Case Analysis: How Does Semir Step Into The "Three Mountains" Of Cross-Border Electricity Providers?

Limited by the "bottleneck period" of children's clothing and casual wear entering the domestic market, many giant clothing enterprises have begun to join cross-border businesses to lay a business path for expanding international markets.

Semir group is a member of this spanformation brand, and has successively avoided the erroneous and erroneous sea going erroneous zone, and promoted cross-border e-commerce online retail to become a new growth point.

To use the engine of strategic spanformation, Semir joined B2C with digestion inventory as its precursor.

When it comes to the strategic output of Semir in cross-border business, Shao Feichun, general manager of Semir's electricity supplier, said: "the electricity supplier is an engine to promote the strategic spanformation of Semir group, and it hopes to spanform Semir group from the traditional clothing group to a modern, Internet based enterprise." Up to now, Semir electric business has occupied about 1/3 of the whole group's business scale, and is still continuing to practice cross-border business layout. It is reported that the first stage is more of a test process. Although Semir has accumulated experience in supply chain and operation in China, but overseas, influenced by overseas consumer culture, body shape and commodity preferences, it is necessary to gradually adapt to the process of cross border differentiation through trial water. In the second stage, Semir electricity providers will set up relatively clear targets, such as the selection of national market, the focus of consumer groups, and differentiated operation, so as to better cut into the overseas local market.

"Semir group is not only Semir brand, at present, we have nearly 20 brands, basically covering the target users of all ages. When we first joined Alibaba in global sales, frankly speaking, we used to regard it as an online channel to digest inventory, and subsequent cooperation brought us unexpected gains. Cross border e-commerce online retail is not only a channel for enterprises to digest inventory, but can even spanfer good products with good quality, high quality and cost-effective to the global consumers through platform and operation, and expand our user groups from Chinese consumers to global consumers, because our goal is to become a global fashion brand. Shao Feichun said.

Cross border "three big mountains", business orders volume rise show

It is not hard to find that many Chinese brands that have been burning through the streets and lanes of China have become a sporadic spot of large numbers of sea going brands. Unlike the brand that failed to win, Semir crossed the "three mountains" and finally selected the cross-border market.

Success can never be achieved overnight. In fact, in the early stage of Semir's attempt to enter the overseas market, it still encountered many problems. Shao Feichun recalled that the first big problem was the electricity market infrastructure construction of target market countries: overseas payment, cross-border logistics, Internet penetration and so on. Many overseas buyers still depended on the form of payment such as cash on delivery. For bulk clothing, excessive logistics costs would also exert heavy pressure on operating costs. The second challenge was cross boundary differences: the conflict between existing products and overseas consumers' cultural elements, color sizes and purchase preferences. For example, in the Middle East market, many domestic markets generally believe that a normal color or pattern can cause differences in the Middle East because of different cultural aspirations of Muslims. However, it also provides a learning process for our team. It is no longer a remote command of the Chinese team, but begins to expand the operation team, and join the operators in different regions and countries such as the Middle East, Korea and Japan to form an international operation team. The third adjustment is in the company Management: when it is sold domestically, the management and information interaction between all the Chinese teams of Semir is more convenient, and the cross-border electricity supplier means that this team cooperation has become a spannational management, and has put forward higher requirements for the management team.

After overcoming the difficulties of the electricity supplier environment, market cultural differences and team operation management, Semir, which was able to enter the foreign market, made the first use of its brand Giordano joint speed sell in 2018. It tried to provide Dubai consumers with the new retail experience of "fast selling online ordering and local line store buying". Buyers bought their own "11 11" special T-shirts in only 2 hours, and the level of cross-border logistics services improved. In the same year, the turnover of Semir's children's clothing brand Balabala was faster than that of last year, and its growth rate was much higher than that of the same type stores. The sales of cross-border electricity suppliers in Russia, Israel, Saudi Arabia, the United States and France began to enter a remarkable growth Era.

It is understood that in the future, Semir will also speed up the sale of electricity, making use of overseas market traffic dividends to open a new international journey. "Semir electric business in the future layout in different regions, mainly divided into two categories. First, we may take the Southeast Asian market as the main reason. Because it belongs to the Asian region, the shape and clothing format of consumers in Southeast Asia will be closer to China, and a large number of Chinese groups are also a breakthrough. Second, we will try to contact the traditional BRIC countries such as Brazil, Russia, India and South Africa. In response to the call of the national policy, we will help the emerging market with the help of national policies. Shao Feichun concluded.

It is not always the "Matthew effect" of the strong Yu Qiang and the weaker weaker that the brand goes to sea. In this knockout game with brand and quality, it can really settle down and adapt to the spanformation and thriving of this environment. It will probably be the winner of the strategic planning and layout vision of Semir electric business. Cross border electricity supplier's future brand is immeasurable.