Sitting In The Shop Of Semir, Costumes And Shops

In September, after the fashion week in Milan, Semir launched a new big move in October. Zhejiang Semir apparel Limited by Share Ltd (hereinafter referred to as "Semir dress") today (October 2nd) evening official announcement, the company in the major cities and provincial core business district, opened hundreds of shops, improve market share. In Guangdong, Jiangsu, Zhejiang, Ji'nan, Chengdu, Zhengzhou, Harbin and other national landmark business circles, a new image of the Sen Ma shop has appeared.

At the same time, Barbara is also accelerating the layout of the channel. During the Mid Autumn Festival, Barbara opened and opened 100 stores in the whole country, distributing in many provinces and nearly 100 cities throughout the country.

Semir said that in the face of the trend and demand of consumption upgrading in the domestic children's market, as a leading brand in the children's industry, Barbara has been concentrating on the growth of children and constantly creating better and better space for children's life, growth and dreams.

First textile network reporter learned here, according to Semir official sources, the company's adult wear shop opened faster in 2018 and slowed down in 2019. This is the normal rhythm. The number of stores and shops opened every year is larger. New shops need to observe profits in the early days of opening stores, digest investment costs, and experience a certain period of incubation, including franchisees and direct stores. In the first half of this year, there was a net increase of 281 stores in Semir's clothing business, mainly due to a larger net increase in children's wear shops.

According to public information, Semir clothing was founded in 2002. It is a business group featuring a virtual operation featuring casual wear and children's clothing. It has the two major brand clusters: the adult casual wear represented by Semir brand and the children's clothing and accessories represented by the Barbara brand. Founded in 1996, Semir brand is located in the popular lifestyle brand of casual wear. It provides quality, value and full of clothes and products and services needed for life for the masses of consumers at the age of 18-35. The Barbara brand was founded in 2002, advocating professionalism, fashion and vitality, facing 0-14 year old children's consumer groups. The product is located in a middle-income family.

After years of rapid development, Semir brand has become the leading brand of local casual wear brand. Barbara brand occupies an absolute advantage in the children's wear market, and has been the first in many years in the domestic market.

According to the financial report, in the first half of 2019, the total revenue of Semir clothing reached about 8 billion 219 million yuan, an increase of 48.57% over the same period last year, and realized a profit of 999 million yuan, an increase of 15.29% over the same period last year. The net profit attributable to shareholders of listed companies was 722 million yuan, an increase of 8.20% over the same period last year.

As of June 30, 2019, the total assets of the company amounted to 14 billion 808 million yuan, and the net assets attributable to the parent company owners were 10 billion 951 million yuan. As of June 30, 2019, the company had 10161 stores, including 8663 franchisees, 1218 direct outlets and 280 joint stores.

The company has built industrial parks in Wenzhou, Shanghai, Tianjin, Hangzhou, Jiaxing and other places, mainly undertaking office, warehousing, and staff accommodation and life functions. The total area is 966.83 mu, and the construction scale is 1 million 371 thousand and 300 square meters.

First textile network reporter learned from Semir costumes, as far as children's clothing business is concerned, Barbara brand is the first brand of children's clothing in the industry. It continued to grow at a high level in the first half of 2019, showing the quality management ability of the leading brands in the industry. With the continuous high level of children's clothing industry and the improvement of industry concentration, more resources will be concentrated on the dominant enterprises, and the brand of Barbara will gain more room for development. In addition, the company's self-developed Makale, mini Bala and other new brands have developed rapidly, with the mini Barra operating income increasing by 102.88% over the first half of the year. At present, the income of these two brands is in the level of 100 million yuan, and the proportion is smaller. In the future, there will be a possibility of gradual growth, which is expected to contribute to the new growth point.

In terms of casual wear business, Semir apparel refreshes brand positioning and defines the "quality in daily" brand value proposition. On this basis, it crossover with well-known IP to expand category, explore women's inner business opportunities, optimize shoes supply chain, and create shoe benchmarking shops. Leisure wear business is actively innovating and innovating, and is expected to continue to enhance competitiveness and contribute to healthy growth.

Zhang Junhao, an analyst with Guoxin Securities, believes that Semir apparel, as one of the few textile and apparel companies in A shares, has become the leading clothing group in the two major fields of casual wear and children's wear. Last year, the company's share price once showed a good performance in the fundamentals of a strong recovery, but with the industry's basic pressure and the company's own equity changes and so on, the follow-up performance was mediocre, but this year, there are still more obvious relative benefits than the plate. At the present time, with the pessimistic expectations of the industry boom, the positive performance of the company's core business and the continuous optimization of the management system have changed significantly.

First of all, the textile and garment sector has been flat since the beginning of this year. The plate trend has fully reflected the pessimistic expectations of the market for the fundamentals. In the two quarter, we saw signs of obvious signs of recovery. In the second half of last year, under the background of low base numbers, the leading sub division of the quality track represented by Semir costumes increased steadily under the promotion of the same stores and shops. The pessimistic anticipation of the previous market is expected to be gradually restored, and the market concerns of the leading companies in this process are expected to be enhanced, thus ushering in the opportunity of valuation upgrading.

Secondly, Semir clothing core children's clothing business still has strong growth resilience, although the current scale base has been relatively high, but the benchmarking overseas leading concentration still has much room for improvement. Under the accumulation of many years supply chain and brand advantage, the company has accelerated the trend toward the dominant brands with the current industry channel flow. It is expected to accelerate the Matthew effect of the beneficiary industry. Although the short-term Kidiliz business has a certain deficit, the company has made active planning and adjustment, and with the integration of Semir's Kidiliz global design resources and supply chain, it has not yet come to further deepen the children's clothing business competition barriers under the complete multi brand matrix of the children's clothing section.

Finally, with the setting up of Semir's clothing equity changes, the ownership structure is further rationalized. Moreover, the core professional managers' interests are deeply bound up, which is expected to further stimulate the business enthusiasm of the excellent management team and mobilize their efforts to promote the subjective initiative of rapid business growth. In the long run, in the process of transformation of Semir clothing, such as casual wear and e-commerce, a set of advanced business management system and constantly strengthened incentive measures will be the cornerstone of its long-term and stable development.