Zhejiang Zanji Top 100 Senma Store Segment Home Run

When the clothing industry was still troubled by an increasingly fierce price war, Semir started to lead the casual wear industry in Wenzhou; when many companies followed suit into casual clothes, Semir turned the chariot into branded children's clothes and covered it with lightning. Ear trend, occupy a favorable position in the city streets, brand stores everywhere. Nowadays, the development of Summa's children's wear is remarkable. The market share is the highest in the country; the adult casual wear is second only to MTS Bonwe, ranking second in the country.

Wenzhou Senma casual wear brand

Relying on two carriages for casual wear and children's wear, Semir jumped into this year's Top 100 Zhejiang Enterprises list, and was the only private enterprise that dominated children's wear in the list.

Market segments

Many professional organizations believe that the success of Semir has benefited from its segmented market and multi-brand operation strategy.

"China's casual wear and children's clothing market has a broad space." According to the market analysis data of Euromonitor, an internationally renowned data research company, the average annual compound annual growth rate of China's apparel consumption reached 14% from 2003 to 2008, and the market will continue to expand in the future, but Affected by macroeconomic adjustments, the growth rate will be slightly reduced, but casual wear in the fine-grained industry will enter a high-growth stage from 2001, and will have a compound annual growth rate of 17.18% during 2001-2008, which is higher than the average growth rate of the industry. The 16-25-year-old casual wear is the fastest-growing segment with an average annual compound growth rate of 15.08%. The market size in 2008 was 132.8 billion yuan, accounting for 28.49% of adult casual wear market sales. It is expected that the proportion will be increased in 2013. To 30%.

The agency also pointed out that the new wave of baby boomers and the demand for children's clothing in one season has driven the continuous increase in the total consumption of children's clothing, and children's wear will become another fast-growing market. It is expected that the market will continue to maintain a growth rate of 10% from 2009 to 2013, and by 2013, the market size will reach 138.3 billion yuan.

It is understood that currently Mickey, Snoopy and other international brands have occupied a considerable market share of high-end brands, the domestic children's wear industry has not yet formed a strong leading brand, some independent children's wear brand is only in the middle and low-end market competition.

When many Wenzhou enterprises lamented that the industry had no future and turned to a hot money team, Summa Garments Co., Ltd., established in 2002, has been sticking to the traditional clothing industry and cut into the market segments of casual wear and children's wear, creating a “Balala Balala” children's wear and Semir. Casual wear two brands.