Kiliz Continues To Expand Overseas Children'S Clothing Market

On July 21, the company, a wholly-owned subsidiary of softiz group, announced that it plans to sell its 100% stake to the French subsidiary of softiz group.

According to the data, kidiliz group was founded in southern France in 1962, and gradually developed into a leading enterprise in the middle and high-end children's wear industry in Europe. It has 10 own children's wear brands and 5 authorized business brands.

SEMAR apparel, which is committed to the overseas market, in 2018, through its wholly-owned subsidiary, SEMAR International Group, acquired all the equity and creditor's rights of sofiza SAS for 110 million euro, so as to obtain all the assets of the kidiliz group, and successfully introduced its CATIMINI and absorba brands into the Chinese market.

It is reported that the acquisition of kidiliz group by SEMA has a view of the overall situation. The company hopes that kidiliz and its children's clothing brand Balabala complement each other, further expand the children's clothing layout, and accelerate the global layout. In recent two years, kiliz has suffered more losses due to the recession in Europe.

In recent years, SEMAR clothing has been committed to the development of overseas markets. As an important step in the internationalization of Semir clothing, kidiliz group has obviously lost its position, but it has not given up the overseas market.

After the sale of kidiliz, the company paid more attention to the overseas development of Balabala. According to the annual report of 2019, SEMAR apparel said that it would continue to develop barabala's overseas business, expand its market share, and consider the layout of emerging high-speed growth markets such as Southeast Asia and India.

It is worth noting that the company's shares rose sharply after the announcement of the divestiture of children's clothing group kidiliz. On July 24, SEMAR announced the abnormal fluctuation of stock trading, saying that the deviation of closing price of the company's stocks exceeded 20% in three consecutive trading days from July 21 to 23.

When Cheng Weixiong was eager to measure the loss of international brands, he said: "when he was eager to analyze the loss of international brands, he didn't plan for the loss of international brands. Because of the investment mistakes in the epidemic situation, the domestic business was greatly affected, and the overseas business loss was aggravated and became a burden

However, prior to the layout of overseas business, SEMAR clothing also brought a bright color to its performance, and improved a lot of performance. The data shows that in 2019, the company's domestic business revenue increased from 14.921 billion yuan in 2018 to 16.307 billion yuan, accounting for 84.33%, with a growth rate of 9.29%; the revenue of overseas business increased from 798 million yuan to 3.029 billion yuan, accounting for 15.67%, with a growth rate of 279.53%.

According to the data, in 2019, the domestic market share of Balabala's children's wear industry is 6.9%, with a year-on-year growth of 1%, about 5.3% higher than the second place. It can be seen that the development momentum of domestic Balabala brand is also excellent.

Surprisingly, although the children's clothing business has a good development momentum, under the influence of the epidemic, SEMAR will still face the pressure of declining performance and high inventory. The epidemic situation has become a difficult problem for many brands to break through. I believe that SEMA, with its strong strength, will break through the difficulties and usher in new development.