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Hayat Mall, Riyadh, Saudi Arabia

for the group in China with them being able to catch the wave and ride the with partners, not only customers but also suppliers and employees, we
crest of new channels and approaches as they happened, something that always move forward together. The people are at the centre of everything
was not easy considering how quickly new trends and mediums appeared we do.”
and continue to arrive. When looking to the future, Zhou comments that for international
“Livestreaming was and still is a great success for us in linking social expansion, the Semir Group faces the same challenges as most international
media through to sales and we are now actively working on future trends brands, which is how to adapt to varied local markets while maintaining a
such as metaverse as a digital marketing and sales opportunity to further core brand identity and its values. She believes this has been achieved so
develop the brand,” comments Zhou. far by creating an international team in their overseas office to ensure they
Semir Group excels in providing customers with collections that deliver maintain an international perspective in everything they do, developing
product assortments in connection to their customers’ dynamic shopping tools and support packages refined to local markets while ensuring
lifestyle. Their brand promise is to provide high-quality, performance- consistency and global standards.
enhancing fashion products at affordable prices, resulting in high-quality “I see 2022 as an exciting, springboard year as we expect more markets
standards at the right price. to open up, we are all looking forward to re-kindling those personal
“Our ethos is all about helping to create a better life for customers and interactions with both customers and partners that are so important in any
employees. At Semir Group we always have a saying that we live together successful retail business,” Zhou concludes.

Wuxi, Jiangsu, China Hayat Mall, Riyadh, Saudi Arabia