Due to the rapid economic growth in China and more integration of China into the world economy in the last two decades, leisure clothing in China and clothing enterprises achieved a rapid growth and has become an important competitive force confronting with foreign brands in the Chinese market. Zhejiang Semir Garment Co., Ltd. (hereinafter referred to as "Semir Group") was founded in 1996 and currently owns two brands ("Semir", aimed at 16-25 year olds, providing affordable casual wear with the "fashion and vitality", Balabala, providing children's clothing, targeting 3-12 years children in more affluent families). Both brands are leaders in the Chinese market. However, with increasing competition in the market and changes in the cost elements and new sales channels, Semir Group faces new challenges . "Hide
by F. Warren McFarlan, Jie Jiao, Yuren Fang Source: Tsinghua University 27 pages. Publication Date: October 30, 2012. Prod. #: TU0039-PDF-ENG
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