After the outbreak, SEMA is experiencing unprecedented challenges.
In the first half of the year, 700 stores were closed and net profit fell by more than 97%. The inventory turnover efficiency was greatly reduced, and the online cash flow ability was far weaker than Anta and other peers. This year, the Guochao joint brand fund created by gravity has also been accused of infringement by Shaolin temple. SEMA's 2020 is indeed a bit difficult.
01、 The Guochao joint name payment was accused of infringement by Shaolin Temple, Samma's costume "worse" under multiple crises
House leakage happened to rain at night. A statement on the official website of Shaolin Temple pushed Senma to the top of the storm.
According to the statement, all offline stores of Semir, tmall's "official flagship store of SEMAR", wechat app "SEMAR's official palm flagship store", pinduoduo's "SEMAR brand store", as well as Taobao, pinduoduo and many other stores are selling "Semir Guochao cross border cooperation Guochao Shaolin Kungfu Senma" series of clothing, and use "Shaolin Kung Fu" for clothing labels and without authorization Trade name.
Shaolin temple also said in the statement that the only intellectual property management agency of Shaolin Temple in Songshan, China is Henan Shaolin Intangible Assets Management Co., Ltd. After knowing the infringement news, SEMA took the initiative to take all the online platforms related to Shaolin Temple off the shelves. In a statement, Shaolin Temple wrote: in order to express our goodwill, our company has taken the initiative to contact Senma company, hoping that the company can participate in the research and development of Shaolin Kung Fu in a more orderly and standardized way. However, SEMAR rejected our notice and refused to communicate. According to the latest news, the company has re sold the clothes infringing Shaolin Temple in online stores and physical stores on various platforms.
According to tianyancha app, the shares of Henan Shaolin Intangible Assets Management Co., Ltd. are held by Shi Yongqian, 10% by Shaolin Temple, Songshan, China, and 80.00% by Shi Yongxin. The legal representative is Shi Yongfu.
According to Shaolin Temple, the design, production and sale of the so-called "Senma × Shaolin Kung Fu" co branded clothing by Senma company can easily lead consumers to mistake the above clothing products as authorized joint brand products of Shaolin temple or have specific contact with Shaolin Temple and relevant cooperative units, which has constituted unfair competition behavior. Henan Shaolin Intangible Assets Management Co., Ltd. has entrusted a law firm to carry out relevant legal actions, and will reserve the right to investigate the infringer's legal liability according to the affected situation.
According to the trademark information of Shaolin Temple, the trademark belongs to Shaolin in China.
However, the attitude of SEMA is very interesting. In an interview with the media, the relevant person in charge of the company said that the authorization was obtained through the cooperation company of the subordinate units of the Shaolin Temple. In this regard, the attitude of the Shaolin Temple was "impossible" and expressed anger. However, SEMA, which has not made a public announcement, has quietly changed its product labeling offline. In the SEMA tmall flagship store, the series of clothes originally labeled as "Guochao Shaolin Kung Fu" have been renamed as "Guochao Kungfu" series. On the e-commerce platform of the brand's tmall flagship store, the keyword "Shaolin Kung Fu" can no longer display relevant products.
However, it is obvious that the sincerity of renaming is not enough. After inputting the keywords of "Kung Fu" and "Guochao Kung Fu" on the e-commerce platform of SEMA tmall flagship store, its series of products still appear normally. In pinduoduo platform SEMAR brand store, enter the keyword "Shaolin Temple" to pop up the series of products of women's sweater and short sleeve T-shirt. However, in the official wechat app store of SEMA, you can still search for a large number of "Shaolin Kung Fu" products by inputting the keyword "Shaolin".
According to the official information of SEMAR, from today's July, SEMAR has launched a variety of joint brand products and brand wide activities to carry out brand marketing. At present, the co branded series include Shaolin Kung Fu, Hua Mulan, toy general mobilization, etc. SEMAR also said that in the future, the company will launch more joint brands and continue to launch IP series products that consumers like.
02、 Net profit fell more than 97% in the first half of the year, Anta to zuoshenma to the right
Founded in 2002, SEMAR clothing is an enterprise group with virtual operation as its characteristics and leisure clothing and children's clothing as its leading products. It has two major brand clusters, namely, adult leisure clothing represented by SEMAR brand and children's clothing represented by Balabala brand.
