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The meaning of the label is used to mark the product goals and categories, such as keywords for their own goals identified, why Semir is a label company? Because it seems to me that Semir seems to have goals and keywords at every stage, just want to label it. The first label is casual children's wear boss, just as we have seen, the current trend of development, the best Semir Group is not why Semir, but the development of Barra Barra, Barra An idiom to describe what it should be, frozen three feet in a day of cold, long-term goals and positioning is the label of its success, not because of my previous job in Semir said so, but objective analysis! Three years after the laid-off tide in 1998, China entered the WTO in 2001, when the market environment was also under development. At that time, China's population was close to 1.3 billion with a large population, but the demographic dividend was the highest among 15 -59 years old, accounting for 69% of the total population, is men's, women's, casual wear is relatively good to do, children's clothing is not a good market category. Some people would think that Barra is doing early, so success, ah, from the author's view, certainly not like this, in 2001 the children's clothing market competition is also very fierce in my opinion, the first is from the then clothing market Demand, according to the information at the time showed that the entire children's clothing market is probably about 200 billion, the population base determines one-child policy, demand is not large, about 0% of the population aged 0-14%, market demand relative Too low, compared to other clothing categories, that is trivial. The second is from the market share at the time point of view, the top three brands are Mickey Mouse, Li Ying Fang, a break, the remaining top ten brands of the market share also with the third one off with no break, the top three market share Rate is about 8.7%, 5.3%, 4.8%, you think ah, the share of the top ten brands have been consolidated, and the share is not low ah, it is certain that its operations have become mature, not to mention the official birth of Balabala products It was in 2002, the same year opened its first store. The third is from the then children's clothing brand point of view, there are many cross-border business robbery, such as the wow haha ​​group to enter the children's wear industry, the largest dairy company Prince Edward milk also established Prince children's clothing company, McDonald's was also announced to enter the children's clothing market and many more. It is in such a low demand, older brother brand high market share, cross-border robbery constantly under the circumstances, the Semir Group under pressure to enter the children's wear brand, is bound to affect the development of its main brand Semir, I believe there will be a lot of people Opposition, but had to say Semir has a move in the trend of judgment. The second label is "a river full of water," the establishment of Semir was in 1996, and the development of Semir is in 2000 is the healthy development of the beginning Well, the pace of development is also very impressive, at the time Semir certainly lags behind the development of Metersbonwe, but Semir, it is also constant action, from 2002 to hire International Ogilvy & Mather advertising company as a brand steward, a comprehensive introduction of brand management projects, hiring an image of spokesmen, from all aspects of promotion Brand influence and so on, the most crucial is its proposed development concept, "a river full of water," at that time is also very Senma characteristics of the development concept, attracting a large number of clothing agents trust. The third label is competition, in my mind, Semir is from 2008 onwards, formally set foot on the highway, remember when we were young taught it? Bitter can not suffer children, then poor can not be poor education! ! This I believe many readers still remember that the continuous decline of the Engel Index shows that children can not eat well at that time can not let the children wear a poor upgrade, in one way to promote the development of children's wear market, followed by Semir Strategic directions, as well as multi-brand strategy, which have to mention is the strategic management of Semir's strategy at the time of the province's Daoxing model, Semir's brand whether it is Barra or Semir is In the provincial market, the same level of competition and development. In the same provincial market, Semir and Barra each have 4-5 provinces, each province has its own jurisdictional area, which is divided into secondary markets, who do good who's cake is large, who If you can make more contribution to the brand, then whoever can enjoy better policies, there is bound to be a lot of competition and favorable strategies in this differentiated strategic direction. A strategy is 100% comprehensive, there are many drawbacks in the middle, but this competitive market development strategy is its a very important label of the times ah. The fourth label of 800 billion by 2021, Semir terminal sales to reach 80 billion strategic goals, including 25 billion yuan in Paraballa, casual wear 35 billion yuan, 15 billion yuan in e-commerce, other brands 5 billion yuan, which is also from other The media has seen that no matter if it is true or not, the goal is good. As a clothing person, I am very excited to see this goal. For this 800 billion-dollar goal, I am willing to contribute 300 yuan per month to the Semima GDP, , But the problem is that I will buy what? This issue needs Semir to think. Semir's creek water Do not forget, we can not guarantee that every store has a certain profitability, but to ensure that every responsible for the clothing agents and consumers, in my opinion, the Chinese fashion market now is not spelled The development of fast, but to see who go steady, put it plainly who can survive, so that other people can not do it, we do not succeed yet? Simple joke, words rough rough, Rangli to our agents, Rangli to our customers, not a simple discount VIP members, but to give customers peace of mind, peace of mind and comfort, the label still have to paste it, and Every step to paste practical, Semir's 80 billion, I believe, I will certainly go to contribute, if realized must be returned to me!
March 20, 2024