Zheng Hongwei Talks About The Concept Of "Win Win" In Semir Costumes

As labor costs, raw materials prices and channel costs continue to rise, the clothing industry has suffered a great impact.

Recently, high inventory and sales decline are also lingering in the listed companies of garment enterprises.

With many questions, reporters visited Shanghai.

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Industry is at a turning point, and is gradually shifting from quantity growth to quality growth, from scale expansion to value creation. Modern society clothing has already got rid of the function of single cover and cold protection, behind which is fashion and creativity.

Zheng Hongwei, Semir fashion director, told reporters.

"Although the industry growth rate has recently been constrained by factors such as rising costs, we believe that the development prospect of the whole industry is still bright. In fact, China's brand clothing industry has maintained a growth rate of over 20% in recent years.

We must see that some difficulties at present are only phased problems.

For brand clothing enterprises, product design, brand promotion, sales and supply chain management are the core of business, not single product manufacturing. "

"Market segmentation will be the development trend of this industry. In recent years, more and more clothing companies have landed in the capital market. It also shows that garment enterprises have been developing continuously under the background of boosting domestic demand and upgrading consumption.

We believe that the next step will be more clothing companies, especially in the various segments of the brand clothing leading companies, one after another landing in the capital market.

Express.

Since the beginning of this year, the performance of Listed Companies in clothing companies has been down, and the first half of Semir's clothing performance has also fallen, which is lower than expected.

Huatai Securities Research Report Analysis, the company's short-term performance has some pressure, but the company in casual wear second and children's wear first status has been maintained.

Semir clothing is currently mainly engaged in two major segments of adult casual wear and children's clothing. Among them, the Semir brand is a popular casual wear brand for young people aged 16~29 years. The brand has more than 4500 stores in the country, and the "Barbara" brand is fashionable clothing for 0~14 year olds. At present, there are more than 3500 terminal stores in the country.

Zheng Hongwei told reporters that the leisure wear market has entered a mature stage of competition, and the growth of leisure wear industry companies has slowed down significantly.

In view of the competitive environment of casual wear this year, inventory control and cost control are still the focus of operation.

Such as opening discount stores and factory stores, increasing sales of e-commerce, and quickening the disposal of company inventory products.

On channel construction, the company is also acting frequently this year.

In May this year, Semir apparel invested 156 million in the acquisition of Zhejiang Chinese industry.

The property involved in the acquisition is located in the core business district of the city. The geographical location and usage area are all in line with the requirements of Semir apparel marketing network construction project.

In March this year, Semir apparel invested 8 million and 12 million respectively, and two new branches were set up in Changchun and Shenzhen respectively, which are used for the clothing brand management and product sales of the company.

In addition, increasing support for agents is a measure that Semir clothing has been taking this year.

"The river is full of water, which is the core concept of Semir. The harmonious and win-win corporate culture has played the most important role in the interests of stakeholders."

Zheng Hongwei briefed reporters.

"Semir clothing, as a brand clothing enterprise with light assets and virtual operation, is an enterprise that completely outsource production, focusing on product design, brand promotion, supply chain management and retail management.

Such a virtual mode requires a large number of suppliers, sales agents and logistics carriers and other partners to support and cooperate.

During the interview with reporters, Zheng Hongwei repeatedly mentioned the idea of "win win".

Zheng Hongwei has confidence in the development of the company. "The company raised 4 billion 500 million yuan in listing last year. At present, its cash is abundant and its debt ratio is very low.

We are also actively carrying out foreign investment cooperation, strengthening industry integration and mergers and acquisitions, and developing new brands and new businesses through various ways such as agency, cooperation and mergers and acquisitions.