Just a few days ago, SEMAR just released its semi annual performance report, which is really not eye-catching. In the first half of the year, the revenue and net profit of SEMAR clothing decreased. The data shows that in the first half of the year, its operating revenue was 5.734 billion yuan, a year-on-year decrease of 30.24%; the net profit was 22 million yuan, a year-on-year decrease of 97.01%; after deducting non-profit, the net profit loss was 55 million yuan, a year-on-year decrease of 108.19%. At the same time, the company's offline stores decreased sharply, with the number of direct and franchise stores reduced from 9556 to 8834, 722 during the reporting period.
With regard to the decline in performance, SEMA explained that in the first half of 2020, the global retail industry, including the clothing industry, was faced with great impact and test due to the sudden epidemic situation. The decline in operating revenue was mainly caused by the decrease in sales affected by the epidemic during the reporting period.
Under the black influence of the black swan epidemic, this year's domestic, even global, financial report data of the whole half year report will not be very good, especially for the clothing industry which relies on traditional stores to ship goods. But SEMAR's data are too poor to see.
The rule of business is always that if you are not bad enough, if others make great strides forward, you are equivalent to regressing.
On the same day of semiannual financial report released by SEMA clothing, Anta sports also released a semi annual performance report. Compared with the same period of last year, ANP's net profit rate fell to 1.46 billion yuan, a record high of 1.46 billion yuan.
The average net profit rate of children's clothing decreased by 22% to 97 million yuan, and the gross profit rate of children's clothing decreased by more than 2% to 97 million yuan.
In the first half of the year, the revenue of Anta's main brands dropped by 10.7%, while FILA increased by 9.4%, and other brands led by Descente also increased by 8.3%. SEMA's leisure clothing revenue decreased by 38% year-on-year, and children's clothing revenue also decreased by 26.3%.
The same situation, but it is not the same performance, the future of SEMA, worrisome.
03、 The road to de stocking under the epidemic situation, It's hard to walk, and I'm weak on the line
In the clothing industry, inventory has always been a nightmare for major brands. De stocking has naturally become a common practice in the industry. The impact of this year's epidemic has doubled the pressure on inventory. This year, even the most powerful brand owners can hardly be relaxed in the face of huge inventory. In recent years, e-commerce has become the most important tool for many clothing brands to de stock.
According to the financial report, while the sales revenue declined, the inventory of SEMAR clothing in the first half of 2020 was 3.957 billion yuan, accounting for 69.01% of the current revenue. The inventory turnover days of SEMAR clothing were 223.10 days, an increase of 52.05 days compared with the same period of last year; the inventory turnover rate decreased to 0.81 times from 1.05 times in the same period of last year.
In fact, the transformation of e-commerce has always been the layout that SEMAR attaches great importance to. As early as the beginning of the mobile Internet, SEMAR has been actively embracing e-commerce. It has launched its own e-commerce platform bongo.com, built o2o situational shopping experience store, and launched the clothing matching platform "model app". SEMAR's e-commerce has always been very happy.
In the past few years of vigorous development of e-commerce, SEMAR is not absent. Thanks to the growth of the overall user population of e-commerce platforms, SEMAR has been late for the dividend of traffic in many e-commerce platforms such as tmall, Jingdong and vipshop.
After this year's epidemic, both SEMA and Anta have increased their investment in online channels, but their performance is far from satisfactory. In the first half of the year, Anta's e-commerce business flow increased by more than 50%, and the year-on-year growth rate during the "June 18 promotion" period reached 78%; the online business income of FILA, Descente and Kolon sport increased by more than 100% year-on-year. SEMAR's domestic online business revenue increased by only 0.6% year-on-year.
The layout and performance of SEMAR in the field of e-commerce can not be summarized in terms of difference. However, compared with the eye-catching data such as Anta, SEMAR is not so good.
Before the outbreak, SEMAR was already experiencing the strong impact of online e-commerce brands and the challenge of the sinking market of traditional international brands. However, the concurrent effect brought by the epidemic did not stimulate the evolution of SEMA into a more competitive brand. On the contrary, the weak points that were not prominent before appeared in many dimensions such as the e-commerce and de stocking of SEMAR. For SEMA, there is still a long way to go in terms of adjustment and reform. I hope that this old brand clothing brand established in the 1990s will continue to shine, the light of the nation!