Strategic Case Analysis of Semir Group
Semir International Group (Hongkong) Co., Ltd.was founded in 1996, is a virtual management features, with a series of leisure apparel as the leading industry of non regional group.Sen Maben first tree management brand to seize the market, create brand development, pay attention to product quality and enhance the corporate image promotion, highlight the cultural connotations of leisure, favored by consumers.Semir casual wear T-shirts, sweaters, jackets, including jeans, pants, skirts, casual clothes, washing sportswear and other nineteen series, nearly 1000 kinds of styles, fashion guide, show the vigor of youth.At the same time, Semir also increased the brand management of the chips, the implementation of brand extension,the creation of Balabala brand, Semir with your life business philosophy, to improve the core competitiveness of enterprises, so the chain outlets all over the motherland on both sides of the Changjiang River amounted to more than 700,forming a complete market network pattern.The goal of the next 3-10 years is to build a multi brand, multi-channel integrated apparel group.The clothing industry has not a iron law of the law: for brands, from high to low, from low to high.The low-end product brand positioning of Semir seems to want to break this iron law, are efforts to increase the layout in the high-end market.
Enterprise environment Enterprise strategy SWOT analysis Trends and Suggestions
ZongPing He
Shanghai University of Engineering Science, Longyuan Road, Shanghai, Songjiang, 201620, China
国际会议
2017上海纺织服装创意创新研究生学术论坛暨第十一届纺织服装创新国际论坛
上海
英文
98-103
2017-07-01（万方平台首次上网日期，不代表论文的发表时间）