With the quick growth of China's economy and China's more and more integration into the global economy in the past two decades, China's leisure clothes and garment enterprises achieved a high-speed rise and developed into an imperative competitive force tackling the foreign brands in the Chinese marketplace. Zhejiang Semir Garment Co., Ltd. (hereinafter referred to as "Semir Group") was founded in 1996 and currently possesses two brands ("Semir", targeted at 16-25 year olds, providing affordable casual clothing featuring "trend and energy"; Balabala, providing children's clothing, targeted at 3-12 year old kids in better-off families). Both brands occupy a top status in the Chinese marketplace. However, with the intensified market competition and shifts of new sales channels and price components, new challenges are faced by Semir Group.
Zhejiang Semir Garment Co., Ltd. Harvard Case Solution & Analysis
PUBLICATION DATE: October 30, 2012 PRODUCT #: TU0039-HCB-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
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