With the continuous promotion of the children's wear business, the performance of the local fashion brand Semir has always been on the rise. Senma’s 2015 earnings report released yesterday showed that the company’s total operating income reached 9.454 billion yuan last year, an increase of 16.05% over the same period of last year; operating profit was 1.796 billion yuan, an increase of 21.82%; net profit was 1.349 billion yuan, a year-on-year increase of 23.53% .
The children’s wear business has become the main driving force for the growth of Semir’s performance. The financial report shows that the main business of Semima Garment achieved a revenue of 9.36 billion yuan last year, a year-on-year increase of 15.97%, of which the children's wear Balabala brand grew rapidly, achieving an operating income of 3.952 billion yuan, a year-on-year increase of 24.81%; the growth rate was 10.26% growth of popular casual wear The rate is more than 2 times. In 2014, this increase was more than 5 times. Senma has 3,477 stores in the country, and Balabara has reached 3,864 stores.
As early as 2002, Senma began to deepen the children's wear market. With the release of the two-child policy, Senma is facing more and more competitors. For example, Metersbonwe launched the omni-channel sales model of its children's wear brands ME&CITY kids and Moomoo to promote the development of the children's clothing business. The womenswear brand Landis acquired South Korea's largest baby clothing brand Akaban last year and entered the children's market. Fast fashion ZARA, H&M, GAP and other brands have also launched children's wear series. Dior, Armani and other international big names have also entered the domestic children's wear market. According to Cheng Weixiong, a clothing expert and general manager of Shanghai Liangqi Brand Management Co., Ltd., in the competition in the children's clothing market, positioning a popular brand is an advantage of the Balabala brand. However, if it is difficult to upgrade brand grades, the future will continue to strengthen channel sinking. Good popular brands and high-end brands can be used as supplements to their business.
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