Semir Running Faster: Bigger And Stronger Clothing

From 1 to September this year, the company achieved operating income of 5 billion 231 million yuan, an increase of 30.24% over the same period last year, and realized a net profit of 808 million yuan, an increase of 26.17% over the same period last year.

This is a listed company.

Semir, who runs fast, continues to lead.

Last year, with the tax amount of 640 million yuan, the company won the first annual "tax payment champion" in Wenzhou, which amazed Semir's rise.

Qiu Guang, the chairman of Semir group and the secret of "running fast": Semir has been focusing on one thing for 15 years since its establishment.

In the next five years, Semir will have a new goal: to do well in the main business and make Semir into China as always.

The "win win" way of virtual operation

In 1996, Semir started its virtual operation at the beginning of its founding.

"Short board outsourcing" - giving the most expensive production and marketing links to others.

At present, in the upstream of supply chain, Semir has integrated more than 400 production and processing enterprises in the Pearl River Delta, Yangtze River Delta, Hubei, Shandong and other places.

At the end of the sale, more than 7000 outlets are located in 31 provinces, municipalities and autonomous regions.

"Spend money on the knife edge" - focus on additional brand building and product design.

Semir has introduced professional teams at home and abroad in advertising, research and development, design, marketing and so on, so that professionals can do professional things, and cooperate with international famous institutions to further enhance brand influence and competitiveness.

Qiu Guang said that Semir can develop so fast that it can not do without the support from both ends of supply and marketing.

The driving force for rapid growth in the past 15 years is the core value of "moral integrity, harmony and win-win".

"A person, an enterprise, a nation, even in adversity, still stick to integrity.

This is the most precious thing.

At the same time, the National more than 7000 terminal sales outlets, the profit margin remained above 96%; almost 100% of Semir suppliers expressed satisfaction with the settlement and payment methods.

Innovation in pition

"Transformation and upgrading should be a revolution to strip off all factors that are not suited to customer needs, unfavorable to market orientation, and unfavorable to the development of enterprises."

Qiu Guang said that Semir's pformation is not a switch, but a commitment to the main business, the innovation of existing business models, brands and supply chains.

Semir has hired the international Ogilvy Inc as brand stewardship to fully introduce "360 degree brand management" to enhance brand influence from products, reputation, customers, shopping channels, visual identity, image and so on. It has joined hands with Korean C&T company, Shanghai Donghua University, Zhejiang Sci-Tech University, McKinsey, France PROMOSTYLE company, German Wing Hang Li and other domestic and foreign organizations to achieve strong cooperation in product development and design, logistics construction, ERP software development, brand packaging and sales, human resources development and management.

Today, Semir's pformation and development are fruitful.

The number of product design has been increased from the original 7 Series 256 to the current 28 series of 10000, and the logistics distribution center invested by two hundred million yuan has been built. After the completion, the order sorting ability will be increased from 200 thousand pieces per day to 700 thousand pieces per day.

"Now, Semir does not own a piece of clothing, but there are countless professional teams."

Qiu Guang said Semir's innovation is to integrate global advantages and seek faster development.

The way of sustainable development

"Global clothing consumption in China, in the future 60% to 70% of the world's clothing consumption will be generated in China."

Qiu Guang and analysis, in the next few years, China's urbanization process will bring about the upgrading of the consumption of the two or three line market, and become the most convincing and most powerful piece of "big cake" in the industry.

Where is Semir's ability to maintain sustainable growth? First of all, Semir is the "win-win" way of "big rivers and big rivers".

Of course, in this process, we should develop multiple brands and seize different market segments.

"This requires three" heart "and two" meaning "- determination, confidence and patience; sincerity and novelty.

Determination is goal, strategy, confidence and teamwork, patience is sincerity, sincerity is good faith management, new idea is innovation.

Take Semir's "balbala" children's clothing as an example.

Barbara has been blowout since its birth in 2002. It became the sales champion of Chinese children's wear industry in 2008. Now it has become the largest and the most widely distributed and the fastest growing children's clothing brand in China.