Today, Half A Day, Semir Sells 1 Billion 200 Million Of Its Semir, Making A Lot Of Money By Relying On The 60 Thousand Flat Business Park Adjacent To Ali Headquarters.

The annual "double 11" promotion of the hot, Zhejiang Semir apparel Limited by Share Ltd (hereinafter referred to as "Semir dress") from this business war has been fruitful, as at 15:58 on November 11th, Semir e-commerce channel sales exceeded 1 billion 200 million yuan.


The industry believes that Semir clothing business through 8 years of development, is now the main channel for growth, revenue in the first half of 2019 has accounted for more than 25%. Under the new era, Semir electric business is expected to strengthen contacts with consumers through new media, fully tap the demand changes, rely on the original brand power to expand category or launch online brand new to further open up growth space.


First textile network reporter learned here that since 2012, Semir costumes began to do business, early for inventory, and then achieved rapid development, the development of online brands, specialized supplies and the ultimate single product (light down jacket, extreme shirts, women's bags, pull boxes, etc.). In 2018, the electricity business revenue exceeded 4 billion yuan, an increase of more than 30%. In addition to its inventory, revenue and profit contribution, it also made outstanding contributions to the development of new brands and low-cost innovation. As an independent industry direction, the electricity supplier is also the focus of the company's investment. The company invested 200 million yuan to build an electricity supplier Industrial Park in Hangzhou, which has been put into use in early 2019, and invested 700 million yuan in Jiaxing to build an e-commerce logistics park, which has been put into use. The consummation of the electricity business infrastructure will further promote the rapid development of the electricity supplier business.


According to public information, Semir group was formally established in 2002. It is a conglomerate dominated by casual wear and children's clothing. It has two major brand clusters: adult casual wear represented by Semir brand and children's clothing represented by Barbara brand.


From the online perspective, Semir clothing business channel maintained a relatively high growth trend. In 2018, the company's main business electricity supplier accounted for 26.73%, an increase of 30.75% over the same period. In the first half of 2019, the company achieved a revenue of 2 billion 73 million yuan, an increase of 29.01% over the same period last year. Zhejiang Semir Agel Ecommerce Ltd, a wholly owned subsidiary of the company, has started the business of e-commerce since 2012. The business of e-commerce can be divided into direct marketing and distribution, of which the main business is Tmall platform, and the distribution is mainly vip.com and Jingdong platforms.


Semir electricity supplier is an independent Semir apparel subsidiary, its revenue in 2012 was 149 million yuan, and its revenue in 2018 was 4 billion 81 million yuan. In the past 8 years of development, the location of the company's electricity supplier has been upgraded from a tool for inventory to a content operation platform. Against this background, the transformation of Semir's overall positioning will give the brand a boost, which is expected to tamper with the growth of casual wear and children's wear.


Zhang Junhao, an analyst with Guoxin Securities, said that the Semir clothing business department was set up in the most active city of e-commerce in Hangzhou, and the Semir electric business park, which is the most recently used Semir company, is adjacent to Ali headquarters and is located in the center of Hangzhou future science and technology city. The total construction area of Semir's future park is 63062.75 square meters. Besides the standard working area, there are abundant supporting facilities in the park, and the total area of the whole activity area is nearly 50%.


In addition, in the internal construction of the electricity supplier team, Semir clothing has strong school recruiting team and complete school recruitment process, implements the group's internal partner system, pays no attention to talent input, attaches importance to staff training, and has a high degree of team younger. Most of the management of Semir clothing is growing from the school enrollment. Therefore, attaching importance to personnel training is also one of the main reasons for the rapid development of the electricity supplier company.


Zhang Junhao believes that after the rapid development of the initial popularity of e-commerce under the popularity of Yu Senma online, the company's inventory ratio has dropped sharply. On the one hand, the expansion of the offline channels has reached the bottleneck, while the online industry is still growing at a high speed. Therefore, continuing to promote the development of the electricity supplier channel is a powerful means to stimulate the overall growth of the company. But on the other hand, the conflict between the online and offline price system is obvious, and the dealers under the line have a greater psychological conflict with the electricity providers. Semir, as a distributor based company, has launched online dedicated contributions to the e-commerce channel in order not to offend the interests of the franchisee under the line. It is estimated that less than 50% of Semir's clothing is currently dedicated. At the same time, with the rich experience of Semir apparel business operators, the development of online and offline development has been effectively balanced. At the same time, dealers have also accepted the existence and even help of online channels in the actual development process. Semir electricity providers have gradually started to start online and offline synchronization, so that online and offline competition can be appropriate, and healthy competition can promote the development of each other.


