Semir'S Revenue Growth In 2019 23.01% Children'S Clothing, Electricity Providers Contributed Significantly

Recently, Zhejiang Semir apparel Limited by Share Ltd released its annual report 2019. The report shows that: in 2019, the company achieved total revenue of about 19 billion 337 million yuan, an increase of 23.01% over the same period last year, and realized operating profit of 2 billion 152 million yuan, an increase of 3.47% over the same period last year. The net profit attributable to shareholders of listed companies was 1 billion 549 million yuan, a decrease of 8.52% over the same period last year. As of December 31, 2019, the total assets of the company amounted to 16 billion 621 million yuan, and the net assets attributable to the parent company owners were 11 billion 765 million yuan.

　　 Children's clothing revenue outstanding performance increased by 43.5% over the same period

Semir clothing has two main brands, namely, the popular casual wear brand "Semir" and the children's wear brand "balbala". After long-term cultivation and operation, these two brands have become the leading brands of casual wear and children's wear industry respectively. The balbala brand is leading the other brands in terms of brand influence, market share, channel size and other indicators, ranking first in the domestic children's wear market.

In the high-end clothing brand of the company's adult apparel, the company has obtained the authorization of the international high-end fashion women's brand Juicy Couture Greater China business. This authorization complements the layout of Semir's high-end fashion women's category, improves the brand matrix of Semir boutique category and the layout of Semir's high-end channel in the Greater China region.

During the reporting period, the operating income of children's clothing was 12 billion 664 million yuan, accounting for 65.49% of business income, up 43.50% from the same period last year. The leisure wear business realized 6 billion 544 million yuan, accounting for 33.84% of operating income, down 3.64% from the same period last year.

In addition to the main brand balbara, Semir apparel also bought a wholly owned KIDILIZ group from Europe's high-end children's clothing group in 2019, and successfully introduced its two brands of CATIMINI and Absorba into the Chinese market, and opened flagship stores in key cities and Tmall platforms.

In January 2019, the company set up an overseas business center to promote the layout and development of Semir and Barbara brand in the international market. By the end of the year, two brands have opened 30 separate stores and counters in mainstream shopping centers and department stores in Saudi Arabia, Mongolia and Indonesia.

　　 Continuation of multi brand and multi category strategic electricity supplier channels contribute significantly

In 2019, Semir continued its strategy of multi brand and multi category, focusing on core business, driven by digital operation, and achieving rapid growth in performance. Last year, it achieved 16 billion 307 million yuan in revenue, an increase of 9.29% over the same period last year, accounting for 84.33% of total revenue and 3 billion 29 million yuan in overseas revenue, an increase of 279.53% over the previous year, accounting for 15.67% of total revenue.

Meanwhile, Semir apparel has established online sales channels on the domestic e-commerce platforms such as Taobao, Tmall and vip.com. Last year, e-commerce revenue was 5 billion 335 million yuan, an increase of 29.84% over the same period, of which Semir business revenue was 5 billion 183 million yuan, an increase of 27.01% over the previous year, and KIDILIZ business income of 151 million yuan, an increase of 443.92% over the same period last year.

Among them, Semir business double eleven that day retail performance 1 billion 380 million yuan. Electricity supplier brand Minibalabala grew rapidly, Tmall double eleven entered the list of children's wear Top5.

With the development of diversified marketing networks which are complementary to online and offline, as of December 31, 2019, the company has established 10257 offline stores in all provinces, autonomous regions, municipalities directly under the central government and overseas, including 1310 Direct stores, 8677 franchised stores, and 270 affiliated stores. At the same time, the company is in Taobao. Tmall, vip.com and other domestic e-commerce platforms have established online sales channels.

For the future development plan, the report shows that in 2020, Semir brand will embrace the new retail business, improve the whole channel retail strategic layout, carry out social marketing, and build private regional traffic. In the aspect of children's clothing business, balbbara brand will continue to hold the mission of "letting the children of the world have a good childhood" and promoting the global trend of consumer centered. Camp reform and upgrading.

At the same time, it will further promote the development of KIDILIZ group's brand business in China and Asia, and achieve the integration and synergy effect in the aspects of design resources, brand development, global sourcing and international business development. We will create and enhance the brand, product and retailing power of the company in the field of children's lifestyle.