Attention: Semiannual Report Of 2021

On August 31, semiannual report of 2021 was released. In the first half of 2021, the operating revenue of SEMA clothing was 6.516 billion yuan, an increase of 13.65% over the same period last year; The net profit attributable to the shareholders of the listed company was 665 million yuan, with a year-on-year increase of 2980.24%.

Among them, the company's leisure clothing business revenue was 2.348 billion yuan, and the children's clothing business revenue was 4.108 billion yuan, increasing by 28.71% and 6.88% respectively.

From the financial data point of view, the first half of SEMA's leisure apparel business performance is quite eye-catching. Since 2017, the proportion of SEMAR's leisure clothing business in the company's total revenue has decreased year by year. Children's clothing business has gradually become the main growth point of SEMAR clothing, and the proportion of revenue once rose to 66.64%.

In contrast, leisure business performance is much worse. From 2017 to 2020, leisure business accounted for 47.44%, 43.86%, 34.51% and 33.36% of the total revenue of SEMAR clothing, which continued to decline. However, in the first half of this year, 36.03% of the revenue of leisure clothing business accounted for 36.03%, which seems to announce the end of this trend, and the leisure clothing brand SEMAR has indeed shown an obvious growth momentum this year.

These are related to the brand strategy of SEMA in the first half of the year. In terms of brand building, SEMAR has opened up the whole field, created a series of major events to reach the target group, and strengthened the communication with post-95 consumers with the scenario layout. In terms of products, SEMAR innovated and developed Smartech smart series products, upgraded fabric function technology, and cooperated with new idol Luo Yizhou to carry out Tanabata marketing and create a young and fresh brand image. In terms of supply chain, the online operation of intelligent commodity management system has significantly improved the efficiency of terminal operation.

In the first half of the year, SEMAR brand has made a lot of exploration in product innovation and brand building. Next, how to develop the brand of "comfortable fashion" is still worth looking forward to.