Semir Clothing Children's Clothing Revenue Fell First By Foreign Brands And Electric Shocks

Semir Clothes & Accessories Recently released the first half of 2012 performance report. The report shows that the company achieved a revenue of 2 billion 511 million yuan in the first half of the year, down 16.54% from the same period last year, and net profit of 248 million yuan, down 43.22% from the same period last year, and the gross profit margin was 37.93%, an increase of 1.76% over the same period last year. Among them, children's clothing (Barbara) revenue exceeded 726 million, down 4.03% over the same period last year.

The main reason for the decline in performance, Semir clothing company said, is mainly affected by the macroeconomic. clothing The slow growth of demand, coupled with the competition brought by the international clothing brand and the new brand of domestic clothing, made the company's performance lower than expected; the increase in inventory led to the increase in the stock price reserve (during the reporting period, the company assets impairment loss increased by 197.28%), the rise of terminal sales channel cost and labor cost increased the operating cost of the company; and the more funds invested in the direct store, product development and other aspects can not reflect the income at present, which makes the operating cost increase greatly.

　　 Children's clothing industry Negative growth in present situation

Balbala is the main child in China. Clothing brand One of them, because of the advantages of first hand and channel, has been developing well for the first time. China children's Industry Research Center believes that with the continuous downturn of the clothing sales terminal situation, the youth casual wear industry has been doubly impacted by foreign brands and electric business. The future development of children's clothing business is not optimistic.

During the reporting period, children's clothing business in the clothing and sweater products fell more, respectively, down 39.3% and 36.7%, respectively. shoes The growth rate of products is over 50%, which deserves our attention.

　　 Channel layout starts in a comprehensive way, cleaning up Stock Become a top priority

One of the important tasks of the company in the second half of the year is to set up discount stores and factory stores, increase sales of e-commerce, and speed up the handling of inventory products. At the same time, the company will also increase its support for agents, strengthen cooperation with agents, finely train terminal sales personnel, improve terminal retail capabilities of the company, enhance efficiency and enhance sales performance.

China children's Industry Research Center believes that with the full start of the company's channel layout, the gross profit margin will remain under pressure for the next 1-2 years.