Samma Clothing Co president shares increase

On December 15, Ms. Chen Jianing, the co president of SEMAR clothing, increased her holdings of 340900 shares in the company through competitive trading, with an average transaction price of 9.38 yuan. Previously, from 2018 to 2020, Qiu Guanghe, the controlling shareholder of SEMA clothing, transferred 5.371 million shares and 2.686 million shares to core executives Xu Bo and Shao feichun respectively from 2018 to 2020, and the company's senior executives have increased the shares of SEMAR clothing for three consecutive years.

近年来，森马服饰积极促进品牌转型升级。据了解，2020年第三季度，森马服饰***传递出森马品牌的新的定位，并与电子竞技俱乐部FPX战队开展合作。在人才搭建上，公司引进了有国际背景的人才，包括运动品牌和有高端时尚背景的设计师。

In recent years, SEMAR clothing actively promotes the transformation and upgrading of its brand. It is understood that in the third quarter of 2020, SEMAR clothing will convey the new positioning of the brand and cooperate with FPX team of E-sports club. In terms of talent building, the company has introduced talents with international background, including sports brands and designers with high-end fashion background.

据悉，截至今年10月底，森马服饰新开门店数量已超过年初的目标，新开门店的年化平效高于老店。今年以来，森马电商持续推进信息化建设、升级现有ERP、OMS系统，建立了以消费者需求为出发点的全链路决策模型以提升快反能力。公开数据显示，第四季度中，公司双十一期间，线上渠道零售17.18亿元，同比增长超过20%。

It is reported that as of the end of October this year, the number of new stores of SEMAR clothing has exceeded the target at the beginning of the year, and the annual average effect of new stores is higher than that of old stores. Since this year, SEMAR e-commerce has continued to promote information construction, upgrade existing ERP and OMS systems, and established a full link decision-making model based on consumer demand to improve the fast response capability. According to public data, in the fourth quarter, during the double 11 period, online channel retail sales reached 1.718 billion yuan, a year-on-year increase of more than 20%.

森马服饰方面表示，未来公司将不断优化人群分层及场景，设计与消费者更加匹配的产品，增加产品记忆度，并通过精细化运营改善门店的盈利水平，提升品牌形象。

SEMAR apparel said that in the future, the company will continue to optimize the crowd stratification and scene, design products more matching with consumers, increase product memory, and improve the profit level of stores and enhance the brand image through refined operation.

开源证券分析师吕明认为，本次增持系基于高管对公司未来发展潜力的合理判断，彰显了对提升产品功能性、科技性，打造爆款大单品等战略顺利推进的信心。

Lu Ming, an analyst at Kaiyuan securities, believes that the increase is based on the executives' reasonable judgment of the company's future development potential, which shows the confidence in the smooth promotion of the strategy of improving the functionality and technology of products and creating blockbuster single products.

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