Morima Mikuni Disclosed The First Quarter Earnings, Embracing Semir After Tmall Faster.

Recently, apparel brands Semir and Metersbonwe have disclosed their first quarter earnings in 2019.

Earnings showed that Semir's first quarter revenue was 4 billion 118 million yuan, an increase of 63.9% over the same period, and its net profit attributable to shareholders of listed companies was 347 million yuan, an increase of 11.06% over the same period last year.

Metersbonwe's first quarter revenue was 1 billion 727 million yuan, down 20.68% from the same period last year.

This clothing brand, which was founded in Wenzhou and went all over the country, runs through most of the youth's memories after 1980s and after 90, and is often compared to the same quadrant.

But in recent years, under the impact of foreign fast fashion brands such as H&M and ZARA, clothing brands represented by Semir and Metersbonwe have suffered such problems as brand aging, customer turnover and shrinking sales channels.

From the latest earnings report, Semir is clearly returning to its youth faster.

In fact, the 2018 annual report has shown the rapid growth of Semir. The annual report shows that Semir achieved 15 billion 719 million yuan in revenue in 2018, an increase of 30.71% over the same period last year.

At one time, the rival Metersbonwe, Semir, why can it take the lead in changing roads and overtaking cars? Now, according to Semir, the growth of revenue depends on the steady increase of casual wear and children's wear, and the rapid growth of e-commerce channels.

Data show that through the deep cooperation with Tmall data bank and sea going, in the first quarter of this year, Semir's 18-24 year old consumer group had a total sales of 115 million yuan, up 23.1% over the same period last year.

The days of Semir are not always clear and clear.

Since 2013, casual wear has been impacted by online shopping and foreign brands, and the sales situation is not good. Semir began to close down inefficient stores on a large scale, closing nearly 400 stores in the same year, and its revenues continued to decline.

The change comes after embracing Tmall.

After entering Tmall flagship store in 2010, Semir began to exert its strength on the online market.

In 7 years, the scale of Semir's e-commerce has soared.

In 2017, Semir apparel online revenue exceeded 5 billion yuan, an increase of more than 50% over the previous year.

In 2018, Semir joined Tmall's 1 billion 100 million yuan club.

On Tmall, regardless of traffic or sales volume, Semir is the top of the latecomers.

Behind the sustained growth is Semir's efforts to become younger.

Through the Tmall big data to see the young people's preferences, cooperate with the independent designer to design new products, walk to New York fashion week, we found that Semir has changed.

Net red live is also indispensable. Last year, "double 11" the day, Semir official flagship store through live broadcast guidance order amount more than 2 million 200 thousand yuan.

Through Tmall, Semir also went overseas.

In 2016, Semir settled in lazada, an e-commerce platform in Southeast Asia.

Since its opening in the second half of 2017, Tmall's overseas flagship store has also made a breakthrough in its performance, with sales reaching 400 thousand yuan this month.

Compared with former rivals, public reports show that Metersbonwe has focused on building its own e-commerce platform in 2010, and then launched a clothing matching platform supporting "one price" purchase, such as "fan APP".

Today, the competition between them is still fierce.

In September last year, Shanghai Metersbonwe counters and Tmall mobile phones, consumers can directly purchase orders to stores, Metersbonwe in the integration of regional inventory, find the nearest stores, hummingbirds run errands directly sent to the order within one hour to send to consumers.

In April of this year, Semir also opened up online and offline payment and traffic interfaces with Tmall, and set up a smile assessment machine in the flagship store of Zhongshan Park.

At the time of the arrival of Tmall 618, people in the industry have analyzed that the two opponents who stand on the same track will probably lead the new fashion brand in China.