Kerr&Kroes Holds Ali Open Star Challenge Store

1600 square meters,

Domain wide category, intelligent equipment plus, this is a case.

Exploration of full channel sales.

This exploration was made by Kerr&Kroes star challenge.

Work together.

On the one hand, the whole category of clothing suppliers come from Tmall quality businesses. On the other hand, the new retail intelligence business team of Ali will provide data and technology solutions for them.

According to the world clothing shoes and hats net, in April 21st, Kerr&Kroes star challenge first flagship store will be officially opened in Jingan, Shanghai.

The space of 1600 square meters is the concept of the whole category collection shop, which involves women's clothing, accessories, home furnishing, snacks, catering and maternal and child care products. Among them, women's clothing accounts for 50%, home culture creation accounts for 20%, snacks, meals, mothers and babies account for 10%.

The target audience is a 18-35 year old female consumer group.

The Kerr&Kroes cooperation brand mainly comes from Tmall merchants (KA merchants), and the cooperation mode is divided into the discount mode instead of the rent collection.

The 3 month rotation system is adopted to replace the brand according to the sale of goods.

However, the platform gives a buffer period to the merchants, and fails to open stores 3 months later, but there is a corresponding sales plan for the bottom.

In addition, some of the products are Kerr&Kroes, but based on the risk of inventory, the proportion of self financing will not exceed 10%.

Basically, no inventory risk is one of the advantages of Kerr&Kroes, and the inventory risk is borne by the supplier.

But at the same time, Kerr&Kroes has high expectations for sales performance, hoping to break through the bottleneck of clothing brand and achieve millions of sales in the single month.

Kerr&Kroes has opened two stores in Zibo and Changzhou for testing smart devices before the flagship store.

One of the concerns is not the experience of a single smart device, but the integration and centralized control of all intelligent devices, and the simultaneous access to the commodity data system.

In the smart store scenario, there are "cloud shelves" that can be used for intelligent matching, which can realize the 3 seconds replacement "fitting mirror", as well as try makeup mirror, brush face payment vending machine, interactive drainage screen and so on.

In terms of payment, "face payment" is adopted.

Virtual try on, face recognition, intelligent matching recommendation and so on, for consumers, is a change in shopping habits.

The same price on the offline line will have a "member field" activity next month.

Another advantage of offline experience is that the return rate can be controlled within 3%.

Founder Jin Lei believes that Kerr&Kroes's core competitiveness lies in products and data.

In the data part, Kerr&Kroes supplements the offline real data for Ali, Ali provides data support for it, and uses data analysis to complete the labeling of consumers.

According to the characteristics of labels, we can carry out targeted marketing activities or portfolio adjustment, and provide data suggestions for fine operation of stores.

Jin Lei told reporters that under the current mode, Maori, inventory and membership data have been advantages, while the cost of manpower has decreased by 40%, but there is still room for optimization.

"Ideally, we hope that the final form of the whole category store is unmanned retail."

Jin Lei said.

In 2018, Kerr&Kroes expects stores to reach 10000 square meters and open 7-10 stores in the first tier cities.

Stores have brand layering, "star challenge" is flagship store, the area is more than 1000 square meters, the two class shop name is "cut set", the area is 500-800 square meters, and the area is smaller, less than 500 square meters of shops.

In terms of financing, Kerr&Kroes has won the ten million RMB angel financing of inno Shanghai's leading investment, nysin venture capital, Shengli Shengshi, and deer capital.

More interesting reports, please pay attention to the world clothing shoes and hats net.