Corporate History

Corporate History

  • December 18,1996
    Semir rents an office in Qinfen residential area in Wenzhou.

  • March 1997
    Semir enters the casual wear market with the opening of its first store in Xuzhou, Jiangsu.

  • August 1998
    At a seminar on promoting brand strategy, Semir introduces CIS strategy and sets a goal of becoming a “China Top Brand” and a “Well-known Trademark in China”.

  • November 18,2001
    Semir designates November 18 to December 18 of each year as the Corporate Culture Month.

  • 2002
    Semir creates its own fashion brand for children Balabala in line with its brand extension strategy.

  • 2002
    Xinqiao Semir Industrial Park covering an area of 22.9 acres is completed and put into use.

  • 2003
    Nicholas Tse is announced as Semir Spokesperson, giving a new meaning to its sunny and stylish brand culture as best illustrated by “You are what you wear”.

  • September and October 2006
    Semir wins the titles of “China Top Brand” and “Well-known Trademark in China”, and is ranked among the top 10 competitive brands in China’s apparel industry and the top 100 competitive Chinese large enterprises and groups.

  • December 18,2006
    Themed “Starting a fire of fashion across China”, The 10th Anniversary Celebration Ceremony of Semir is held in Wenzhou, at which Semir committed RMB 20 million for the establishment of the first charity by a private company to give back to society.

  • September 2007
    Balabala becomes one of the first fashion brands for children that win the title of “China Top Brand”.

  • August 18,2008
    Pop star Show Lo and super popular Chinese-Korean idol group SJ-M are announced as Semir Spokespersons to showcase the brand style of “Never the same”.

  • July 21,2009
    Semir and McKinsey form a strategic partnership.

  • March 11,2011
    Zhejiang Semir Garment Co., Ltd. is listed on the SME Board of the Shenzhen Stock Exchange, becoming the most profitable public garment company in China’s capital market.

  • May 1,2011
    The 170-acre Shanghai Semir Industrial Park, located in Minhang District, Shanghai, is put into use.

  • December 18,2011
    The 15th Anniversary Celebration Ceremony of Semir & Inauguration Ceremony of the Shanghai Semir Industrial Park is held in Shanghai.

  • December 2011
    Semir hires South Korean pop star Lee MinHo as its spokesperson.

  • September 2012
    With the introduction and promotion of the Amoeba operating model, Semir launches projects such as Amoeba Mission Supermarket and long-term Amoeba promotion and tender systems.

  • 2012
    Semir establishes an E-commerce company in Hangzhou.

  • September 10,2013
    Semir Garment and South Korean fashion company Sisun International Co., Ltd. sign a joint venture contract o establish a joint venture, Shanghai Shengxia Garment Co., Ltd., which will operate it MICHAA under Sisun.

  • November 25,2013
    Semir Garment becomes the general agent of Marc O’Polo in China after they sign an agent agreement.

  • November 20,2013
    Semir moves its headquarters to Semir Headquarters Park in Ouhai Economic Development Zone in Wenzhou.ct.

  • July 21,2015
    Marcolor, out of the First Semir Venture Partner Contest held in Shanghai, becomes the first venture partner project.

  • October 1,2015
    MENGDUODUO TOWN, Semir’s first creative and experience-oriented town for children, is open for business.

  • May 28,2016
    MICX Wenzhou, jointly developed by Semir Group and a Fortune 500 company China Resources, becomes a new commercial real estate landmark of Wenzhou after its grand opening.

  • September 4, 2016
    Semir unveils volunteer attire for the G20 Hangzhou Summit, which is independently created by Semir and wins China’s top award for industrial design, the Red Star Design Award later the same year.

  • 2016
    After Semir E-commerce launches its collection-based fashion partnership with online celebrities, Ou-yang Nana, Jiangnan BoyNam, LEAF XIA and other online celebrities and designers become partners of the brand.

  • May 2016
    Semir signs an agreement with the popular young star Yang Yang, making him its new spokesperson. After joining hands with the South Korean star Lee MinHo in 2011, Semir has signed with a number of South Korean top idols, such as Kim SooHyun, Lee JongSuk and Kim WooBin.

  • December 16,2016
    The Wenzhou Semir School, for which Semir Group has invested RMB 300 million, is officially completed and donated to the People's Government of Ouhai District pro bono. Semir Chairman Qiu Guanghe is appointed as the school's honorary chairman for life.

  • December 18,2016
    Semir Group holds the 20th Anniversary Celebration Ceremony, themed "Being popular with you", in the Great Hall of the People in Wenzhou. More than 1,400 people from all over China, including Semir employees, agent representatives, supplier representatives, representatives of department stores and shopping centers, leaders of apparel associations, family members of award-winning employees and special guests, gather at the ceremony to witness Semir’s glorious achievements over the past 20 years.

  • February 9,2017
    Balabala, Semir’s fashion brand for children, opens its first store at the Al Othaim Mall in Riyadh, the capital of Saudi Arabia. Currently, there are over 20 Balabala stores in the Belt and Road countries.

  • December 18,2017
    Semir University is established at the 21st Anniversary Celebration Ceremony, marking the beginning of the internal university education aimed at serving the human resource development strategy laid out in the company’s Fifth Five-year Plan.

  • March 20,2018
    Semir Garment announces long-term strategic cooperation with The Children ’s Place, the largest fashion brand for children of all ages in North America.

  • June 23,2018
    Balabala, Semir’s fashion brand for children, enters Hong Kong by opening two stores simultaneously in an effort to accelerate its internationalization.

  • August 9,2018
    Semir enters the overseas market by opening its first overseas store at the Riyadh Park Mall in Riyadh, the capital of Saudi Arabia.

  • October 8,2018
    Semir takes a powerful step forward in its internationalization strategy and multi-brand strategy with the acquisition of the entire assets of the French Group Kidiliz.

  • Januar 25,2018
    Chairman Qiu Guanghe is elected as deputy to the 13th National People's Congress (NPC), which is also his second time of being elected as an NPC deputy.

  • May 23,2019
    Semir holds a grand Inauguration Ceremony of Semir E-commerce Park.


Corporate Culture

  • Corporate Mission

    Be a leader in quality and fashion, create and enjoy a happy life

  • Corporate Vision

    Become a world-leading fashion service provider

  • Core Values

    Respect for virtue and talent
    Dedication and unity
    Learning to innovate
    Win-win cooperation for shared benefits

  • Corporate Spirit

    Love creates future

  • Business Philosophy

    When small rivers have water, the big ones are filled.
    This fully illustrates Semir’ economic philosophy of pursuing win-win cooperation.
    While small rivers refer to employees, partners and other stakeholders, the big river refers to Semir, which creates room for growth and a career platform for employees with the help of a partnership system, and builds a community with shared business and destiny by developing business, sharing and growing together with its partners. Semir believes that the only way to ensure a robust and endless flow of the big river of Semir is to let the “small rivers” to grow first. Sustainable business can only be possible with win-win cooperation.