On December 18th, Semir Group celebrated its 27th birthday, and at the anniversary celebration, Semir announced the official opening of Semir Live Wenzhou Base, and signed a strategic cooperation agreement with Douyin head author Batu & Bogu to create a parent-child outdoor sports brand Vivid Box. At the beginning of December, Semir and Jia Nailiang, a film and television star and Douyin head author, had just reached a strategic cooperation and announced the establishment of Shuku Shuku, a lifestyle brand with comfortable aesthetics as the core. In just one month, Semir has made frequent moves, what is the layout?
01 After 27 years of entrepreneurship, we have built two matrices of first-class clothing and children's clothing
In 1996, Semir was formally established in Wenzhou, and successively founded the first casual wear brand "Semir" and the children's clothing brand "Balabala".It has built two matrices of ** clothing and children's clothing covering different consumption levels, consumption ages and consumption scenariosAmong them, the market share of children's clothing business ranks first in China all year round.
1. No. 1 in Asia. In 2012, Semir seized the e-commerce outlet and took the lead in establishing a wholly-owned subsidiary "Zhejiang Semir E-commerce" in Hangzhou, the "cradle of e-commerce", which drove the rapid development of the enterprise and allowed consumers and even the industry to witness the extraordinary "Semir strength". From 2 in 2012From 500 million to 12.6 billion in 2022, the sales scale of Semir e-commerce has increased by more than 50 times in 10 years.
In recent years, Semir has kept up with the pace of development of the times, always adhered to the customer-centric, quality-oriented, and innovation-driven industries, vigorously promoted the modernization transformation and upgrading of enterprises such as platformization, digitalization, flexibility, internationalization, and channel globalization, and effectively promoted the overall improvement of its brand market influence with higher quality products and services.
In terms of products, Semir creates diversified products that can meet the different needs of consumers through insight and analysis of the purchasing Xi habits of various types of people, differentiated layout in different channels, and independent R&D design, integration of external resources, and linkage with universities and R&D institutions. It has launched five major mental products, including cool T, comfortable pants, Senrou cotton, Senrou denim, and easy down, to meet the diversified needs of consumers.
In terms of service, since last year, Semir has focused on global integration, promoted the digital upgrade of stores across the country, and started global digital marketing. In the past year, a number of Semir stores in Hangzhou, Changsha, Shanghai, Nanning and other countries have completed digital upgrades, building a scene aggregation space for brands and consumers to connect with new images, new products and new models, bringing consumers a new shopping experience.
02Focus on live broadcast and open a new engine for development
With the rapid development of the e-commerce industry, the form of live broadcast has gradually been excavated and amplified. In 2016, the first live broadcast was launched, officially setting off a trend of live broadcast in the industry. With the successive entry of JD.com, Douyin, and Kuaishou, the live broadcast platform is gradually divided into three camps: the first category is the three major live broadcast giants based on **, Douyin, and Kuaishou, which have begun to fight head-on;The second category is the two major e-commerce companies of Jingdong and Pinduoduo, although they are also betting on the live broadcast e-commerce track, but the overall attitude is only to use "live broadcast" as a tool;The third category is vertical e-commerce platforms such as Meituan, which hope to bring new growth opportunities to the platform with the help of live streaming. From 2016 to 2023, live broadcast e-commerce has experienced savage growth, explosion of the whole network, rectification and calmness in the past 7 years, and has slowly entered a mature period. According to incomplete statistics, the scale of China's live broadcast e-commerce market will reach 3,487.9 billion yuan in 2022, 196 percent higher than in 2017400 million yuan, an increase of nearly 178 times.
Data** in the "2023 Research Report on the Status and Development Trend of China's E-commerce Live Broadcast Industry".
In addition to platforms, anchors, and institutions with a stronger sense of presence, in the 7-year development of live broadcast e-commerce, merchants are the core audiences that have truly undergone changes in the industry. As early as 2017, when live streaming was emerging, Semir planned live streaming as a powerful marketing tool to empower its multiple brands. With the entry of Douyin and Kuaishou, Semir has also built a multi-platform live broadcast matrix, and live broadcast has also changed from a marketing method to an important part of e-commerce sales, and the live broadcast performance of Semir e-commerce will exceed 3 billion in 2022. Since 2022, Semir has built a global digital retail store, bringing consumers a new consumption experience of "seeing, shopping, and buying" through store live broadcasts, and the single-day performance of the first digitally upgraded stores of Semir and Balabala exceeded one million in 2022.
