Semir Transformation: Behind The Industry Carrier Is The Multi Brand Linkage Development.

How far is the strategic goal of Semir's "world leading multi brand apparel group" set up at the start of the world? Zheng Hongwei said he would prefer to attribute this topic to how close it is to the target. "After 20 years of energy accumulation, Semir, a listed company, is more capable and capable of deeply integrating global quality resources, and" integration ", not only in the supply chain, but also throughout Semir's optimization of global resources.

Zheng Hongwei, chairman of Semir fashion group, said most of the words "integration". Through the cooperation with McKinsey and TNS, a well-known international strategic consulting firm, Semir sought the precise positioning of the brand. Together with the French PR0M0STYT company, the Semir international fashion information center was jointly established, and the design studio was opened to Seoul, Paris and London.

Through the marriage of authoritative fashion design agencies at home and abroad, Semir accurately grasped the market pulsation and walked in the forefront of fashion.

In December 12, 2014, Wanda, Gongshu, Hangzhou opened a grand business, and Semir's children's wear brand Barbara, the first sixth generation new image shop in the country, was established. It opened for only 3 days. Balabara Hangzhou Wanda store achieved the first floor of sales performance. The whole Hangzhou Gongshu Wanda single store sold second of the good results; in 2014, Semir launched the fashion down feather and mini Bala, which was sold out as soon as it was released.

In the face of strong competitors such as Lin, Semir shouted out the slogan of "what's next season, watching Semir".

On brand promotion and promotion, Semir hired internationally famous brand stewardship to fully introduce "360 degree brand management" to enhance brand influence from products, reputation, customers, store access, visual identity, image and so on, and invited domestic and international front-line stars to take on the role of image spokesperson, and constantly enrich and enhance.

Connotation.

"Before, competition among enterprises has now become a competition among industrial chains, and Semir needs to integrate deep global quality resources to create a new core competitiveness."

As for Semir's big deal, "please come in" and "go out", Zheng Hongwei thinks everything is going with the flow.

In his view, since the establishment of Semir in the past twenty years, the market has been changing, and consumers' ideas, lifestyles and demands for brands are changing. Semir's brand connotation and marketing means must also change.

But what is changing is that Semir has been integrating the world's high-quality resources for our own use.

Entering the new normal development stage, the apparel industry has changed from opportunity oriented to the current ability oriented, from channel driven to product driven, from speed to quality. In the face of the changing new situation, Qiu Guang and put forward the development strategy of multi brand, "this is the only way for clothing enterprises to become bigger and stronger."

Single

Began to extend to the children's industry.

Dream many, Macal and other brands have been launched online.

They hope that through the investment in animation, film and television, children's education, Internet services and other related children's cultural and educational industries, integrate resources, pform children's product providers to online and offline integration, and integrate children's industrial service providers with products, education and cultural dissemination, create a one-stop service platform for children's comprehensive industries, and implement "multi brand, multi series" development strategy.

Seize the opportunity of rapid growth of China's high-end casual wear market, Semir and European high-end

Brand - Germany Marc O'Polo signed a cooperation agreement to become the regional general agent of China, and set up a joint venture with Korea fashion fashion company to operate the Korean mainstream it MICHAA brand.

Earlier, Semir represented Italy Sarabanda children's wear brand. Through multi brand cooperation, the introduction of international capital, talents, experience and technology helped Semir grow bigger and stronger, and quickly integrated development.