With the rapid growth of the Chinese economy and the integration of more and more of China in the world economy in the past two decades, casual clothing and Chinese companies have achieved rapid growth and become a major competitive force against foreign brands the Chinese market. Zhejiang Semir Garment Co., Ltd. (hereinafter “Semir Group”) was founded in 1996 and currently has two brands (“Semir” aimed at 16-25 year olds, providing affordable sportswear with “mode and vitality “; Balabala, provide clothing for children, for children 3-12 years old from wealthy families). Both brands occupy a leading position in the Chinese market. However, competition and changes in the cost components and new sales channels increased market Semir Group faces new challenges.
by
F. Warren McFarlan,
Jie Jiao,
Fang Yuren
Source: University of Tsinghua
27 pages.
Release Date: October 30, 2012. Prod #: TU0039-PDF-ENG
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