Last Year, Semir'S Clothing Revenue Of 15 Billion 700 Million, Four Big Move To Build Barbara'S Global Business Layout!

Zhejiang Semir apparel Limited by Share Ltd (hereinafter referred to as Semir apparel) has released its 2018 performance bulletin. During the reporting period, the company achieved operating income of 15 billion 716 million yuan, an increase of 30.68% over the same period last year, and net profit attributable to shareholders of listed companies was 1 billion 693 million yuan, an increase of 48.74% over the same period last year. The basic earnings per share were 0.63 yuan, 0.42 yuan a year earlier.

By the end of the reporting period, the total assets of Semir clothing were 16 billion 714 million yuan, an increase of 22.51% over the current reporting period.

For the reporting period, the main reason for the increase in the company's operating income is Semir's interpretation:

(1) the growth of leisure wear business, the steady growth of children's business and the rapid development of online sales have promoted the company's income growth;

(2) the company's acquisition of French SofizaSAS company in the current period, bringing its business income in the fourth quarter of 2018 into a merger, has led to revenue growth.

The main reasons for Semir's apparel business profit and total profit attributable to shareholders of listed companies are as follows:

The growth of the company's business income and the increase of the gross interest rate have led to the growth of the above indicators.

Wei Hongmei, an analyst with Dongguan securities, believes that the growth of Semir's apparel performance is mainly due to the steady growth of the main business and the acquisition and merger. It is estimated that the net income from the fourth quarter of 2018 and the net profit attributable to the parent company are 5 billion 952 million yuan and 421 million yuan respectively, representing an increase of 49% and 234% compared with the same period last year. The operating income of the first quarter, the two quarter and the three quarter increased by 21.57%, 27.62% and 17.25% respectively, representing an increase of 23.88%, 26% and 26% respectively.

Observation, Semir clothing performance in 2018 over expected growth is mainly due to the resumption of leisure wear business growth, stable growth in children's business, electricity providers to maintain rapid growth and acquisition of French SofizaSAS company in the fourth quarter of 2018 and table.

According to public information, Semir clothing is a brand clothing enterprise featuring the virtual operation, featuring a series of adult casual wear and children's clothing. The company currently owns two main clothing brands, Semir and Barbara, among them:

The "Semir" brand was founded in 1996. Its products and brands are located in young, fashionable, dynamic, cost-effective public casual wear, mainly for young students aged 16-30, and young people who have just entered society.

The "Barbara" brand was founded in 2002, and is positioned as a professional and fashionable children's clothing, mainly for children of 0-14 years old middle class and well-off families.

In addition, the company also owns women's clothing brand: MINETTE; men's wear brands, Colombo, GSON, U.T.B, MarcO 'Polo; children's wear brands: Macal, Minibalabala, etc., the brand matrix tends to be perfect.

Semir apparel Board Secretary Zong Hui Chun said earlier that Semir's business development was good in 2018, and the revenue and profits in the first three quarters had increased by more than 20%. In 2017, it was the closing year of Semir's reform. In 2018, it was the dividend release year, mainly due to the efforts of the company in the supply chain reform, increasing R & D investment, optimizing the layout of the channel, strengthening brand marketing, and continuously improving the level of governance.

1) supply chain reform

First, streamline the number of suppliers, enhance the overall quality of suppliers; secondly, match the supply chain end with large-scale orders, enhance the company's voice power, effectively control the cost, and improve the quality of products. On the basis of the strengthening of supply chain capability, the order pattern has been ordered from 4 times a year, developing into 4+4 batch order, that is, adding 4 online orders on the basis of the original order mode. At the same time, the company has tried 12 batches of distribution in the direct system and shopping center channel system, so that the company's products can respond quickly to the market needs and get close to consumption and achieve good results.

2) R & D input:

Semir apparel has continuously increased R & D investment in recent years, improving its product design and R & D capabilities from personnel, equipment, environment and external cooperation, and maintaining the company's leading products, high performance price ratio and strong competitiveness.

In 2017, the company invested 353 million yuan in research and development, an increase of 29.71% over the same period last year. The two main brands were over 100 million yuan respectively. Children's wear pursued health, environmental protection and safety, and adult wear was fashionable and comfortable.

3) optimize channels:

We should focus on developing shopping centers and e-commerce channels.

At present, Barbara has become a strong brand of shopping center. Semir brand can also enter the shopping center smoothly. There are more than 1500 stores in the shopping center of Barbara and more than 400 in Semir shopping center.

By the end of the first half of 2018, there were 8864 stores and 766 direct outlets.

Semir electric business started from the end of 2012, and achieved a breakthrough of 3 billion business revenue in 2017, an increase of 40% over the same period last year, achieving stable and rapid growth.

The proportion of electricity suppliers going to inventory is gradually decreasing, and they undertake more tasks to cultivate new brands, new categories and entrepreneurial teams.

4) strengthen brand marketing:

Semir costumes signed Lee Min Ho, Kim Su Hyon, Li Zhongshuo, Yang Yang and other popular stars as spokesmen for the company. They exclusively sponsored the volunteers' costumes at the G20 summit in Hangzhou, the first China International Import fair, the volunteers' costumes, the Semir casual wear participated in the New York fashion week, the Semir electric business participated in the 2018 Tmall double eleven Fashion Festival, the Barbara children's clothing launched the bright star child activity, the Barbara children's clothing was invited to participate in the Shanghai fashion week's children's clothing release activities in G20.

These brand operation activities enhance the brand awareness and reputation of the company, and promote the growth of the company's retail business.

Zong Huichun said that the overall operation of the fourth quarter of 2018 was good, and the retail end achieved year-on-year growth. In the second half of the year, compared with the first half of the year, the annual revenue performance was in line with the business plan.

In terms of performance, the performance base was relatively low last year. This year's resumption of growth will achieve a higher growth rate. The performance of revenue growth is good, and it will also bring about growth in performance. In 2018, the company acquired French children's clothing items. The fourth quarter of this project will also have an impact on the company's revenue and earnings.

As for Semir clothing's children's wear board whether there is overseas expansion plan, Zong Hui Chun said that Barbara brand children's clothing is the first in the domestic market share, and will further develop overseas business in the future, promote the development of Nationalized Business, and learn from overseas excellent brands, and push its brand to the world.

At present, trade companies and international business departments have been set up to promote the development of international business. In 2018, Semir apparel set up balbbara subsidiary in Hongkong, and opened two Barbara brand stores in Hongkong. In the future, it will further expand the retail business and take a look at the consumption demand of Hongkong Market, sum up experience and prepare for the development of international business.

Reporters learned that Barbara's goal is to become the world's first brand of children's clothing.

To this end, the company not only actively introduced foreign brands, but also exported their products to foreign countries and firmly followed the path of internationalization.

In 2014, balabbara began to lay out its overseas market, and now has opened more than ten stores in Russia, the United Arab Emirates and many other countries.

In 2016, it entered Saudi Arabia and signed a contract with the local brand agent M.AI-AbudulKarim. In the next five years, 50 stores will be opened in Saudi Arabia, of which more than 80% are shopping center channels.

In May 2018, Barbara opened two stores in Hongkong, China, and aimed at Southeast Asian markets such as Thailand, Vietnam and India. Semir apparel is now working hard to build balbbara's global business layout and actively implementing brand strategy measures.