Local Clothing Giant Semir Crossover New Field, Focusing On 1 Kilometers Of Customers To Do Community Life Complex.

Since 2020, affected by the epidemic, the garment industry has been severely attacked and faced with severe challenges. Retail oriented brand clothing enterprises take measures to innovate the marketing mode and look for new growth points.

While many garment enterprises actively cross the border, transform masks, protective clothing and other epidemic prevention materials, a famous clothing enterprise has stepped into the field of modern agriculture from casual clothes.

This reporter learned that recently, under the landing line of "Sanger home", which is built by Semir group Zhejiang Semir Modern Agriculture Development Co., Ltd., there will be a variety of business expansion models for the "Sanger house". The standard edition area is 15 thousand -2 square meters. The format includes the new vegetable market center, the community business center and the children's growth center. The area is 4000~5000 square meters. The site selection includes renovation of old vegetable market, urban renewal property and urban public facilities.

First textile network reporter noted that the legal person of Semir Modern Agriculture Development Co., Ltd. was Zhao Xiaobo, and the company registered capital of 30 million yuan. According to public information, Zhao Xiaobo is a model worker in Wenzhou, who has been awarded excellent posts in Zhejiang Province, Wenzhou outstanding communist party member, and labor model in Ou Hai area.

In the 2002-2007 year, Zhao Xiaobo served as deputy director of Semir's chairman's office and mainly responsible for brand building. Under his leadership and organization, Mori Maki received honorary titles such as "China famous brand", "China famous trademark" and "national inspection free product" after "Semir" and "Barbara".

During the 2007-2013 years of work, Zhao Xiaobo served as the general manager of Hangzhou Semir clothing limited and the marketing director of Zhejiang Semir apparel Limited by Share Ltd. Under the leadership of the company, through the continuous deepening of reform and innovation of sales mode, the sales performance of Hangzhou subsidiary doubled over the past two years.

At the beginning of 2013, Zhao Xiaobo began to build and establish the new growth pole of Semir, the dream town, and creatively put forward the concept of creating the first domestic experiential creative town in China. Today, the town of dream has become a new high ground for children's industrial clusters in Wenzhou, and a benchmark for old factories in Wenzhou.

In 2019, Zhao Xiaobo also led the entrepreneurial team to start the layout project in Jiaxing, Guangzhou and Suzhou. Through the next 5 years, we hope to set up 35 standard dream towns and 150 Mini towns to provide the leading role for the development of China's children's industry and provide diversified ways of growth for Chinese children. Better economic and social benefits.

Now, Zhao Xiaobo said, the fresh market is a trillion market, and Semir group, as the leading enterprise with 2 billion brands of Semir and Barbara, has provided strong funds, talents and management support for its entry into the people's livelihood project.

According to the briefing, the Sanger house will be expanded by the three kinds of stores, including the Sanger home life complex, the Morita market and the Morita Tomomi community fresh store. It will integrate the existing community commercial real estate and focus on the customers within 1 kilometers. It will be convenient and comprehensive to meet the needs of the masses and make the community residents a "quality community life complex within 1 kilometers".

In addition, Sen's home does not have the dual functions of ingenuity, living workshop and community sharing space. It provides laundry, pants, shoes, umbrellas, real estate agents, housekeeping services, and community meetings, yoga classrooms, dance training and other functions. At the same time, it introduced Semir's children's experience type play and growth complex, integrating children's education, sports, technology and other children's entertainment boards such as early education, early education and training.

The first textile network reporter noted that in response to investor questions, Semir also said that on the one hand, the Sanger house provides customers with comfortable environment and enjoyable shopping experience for offline shopping, on the other hand, it can satisfy customers' online shopping and delivery needs through online small program stores and community group buying.

The industry said that with the escalation of consumption and the pursuit of a healthier life, fresh consumption is also growing. Through the comparison of the per capita food consumption expenditure of urban residents and the Engel coefficient of urban residents in China, the per capita food consumption expenditure of urban residents in China has maintained a relatively high growth rate in recent ten years, the compound growth rate from 2005 to 2018 is over 7%, while the urban residents' Engel coefficient is in a continuous downward path, which can also reflect the consumption of fresh and fresh consumption from the side. The trend of growth, and with the change of consumer habits in China, the growth rate of fresh market will be faster than the growth of household consumption in the future.

Reporters learned here that fresh consumption has the characteristics of rigid demand and high frequency, and the domestic market is wide and still growing. Fresh fruits and vegetables, meat, poultry and eggs have the characteristics of just demand and high frequency consumption. They are almost indispensable in daily life. According to AI media consultancy statistics, in 2019, residents accounted for about 40% to two to three times a week. Among them, the highest frequency of purchase was fruits and vegetables, 42% to two to three times a week, and 27% to three times. High frequency demand, rising consumption driven by residents' income and huge population base in China have created a huge market scale for fresh consumption. According to Euro Rui statistics, the retail sales of fresh food in China in 2018 amounted to 4 trillion and 930 billion yuan, and the average compound growth rate in the past five years was 6.5%.

