Zhejiang Semir Garment Co., Ltd.

By: F. Warren McFarlan, Jie Jiao and Yuren Fang

Format:Print
| Language:English

Abstract

With the rapid growth of China's economy and China's increasing integration into the global economy in the past two decades, China's leisure clothing and garment enterprises achieved a rapid rise and became an important competitive force confronting the foreign brands in the Chinese market. Zhejiang Semir Garment Co., Ltd. (hereinafter referred to as "Semir Group") was founded in 1996 and currently owns two brands ("Semir", targeted at 16-25 year olds, providing affordable casual clothing featuring "fashion and vitality"; Balabala, providing children's clothing, targeted at 3-12 year-old children in better-off families). Both brands occupy a leading position in the Chinese market. However, with the intensified market competition and changes of cost elements and new sales channels, Semir Group faces new challenges.