| Since 2012,Chinese leisure garment industry comes into a continuous downturn,the operating situation of many apparel enterprises are not optimistic.In contrast,with the development of economic globalization,many foreign fast fashion brands constantly open new shops in China,seriously crowding out the market share of Chinese clothing brands.In this situation,many traditional clothing enterprises began to seek transformation.How to integrate the existing resources and combine the characteristics and advantages of the Internet has become a strategic subject to be studied in the supply chain and sales channels.From 2013 ago,Semir began to explore the transformation of traditional garment enterprises,as a well-known enterprise in Chinese garment industry,and as a pioneer in the transformation of garment industry,the research on its transformation can provide valuable reference for the transformation of other traditional garment enterprises.This paper intends to take Semir Costume from a single business strategy based on leisure clothing business to a multi-brand strategy based on children's clothing brand as a specific case,collecting relevant data,using the frame of Balanced Scorecard to analyze and evaluate the performance of Semir Costume in Business Strategy Transformation,exploring the motives of transformation,using the framework of Balanced Scorecard to evaluate the performance of transformation,and then find the successful experience and problems in the transformation of Semir.Finally,some suggestions are put forward for traditional garment enterprises facing the transformation problem,which can be used for reference in the traditional garment enterprises.The result of analysis shows that the performance of Semir in financial level,customer level,internal process level and learning and growth level is good,especially the financial level is still in the industry leading position compared with the industry. |
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