Group 1: Company Overview - Zhejiang Semir Garment Co., Ltd. is listed under stock code 002563 and is known as Semir Clothing [1] - The company is located at 2689 Lianhua South Road, Minhang District, Shanghai [2] Group 2: Investor Relations Activity - The investor relations activity took place on July 21, 2014, from 14:00 to 16:00 at Shangjia Center, Shanghai [2][5] - The meeting involved discussions between analysts and company executives regarding external investment activities [2][5] Group 3: Acquisition Details - Semir Clothing acquired a 70% stake in Yuhan (Shanghai) Information Technology Co., Ltd. from Ruizhi Group on July 17, 2014 [6] - Yuhan Shanghai operates the "Genius Baby" and "Little Earth" brands, focusing on early childhood education [7] Group 4: Business Model and Financials - "Genius Baby" operates primarily on a franchise model, charging an initial franchise fee of 80,000 RMB per classroom for a five-year term, plus management fees based on revenue [7][10] - "Little Earth" operates on a direct sales model, generating revenue mainly from cash income from its own stores [7] Group 5: Future Development Plans - Yuhan Shanghai plans to expand its existing brands and develop online education models, leveraging Semir's resources [9][12] - The company aims to integrate education with other sectors such as animation, film, and games to enhance family consumption [9][12] Group 6: Market Position and Competition - "Genius Baby" is recognized as the first early education institution in China certified by ISO9001 [7] - The company claims to have no direct competitors in the comprehensive quality education sector for children [11] Group 7: Operational Insights - The average cost to open a new franchise location is estimated between 1.5 to 2 million RMB, including various fees and setup costs [10] - Each center typically employs two teachers for every 16 students, with an average class size of 8 to 16 [10] Group 8: Customer Base and Marketing - Potential customer groups include participants in online marketing and parents involved in offline activities [11] - The company plans to utilize Semir's extensive offline store network and VIP membership resources for brand promotion [12]

Group 1: Industry Trends - The clothing industry is experiencing a trend towards concentration, with smaller companies gradually exiting the market, leading to a focus on a few leading enterprises [6] - Current clothing consumption in China is growing at an annual rate of 15%-20%, with future growth expected to remain above 15% [6] Group 2: Company Performance - Over the past two years, Semir has focused on inventory reduction, closing unprofitable stores, product enhancement, and supply chain improvements, resulting in effective cost management [6] - In 2014, Semir's brand is in a phase of performance recovery and growth [6] Group 3: Inventory and Supply Chain Management - The company's inventory is currently in a healthy state, primarily consisting of new products that are actively selling [6] - Semir is enhancing supply chain management by reducing the number of suppliers by half and shifting from a loose to a centralized supply chain, aiming to improve order control and reduce procurement costs [6] Group 4: Brand Development Strategy - The focus for Semir's brand will shift towards enhancing brand image and expanding into third- and fourth-tier cities, directing resources to these areas [6] - The company aims to develop into a leading casual wear brand with international competitiveness through product research, supply chain improvements, and enhanced management [6] Group 5: E-commerce Strategy - Semir is pursuing a dual approach for its e-commerce business, promoting the O2O model for its brands and launching new internet brands like "Ge Lai Mai" to directly reach consumers [7] - The company plans to offer differentiated products online for both Semir and Balabala brands [7] Group 6: Children's Services and Future Opportunities - There are significant future development opportunities in the children's services sector, with plans to invest in related industries such as animation, film, education, and internet services [8] - The goal is to transform the company from a children's product provider to a comprehensive service platform integrating products, education, and cultural dissemination [8]

浙江森马服饰股份有限公司 Zhejiang Semir Garment Co., Ltd 证券代码：002563 证券简称：森马服饰 浙江森马服饰股份有限公司投资者关系活动记录表 编号：2014-011 | --- | --- | --- | --- | --- | |-----------------------------|----------------------------------|-------------|-------|-------| | | | | | | | | □特定对象调研 √分析师会议 | | | | | 投资者关系活动 | □媒体采访 □业绩说明会 | | | | | 类别 | □新闻发布会 | □路演活动 | | | | | □现场参观 | □一对一沟通 | | | | | □其他 （ ） | | | | | 参与单位名称及 | 见附件 | | | | | 人员姓名 | | | | | | 时间 | 14:00-15:00 | | | | | 地点 | 上海闵行区莲花南路 | 2689 号 | | | | 上市公司接待人 员姓名 | 郑洪伟（副总裁、董事会秘书） | | | ...

