Economic reporter for the 21st century
“whatever you wear,” a well-known national brand of “simma”, with this ad, is no longer the same single recreational brand as in the past。
On the evening of 28 august, samma’s clothing (002563. Sz) handed over a double 2024 mid-year report, with a 7. 11 per cent to $5,955 million increase in revenue over the same period and a 7. 14 to $553 million increase in net profits from mother to mother. In addition, the firm's non-net profit performance was more visible, increasing by between $12. 69 per cent and $541 million over the same period。
The company mainly holds two brands, “simma” for mass leisure and “balabara” for children。
In the first half of 2024, children's clothing, including the child's brand of “barabara”, was the most profitable, contributing a total of $4,070 billion, an increase of 6. 43 per cent, or nearly 70 per cent, over the same period; in addition, leisure clothing contributed a total of $1,814 million, an increase of 7. 66 per cent, or about 30 per cent, over the same period。
In fact, in addition to “balabara”, sama’s costumes are also intended to be added to other child-dressing businesses: not only is it accelerating the expansion of authorized brands such as the arthurs kids and puma kids, but it is also setting up their own brands such as mini-bala, senma children, and makala, as well as working with their parents’ outdoor sports children’s brands such as vivid-box。
Can the successful experience of “balabara”, which has secured the highest share of the domestic child dress market, be further replicated
Children's suits make the most money
In the first half of 2024, samma's clothing earned $5,955 million in net return to the mother's profit of $553 million, although not at its peak of $8,219 million in mid-2019, performance has improved compared to the 2022 and mid-2023s (5,641 million and 5. 560 billion respectively respectively)。
In the first half of 2024, children's clothing, represented by the brand “barabara” in child clothes, contributed a total of $4,070 million, representing an increase of 6. 43 per cent, or nearly 70 per cent, over the same period; in addition, the contribution of leisure clothing amounted to $1. 814 billion, representing an increase of 7. 66 per cent, or about 30 per cent, over the same period。
According to another indicator, in the first half of 2024, the māori rate for children's clothing reached 49. 55 per cent, an increase of 3. 12 per cent over the same period. Companies also mentioned that “the overall māori rate for the barabara brand has increased further with the rise in the number of online sales discounts compared to the proportion of global products”; in comparison, the māori rate for leisure clothing was only 38. 57 per cent, a decrease of 2. 07 per cent over the same period。
For the two main brands, the simama costumes have adopted completely different strategies。
As early as 2023, the samma brand was upgraded to change the target client group from “new youth after 95” to “chinese mass families” to provide adult clothing, child clothes and home-based products for the family scene。
The company further mentioned, in its 2024 semi-annual newspaper, the upgrading of the samma brand by re-orienting brand positioning, product positioning and development models, which cover adult clothing, children, footwear and lingerie accessories, providing a whole-of-the-scene shopping experience for families。
In the case of “balabara”, the company focused on the marketing of priority items, such as the t-shirts in the first half of 2024, which continued to be designed on the basis of the 2023 otman joint series, with the introduction of a new triguilla. In addition, in the first half of 2024, “balabara” sales of sunproof items broke by billions。
It is worth mentioning that in the first half of 2024, “balabara” opened seven shops in viet nam and was incorporated into the southeast asia electrician platform shopee。
In addition to the continuing expansion of the pre-emptive advantage of “barabara”, in the context of the children's dress layout, the expansion of the children's movement's track was accelerated with the acquisition of the branding of the arthur kids and puma kids in 2021 and 2023, respectively。
According to the biannual 2024 newspaper, samma has been granted exclusive authorization in china for the children of the children of assers (asics kids) until 31 december 2026, and in mainland china for puma kids until 31 december 2027。
By the first half of 2024, 70 shops had been broken down under the asics kids line and more than 20 under the puma kids line。
In addition to the authorized brands, the simama dress is also programmed in the area of child clothing through its own brands (small bara, senma children, makala, etc.) and cooperative brands (personal sports kids, vivid-box, etc.)。
However, the company did not disclose in detail the breakdown of the above-mentioned brand, and could the successful experience of “barabara” be further replicated。
On the line, out into the sea
From the end of the channel, the continuous addition line became one of the key words for the development of the simama。
“as lifestyles change and the internet develop, shopping centres with combined consumption experience are becoming an important channel for offline retailing, and the share of online retailing and consumption is rising. Direct broadcasters are becoming important new tracks, and the integrated offline retail business model is an inevitable choice for garment businesses.” simma’s clothing, in its 2024 semi-annual newspaper, talks about industry developments。
In the first half of 2024, income from online sales of senma clothing was 2,695 million yuan, an increase of 3. 36 per cent over the same period. Although the level of revenue is not as high as the total income from sub-line sales was 3,190 million yuan ($703 million for a direct battalion, 2. 401 million for a union and 0. 86 million for a consortium), the share of income is already significant。
Prior to 2021 and 2023, revenues from online sales were $6,458 million, $6,454 million and $6,228 million, respectively, representing 41. 88 per cent, 48. 42 per cent and 45. 59 per cent。
Another indicator indicates that the gross domestic product (māori) ratio of companies selling online in the first half of 2024 was 47. 38 per cent, an increase of 5. 70 per cent over the same period, while the gross domestic product (māori) ratio for direct, affiliated and joint channels decreased over the same period。
In addition, sailing is one of the key words for corporate development。
As early as april 2023, the ministry of overseas careers was set up to form organizations and teams to operate online and offline to overseas markets。
In its 2024 semi-annual newspaper, the company further mentioned that, as of the reporting period, 8140 lower-line shops had been established, both nationally and overseas, of which 839 were direct battalions, 7185 were affiliated and 116 were affiliated。
