Barbara, Who Expands 800 Stores On The Three Or Four Line, Is Ready To Do These Things.

With the advent of children's day, children's wear market has become active. Compared with men's clothing, women's clothing and other clothing categories, China's children's wear industry started late, but the demand is strong, the market is very optimistic, and the major clothing brands have increased the layout of children's clothing market, especially in the high-end children's wear market.

With the opening of the second child and the upgrading of consumption, the current children's clothing industry is still a blue ocean, and competition will further intensify. First textile network reporter learned here that the local clothing giant Semir clothing's children's clothing brand balbala, the active expansion of the pace is accelerating. Executives from Semir apparel recently revealed that since the May 1, the sales performance of Barbara brand children's clothing has been improved significantly. In terms of Semir costumes, although the epidemic has a relatively large impact on the first-line market, consumption in the three or four tier market is obviously better than that in the first tier cities, and so far, Barbara has 600-800 county-level cities. It is not covered. Therefore, Semir apparel hopes that its Barbara can be further expanded in the three or four tier cities.

Public information shows that Semir clothing is a leading enterprise in the field of children's wear and casual wear in China. The company has two major business segments, namely, children's clothing represented by Barbara brand and adult casual wear represented by Semir brand.

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.

The Semir brand was founded in 1996, targeting young, fashionable, dynamic and cost-effective mass casual wear decoration. The products are mainly aimed at young people who are 16-30 years old in pursuit of fashion and fashion.

Around the balbala brand and Semir brand, Semir has created two brand clusters of children's wear and casual wear by means of self creation, share participation and acquisition. The brand matrix is becoming more and more perfect, and gradually realizes the coverage of the whole category, the whole age and the whole consumption level.

According to the financial report, in 2019, the total revenue of Semir clothing reached about 19 billion 337 million yuan, an increase of 23.01% over the same period last year. Net profit attributable to shareholders of listed companies was 1 billion 549 million yuan, down 8.52% from the same period last year.

According to the business sector,

1, leisure apparel business income 6 billion 544 million yuan, down 3.64%, online income high single digit growth, offline low single digit income decline.

During the reporting period, Semir clothing focused on 95, set up an ideal shop model, promote the upgrading of concept stores and experiential shops, and speed up the layout of overseas markets. By the end of 2019, 14 overseas stores had been opened. In 2019, the retail scale reached 30 million yuan, and overseas channels were developed for commodities to meet the needs of special festivals and climate in overseas markets. At present, the average efficiency of overseas stores is higher than that of domestic stores, which provides new ideas and operational experience for domestic channel commodity combination.

2, children's clothing business business income of 12 billion 663 million yuan, an increase of 43.50%. The original children's clothing business income of 9 billion 694 million yuan, an increase of 20.78% over the same period. Online revenue grew by about 35%, while offline revenue grew by more than 10%. In addition, the French KIDILIZ group's children's clothing business income was 2 billion 969 million yuan.

As of December 31, 2019, Semir apparel has established 10257 offline stores in all provinces, autonomous regions, municipalities directly under the central government and overseas, including 1310 Direct stores, 8677 franchise stores and 270 affiliated stores. According to brand names, the number of children's clothing stores such as Barbara increased from 5293 to 5790, with an increase of 497, an increase of 9.39%; Semir's leisure wear and other adult clothing stores decreased from 3830 to 3766, reducing the number of 64 stores. It dropped by 1.67%; KIDILIZ group stores decreased from 782 to 701, reducing 81, down 10.36%. In addition, the number of new shops and closing shops in the annual report is listed in the annual data sheets of the company's annual reports. The figures are still higher in terms of quantity and proportion, indicating that the structural optimization of shops is still continuing.

The balbara outlets are mainly located in the first tier cities, and the franchisees are expanding rapidly in the two or three tier cities. In the past 2012-2015 years, the number of Barbara stores and children's clothing layout continued to increase, from 3308 to 556 to 3864, and children's clothing business grew well. Sarabanda and Maccaro inherited Barbara's store channel advantage, and it was better placed in the competition. Marcard became the third brand of Semir's revenue in the first year, and realized profits in second years. 2012-2015 years, Semir children's clothing business income grew rapidly, the growth rate maintained more than 20%, and the proportion of revenue continued to rise.