Looking forward to the future, Semir apparel will position Semir as the content operation platform. In the mobile Internet era, the electricity supplier has not only assumed the role of selling goods. At present, the price difference between Semir products online and offline is not big. The problem is to enhance consumers' awareness of brand and enhance the connotation of brand through content.


Zhang Junhao said frankly, what the industry needs to see is that the strength of the powerful supply chain is also a bigger escort for Semir's clothing business. Although in recent years, the electronic business platform has maintained close cooperation with the traditional brands in the process of sinking, it has also fostered a large number of small and medium-sized brands to meet the new needs of customers. But overall, the trend of the head effect in the subdivision field is getting stronger and stronger. This trend has not changed. The development of Semir brand through more than 20 years, both in terms of product resources or hardware strength, has the advantages that ordinary small and medium brands can hardly match.


First of all, Semir clothing has many years of accumulated quality supplier resources. Long term cooperation and quality assurance can help them achieve stable quality output on the product, while most of the small and medium-sized brands generally respond slowly, and the quality of products is unstable. Secondly, the company's constantly strengthened infrastructure construction also protects the development of e-commerce. The Semir electric business future park has been launched, and the ongoing logistics and warehousing base project in Jiaxing and the two phase of Semir Park in Wenzhou will help the company build a perfect logistics system. In addition, the company adopted the national warehouse's pre warehouse mode, as well as the powerful OMS and WMS system, and realized automated logistics. All of these support the continuous improvement of the company's electricity supplier department. At present, the company can handle 2 million orders per month, with an average monthly output of 6 million units. In 2018, "double eleven" Semir clothing completed 4 million orders in 6 days.


In the new era, the electric power sector, as a sales channel, also undertakes the functions of consumer demand mining and content marketing. Due to the limitation of the agent system and the area of distribution, the business is a way to maintain a good communication between the brand and the consumers. However, the electricity supplier is an effective way to maintain good communication between the company and the new generation of consumers. On the one hand, the acquisition of real-time data can enable the public to understand the changing needs of consumers, quickly reorganize the product content, meet the needs of the new generation of consumers more efficiently, and use O2O to achieve mutual diversion between the online and offline industries. On the other hand, with the rise of social business, it can also effectively convey the image of the company's products to consumers, and can achieve the rapid growth of the product scale through the direct marketing and sales boundaries through direct broadcasting and carrying goods.


From the layout, first of all, Semir clothing young business team is well aware of the emerging social networking platform, and has the resources to link various emerging content marketing, strengthen KOL cooperation with goods, directly and effectively enhance the purchase conversion rate. Secondly, the company's previous e-commerce layout has accumulated more consumer data portraits, with sophisticated analytical tools, which can quickly and accurately grasp changes in consumer demand, thereby providing effective help to adjust and change the company's product strategy.


This reporter learned from Semir costumes, according to Semir apparel chief information officer Jin Jing announced recently Semir apparel digital transformation strategy and planning show: at present, people's consumption patterns change, the offline traffic flow from the past street shops, pedestrian streets, business super department stores to shopping centers, online traffic dividend era is increasingly far away, brand acquisition cost rising, entering the stock competition period.


In the new competitive environment, Semir costumes, through big data analysis, build a data-driven full channel retail form centered around the consumer experience. Through digitalization, it realizes technological innovation, design creativity, management innovation and business mode innovation, so that "intelligence" can be integrated into every aspect of the enterprise value chain. Through the data, we can achieve more accurate insight and satisfy the differentiated needs of different consumers, thus continuously strengthening the brand's continued competitiveness and improving the overall management efficiency of the company. The company will build a consumer centric business management chain through a series of digital systems to enhance the feedback response speed of internal market changes and improve the efficiency of operation management. Combined with big data algorithm, improve the accuracy of matching goods and stores, optimize the display of store matching, enhance consumer shopping experience. Through data analysis, we can tap the potential demand of consumers, realize fine operation, and enhance consumers' product wear and store shopping experience.


It is reported that in the terminal retail sector, Semir clothing has been installed in the 200 stores to install smart data devices, including direct and franchised stores, which are divided into different cities and different groups and regions. By the end of the year, the whole link digitalization of the design can be realized. By analyzing the factors such as the traffic volume of the channel, the moving of consumers, the preference for goods, the change of passenger flow on weekdays and weekends, and the social inclination of the low cities, the consumers' shopping behavior is analyzed, and corresponding constructive products and service schemes are put forward accordingly.