Group 1: Company Overview and Activities - Zhejiang Semir Garment Co., Ltd. is involved in investor relations activities, including analyst meetings and strategic discussions [2][4] - The meeting took place on July 23, 2014, in Shanghai, with participation from various investment firms [5][6] Group 2: Acquisition and Strategic Goals - Semir acquired a 70% stake in Yuhan Shanghai to expand into the children's industry, which has significant growth potential [6] - The company aims to transition from a children's clothing provider to a comprehensive service provider in the children's industry [6] - The acquisition is expected to leverage Semir's capital strength and existing resources to enhance Yuhan Shanghai's growth [6][9] Group 3: Business Model and Financial Performance - "Tian Cai Bao Bei" operates primarily on a franchise model, charging an initial franchise fee of 80,000 RMB per classroom for five years, plus ongoing management fees [7] - "Xiao Xiao Di Qiu" operates on a direct sales model, generating revenue from cash sales at its stores [7] - Yuhan Shanghai has shown consistent growth in revenue and expansion prior to Semir's acquisition [9] Group 4: Future Development Plans - Semir plans to utilize its extensive franchise network and VIP membership resources to promote Yuhan Shanghai's brands [6][9] - The company will focus on expanding its offline store presence and enhancing course offerings for its brands [9] - Future strategies include integrating online and offline sales channels and developing new internet-based brands [11][12][14] Group 5: Supply Chain and E-commerce Strategy - Semir is reducing its supplier base by half to streamline its supply chain and improve efficiency [11] - The company is committed to developing an O2O (Online to Offline) business model, ensuring product consistency across online and offline platforms [12][14]

Financial Performance - The company's revenue for the first half of the year increased by 14.93% year-on-year [5] - Net profit attributable to shareholders grew by 22.94% year-on-year [5] - The Balabala brand, as the leading children's clothing brand, saw a revenue increase of 21.57% compared to the same period last year [5] - The Semir casual wear business also experienced a revenue growth of 10.3% year-on-year [5] Market Trends - The market for casual wear and children's clothing is currently experiencing growth, with a clear trend towards concentration among leading brands [5] - Smaller brands are gradually exiting the market, leading to a concentration of market share among a few leading enterprises [5] - The company is positioned to benefit from this market concentration trend, enhancing its competitive edge [6] Strategic Developments - The establishment of the Makale company aims to attract and retain key personnel for long-term development, with the company holding 63% of its shares [5] - The Makale brand will focus on products for young children and will adopt a combination of online and offline sales strategies [6] - The company is expanding its mid-to-high-end business through partnerships with international brands [8] Future Outlook - The Chinese clothing industry is expected to continue growing, with a shift towards a more competitive market since 2010 [6] - The company anticipates that its brands will benefit from the ongoing market concentration and will leverage existing advantages to expand market share [6] - The Balabala brand is expected to further increase its market share and competitive pressure on smaller brands [6]

Group 1: Company Overview and Market Position - Zhejiang Semir Garment Co., Ltd is a leading brand in the Chinese apparel industry, focusing on casual wear and experiencing a transformation towards growth [1][6] - The Chinese apparel market has shifted from demand-driven to a fully competitive market since 2010, characterized by increased competition, diverse channels, and rising costs [6][7] - The future of the apparel industry in China is expected to see a concentration of market share among a few leading companies, with smaller firms gradually exiting the market [7] Group 2: Business Performance and E-commerce - The company's e-commerce sales grew approximately 100% year-on-year in the first half of the year, indicating strong online performance [7] - Semir and Balabala brands rank among the top sellers on various e-commerce platforms, showcasing their competitive edge in the online market [7] Group 3: Brand Development and Marketing - The company has been enhancing its brand image through continuous marketing efforts, including hiring popular celebrities for endorsements and engaging in fan interactions [9] - The latest store design has evolved to the tenth generation, improving customer experience and brand perception [9] Group 4: Store Management and Expansion - A significant portion of the company's stores are under 200 square meters, indicating potential for upgrades and expansion into larger shopping centers [8] - The company has implemented a unified management approach for its stores, focusing on training staff and improving inventory management [9] Group 5: Supply Chain and Product Strategy - Since 2012, the company has improved its supply chain by integrating international management practices and collaborating with top suppliers, resulting in enhanced product quality and delivery times [9] - The company maintains a focus on product pricing strategy, ensuring competitive pricing without significant changes to pricing ratios [9] Group 6: New Initiatives and Partnerships - The company has established a new entity, Shanghai Makale Children's Apparel Co., Ltd, to focus on the Mini Balabala brand, with a partnership model to attract and retain key personnel [10] - The company has completed necessary approvals for a joint venture with Korean ISE Company, aiming to expand its cross-border e-commerce capabilities [10]

Group 1: Company Overview - Zhejiang Semir Garment Co., Ltd is positioned in the growing Chinese apparel industry, which is experiencing double-digit annual growth [3] - The company operates under the Semir and Balabala brands, with Balabala being the leading children's clothing brand in China [3][5] Group 2: Market Dynamics - The Chinese apparel market has shifted from demand-driven to a fully competitive market since 2010, characterized by increased competition, rising costs, and a diverse channel landscape [3] - The market is seeing a concentration of major brands, with smaller brands gradually exiting, providing growth opportunities for leading companies like Semir [5] Group 3: Business Strategy and Performance - Semir has successfully navigated challenges by implementing strategic changes, including inventory management, store closures, and enhanced product development, leading to a recovery in growth [5] - The company has increased its e-commerce capabilities, with online sales growing at a doubling rate annually [5] Group 4: Financial Insights - The company's profit growth has outpaced revenue growth due to lower increases in sales and management expenses compared to revenue [6] - The direct sales model has a relatively low proportion in total sales, contributing to better cost management [6] Group 5: Competitive Landscape - International brands dominate the first-tier market, while local brands are expected to gain more market share in lower-tier cities as smaller enterprises exit [7] - Collaboration with ISE Company aims to enhance cross-border e-commerce capabilities, leveraging platforms like WIZWID and WConcept [7]