At The Beginning Of The New Year, Semir Will Throw 20 Million Of Its Costumes And Make A Big Article On Partner Projects.

Zhejiang Semir dress Limited by Share Ltd (hereinafter referred to as Semir dress) announced in the evening of January 8th that in order to implement the company's strategic plan, speed up the development of Semir's large platform, promote the further improvement of company partner system, and continuously enhance the management level and operation quality of partner projects, the company intends to set up a wholly owned subsidiary Shanghai Sen Wo Enterprise Management Co., Ltd. with its own capital, with a registered capital of RMB 20 million yuan.

Semir apparel said that the partner mechanism established by the company is the core personnel to seek, attract and retain the company's important influence and contribution to the long-term development of the company, attracting external advantageous resources, and establishing an important mechanism for joint investment, partnership, sharing revenue and sharing risks.

The company intends to set up a wholly owned subsidiary, Shanghai Sen Wo Enterprise Management Co., Ltd. to carry out the management of the partners' projects, which is conducive to the company's continuous improvement of the partner mechanism, and the creation of a platform for full entrepreneurship. It will continuously enhance the management level and quality of the partners' projects, and combine the interests of the company and the employees more closely, so as to achieve good economic benefits.

It is understood that as early as 2016, Semir electric business launched the "fashion Partner Program" to invite fashion stars and celebrities to become shareholders of Semir products.

Semir electric first hired Ouyang Nana as a fashion partner to join all aspects of product R & D, sales, marketing and so on.

Zhao Shuli, an analyst at Xingye securities, believes that the joint name of Ouyang and Nana has been sold out during the trial period.

In addition to Ouyang and Nana, the company's fashion partners include fashion designer BoyNam and independent designer LEAFXIA.

In the future, Semir electric business will continue to implement the fashion partner program, expand the scope and cooperation form of Semir fashion partners, and gradually realize brand value added.

It is reported that since its establishment in 1996, Semir costumes have been controlled by the founder Qiu Guang and the family.

As of the end of June 2018, the largest shareholder of the company was Qiu Guang and Mr. (17.27% stake), other shareholders Qiu Jianqiang, Zhou ordinary, Qiu Yanfang, Dai Zhiyue, Zheng Qiulan, Qiu Guangping were Qiu Guang and relatives, the third largest shareholder Semir Group Co., Ltd. held 100% stake in the company and the family.

Qiu family share a total of 81.79%, ownership concentration and stable structure.

In order to stabilize the core operation team, Semir clothing has been actively promoting multi-layer internal incentives since its listing. The company has launched two phases of restricted stock incentive plan and one phase of employee stock ownership plan. The incentive target is mainly middle-level managers and core backbone. The second phase restricted stock incentive plan was promulgated in April 2018, and the incentive target was 513. The assessment target was based on 2017, and the net profit growth rate in 2018, 2019 and 2020 belonged to parent company was 25%, 44%, 65%, and the operating income growth rate was 15%, 32% and 52%. In the same period, Semir apparel launched the first phase of employee stock ownership plan, and the participants were Xu Bo, Jiang Shaoyong, Shao Feichun, Chen Xinsheng, Zong Hui Chun, and 93 middle-level managers and core backbone.

In addition, in order to implement the Semir platform strategy, the company actively promotes the development of partner mechanism and encourages the development of new brands through the establishment of a joint venture with the core management team of the brand division. As of now, the Macal and Minette women's wear partner platforms have been completed.

Public information shows that Semir clothing, founded in 2002, has experienced an inventory accumulation, a deep adjustment period of intensive shops, and an upscale recovery period of channel structure, consumption preference and supply chain system change since its listing in 2011.

Through the internal incubation and external cooperation / acquisition, the company has built multi brand matrix including Semir and Barbara, and has gradually grown into local children's wear and leisure wear dual lead by means of forward-looking strategic layout and effective tactical cooperation.

According to the results of the report, Semir's clothing revenue has increased by 13.32% over the past five years, including the rapid growth of children's clothing business, the 25.66% increase in 5 years, the steady development of casual wear business, and 4.73% compound revenue growth in 5 years.

In 2017, the company's operating income was 12 billion 26 million yuan, an increase of 12.74% over the same period, the net profit attributable to the parent company was 1 billion 138 million yuan, down 20.23% compared with the same period last year. The decrease was mainly due to the increase in the proportion of electricity providers and the decrease in gross margin resulting from the accelerated inventory speed.

With the end of the inventory adjustment, Semir apparel gross profit margin began to improve, performance began to turn better.

In the first half of 2018, Semir clothing business income reached 5 billion 532 million yuan, an increase of 24.80% over the same period, accounting for 667 million yuan attributable to the parent company, an increase of 25% over the same period last year.

According to the business classification, children's wear and casual wear revenue in 2017 were 6 billion 322 million yuan and 5 billion 634 million yuan, up 26.41% and 0.9% respectively over the same period.

It is worth noting that children's clothing revenue accounted for the first time more than 50%, up to 52.56%.

Because of the high gross profit margin, the gross profit of children's clothing has exceeded adult clothing in 2016.

And benefit from the resumption of growth in leisure wear business, stable growth of children's business and the rapid development of online sales, Semir apparel expects that in 2018, the net profit attributable to parent company is expected to reach 1 billion 365 million yuan -17.06 billion yuan, an increase of 20%-50% over the same period last year.