Casual clothing Summa "touch net" cast a new model of the industry

Founded on December 18th, 1996, Semir is a leading company in the apparel industry in China that produces and sells a series of casual wear. The company has two "Summer" casual wear and "Balala" children's wear two online brands, the company was named the Chinese garment industry sales, profit double 100, China's top 500 private enterprises for nine consecutive years, ranking top 10 in China's garment industry competitiveness. "Summer" has been named China Famous Brand, China Well-known Trademark and National Inspection-free Products. "Balala Balla" has been named the first batch of children's wear Chinese famous brand and has become the leader brand of China's children's wear industry.

In the context of the global financial crisis that raged throughout the world last year, Semima has established a foothold in the domestic market and has maintained a rapid and healthy development. It has achieved remarkable results in the industry: In 2008, the company's system retail sales reached 5.87 billion yuan, an increase of 49%, and tax revenue was 3.03. Billion yuan, an increase of 124%, ranks first in tax payment in Wenzhou apparel industry for three consecutive years. In the first half of this year, it sold 3.51 billion yuan, an increase of 36%, and the tax revenue was 238 million yuan, an increase of 63%, ranking the forefront of taxation for Wenzhou enterprises. In 2009, Semima's full-system terminal sales are expected to exceed 8 billion yuan. In 2008, Senma took home the Oscar Marketing Award for China's apparel and won the China Charity Outstanding Contribution Award. He was listed as a leading enterprise in the industrial sector by the Zhejiang Provincial Government.

First, innovate the business model and quickly capture the market. When Senma was founded, facing the shortage of equipment, space, technology, and funds, Semir abandoned the traditional “big and complete, small and complete” model of factory construction and adopted a virtual business model of “long board, short board outsourcing”. In the design of R & D and sales channels at both ends of the force, the relatively low value-added production processes outsourcing, fully integrate the use of social advantages of resources, out of a socialization of large-scale production of specialized division of labor collaboration. The choice of this model broke through the bottleneck of development and enabled Senma to embark on a rapid development path. At present, in the upstream of the supply chain, Semir integrates nearly 300 suppliers with strong productivity and strong technical force in the Pearl River Delta and Yangtze River Delta.

The core idea of ​​Semir's virtual business model is to create and develop the business idea of ​​"a small river full of rivers and rivers full of people," and closely follows this business philosophy and formulate a series of win-win market expansion policies, insisting that agents make money first. To further strengthen itself, this greatly inspired the enthusiasm of the majority of agents to invest, so that the sales market has been rapidly expanded. Senma adopted the “Let-net fishing” franchise strategy, starting from the first store opened in Xuzhou in March 1997. After a short 13-year development, Semir has set up more than 4,500 monopolys in 31 provinces and municipalities across the country. Shop, "Fire of the Stars" has become "Sakakihara Flame."

"Economic Daily" once reported that: No clothing company like Senma put the interests of agents in the supreme position.

In 2008, according to the development of the situation, Semir made a major adjustment in the business model, that is, from the original "replenishment system" to "order system," further accelerating rapid response capabilities and reducing operational risks.

Senma took "root" in his hometown of Wenzhou, and extended the "vine" of the subsidiary company and branch company to the whole country. Now he has basically formed the headquarters management center and distribution base in Wenzhou, Shanghai R & D, logistics base, Guangdong and Pinghu production bases." "Golden Triangle" industry structure, marketing network throughout the country.

In order to promote the development of the garment industry in Wenzhou and improve the industrial chain, Chairman Qiu Guanghe proposed the “localization of the virtual business production base”. Senma was determined by the Wenzhou municipal government as a virtual production localization pilot company for the apparel industry and effectively promoted Wenzhou. The rapid growth of apparel industry clusters.

Second, promote brand strategy and enhance brand value. Senma continues to work hard on quality, character and taste to implement quality-based brand strategy. In terms of product innovation, Summa introduced and recruited outstanding designers from home and abroad to develop new fabrics and categories based on the characteristics of “young, fashionable and trendy” consumer groups. The number of designs has increased from the initial 7 series of 256 models. To the current 28 series 5600 variety. In terms of brand communication, Semir emphasized that the terminal is the best media and brand communication channel. It invests heavily in the optimization, adjustment, and promotion of the terminal's image each year. At the same time, it consolidates young consumers and enhances brand recognition through network carriers. In addition, Senma also promoted brand influence through soft events. For example, he hired Hong Kong kings Nicholas Tse, TWINS, Luo Zhixiang and Super Junior-M as spokesmen for the same song to hold a concert of the same song and promote youth inspirational drama with youth CCTV. Stage, cooperation with Zhejiang TV's "I love to remember lyrics" and other columns. In terms of multi-brand operation, in order to realize the development goal of “Summer with your life”, in 2002, Semir made the first brand extension and created the Balabala children's clothing brand. “Bala Bara” learns from the successful experience of the “Senma” brand and uses the casual, sports, and fashion children's wear style features to fully interpret the brand culture connotation of “growth can be more exciting” and “not the same as in childhood”, resulting in a blowout of Balabala In 2008, Balabala became the sales champion of China's children's wear industry, breaking the development pattern of China's children's wear industry, and Senma accurately grasped the development opportunities of the second brand. At present, Semir has set his sights on the mid-to-high end casual wear field and established a new brand leader. Soon, Semir will have the third and fourth brands. In the future, Semir will unswervingly take the path of multi-brand development and continuously improve the brand's operational capabilities.