Samma Cross Border: Is The Smart Food Market "Senhuo Home" Circuitous?

In June, an automatic vending machine named "Samma smart" appeared in Colleges and universities in Shanghai. The combination of clothing sales and vending machines attracted many students to watch and try. According to tianyancha app, Zhejiang Senma Clothing Co., Ltd. has applied for registration of several "SEMAR smart" trademarks, which are classified as clothing shoes and hats, and cloth bed sheets, and the status is still under application. ?

A few months ago, Yintai cloud store, a new retail project of Yintai department store, entered the university campus. Through the digital platform, combined with the off-line popular beauty and fashion clothing trial, it brought a one-stop shopping experience for college students. It is reported that "cloud shop" has opened 21 stores nationwide, many of which are located in Colleges and universities. ?

After the o2o tuyere on campus in 2014, the campus economy ushered in the era of 2.0. Undoubtedly, college campus has become the place of contention for new retail, and SEMAR has indeed lived up to its name of "catcher of tuyeres" and rushed to the forefront. ? When talking about SEMA, many people's impression is still stuck in the slogan "what tee is SEMA? It's up to you to define it". However, in fact, Balabala, the children's wear brand of this company, which has grown up with most of the post-90s generation, has already been the first in the children's wear industry for many years, and is worthy of the name of "China's children's wear leader".

The 25-year-old Semir apparel has two main businesses, namely, leisure clothing business based on Semir SEMAR and children's clothing business mainly based on Balabala. It is reported that since 2017, the revenue of children's wear business of SEMA has exceeded that of leisure clothing business, and the gap is widening

In 2017, the revenue of children's clothing business accounted for 52.56% of the total revenue of SEMAR clothing. From 2018 to 2020, the proportion increased to 56.14%, 65.49% and 66.64% respectively. Last year, the revenue of children's clothing business of SEMAR reached 10.132 billion yuan. ?

Obviously, SEMAR clothing, which is growing under the influence of children's wear, is not satisfied with being the first in China's children's wear. In the "wave of national brand" gradually rising in recent years, this powerful clothing group has also chosen to "go out" quickly through "buy buy buy". ? In 2018, SEMAR clothing invested about 110 million euro (about ￥ 844 million yuan) to control all the assets of French high-end children's clothing group kidiliz through the acquisition of 100% equity and creditor's rights of sofiza SAS. As a result, SEMAR clothing has become the second largest children's clothing company in the world. ?

Unfortunately, SEMAR clothing did not create the FILA miracle like Anta. In July 2020, SEMAR clothing announced that it would sell its wholly-owned subsidiary sofiza SAS, which has a serious loss, in July 2020. However, the transaction was sold to the company's shareholder, SEMAR group. In fact, it was "hot on the left hand and connected with the right hand", which still needs internal digestion. ? In April this year, SEMAR clothing released its annual report for 2020, with an operating revenue of 15.205 billion yuan, a year-on-year decrease of 21.37%; The net profit was RMB * 806 million, down 48% year on year. The "expensive lesson" brought about by the acquisition will not stop Samma from chasing after the wind. This "Windcatcher" is busy in the three major outlets of "shopping", "medicine" and "children's wear". ?

In 2020, the Internet giants have launched a fierce battle for a "vegetable basket". Under the catalysis of the epidemic situation, community retail has become a strong wind mouth of the sinking market. Some even cry out the slogan of "those who get the market, win the world".

Samma, which sells clothes, has also joined the ranks of "selling vegetables". In August 2020, it opened its first new type of intelligent vegetable farm, senhuo home. What SEMA wants to do is a new retail in the vegetable market. However, at present, the cross-border "vegetable selling" business is still in its infancy, and its project mainly focuses on Wenzhou City. Whether it can grow into a certain scale is still in doubt. ?

In February this year, some media noticed that SEMAR Group Co., Ltd. took a stake in Hangzhou Weitan Pharmaceutical Technology Co., Ltd., with a shareholding of 8.6957%. " "Selling vegetables" has just started, and Samma, a cross-border addiction addict, has been focusing on medicine. ? It is reported that vitam is an original new drug research and development company focusing on respiratory diseases, which was established in April 2019. It is worth noting that as early as 2019, SEMAR Group invested and established Wenzhou Hongda Health Management Co., Ltd., involved in health management and consulting services. ? According to the enterprise check app, Chongqing Balabala Clothing Co., Ltd., which is wholly owned by SEMA apparel, was established in June this year. According to the annual report of SEMA clothing, by the end of 2020, the company's brand "Balabala" has four subsidiaries, respectively located in Shanghai, Beijing, Hubei and Changchun. ?

For trump business to open a number of subsidiaries, obviously, the move is to improve Balabala's market layout in China, improve brand influence and market share, which also shows the company's confidence in children's wear business. ? We have to admit that under the influence of current events, medicine, smart vegetable market and children's clothing are indeed industries that conform to the policy and pay dividends. It's no wonder that some media have joked that they sell children's clothes, vegetables and medicine, and that the "troika" Senma can fly directly. ? As a "catcher", SEMAR can often smell business opportunities before the "blue ocean" turns red. However, there are many people who play "good cards". Whether the group can take into account multiple businesses at the same time and whether it has the ability to quickly seize the market remains to be seen.