The New Image Store Tries To Slow Down The Expansion Of Semir'S Pformation And Development.

< p > "whether it is an agent or a company, one of the main tasks of last year is to go to stock, and the inventory situation basically returned to normal.

Spring sales in 2013 were also good.

Semir, a target= "_blank" href= "//www.sjfzxm.com/", "dress less than /a" Limited by Share Ltd (hereinafter referred to as Semir) vice president, Zheng Hongwei, deputy director of the China Economic Times reporter.

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Less than p ago, Semir, one of the leading casual wear giants in China, announced its annual report in 2012: operating income of 7 billion 63 million yuan in 2012, down 8.98% from last year, and net profit of 761 million yuan, down 37.81% compared with the previous year.

However, from the fourth quarter net profit, although the year-on-year decline of 30.83%, but lower than the year-on-year decline, and from the fourth quarter, operating income, net profit and other indicators are gradually improving.

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< p > according to Semir's three quarterly report in 2012, Semir still has 1 billion 439 million yuan in stock, but in the just released 2012 annual report, this data has dropped to 1 billion 85 million yuan.

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< p > < strong > new image store try < /strong > < /p >.

< p > over the past year, domestic a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a > clothing industry suffers from high inventory.

With the upgrading of China's consumption market and the characteristics of consumer segmentation, a target= "_blank" href= "//www.sjfzxm.com/" > clothing > /a > industry has seen a slowdown in growth, an increase in inventories and a decrease in efficiency.

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< p > Zheng Hongwei told the China Economic Times reporter that Semir will continue to shift from simple extensive expansion to endogenous growth mode to enhance the comprehensive management capability.

"For example, the new image shop currently being explored has both Semir adult products and Barbara children's clothing."

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< p > at present, the main business of Semir clothing is Semir's brand casual youth casual wear, Barbara middle end children's clothing.

"At present, Semir brand casual wear ranks the top three in the domestic casual wear industry, while Barbara's children's clothing is the first in the domestic children's clothing industry, both in popularity and market share."

Zheng Hongwei said.

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< p > from Semir's 2012 annual report, we can see that children's wear has become the highlight of Semir's growth.

The main income of its casual wear was 4 billion 880 million yuan, down 12.64% compared with the same period last year, and the main income of children's clothing was 2 billion 110 million yuan, an increase of 3.02% over the same period last year.

Zheng Hongwei revealed in December last year that the sales of second brands of children's clothing in China were still around 1 billion yuan.

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< p > or because of the bright performance of the industry and its children's clothing, Semir began to "test the water" new image store in some cities since the end of last year.

"These new image shops are located in the gold commercial area of the core city, with a single area of more than 2000 square meters.

But at present, it is still dominated by Semir brand, and Barbara children's clothing occupies only about 200 square meters of area.

Zheng Hongwei introduced that Semir opened such a new image store in Guangzhou and Changsha in 2012, and opened a new store in Tangshan in March this year.

But he stressed that such a new image shop will not become the mainstream of the future. Most of the new image stores also choose to lay out in the two or three line city.

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< p > < strong > learning foreign brands < /strong > < /p >

< p > Zheng Hongwei admitted that most of the Chinese garment enterprises were driven by demand and expanded by expanding the number of stores.

"In recent two years, with the balance of supply and demand in the market, more and more capital has entered the garment industry, including more and more OEM enterprises.

Therefore, the next development of garment enterprises must change from the extension of simple management to the improvement of the core competitiveness of products.

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< p > "I believe that the entry of foreign brands into the Chinese market has a positive impact on domestic casual wear enterprises, and domestic brands have the opportunity to learn positively from foreign brands.

Through positive competition with foreign brands, domestic brands have also learned advanced operation methods.

For example, ZARA reaction fast design and supply chain system, UNIQLO fabric manufacturing technology, global supply chain system and so on.

Zheng Hongwei told the China Economic Times reporter that China leisure has a market scale of 600 billion, and the sales of some top ranked casual wear brands, such as Semir, Smith Barney and YISHION, are about 100 to 15 billion, while foreign brands such as H&M and ZARA are still less than ten in the domestic market.

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< p > Zhu Qinghua, a light industry researcher at CIC, suggests that domestic casual wear brands need to first improve their clothing quality, enhance their creativity, and constantly meet their individual needs; secondly, establish a good brand image and expand brand influence; at the same time, try to expand online sales channels and optimize sales structure.

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