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  • 2012
  • Case

Zhejiang Semir Garment Co., Ltd.

By: F. Warren McFarlan, Jie Jiao and Yuren Fang
  • Format:Print
  • | Language:English
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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.

Keywords

Business Model Innovation; Competitive Strategy; Management Controls; China; China

Citation

McFarlan, F. Warren, Jie Jiao, and Yuren Fang. "Zhejiang Semir Garment Co., Ltd." Tsinghua University Case, 2012.
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About The Author

F. Warren McFarlan

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  • Issues in Non-Profit Governance By: F. Warren McFarlan
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  • HNA Group: Global Excellence with Chinese Characteristics By: William C. Kirby, F. Warren McFarlan and Joycelyn W. Eby
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