The Big Reshuffle Of Garment Retailing Industry Is Very Great.

Zeng Hong extremely old clothing in all provinces and cities of the country is no exception. Sales performance has been cut off by Cliff style. Most of the sales are related to shops, losses, difficulties, acquisitions and so on.

At the same time, the era of foreign luxury brands in China "closed their eyes can also make money" quietly ended, they adopted the strategy of store contraction, and even closed the sales network in China.

It is well known that there are few fast fashion brands that survive and live well in the apparel industry.

As the most powerful black horse that the garment industry has killed in 2015, VC sees the largest fashion retailer in China, the designer fast fashion brand KM, accurately grasp the pulse of the industry development, with the slogan of "no confrontation between fashion and price", and continuously introduce high-quality and preferential products, and successfully stimulate young people's fastidious and fanatical desire to buy.

With the speed of unimaginable shop opening, more than 200 new stores were opened in a year, from 40 teams to 37%. There is no doubt that KM has made a lot of money. At the beginning of this year, the company announced that it planned to complete 2000 stores goals by 2018, and won numerous admirations, sighs and exclamations.

And unavoidable prying.

How to make the people outside the circle feel the KM's popularity too? Here I find an interesting evidence.

To see which brand is the hottest in China, it depends on who is the most rampant in Shanzhai.

At the same time, KM quickly opened stores, and a batch of "Shanzhai stores" had been wildly duplicated in the country. So KM became the most popular clothing brand so far.

Of course, this is a trouble and a mixed blessing for any enterprise.

April 10th, designer

KM held the annual meeting of the "2016 KM+ annual event", and the founder Chen Hao delivered an opening speech at the meeting. He said that in 2016, he would make steady layout, practice hard work and add 300 stores to achieve the overall layout of KM in China's main business circles.

And will build the country's four major logistics centers, further reduce costs and speed up the turnover rate of goods.

According to his description, China's economy is down now. Under the double attack of electricity suppliers and foreign brands, serious brand homogenization, overcapacity and high inventories have led to an unstoppable trade closet.

Today, with the coming of the consumer era, we only have to conscientiously make products and have the future. Everything is what customers say. If you are not good, we will not buy your products.

Chen Hao disclosed that if we copied the development model of traditional clothing retail brands in the past, we could open 500 new stores in 2016 by virtue of the huge brand fans foundation. But considering that blind expansion is more harmful than profit, I only increase 300 houses, steady layout, and continue to elaborate the operation system. KM

The following is a record of Chen Hao, founder of KM:

Distinguished guests, friends, honorable partners, KM colleagues and family members, good evening! Today is a special day and a milestone for our KM company. Here I would like to express my heartfelt thanks to all of you for your support for KM over the past year, and to thank our partners for their trust and support. Thanks to our colleagues for their hard work and hard work in the past year, you have made KM a smooth step in the country.

Thank you.

We were officially in February 2015.

After the first 2 months of testing, we made the first KM short selling men's wear brand. As of the end of 15, we opened nearly 200 stores nationwide.

I remember that at this time last year, the headquarters of Guangzhou was about 40 people, and all the work was difficult. We faced great challenges because we had to form a team in a few short months, integrate the supply chain, and lay out the whole province in the provincial capital cities and occupy the key market.

How can we reposition our company's strategic development in such a depressed fashion industry?

Serious overcapacity, brand competition is fierce, and there are more than 20 listed companies.

We ran around the global market and found a problem. Although the domestic garment industry is a very mature market, it is facing serious structural problems, such as brand aging, and 99% of the companies are wholesale agents.

Over the past 20 years, due to the imbalance between supply and demand and the huge domestic market, most companies have been roping around and occupying the market. There are few companies that really want to make products, and there are few companies that have one price per cent.

I wonder if we can introduce a foreign Brand Company to jointly launch a fast fashion brand with good product, good price and vertical mode.

Thus, KM opened its first store in China and won unforeseen results.

Some of our colleagues hate us because we have moved their cheese.

But for consumers, we are doing valuable things. We prefer to be close to consumers and study their preferences.

In just half a year, dozens of peers are imitating us. We have become one of the most frequent clothing brands in the clothing industry.

We must understand that in China, this is normal, but these cottage brands will not live long enough, because apart from simple imitation, these brands are not genetically correct and have no roots. Although they are easy to get started, they are hard to master.

The market now needs only one KM, no 2,3,4, no 2 UNIQLO, no 2 IKEA, and no 2 ZARA. Each market segment, consumers can only remember one brand.