Semir Apparel Develops Rapidly, New Retail Multi Brand Matrix Layout International Market

Under the black swan, we quickly adjust the business mode, extend a variety of new consumption, and realize the upgrading and transformation. Let the world see the adaptability and creativity of Chinese business, proving that China's business is full of toughness. The "two sessions" will be held soon, and the representatives of the business will also make suggestions for the recovery and long-term development of the industry. By analyzing the industrial layout and the way of existence in the uncertain environment, the winning business network can get a glimpse of the resilience of Chinese business.

In 2002, Semir dress (hereinafter referred to as "Semir") was founded.

It has the two largest brand of children's clothing represented by the Semir brand founded in 1996, and the children's clothing represented by the Barbara brand, founded in 2002. It has become a business group featuring the virtual operation and the two dress categories.

After nearly 17 years of development, Semir was again listed in the list of top 100 garment enterprises in 2018 by the China Apparel Association in 2019. Among them, "total profit" ranked fifth, "business income" ranked ninth, and "sales profit margin" ranked twenty-third. The company won the award of the most healthy employer award of 2019 Asia best workplace Award (HRoot), which is awarded by China's leading human resources media company, and the company's "children sports shoes", "woven sunscreen children clothing", "children's oil proof plume". The three enterprise standards of cashmere garments were listed in the "leader" list of the enterprise standards issued by the eight departments of the State Administration of market supervision and administration respectively, and the company's "MacLean" brand was successfully awarded the "50 high growth chain in China" in 2019.

In December 31, 2019, Semir has established 10257 offline stores in all provinces, autonomous regions, municipalities directly under the central government and overseas, including 1310 Direct stores and 8 franchised stores. There are 677 stores and 270 stores. At the same time, Semir has built a strong online sales channel on Taobao, Tmall, vip.com and other well-known e-commerce platforms.

In 2020, with the outbreak and rush of the epidemic, Semir will embrace the new retail business, improve the overall retail strategy layout, further enhance the brand power, and lay the international market with multi brand matrix.

E-commerce channel contribution highlights the "Festival" suck powder and fun marketing

From the annual report of Semir in 2019, e-commerce revenue in the period was 5 billion 335 million yuan, an increase of 29.84% over the same period, including Semir business revenue of 5 billion 183 million yuan, an increase of 27.01% over the previous year, and KIDILIZ business income of 151 million yuan, an increase of 443.92% over the same period last year. Among them, Semir business double eleven that day retail performance 1 billion 380 million yuan. Electricity supplier brand Minibalabala grew rapidly, Tmall double eleven entered the list of children's wear Top5.

In order to meet the growing demand for office and operation, Semir Hangzhou Electric Power Industrial Park was put into operation in 2019. With the planning and implementation of the company's logistics platform, Semir adjusted its original logistics structure to the two logistics park integrated operation mode of TOB and TOC, and formed a new pattern of three industrial parks in Wenzhou, Shanghai and Hangzhou, and two logistics parks in Wenzhou and Jiaxing.

In terms of marketing, Semir's exclusive Festival, super fans Festival, provides a variety of benefits for fans of Semir brands, in order to enhance communication and interaction between brands and consumers, close to consumers, focus on consumers' shopping experience, and create Semir's first marketing IP. Since the founding of the festival, attracting countless powder has greatly boosted sales performance.

In 2019, Semir Super Fans Festival, Qujing Wanda Sen Ma store sales performance increased 781% year-on-year, ranking first in the shopping malls; Jinzhong Wanda Sen Ma store was more than second times nearly 3 times the performance of the group; Semir's latest image of the Hangzhou union CC store grew 252% over the same period last year, creating the best history of the store. Data show that more than ten million fans are interacting with brands through WeChat, jitter, micro-blog and brands, and more than one million consumers rush to Semir stores over the weekend to boost their stores' highest retail performance.

Continuation of multi brand and multi category strategic layout of the international market

Semir clothing has two main brands, namely, the popular casual wear brand "Semir" and the "children's wear brand" balbala. After long-term cultivation and operation, these two brands have become the leading brands of casual wear and children's wear industry respectively.

In the high-end clothing brand of adult apparel, Semir has obtained the authorization of the internationally renowned high-end fashion women's brand Juicy Couture Greater China business. This authorization complements the layout of Semir's high-end fashion women's category, perfects the brand matrix of its boutique category and the layout of Semir's high-end channel in the Greater China region.

In addition to the main brand balbara, Semir apparel also bought a wholly owned European high-end children's clothing group KIDILIZ group in 2019, and successfully introduced its two brands of CATIMINI and Absorba into the Chinese market, and opened flagship stores in key cities and Tmall platforms.

With the establishment of multi brand matrix, Semir set up an overseas business center in January 2019 to co-ordinate the layout and development of Semir and Barbara brand in the international market. By the end of the year, the two brands have opened 30 separate stores and counters in mainstream shopping centers and department stores in Saudi Arabia, Mongolia and Indonesia.

At present, the average output value of Semir overseas stores is higher than that of domestic stores, providing new ideas and operational experience for domestic channel commodity combination.

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