News from First Textile Network on March 20 (reported by reporter martin): During the epidemic, the clothing industry closed its doors and encountered a “freeze”, and local clothing brands have Seeking “self-rescue” measures, online channels have become a breakthrough point for many clothing brands.
However, as the domestic epidemic has been effectively controlled, the anti-epidemic situation has improved significantly. A reporter from the First Textile Network learned here that Zhejiang Semir Clothing Co., Ltd. (hereinafter referred to as “Semi Clothing”) has recently The retail business has recovered quickly. At present, the opening ratio of children’s clothing and adult clothing stores represented by Balabala and Semir is close to 90%. The average retail sales in recent days have returned to about 70% of the normal level, and a single day is about the normal level. fluctuates between 60% and 80%. Semir Apparel believes that retail levels will further recover in the future.
In order to promote further rapid growth in performance, Semir Clothing has once again clarified the new positioning of casual wear. It is reported that Semir Clothing’s casual wear has made certain changes in terms of brand, products, channels, etc. Innovation, “Focus on China’s New Youth” has become a new theme. Semir Apparel said: “Chinese young people are developing, and young people in small towns have transformed into new fashionable youth. They will create the ultimate single product category, provide new fabrics and new fashions, and create Semir DNA. Products, using supply chain and other resources, to serve China’s new youth.”
Seima apparel planning will strengthen design and research and development work in the short term. Currently, the company is also looking for technical fabrics and products at home and abroad R&D talents are expected to make major changes in products by the end of the year or early next year, emphasizing technology, optimizing fabrics and styles, and maximizing consumers’ focus. The results can be seen in the second half of this year by focusing on product lines.
Cheng Weixiong, a textile and apparel brand management expert and general manager of Shanghai Liangqi Brand Management Co., Ltd., said that to this day, consumption stratification and upgrading have a multi-layered impact on the development of the apparel industry. As traditional and backward online and offline brands are gradually declining, omni-channel brands that cater to new consumer user experiences are becoming bigger and stronger. From observation, popular sports and leisure will require cost-effectiveness in the future, not just low price and good quality, while mid-to-high-end products require individuality. oriented, life-oriented, quality-oriented and brand-oriented.
In order to further build the competitiveness of its products, Semir Clothing is also thinking about how to tell more exciting stories. The company hopes to tell the advantages of Semir in a language that consumers can understand. To this end, the company hopes to clearly explain the advantages and cultural stories of the products and slowly convey them to consumers, leaving a deep impression on them. Currently, Semir plans to precipitate Develop your own DNA category, and further change the marketing organization to cooperate with the younger consumer group, transform the category functions and combinations into e-sports gamification, enter the game world, and communicate effectively through Bilibili, the e-sports industry, and the community , turning the styles produced by functional fabrics into a gameable, social and interactive communication method for China’s new youth to meet the needs of consumers.
First Textile Network reporter learned that Semir Clothing will also create a sports trend section and add influence on fashion elements. At present, Semir Clothing has begun to layout footwear, and the company has hired different experts to Product optimization, by integrating more functionality and combining shoes and clothing categories, creates Semir’s own DNA and provides consumers with a one-stop shopping experience. To this end, the company hopes to use different channels such as e-sports, games, and Bilibili , carry out brand implantation, make the brand more youthful and gamified, and “become a grounded brand in China and a clothing brand that understands Chinese young people” is also becoming a new goal of Semir Clothing.
It is understood that after experiencing extensive expansion in the early stage, Semir Clothing’s casual wear business fell into an adjustment period with the industry as a whole in 2012. Subsequently, it strengthened the supply chain with selected suppliers and opened stores. Structural optimization and the transformation of youth positioning have gradually come out of the trough. In the first half of 2019, the company reorganized and characterized the audience of the Semir brand, and released a new brand based on the commonality of the basic wearing needs of people aged 18-35 across scenarios. Positioning, the brand value proposition of “Quality in Everyday” is proposed as a brand philosophy. The “Quality in Everyday” series of products pays more attention to consumers’ daily life in terms of design, materials and matching. Most of them are basic and versatile models, and they do not There are too many gorgeous decorations to highlight the high cost performance and quality of the products.
Guosen Securities analyst Zhang Junhao believes that Semir Apparel’s brand transformation of “quality in daily life” has two main meanings: First, it enhances the fashion connotation of the brand and gives the product more fashion awareness. Expression methods, complete brand reshaping and transformation through new positioning; second, broaden the consumer base of the population. When the Semir brand was first established, it was positioned at 16-25-year-olds who pursue fashion. The overall positioning is towards a younger age group, which also limits Semir’s consumer group to the student group, which has always been concentrated. However, this time the “quality lies in daily life” brand Reshape, expand the targeting group to people aged 18-35, and expand the category based on the multi-scenario needs of this group of people.
In Zhang Junhao’s view, the positioning of “quality in daily life” is in line with the current consumption trend of adult clothing. The consumption trend currently experienced by the Chinese clothing industry has also happened in Japan. According to “The Fourth Era of Consumption” written by Japanese scholar Miura Ken, in the mid-19th century, Japan’s economy grew rapidly, and fashion trends spread from big cities such as Tokyo.The consumption of the clothing industry has increased rapidly in lower-tier cities; after 1975, Japan’s economy entered a stage of medium-speed growth, and the clothing industry entered a stage of integration and upgrading from “quantity to quality”, with the rise of diversified and personalized demands. The spiritual attributes of clothing consumption continue to strengthen; at the end of the 19th century, Japanese clothing consumption entered an era of simplicity and rationality. MUJI and UNIQLO, whose brand characteristics are not obvious and are highly cost-effective, are sought after. Compared with the development of UNIQLO, , the repositioning of Semir clothing as “quality in daily life” is in line with the current consumer trends, and is also expected to enjoy the dividends of our country’s gradual transition from the “third consumer society” to the “fourth consumer era”.
Zhang Junhao said frankly that the essence of “quality lies in daily life” is to maintain high quality while maintaining cost-effectiveness. High quality means texture, and texture is contained in high-quality fabrics and craftsmanship. For brands that use OEM production as the model: on the one hand, the quality of the supplier and its investment in research and development determine the texture of its products. On the other hand, rapid expansion of scale advantages with the support of the supply chain to reduce procurement costs is a prerequisite for achieving product cost-effectiveness. It is expected that Semir Apparel’s advantages in supply chain, R&D and scale have already met the basic conditions for this transformation. .
Cheng Weixiong pointed out that with the diversification of user experience, the opportunity is to breed new business opportunities in the imbalance of consumption upgrades and consumption downgrades caused by the continuous advancement and standardization of the local market. However, the current clothing industry is still facing a real dilemma, that is, the backwardness and length of the industrial value chain and the deepening contradictions in the process of consumption advancement. There is a lack of effective market supervision of laws and regulations at the macro level, resulting in backward production capacity and backward models still dominating Market, in the long run, with the diversification of models as user experience takes the lead and new technologies bring timeliness of information touch, various new combinations are bringing new changes in traffic and profit distribution methods to the apparel industry. (First Textile Network Martin)
</p
