“Summer” focuses on improving core competitiveness

Recently, Summa's 2012 winter apparel conference was held at the newly opened Balla Balla Center in Ouhai District, Wenzhou City. Thousands of costumes and more than 2,000 agents from all over the country make the conference more like a national costume expo. In the case of low overall economic prosperity, Zhejiang Senma Fashion Co., Ltd., headquartered in Wenzhou Ouhai, has produced a beautiful transcript: Last year, the company's total operating revenue was 7.76 billion yuan, and its net profit was 1.2 billion yuan. , respectively, an increase of 23% and 21% over the previous year; paid taxes and fees more than 800 million yuan, land-contribution revenue per acre ranked first in Wenzhou, the best industrial enterprises.

This company with high growth performance does not have its own production workshop and no garment workers. In Semir we can't see a sewing machine. A few employees are sitting at the computer. Xu Bo, the company’s vice president, told us: “Senma sold hundreds of millions of garments last year, but did not produce a ready-to-wear garment.”

"Virtual management" is a major feature of Semir. In the upper reaches of the industrial chain, Semir outsources all its production and does not reserve any plant itself; it uses franchising in the downstream and sells the sales to its agents.

This mode of operation has enabled Semima to free itself from the constraints of large-scale labor, traditional land and capital occupations, and focus on the building of core competitiveness in brand building, product design, and market channel building. Xu Bo calculated the account: “Senma’s headquarters covers an area of ​​19 acres and employs more than 700 people. The benefits it creates will, if calculated by a traditional clothing manufacturer, require at least 900 acres of land and 80,000 employees.”

In the brand, product, channel investment, Senma can spare no effort. Accenture in France, McKinsey & Co., the United States, the Korean Color Association, and Shanghai Ogilvy & Mather Advertising... These top domestic and international design consulting agencies are the partners of Semir. The company's product department in Shanghai has more than 200 design and R&D personnel. It is planned to launch more than 2,000 models of more than 5,000 casual wear products and more than 1,500 models of more than 4,000 children's clothing varieties each season.

Today, two major brands, Semir and Balabala, have become the leading brands in the Chinese casual apparel industry and the Chinese children's apparel industry. In the Yangtze River Delta, the Pearl River Delta and other places, there are more than 500 companies producing clothing for Semir; Senma has 7500 franchised stores, covering 31 provinces, municipalities and districts in the country, and basically every county-level city or above has a distribution of Semir. Outlets.

"The garment industry is fiercely competitive and Semir will continue to focus on the development of design and market channels," said Xu Bo.

Senma's new integrated research and development building, the Balabala Order Center, has a total construction area of ​​more than 10,000 square meters and has back-office service facilities such as modern ordering data entry centers. The company invested 200 million yuan to build a logistics and distribution center. After the completion of the order, the sorting capacity will be increased from 200,000 to 700,000 per day.

“In the next five years, Semir will become one of the top 20 multi-brand apparel groups in the world.” For the future, Senma is full of confidence.