Semir Layout Overseas Market Price War Still Needs Market Inspection

Recently, Semir (Semir) brand.

(Balabala) formally sign cooperation with Saudi M.Al-Abudul Karim, which will be the national total of Barbara in Saudi Arabia.

It plans to open 50 brand stores within 5 years.

Semir said that M.Al-Abudul Karim was founded in 1958 as a brand agent and real estate developer.

From the initial agency to manage luxury brands, it has gradually pformed into an international fast fashion brand, operates 125 clothing retail outlets in Saudi Arabia, represents 6 European and American clothing brands, and operates 21 shopping malls with partners in Saudi Arabia.

According to the business plan reached by both sides, the company will open 50 Barbara brand stores in the Saudi market in the next five years, of which more than 80% are shopping mall channels.

At present, the first 3 shops are being prepared, and the first brand store is expected to open in the Saudi capital Riyadh at the end of January 2017.

Founded in 2002, the Barbara brand is a consumer oriented group of 0~14 years old. Its products are located in the middle class and a small family. Its brand awareness and market share are in China.

First.

In 2016, Semir clothing daily reported that the operating income of children's clothing in 1~6 month was about 1 billion 800 million yuan, an increase of 26.23% over the same period last year, but its gross profit margin was 42.7% and 0.5%.

Semir said that Barbara began to layout overseas markets in 2014 and opened the first more than 100 square meter store in Iran in November 2014. Now it has opened dozens of stores in Iran, Russia and the United Arab Emirates.

For the whole company of Semir, the layout of overseas can be traced back to 2012. However, the international market accounts for a very low proportion of Semir's total revenue.

Billion power network found that Semir in the first half of 2015 business income of 3 billion 880 million yuan, the main business income (domestic sales) of 3 billion 840 million yuan, theoretically speaking overseas business income of 0~0.4 billion, which may be why its earnings rarely appear on the overseas market.

But Semir's overseas steps seem to be moving forward.

In addition to Barbara, another adult brand Semir has entered Lazada, the largest e-commerce platform in Southeast Asia this month.

At present, there are online shops in five countries including Malaysia, Singapore, Indonesia, Philippines and Thailand, which contain 18 large categories, with over 200 products and 3000 SKU width.

Semir said, Semir electric business saw the potential of Lazada15 billion dollar sales platform potential and the market size of 500 million potential customers in Southeast Asia, will use its rich experience in the domestic business operation, the specific needs of Southeast Asian customers to adopt different operational strategies, and strive to rapidly expand the Southeast Asian market.

Opening Lazada store of Semir found that it was carrying out business promotion, up to 65% off, a T-shirt 39.9 yuan, the most expensive is a long skirt, the original price is 122 yuan, the current price is 79.9 yuan.

It seems that Semir seems to have moved the domestic price war to the relatively backward South East Asian electricity supplier. This method is not workable and needs to be tested by the market.