Semir Casual Wear: Wenzhou Top 100 Won Less Than 23 Acres Of Land.

Two thousand and ten

As a traditional clothing enterprise, "

Walking into Semir headquarters garden, there is only one 15 story high building and two auxiliary buildings. They are responsible for intelligent management, logistics distribution and some employees' living accommodation.

Without a production line intensive Park, it is a multi-function industrial park integrating brand management, information service and product development.

Qiu Guang and Semir said that Semir implemented the "short board" outsourcing, "long board" long business model, implemented production and sales "two out of doors", and as "smile curve" at the two ends of product development and brand marketing, remained at the headquarters.

Due to the development mode innovation, Semir has been listed as a "marketing innovation" of Zhejiang Province by Zhejiang province.

Compared with traditional manufacturing enterprises such as shoemaking, lighters and electrical appliances, Semir's innovations lie in: first, implement the production outsourcing strategy of "borrow chicken and egg", hand over production to more than 200 processing enterprises distributed in the Pearl River Delta and Yangtze River Delta, save more than 200 million yuan of production base investment and equipment acquisition expenses; two, develop 5780 stores through franchise chain operation through the outsourcing strategy of "net fishing" in Wenzhou.

After giving the middle production parts to others, Semir concentrated on capital and energy into product design and brand management on the 22.9 hectares of Wenzhou headquarters garden.

In the park of the traditional manufacturing enterprise, there is a unique landscape that is refreshing: there is no production business, no blue collar workers, and there are over 1000 white-collar workers and "golden collar" who are engaged in R & D and management.

The industrial chain has been "pulled up" to allow traditional industries to "climb", and Semir has been developing in an intensive and efficient way.

In the last year, with a total sales volume of 7 billion 851 million yuan, the sales volume of Semir increased by 40.2% from 1 to July this year, up to 6 billion 20 million yuan.