China Semir Moves Towards The World

At present, Chinese clothing The market has entered a mature stage of competition. Apart from the rising local brands, international brands have begun to enter China. As the main force of China's garment industry, private garment enterprises have experienced development in recent decades. The industry has shifted from processing trade and OEM to brand development, and is looking forward to finding business opportunities in the international market. Semir is one of them.

Semir is a private leisure industry founded in 1997. Clothes & Accessories Brand, based on Wenzhou, Zhejiang, products for the whole country. After more than ten years of development, Semir has entered the first and second tier cities, with sales outlets all over the country reaching more than 7000, with an annual sales volume of about 13000000000 yuan. In the competitive market of strong hands like Lin, Semir is faced with an international issue, and the pace of going out is relatively cautious. According to Zhao Xiaobo, assistant director of Semir, in the next one or two years, the company will first put the market in Southeast Asia.

"Southeast Asian market may be closer to the mainland market climate, including consumption habits. But from the international market, if we do not enter the European and American markets, it is not really going to the international market, so we intend to upgrade the product part, after upgrading, we will enter the European and American markets.

Before a product goes to the international market, it will inevitably face the localization of the product, taking into account the upgrading of the product. Zhao Xiaobo said that the first step to solve the internationalization of Semir clothing is its design style. In order to improve the competitiveness of products, Semir has continuously enriched its own design team and hired foreign countries. Designer 。 At present, there are 120 Chinese and 17 foreigners in Semir's designer team. Domestic and foreign designers Develop products with different division and cooperation.

"Our cooperation with foreign designers mainly includes two aspects: first, docking with international information and fashion elements; and two, co developing a certain product. Domestic designers focus on internalization. Therefore, the cooperation between Chinese and foreign designers is linked every month.

Zhao Xiaobo said that another problem facing Semir internationalization is the image of Chinese clothing in the eyes of foreign consumers. For a long time, foreign consumers have misunderstood the quality of Chinese clothing, and think that the quality of Chinese clothing is very poor. But in the face of strong foreign brand competitors, such as H&M and ZARA, Semir has shown enough confidence.

"In fact, the real advantage of these foreign brands such as H&M and ZARA lies not in the quality of their products. For example, the strength of ZARA is that their reaction speed is faster, and the advantage of H&M is more cost-effective, but from the point of view of the product itself, these products and Semir products suppliers are coincident.

At present, there are many successful cases in the internationalization of China's clothing brand. Leading brands of Chinese casual wear market Metersbonwe In order to open up an international market, hire the leading role of the famous hit TV "prison break" as the image spokesperson and jointly launch the new product with the American dream factory. Bosideng, the leader of China's down garment industry, has spent a large sum of money buying a high-rise property on the South Street of Morton, the busiest commercial street in London, to open the first European flagship store and set up a European operation headquarters.

Although Semir has not yet entered the international market, with its prudent development plan and a confident business model, it will one day own its own world on the international stage.