一家国民服饰品牌的新出海故事｜出海踏浪者

Core Insights - Semir has opened its first store in Malaysia at 1 UTAMA Shopping Centre in December 2024, followed by a second store in Sunway Pyramid Mall and the first overseas store for its children's brand Balabala in Pavilion Kuala Lumpur [1][3] Group 1: International Expansion Strategy - The opening of three stores marks a small step in Semir's nearly decade-long overseas market expansion, reflecting the trend of domestic apparel brands going global [3][4] - Semir aims to leverage its domestic supply chain and industry understanding to explore new growth paths in overseas markets, focusing on Southeast Asia, the Middle East, and breaking into Europe and the U.S. [3][4] - As of the end of 2024, Semir and Balabala have entered 15 countries and regions, with over 100 stores outside mainland China, including 30 new stores opened in 2024 [4] Group 2: Focus on Southeast Asia and the Middle East - Southeast Asia is a primary target for Chinese apparel brands due to cultural similarities, making it easier for products to penetrate the market [5] - Semir has successfully established itself in Vietnam, with Balabala operating 9 stores and plans to upgrade its management structure in the region for better market penetration [5] - The Middle East is also a key market for Semir, with a focus on partnerships with local agents to tap into the high demand for children's products [6] Group 3: Multi-Channel Strategy - Semir employs a dual-channel strategy of direct sales and partnerships with agents to optimize market entry and resource acquisition [7][8] - The company has achieved significant online growth, covering over 130 countries with online revenue increasing by over 80% year-on-year [7] - Physical stores are essential for building brand recognition and consumer relationships, with a focus on high-end positioning in Southeast Asia [8] Group 4: Adapting to Local Markets - Semir emphasizes the importance of understanding local market trends and consumer preferences to tailor its offerings [10][11] - The company has established a dedicated team for market research and product planning to ensure alignment with local cultural nuances [10][11] - In the Middle East, Semir adapts its marketing strategies to align with local customs and traditions, such as creating special product lines for Ramadan [11][13] Group 5: Long-term Goals - Semir aims for global brand recognition and market scale, aspiring to transition from a domestic brand to a global player in the fashion industry [14]