Why Do KM So Capricious When People Shop?

Since 2005

Entering the Chinese market, fast fashion invade the big stores in China.

However, in recent years, fast fashion brands have been bogged down in the mire. Once the sales supremacy has given rise to key words such as "predicament", "bottleneck", "shut shop", "adjustment and reorganization" and "new way out".

In the fast fashion industry environment continues to slump, designers fast fashion brand KM is accelerating the pace of expansion, its shop speed has surpassed the industry level, ranking the front end.

It is understood that in August, KM will open 21 stores, which are located in Shanxi, Hebei, Guangdong, Hubei, Fujian and other places.

In the past 7 months, KM has opened more than 100 stores across the country.

The designer, who has entered the Chinese market for only two years, is fast fashion brand, mainly in Nordic style fashion and fashion accessories, and can produce more than 3000 tides every season, becoming the first choice for young male consumers to buy clothing products.

KM not only opens up shop speed to catch up with the industry level, but also so deeply loved by consumers. Where is its secret?

Secret number one: when you were born, you caught a good time.

Since 2005, fast fashion brands have entered the Chinese market one after another.

When entering the market, domestic consumers are no longer familiar with fast fashion brands, and the fast fashion industry is at a relatively mature stage.

Unlike other brands that firmly target women's consumer markets, KM is catching up with the opposite young men's market, where young men are a potential market.

Today's young male consumers not only concern themselves with their image, but also enjoy their life. They are willing to spend money on their clothes and hairstyles.

According to the survey, men spend an average of 24 minutes per day on their instruments, and 73% of the first tier male consumers believe that personal appearance is very important for job hunting and dating.

KM just caught such potential consumers in the good time and took the lead in taking the lead.

KM can seize the right time and business opportunities, thanks to Mr. Chen Hao, who has many years of experience in the clothing industry and sensitivity to the industry.

Cheats two: with the product strategy of fixed production, the true meaning of "customer is God" is explained.

Thanks to the popularity of the Internet, consumers are very responsive to fashion and have their own personalized fashion needs.

At the same time, it has become more and more rational, pursuing a more cost-effective brand.

KM is well aware of the characteristics of the target consumer group, and formulating a product strategy based on demand and fixed production, that is, deciding the style, type, style, price and quantity of the product according to the needs of the target consumer group.

The newly rising young male consumers, who need fashionable clothes that can be applied to various lifestyles and social links, are unable to support the high volume of consumption for the time being. Therefore, KM provides consumers with all kinds of clothing and collocation products.

As a generation without Internet and electronic products, the ability to collect information is beyond the mark. They are aware of goods. When goods with value for money appear, consumers will of course know how to choose.

Cheats three: an efficient supply chain system integrating finance, series, collaboration, extension and sharing.

In order to keep the consumer's heart, the brand should not only design the products to meet the demand of consumption, but also have the changing production rhythm of the consumer, after all, the popularity is fleeting.

KM products only need two weeks from R & D, production and listing cycle, so highly efficient thanks to its supply chain system which integrates financing, series, collaboration, extension and sharing.

In order to improve the efficiency of all sides, KM has built an information sharing platform inside, and all departments concerned with products can query in this platform. In addition, the platform enables internal departments to achieve effective integration and coordination, and simplifies inter departmental work procedures.

At the same time, KM simplifies all aspects of goods from production to distribution, so that goods can be delivered to customers directly after the factory is released.

Today's logistics is no longer a simple and crude logistics. KM effectively utilizes the circulation link of logistics to try to establish a temperature relationship with customers, and collects customer feedback information through logistics or logistics partners. It is understood that this is an extension role of supply chain.

Cheats four: across the board layout, expand the brand radiation.

It is worth noting that KM takes the layout with others.

Completely different strategies.

At present, most of the brand stores are concentrated in the second tier cities, and the three or four cities adopt the strategy of making up the electricity providers, trying to arrange a second tier city and then radiate three or four cities.

However, such a strategy has made them lose the opportunity to occupy the three or four tier city market.

Nowadays, young people in cities under three or four lines and below are likely to have more discretionary property and higher consumption power than white-collar workers in metropolis. KM looks at the current development of this market, and takes full layout strategy at the beginning of entering the market, covering the 1234 line cities in all directions.

This way of sinking can not only expand the radiation level of its brand, form a stable regional influence, but also help the product team to fully understand the characteristics and needs of various consumers, and produce various marketable goods.

It is understood that KM will continue to race in the second half of 2017, and they will continue to adhere to the idea of "fashion, parity, rich and quality" to provide consumers with the latest trend.