Zhejiang Semir Clothing Co., Ltd. is a brand clothing enterprise characterized by virtual operations and with a series of adult casual clothing and children's clothing as its leading products. The company owns two major clothing brands: "Senma" and "Bala Bala" . The "Semi" brand was founded in 1996 and is a leading brand in China's casual apparel industry. It has successively won the honors of China's Well-known Trademark, China's Famous Brand and National Inspection-Free Product. "BalaBala" brand was founded in 2002. It is a leading brand in China's children's clothing industry and one of the first children's clothing brands to be listed on the Chinese famous brand list. Recently, Wanhu Network signed a contract with Semir Clothing to create a new clothing website.

Everyone can see the impact of e-commerce on traditional manufacturing, especially the clothing industry and its retail terminal channels. It not only optimizes the intermediate links of the industrial chain, but also changes people’s attitude toward clothing. The consumption habits of the industry have prompted the traditional clothing industry to undergo "Internet" transformation and upgrading. But this needs to be based on the understanding of the current development status of the clothing industry.

There are already pioneers in the clothing industry who are practicing the innovative concept of "Internet" to break through the barriers between online and offline and develop clothing O2O, trying to improve user experience and occupy a larger market share. Promote the sustainable development of the apparel industry in the Internet era.

The company currently owns two major clothing brands, "Semi" and "Bala Bala". Among them, the "Semi" brand was founded in 1996. Its products and brands are positioned in young, fashionable, energetic and cost-effective mass leisure products. Clothing is mainly targeted at young students aged 16 to 30 years old and young people who have just entered society. The brand has won the China Clothing Brand Marketing Award and the Achievement Award, and is a leading brand of casual clothing in China. The "BalaBala" brand was founded in 2002 and is positioned as professional and fashionable children's clothing. It is mainly targeted at children's clothing consumer groups from the middle class and well-off families aged 0 to 14 years old. The brand has won the China Clothing Brand Potential Award and the top ten children's clothing brands in China. "BalaBala" brand ranks first among domestic children's clothing brands in terms of market share and brand awareness, and is known as "creating the development miracle of Chinese children's clothing brands."

Since the establishment of the company, Semir Apparel has adopted a virtual business model and continuously innovated in practice, outsourcing clothing production, focusing on product design, brand communication, supply chain management and channel expansion, "long-term Make the long board and outsource the short board." In the past 20 years of development, Semir Apparel has taken "integration and innovation, win-win development" as its business philosophy, and strives to play four roles of "channel planner, resource integrator, brand manager, and humanistic practitioner", based on clothing Industry, based on the domestic market, brand building, humanistic leadership, integrating global superior resources with an international perspective, doing industry with a dedicated mentality and perseverance, has embarked on a path of socialized mass production, professional division of labor and collaboration.

From the beginning of the establishment of the company, Semir Clothing has established the business philosophy of "a small river is full of water and a big river is full", emphasizing win-win cooperation with partners and other stakeholders, and pursuing a win-win relationship between the company and its employees, and between the company and its employees. harmonious development among societies.

In March 2011, Semir Apparel was successfully listed on the SME Board of the Shenzhen Stock Exchange, becoming the leading apparel listed company in terms of market value.

In the context of the era of consumption upgrading, Semir, with its new mission of "leading quality fashion and creating a happy life", has built four major industries: clothing industry, children's industry, e-commerce industry and emerging industries. Cluster, we strive to build a large platform for Semir with all-employee entrepreneurship, capital operation, industry incubation, multi-brand prosperity and openness and win-win. We strive to achieve terminal sales of 80 billion, create a market value of 100 billion, create 10 billion in taxes and profits, and recreate 10 billion by 2021. With the grand goal of creating an entrepreneurial partner platform, re-creating 10 entrepreneurial brands, and cultivating 2-3 listed companies, we are committed to becoming a fashion service provider with global influence.

"Internet" has become a wave and a trend, which is rapidly penetrating and transforming the clothing industry. However, the essence of business is to understand human nature. Regardless of technological progress, industrial upgrading, business transformation, and model innovation, they all point to final consumption and consumers.

This is also the starting point and core that clothing companies choose to respond to various changes. Consumption upgrades and social transformation have given rise to too many blind spots in consumption and business opportunities. The top priority for the apparel industry is to re-understand the Chinese market, rethink where our customers are and what their real needs are. How can offline physical brands integrate modern consumption habits and use new technologies to open up online and offline connection channels to establish real connections with consumers. From products to channels to experience, how to reconstruct the communication model between brands and consumers is the biggest challenge facing apparel companies.

For a traditional company to embrace the "Internet", first of all, the boss of the company must want to truly embrace it. If you just follow the trend or give it a try, forget it. After all, this mentality shows that you are not ready yet. Are you ready to embrace the "Internet"? Hugging is irreversible. Once you do it, you must resolutely make earth-shaking changes. This is something the boss needs to be prepared for. Then the boss has no problem, you have to find someone who really understands both the Internet and the traditional industry to be your helper, and then start to delve into every aspect of the enterprise. .

It is difficult to be a traditional enterprise, but it is even more difficult to embrace the "Internet". The most difficult thing is to integrate the two very well.