Casual Wear Profits Decline Children'S Clothing Semir Clothing Future Development

Semir apparel data show that in 2019, the company achieved operating income of 19 billion 359 million yuan, an increase of 23.15% over the same period, and net profit of 1 billion 546 million yuan, down 8.72% from the same period last year. According to the analysis, the growth of Semir's revenue is mainly based on the results of the acquisition of the French high-end children's clothing brand Kidiliz, and the growth of the original main business by about 10%. However, the net profit decline also stems from the Kidiliz brand, the number of stores in the Department is reduced, the cost is high, the loss is over expected, and the anticipated loss is 300 million yuan.

Cheng Weixiong, general manager of textile and clothing brand management and Shanghai Liang Qi Brand Management Co., Ltd., in an interview with the Economic Observer newspaper, said that Semir's clothing has been transformed into the whole franchise mode. The inventory of winter clothing is not too heavy compared with other Brand Company in the whole direct camp. Most of them are winter new year products, and some of the franchisees do not take delivery, but Semir Clothing business electricity business has this digestion capability.

Semir Group Co., Ltd. was founded in December 18, 1996 in Wenzhou City, Zhejiang province. It has two famous clothing brands: the adult casual wear "Semir" and the children's clothing "Balabala". On Semir's official website, there are as many as 15 brands, including women's wear, men's wear and children's wear, among which 7 brands for children aged 0-14 years old.

At present, children's wear and online business are developing rapidly and healthfully. According to the spin off business, 2019 children's clothing is growing by nearly 20%. 2019H1 children's clothing business has opened 253 shops earlier than the beginning of the year. It is expected that 2019H2 will maintain the opening speed. 2019, the overall business of casual wear business is flat, and the 2019H1 leisure business shops increase by 28 compared with the beginning of the year. We expect that the 19H2 net shop will maintain steady growth. It can be judged that the company's online business has maintained a rapid growth of over 20%, of which the children's clothing brand minibala continues to develop rapidly.

According to the analysis, Semir's casual wear business line is under pressure. Yang Dayun said that the casual wear market has been in recession since 2005. The market has basically reached saturation under the attack of brands such as ZARA, UNIQLO and H&M. In this process, the children's wear market is very good. Semir has a good voice in the children's wear terminal market.

Cheng Weixiong said that the middle and high-end positioning of various styles of infant and young children's clothing in the domestic market is still relatively scarce, especially high-end children's clothing. Yang Da Yun said that with the formation of the consumer group's curing and consumption pattern, the children's clothing market will no longer be selling price or quantity in the future, and the future market will be divided.

Semir has opened its e-commerce business since 2012, and has actively tried new retail attempts. In the face of 20Q1 epidemic, the company has rapidly adjusted its business mode by relying on mature business experience and forward-looking layout. It insists that online services are not closed and online stores are kept online for 24 hours, so that consumers can enjoy the "cloud shopping" pleasure without leaving home.

And will accelerate the integration of online and offline channels, through online pre-sale, offline delivery mode, to revitalize the entire channel traffic, to provide consumers with boundless consumption experience. We should strengthen the learning and capability reengineering of offline business teams, transform digitalization, use grid management to empower front-line, support the transformation of every employee in every store, promote full staff marketing, and develop new retail businesses.