In Depth Discussion Of Kappa, ZARA And Other Big Brands Began To Do Household.

With the continuous changes of the times, Kappa, ZARA and other international brands began to invest in the home industry. Why these big brands have changed the direction of business management is worth exploring.

Now?

Players in the industry may have a "ruthless" role you can't imagine.

As a matter of fact, as early as 2003, the international fast fashion brand ZARA has begun to cross the border to start household products, including bedding, tableware, bathroom supplies and so on.

It was only in 2011 that ZARA made its home brand ZARA home officially enter the Chinese market and gradually opened more than 20 stores in China.

The same happened to its rival H&M.

It was only postponed to 2014. H&M home has so far had about 10 stores in the second tier cities in China.

Kappa, who has just chosen Quan Zhilong to endorse sportswear products, is also planning to work hard in the home field and withdraw from Jingdong to achieve exclusive strategic cooperation with Tmall's global home brands.

International brands, especially clothing brands, seem to covet the fat of home.

With the vigorous development of domestic electricity providers, online home appliances sales are rising all the way.

For these international brands that are trying to "cross the border", on the one hand, the home series as the extension and supplement of the original category expands the added value of the brand; on the other hand, online development and Realization of online and offline interaction are also beneficial to the development of China's market.

There are too many stories to tell about brand accumulation.

For the kappa family, which has just entered the industry, it has chosen to enter the home industry. Zhou Bin, the product manager of kappa home textiles, said: "first, the brand operation for many years has its own strong capital, and the two is the household industry belongs to the sunrise industry."

Zhou Bin believes that, as far as the domestic market is concerned, we all see the success of IKEA mode, which is replicating IKEA's model. But as far as the result is concerned, at present, it is mainly aimed at white-collar workers in the first tier cities. IKEA's model is not yet mature in the domestic prefecture level cities, and the whole household industry needs at least 3 to 5 years to accumulate.

For most consumers, kappa is known for its sports brand, and its home products are not recognized by consumers.

How to find a suitable crowd for brand home product positioning?

"Kappa brand clothing is originally aimed at young fashion trends. The age ranges from 18 to 25 years old. There is a certain extension in the upper and lower levels. In the aspect of home, kappa is considering that these young people are gradually starting to get married and have a social status and a stronger purchasing power. So it can be said that kappa has increased the positioning of urban fashion under the existing young trend crowd.

Home positioning is sports + city, urban fashion is the core, sports fashion is a supplement.

At this time, the accumulation of clothing products is a great help.

The brand history is long, and there are many elements that can be excavated in the middle. It can be integrated into the research and development of home products. "Products can tell stories, and stories themselves have great attraction."

Specific to the product level, "in the saturation of color, it will maintain its bright brightness to maintain the tonality of the brand."

Zhou Bin said that kappa fabrics will use more fabrics and practices in clothing and crafts, such as knitted fabrics, and based on previous clothing experience, kappa will be more confident in details, such as zippers and diagonal bags.

Many of these are custom made accessories at headquarters, so on the basis of quality assurance, Kappa home products are not expensive in price, and more affordable.

Open stores to open up channels to ensure price consistency.

On March 24th, Tmall's Tmall home brand strategic cooperation conference was held, and kappa home textiles will carry out strategic cooperation with Tmall.

"We (kappa) will cooperate with Tmall on line and undertake exclusive operation on Tmall."

Shen Huichong, general manager of kappa home textiles, said.

It is understood that Kappa had previously opened stores in the Jingdong, and at the end of March completely withdraw from Jingdong to fight Tmall platform.

"Kappa belongs to the independent sales mode in Jingdong. From the aspect of kappa brand promotion and channel access, there is not much potential. Jingdong's starting point is selling product ideas."

Zhou Bin said that compared to the Jingdong platform, Tmall can provide kappa with three aspects of help: first, there is a more rapid channel for brand communication; secondly, it is hoped that there will be some achievements in the fan economy and the red net strategy; and the third is to link up the online and offline links, and Tmall can promote the real landing of its O2O mode, which is very critical for kappa home.

"Tmall now emphasizes the brand, content, and online and offline access, especially after the two points coincide with the idea of kappa home."

From then on, kappa will carry out a comprehensive online and offline interaction, with the same price, consumers online buy products are not satisfied, can also be returned online directly.

The whole channel is a hot topic in recent two years, and this proposition has become more important for the traditional brands that have been working online for many years.

"Why do people think online things are cheap and expensive?"

Zhou Bin explained that under the line sales efficiency is low, the cost is high, changing this, only then can truly achieve the channel to get through.

What's really happening on the Internet is the promotion of brand and product. For the company, the whole company's channel structure should be more flattened. "From the brand to the store directly, the flat of the channel is the core, the sales efficiency is improved, the sales cost and the operating cost are reduced, so that the price of online and offline can be consistent."

Kappa home is also planned for 2016 to 2017, and it will quickly form the scale of the next 300 stores.

Technology to create a truly digital store.