I don’t want to be a small shop on the street.
Senma may not be your favorite horse.
On the morning of the 10th, Senma “Baiyu Rongji” theme flash shop was unveiled at the New Zhongguan Shopping Center. The live display was “feeling” and there were two different interactive functional areas. “The area restores the rainy and humid natural scenes in the south,” the North Wind “experienced house simulates the biting cold wind in the north.
The focus of the event was to invite Bai Yu as the “store manager” to attend the opening ceremony and launch the “Bai Yu Rong Ji” series down jackets, aiming to provide consumers with new products that have both warmth and fashion texture.
From the new series name, we can see the “participation” of the spokesperson Bai Yu. The activity process is mainly around Baiyu and new products. Senma also deliberately launched a collection of praises to receive Baiyu postcards in the flash shop, and the lottery won the “Senma × Baiyu” custom gift box and other activities, showing that the brand value fans.
In the Internet+ era, the value of a fan created by a high-quality spokesperson is huge. Senma is clearly well-informed, and reshaping the brand has become a major focus of the transformation and development of Senma in the past two years.
Senma “Bai Yu Rong Ji” flash shop display Image source: official Weibo
Four years of grinding a sword: five new plans
From the popularity of Nicholas Tse in the streets, “wearing Semir on Semir”, when the Korean Wave prevailed, invited Superjunior-M, Lee Min Ho, Kim Yu-soo and other South Korean Ouba, to the current hot traffic stars Yang Yang and Bai Yu. In the 20 years of brand growth, Senma’s spokesperson has been keeping up with the hotspots, and the brand itself has undergone changes in many aspects.
Senma, founded in 2002, has always been a childhood memory. When I was a child, I was able to wear a Senma jacket and I was already at the forefront of fashion. At that time, it was also the period of rapid expansion of the domestic casual wear market. Metersbonwe and Senma both seized the opportunity and became a smash hit.
But with the international fast fashion brands such as ZARA, GAP and Uniqlo entering China, the casual wear market is becoming saturated and competition is intensifying.
Senma is under pressure to enter the children’s wear market buffer. In 2012, it began to build e-commerce channels. In 2016, it officially entered the domestic retail billion-dollar club. Now online revenue can account for 1/3 of the Senma Group. This is the first time that Senma has spent 14 years of growth and has become the industry leader. The key word is children’s wear.
But with the change of consumers’ concept, Senma’s casual wear business has suffered a certain stalemate. The business growth is mainly from its children’s wear brand “BalaBala”. Since 17 years, the group has been active in the main fashion industry of Senma. Upgrade, hope to usher in secondary growth.
Senma opened the channel transformation and upgrade in 2017, and vigorously developed offline franchisees. In 18 years, it launched five new plans: starting from the image of the terminal, continuing in the product line, new speed, marketing activities, channels, etc. change.
The new image is the starting point and the top priority. The green and white signs that remain in memory disappeared, replaced by black and white simple letters and the concept of “quality in everyday life”. Brand positioning is no longer competitive at low prices, but also hopes to win through cost-effectiveness.
The flagship store in Semir is designed according to the different types of occasions. At the same time, it emphasizes the scene design style. Take the Shenzhen Dongmen flagship store as an example, directly placing the most frequently encountered train heads in the shops. At the doorstep, the two-tier flagship store combines beauty brands to create a fashion zone. The net red milk tea brand forms a rest area to extend customer stay time. The flagship store of Hangzhou Gonglian has created a situational shopping space with its excellent geographical position on the West Lake. It is known as a window to view the West Lake. Several major seed flagship stores have attracted all kinds of KOL to come to check in.
Senma Hangzhou Federation of Flagship Stores Image Source: Official Public Number
Qingma Group Chairman Qiu Guanghe once said that Senma’s logic in the street shop is bottom-up. Today, the stores in the shopping center are top-down, and it is necessary to make a benchmark store to bring out the brand’s overall outbreak. As of the first half of 2019, the number of stores under the Senma line reached 9,404, covering 298 shopping centers in 142 cities across the country. In the design of the stores, they are moving closer to customers’ preferences, forming a young and fashionable collection store model.
Hundreds of gimmicks, can you go further?
Senma has not stopped to go out to sea while expanding in the country. After opening an overseas store in Saudi Arabia, Senma joined forces with renowned designer CJ.Yao to board New York Fashion Week and released the SMART YOUTH New Youth Series at Milan Fashion Week in September this year.
Senma boarded Milan Fashion Week Image Source: Official Public Number
The fashion week merchandise can be purchased immediately after the catwalk show. Through the official microblogging synchronization fashion KOL show show, Senma wants to use its own “young” + “global” brand image to impress the customer base. The fire of “China Li Ning” brought inspiration to the brand to integrate Chinese elements into the trend, and Senma also recently released the “Plum Blossom” series.
The new image of “Quality in Everyday” has been built, but in many 90s, Senma may also mean “earth tide”, and casual wear has not yet gained a large growth momentum. According to the third-quarter earnings report released at the end of October, the online growth of Senma casual wear was 15-20%, and the offline income fell by about 10%, showing a low single-digit growth overall. The seed stores laid in first-tier cities have led to a significant increase in the sales expense ratio, and the increase in the company’s shipping frequency has also had a certain impact on the financial report data.
People are also in a dire situation. The 2019 annual report released by Smith Barney predicts that the loss will reach 500 million to 100 million this year. Asos, Forever21 and other international fast fashion brands have also withdrawn from the Chinese market. The domestic leisure apparel market is increasingly competitive, and the strategy of local brand selection should be more cautious. .
The second growth of the brand has never been an easy task.
The title maps are all from official Weibo.