Under the brand effect of Barbara, Semir clothing constantly improves the brand matrix of children's clothing and integrates children's clothing market. In March 2018, Semir clothing reached a long-term strategic cooperation with TheChildren sPlace, the most professional children's wear brand in North America. In May of the same year, the brand of children's clothing was purchased by COCOTREE to expand the teenage clothing market and accelerate the pace of Semir's big platform strategy. In October of the same year, it purchased about 110 million euros (about 844 million yuan) in cash for the entire assets of France Kidiliz group. After the completion of the acquisition, Semir has become the second largest children's wear company in the world, and has realized the full coverage of the whole category, multi age groups and consumer classes. In the stage of continuous improvement of children's wear brands, the proportion of children's clothing business revenue has been increasing. In 2017, its revenue reached 6 billion 300 million, which was opposed to ultra casual wear. In 2018, it became the main driving force of Semir's revenue.

Since then, Semir apparel has stepped up its marketing efforts, constantly strengthening its brand image and fostering loyal consumers. While making great efforts to increase the marketing expenses, a marketing mode with a strong brand of Barbara to drive the new brand has been formed, and the marketing mode of fashion promotion, ground propaganda, child star selection and IP cooperation has been developed. In 2017, the company's children's clothing Barbara, Macal and dream many brands appeared in China International Clothing and accessories fair. In 2019, Barbara served as the KIDSWEAR opening show of Shanghai fashion week, a new starting point for the company to cultivate children feather professional category. In addition, the company continues to make joint efforts in marketing through the poster floor publicity, the creation of "Chao Tong Festival", the child star draft and the cooperation with anime IP. In 2019, the main brand balbala accounted for 6.9% of the total market, which was stronger than the top ten brands in the country, and the leading position was strengthened.

At the same time, Barbara began to layout the overseas market in 2014, and now has opened 11 stores in Iran, Russia and the United Arab Emirates and other countries to expand the market coverage margin.

Guo Qinglong, an analyst with Huachang securities, believes that the main brand of barabara is based on the accumulated first hand advantages and the design resources of Semir group. The product is outstanding and its product line is rich. It has covered 0-16 years old children's shirts, T-Shirts, coats and other kinds of children's clothing, children's shoes, accessories and other categories. Aiming at the 0-2 year old baby, the product highlights the functionality and comfort, and introduces the baby series. It tightly adheres to the physiological characteristics of babies and controls the details to meet the special needs of eating and sleeping. For example, the design of light and breathable mosquito repellent trousers can prevent mosquito bites, sunburn and sunburn and air conditioning cold air. For 3-16 year olds, product design is prominent, covering multiple styles such as retro, fun, Korean wave, college and so on. The rich product line fully embodies balbbara's "childhood not the same" brand concept. With the further planning and enrichment of the company's products, the market share of Barbara has steadily improved, and the leading position of children's wear racetrack is stable, which is expected to drive the growth of the entire children's wear business segment.

First textile network reporter here from Semir clothing also learned that in the future, Barbara's online and offline business will be further integrated, the company will display products more efficiently and perfectly to consumers, communicate effectively with consumers, the epidemic affected retail sales, promoted Barbara to accelerate the integration of channels and offline channels, and build a global consumer touches access. Members, cloud stores, communities, live broadcast and electronic business platform's collaborative development, providing live shopping, exclusive shopping guide, online selection, offline purchase, shop purchase, mail to home and other services to provide consumers with personalized and convenient shopping experience; products also need to improve, deepen product reform, strengthen explosive products, cooperate with excellent IP, and cooperate with CATIMINI production joint series. Cooperate with quality designers, create flexible supply chain, strengthen brand, and leave room for flexibility in epidemic situation.

As of the first textile network reporter today (June 1st) evening dispatch, Semir clothing reported 7.38 yuan / share, or 6.96%, the market value of 19 billion 900 million yuan.