In recent years, the rapid development of online e-commerce has caused a great impact on the traditional retail industry. However, it is difficult to preserve fresh ingredients, high logistics costs and high loss characteristics, which naturally form obstacles to the penetration of e-commerce. According to Euro Rui statistics, online penetration of fresh products has increased from only 0.3% to 5% in the past 10 years, while the growth of other categories of online penetration in the same period is significantly higher than that of fresh ones, such as consumer electronics, clothing and other online penetration has exceeded 30%. At the same time, compared with other categories, another characteristic of fresh products is the higher rate of repeat purchase. According to the Boston consultation data, 60% of consumers will cross purchase other products in the purchase of fresh products, so fresh food has gradually become an important category of offline retailer drainage. At present, the offline supermarket has become a clear trend of operation by increasing the layout of fresh products, thereby stabilizing the sale of other high gross margin products.

Huang Zepeng, an analyst with open source securities. The core logic of the fresh industry is the replacement of the farmers' market rather than the competition of various new models. Although the scale of fresh markets is nearly 5 trillion, the growth rate has slowed down in recent years, and the industry has entered the stock market. At present, the market share of the farmers' market is dominated by more than half of the share. However, because of the disadvantages of the traditional logistics mode, such as low efficiency, bad shopping environment, and difficult to trace the source of the product quality, the share of the farm market share is declining year by year. In the long run, the other channels in the industry have broad space to replace the farmers' market.

Huang Zepeng believes that the new format, such as fresh electricity providers, currently accounts for only 2.5% of the share of the terminal channel, and accounts for a relatively small number. The competition between new models is not the main contradiction of the industry. Supply chain capability is the key element of the industry competition. The leading traditional supermarket leaders have a higher winning rate with long-term management advantages. The traditional fresh logistics mode has many links, high losses and high terminal price multiplier. The contradiction between fresh low gross profit rate and high distribution cost leads to the difficulties of fresh electricity providers' current profitability and low order density. Traditional fresh supermarket leading business has been fresh for many years. The suppliers of warehousing and logistics facilities, especially those of high quality production base, have the advantage of first mover. The high quality production base belongs to scarce resources and is difficult to replicate on a large scale. The experienced buyer team builds the core barrier of fresh supermarket leading. Therefore, in the long run, the success rate of the leading supermarkets in traditional supermarkets is even higher.

What needs to be seen is that the field of deep ploughing and fresh production has been in the field for a long time. In the upstream production base, the direct production layout and warehousing logistics support have already established the advantages of first mover advantage and scale advantage, and the experienced buyer team has built up the core competitive advantage of the retail leader in fresh management.

Lin Huanyu, a researcher at Huatai Securities, also pointed out that the background of the business environment is not optimistic. The advantages of clothing leading enterprises are mainly reflected in two aspects. One is management experience. Before 2011, the clothing industry was rough and wide expansion, and the 2012 industry encountered the first large-scale collective inventory crisis. In the next few years of adjustment, excellent companies, such as strategic vision and executive power, experienced the throes of the adjustment period and took the lead in achieving a recovery and opened up a gap with their competitors. It is predicted that in the future, the management capability of these enterprises will continue to play a role in the process of upgrading the industry concentration. Two, channel barriers and offline competition are increasingly fierce for channel resources such as shopping centers. When shopping centers choose to introduce businesses, they should first consider the leading enterprises such as brand image and scale of enterprises. On line, the pressure brought by the cost increase will speed up the liquidation of the disadvantaged enterprises in the leisure apparel industry.

According to public information, Semir clothing is a leading enterprise in the field of children's wear and casual wear in China. The company has two major business segments: Children's clothing represented by Barbara brand and adult casual wear represented by Semir brand. The Barbara brand was founded in 2002, advocating professionalism, fashion and vitality, and facing 0-14 year old children's consumer groups. Semir brand was founded in 1996, positioning young, fashionable, dynamic, cost-effective mass casual wear decoration, products are mainly oriented to 16-30 year old fashion trends, young people.

In addition, Semir's merger and acquisition integration promotes internationalization layout, complements brand matrix, achieves extension growth, realizes internationalization through Kidiliz, introduces high-end fashion women's clothing brand juicycouture Greater China, and Barbara continues to expand its market share to 6.9%. In terms of channels, online development has been vigorously launched, the minibala brand has been launched, the offline stores have continued to expand to 10257, and children's wear shops have maintained a net growth.

In 2019, Semir clothing business income increased 19 billion 337 million yuan, an increase of 23.01% over the previous year, of which the original domestic business contributed about 4 growth, and overseas business contributed more than 6 growth; the operating profit increased by 2 billion 152 million yuan, an increase of 3.47% over the previous year; net profit of 1 billion 549 million yuan to the parent, and 8.52% reduction in the same ratio, mainly due to the loss of Kidiliz, and the net profit of the original business was 1. 856 million yuan, an increase of about 2% compared with the same caliber.

In the first quarter of 2020, Semir's apparel revenue reached 2 billion 738 million yuan, down 33.51% compared to the same period last year. Net profit attributable to shareholders of listed companies was 17 million 482 thousand and 500 yuan, down 94.96% compared to the same period last year, and net profit of -2591.31 yuan was not deducted. Gross profit margin 41.11%, down 0.57PCT compared with the same period last year, net interest rate 0.56%, down 7.8PCT compared with the same period last year.

At present, the epidemic situation in foreign countries is still at a grim stage, causing significant pressure on the operation of the French business. Affected by the epidemic, it is expected that Semir's first half year business revenue will be reduced compared with the same period last year, domestic business profits will decline and overseas business losses will increase. Net profit is expected to be positive in the first half of this year, down 70-90% from the same period last year.