In June this year, Semir announced the establishment of a separate live broadcast division to accelerate the process of live broadcast tracks. In terms of channels, with Douyin as the core, we have a comprehensive layout of **live broadcast, Kuaishou, **hao, Xiaohongshu, etc.;In terms of products, we have deeply cultivated the two cornerstone brands of Semir and Balabala, and rapidly developed emerging brands such as Mini Bala, Semir Kids, Aiken, Macal, and introduced international brands such as Marc O'Polo, Jason Wu, Juicy Couture, Pumakids, and AsicskidsFounded in-depth cooperation brands with top celebrities: Shuku Shuku, Vivid Box;In terms of ecology, Semir relies on the industrial advantages of different cities to open the live broadcast layout, relying on the advantages of Shanghai's R&D chain, Hangzhou's operational talent reserve, and Wenzhou's education and training foundation to create different characteristic live broadcast bases. The construction area of the Wenzhou base of Semir Live Broadcast launched today is 160,000, focusing on the live broadcast track, focusing on the integration of brands, talents, high-quality chains, platforms and other resources, creating product security, account incubation, talent training, photography and video, logistics and customer service capabilities, and opening up the whole link of live broadcasting. With the opening of the live broadcast base, we will cooperate strategically with Quanzhou Textile Institute to carry out live broadcast e-commerce talent training business, accelerate the incubation of live broadcast talents, and help the development of live broadcast in Wenzhou.
03Joined hands with Douyin head authors to establish a live broadcast brand
Win-win for all parties to create a better life
It can be said that in addition to the insight and deep cultivation of the live broadcast e-commerce industry, Semir has been able to join hands with Jia Nailiang, Batu & Bogu, two leading Douyin authors to create the live broadcast brand, and also benefit from the insight into consumer lifestyles, as well as the consistency of the brand concept and the temperament of the collaborators.
Vivid Box: Together with Batu & Bogu, we are committed to empowering hundreds of millions of families to experience the outdoors
According to Xiaohongshu's "2023 Outdoor Life Fun Facts Report", from January to October this year, the daily activity of outdoor users increased by more than 100% month-on-month, and outdoor activities such as hiking, cycling, camping, fishing, diving, surfing, and skiing have become a new lifestyle for more people, and more and more consumers are keen to go outdoors and get close to nature, which has also promoted the rise of many outdoor lifestyle brands.
Vivid Box, a parent-child light outdoor sports brand, is committed to providing families with high-quality, comfortable and fashionable light outdoor sports wear. In outdoor sports, parents and children can face challenges together, share the joy of success, taste the harvest of growth, and "breathe with children". Semir believes that outdoor sports not only allow children to get in touch with nature and experience the joy of sports, but also bring family members closer together.
In 2020, the multi-habitat artist Batu & Bogu officially settled on Douyin, and quickly won the favor of many exquisite mothers with their unique style of bringing goods with clear organization and affinity, and repeatedly refreshed the live broadcast sales record, with high market reputation and topic popularity. In September this year, Batu & Bogu appeared at the Douyin Tide Children's Show as the popular official of the "2023 Douyin Baby Plan", showing consumers the diversified choices of parent-child outdoor "style". With a focus on parent-child relationships and a love for the outdoors, Batu & Bogu became the ideal partner for the Vivid Box brand.
Shuku: With "comfort technology" as the core, we create a comfortable and relaxed lifestyle
In addition to laying out new brands in the field of parent-child outdoor sports, Semir has also been focusing on the leisure field, and co-created a lifestyle brand with "comfort technology" as the core concept with film and television actor and Douyin head author Jia Nailiang - Shuku Shuku.
With the goal of creating a "comfortable life", Shuku Shuku advocates a comfortable fashion attitude to meet the needs of a new generation of young people who pursue a comfortable and relaxed lifestyle. Whether it's the product itself, brand packaging or visual communication, Shuku is committed to simplifying the complex, combining live e-commerce, a popular shopping form for consumers, to provide consumers with good products, good content, and good services.
Actor Jia Nailiang has both idol temperament and acting strength, an affinity and free personality, and always pursues a comfortable and comfortable lifestyle. As the head high-quality author of the Douyin platform, Jia Nailiang has won the love and support of consumers by virtue of his strict product selection mechanism, attentive content, responsible service and sincere and humorous style of bringing goods, and has refreshed the sales record of celebrities many times. "To bring consumers better products and services", Semir and Jia Nailiang have joined forces to bring more consumers a better experience of quality life.
Conclusion
Whether it is to enhance the brand dimension and continuously improve the sales model, or to quickly embrace changes and amplify the opportunities of the live broadcast track, Semir has always groped forward with a "beginner" mentality, always adhered to the business philosophy of "small rivers have water, big rivers are full", and always kept in mind the original intention of the mission of "creating a better life for customers and employees".Higher quality development,Create more tens of billions of brands for the development of enterprises, provide consumers with more cost-effective products and services, forge ahead, and strive to achieve the grand blueprint of "100 billion Semir for a hundred years"!