KM Fire, Why Does It Become The Envy Of The Clothing Entity Retail Industry?

In 2015, the economic growth slowed down, with the market saturation, the cost rising and the continuous disruption of the electricity supplier, the performance of the chain stores was horrible. According to the data released by the media or listed companies, Bosideng, seven wolves, nine Mu Wang, Giordano and so on in the first 2015 quarters of three were heavily closed.

The pformation of enterprises and the huge adjustment of market strategy are now imminent.

But then

In the wake of all the troubles and failures, the KM brand has gone all the way. It has attracted a large number of consumers to enter the shop, and the business is booming.

In the short term, KM already has hundreds of stores in China, which are all over the country's second tier cities, and the number of new stores is increasing month by month.

The KM mode is the antidote for China's clothing retail industry. Today, we are all in the clothing circle to reveal the envy of the clothing entity retailing industry.

Speaking of the first time to understand the brand of KM, or a senior executive of KM, at the end of 2014, I added my WeChat. At that time, the executive forwarded a simple brand introduction material to me. At that time, the first feeling for me was the combination of fast fish and HM or UNIQLO. At the time, I went deeper to understand the brand. The result is not unexpected. The brand of KM is not like the official fast track designer of Nordic Denmark. It was not founded in 1976. It is a brand of Guangzhou Carmen Industrial Co., Ltd., which has been developing vigorously in 2014, and the brand is not even being fixed.

However, this does not prevent it from occupying the market quickly. The average store has a daily sales of four yuan or fifty thousand yuan per day. In the short term, large and small stores have sprung up in China's second tier cities. Even though the market is sluggish, so far, no shops have been closed and business has been booming. KM has been affirmed by many young people.

KM in the end, what is the big brands in the market have been declining, let the vast number of smart consumers willing to take out their pockets to pay?

I think the following are the main reasons:

1, make fashion popular.

Past

Through imitation, a large number of products are made to occupy the market with quantity. Just like the words in the famous instant noodle advertisement, "someone impersonates my face and someone imitates my face".

However, with the rapid development of the Internet, consumers are tired of following suit and pursuing individualization and diversification.

One of the reasons why KM can make consumers willing to pay for their wallets is that the global fashion is nationalized. It integrates all the major brands and fashion elements into the design, and promotes fashionable products with high sense of fashion, meeting the needs of consumers and highly targeted.

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2, people return to low prices rationally.

The biggest stumbling block of China's physical retail industry is the virtual high price, the complex channel level, and the greedy of the retail terminal for profiteering is the main reason (for the exorbitant greed on the one hand is also due to the high cost of store rentals). KM has torn up the last piece of paper that the price of garment industry is too high. KM directly negotiated through finding the top tier brand manufacturers, signed mass production contracts through mass procurement, purchased high-quality raw materials at a lower price, and bought short supply chains from the factory to the shop's two-point line, to control every detail and to keep the cost to a minimum.

That means to get rid of the complicated intermediate links, connect businesses with individuals, ensure quality while bargaining with the people, basically do the lowest price in the industry, or simply and roughly, that is, let consumers get the price of the booth in the brand store, and let the consumers get it.

The sense of honor is just right with the current 90's consumers' rational pursuit of "cheap and fine" shopping psychology.

3. The cake of Chinese clothing business is broken.

KM stores are larger and have rich styles. Compared with clothing business, the biggest advantage of physical retail stores is that products can make consumers "see and feel", what the real color is, how the fabrics are, whether the quality is cleared or not, and at the same time, they can try the experience and decide whether to pay the bill.

There is no such thing as "big difference" after receiving the electricity supplier.

The purchase process is simple, does not need to spend time waiting for express delivery, return goods, exchange directly to the store can be completed, and the electricity supplier has to go through a series of processes.

Moreover, in the past two years, China's clothing business operators are basically overdrawing and hitting the stock market. Overdraft is the purse of consumers, the enthusiasm of consumers, and the formation of price dependence and social promotion dependence. This will be a terrible problem.

At present, the cake is not big, nor is it a cake, but the cake is broken.

At this time, the brand with higher cost performance will have the opportunity to usher in new development opportunities.

Well, it's too late to write. Can we reverse the slump of the traditional clothing retailing industry and revitalized it?