screenshot

In March 5th, Semir clothing (002563, SZ) announced that the company will add "retail of daily necessities, wholesale of daily necessities, retail of personal hygiene products, wholesalers wholesale, maternal and child supplies retail, and daily use masks (non medical) sales" in the original business scope.

In March 8th, Morima Fukusomegumiharu said in an interview with reporters that increasing the sales of masks is not a hot topic. "We are now increasing our business scope based on the company's long-term development considerations. We have triggered some of our thinking by using mask as an opportunity."

At present, the rate of workers coming to the Semir apparel production line has reached 90%, and offline stores are also opening in an orderly way. During the closure of terminal stores, Semir apparel also stepped up online sales, an increase of about 10% over the same period.

　 Company: not a hot spot.

Under the epidemic situation, masks and other protective products have become the most scarce products in the market. Many companies have crossed the border into masks, protective clothing and other fields. Once the listed companies are involved in these areas, the stock price will show.

"We can not understand that we are hot. If we really want to rub the hot spots, we can spend 120 million to invest in two production lines, and factories and land can also be produced in one or two months." In March 8th, when he talked about selling masks in the field of sanitary products, Morima Fukusomegumiharu told the daily economic news.

Making masks is not the specialty of Semir clothing. Zong Hui Chun said that this is not the best thing. Masks should be done by professional people. "We do retail, make brands, do what we can and do well, and serve the fight against the epidemic as well."

The company's main business is clothing, Zong Hui Chun said that clothing related businesses, they are concerned about, "for example, clothes also need to clean, we now increase business scope, is based on the company's long-term development considerations, from mask to take the opportunity to trigger some of our thinking."

On the other hand, end Hui Chun also said that the channels of Semir clothing are very wide, allowing people to buy masks more easily.

When it comes to the proportion of health products that can be sold in the company, Zong Hui Chun said that it is still in its infancy. "Our performance bulletin has also been issued, with annual revenue of 19 billion 300 million, which is less than 1000, so this is just the beginning, accounting for a very low proportion. The company is very robust. In the long run, in the next ten years and twenty years, the mask is also a natural quantity. Demand. "

　 It takes time to recover the normal level of consumption.

Affected by the new crown pneumonia epidemic, the terminal stores under Semir apparel line were all closed.

Huang Jianzhong, vice president of Semir apparel, said in an interview with reporters that the closure of offline stores will have an impact on the sales of the season, and the pressure on inventory will be relatively large this year.

Huang Jianzhong told reporters that after the outbreak, the company immediately set up a response team, while preventing and controlling, while studying countermeasures. During the closing of the online store, the company gradually sold its offline sales to the online market, and launched live sales.

Online sales are not without barriers. In the epidemic period, the national logistics has also been affected. After the online order, there is a situation that can not be delivered in time. Huang Jianzhong said that the above situation does exist, but because clothing enterprises have warehouses in all parts, after the logistics gradually recovered, the online booking units have been processed in a timely manner.

"Besides, the epidemic is a crisis, and enterprises should see this as a turning point." Huang Jianzhong said that under the epidemic situation, the transformation speed of traditional offline store sales and online sales is accelerating. Before this, only a little more than 20% of online sales, there will be further room for further growth in the future.

In this regard, a clothing industry experts believe that under the influence of consumption habits, offline stores are still the most important channel for clothing enterprises. Semir clothing has more than 1000 direct outlets nationwide. If there are franchised stores, there are more than 10000 stores. The normal opening of these stores is the guarantee for Semir's clothing performance.

Huang Jianzhong told reporters that at present, some stores of Semir clothing have begun to open in an orderly way, but the flow of people is still very small. The epidemic is not completely over. People's willingness to go out is not strong enough, and consumer confidence is insufficient.