Is The New Retail Business In The Shoe Market Better? KIKS Opens Offline Stores.

In this shop with a floor area of 200 square meters, the sales category mainly includes clothing, shoes, socks and so on.

Self designed T-shirts, socks and other products in the store also has a special display area.

Li Baofeng, founder of KIKS, told the lazy bear sports that the sales of the KIKS brand had already exceeded their expectations with the joint products released by some big brands. Next, they will communicate with the brand side and carry out mass production on some popular joint products.

Located in Sanlitun 3.3 building, under the KIKS line retail store.

According to Li Baofeng, since their opening, their shops have been open for 12 hours a day, with an average of 150 people entering the store every hour.

That means backing.

In such a region with large traffic volume, the number of Japanese visitors in KIKS Beijing stores exceeds 1500.

Correspondingly, the relatively high opening cost.

Li Baofeng disclosed that Sanlitun's monthly profit and loss balance point was 83-85 yuan, covering all the rent, manpower, share of the one-time investment and the cost of liquidity.

But he thought the investment was worth it. "At present, our daily turnover is 3-4 yuan. After the brand is all in place, the turnover is expected to rise."

The KIKS team was established in 2012, mainly focusing on the current trend of shoe shoe information production.

In July 2014, KIKS was officially registered.

At the beginning of its founding, the media content of KIKS was mainly released in its WeChat public address, micro-blog, official website and the major media platforms. At the same time, KIKS established its own online shopping mall, sold its own design apparel and acted as a proxy for some brands, then sold it to a micro shop platform on WeChat.

But at that time, the scale of e-commerce business was relatively small.

From September 2014 to April 2017, the total number of fans in KIKS increased from 1000 to 600 thousand, according to its official figures.

This led KIKS to think about the possibility of moving from line to line.

In April 2017, KIKS took the first step to the offline channel, issuing its first monthly magazine KIKS fix.

"We think that the texture of some planar photographs can only be better represented by paper media."

Li Baofeng said.

The specific way of operation is: the photos, words and other contents produced by KIKS online media platform are reorganized and designed to form a paper publication. The magazine has two editions, one is free 64 page abbreviation, and the other is 160 page full version of 69 yuan.

Free access to magazines is Starbucks and COSTA; subscription channels for paid versions include Relay, XH55, US17 and other fashion buyer stores, Hip-hop studios, basketball merchandise stores, and KIKS online micro stores.

From a magazine's point of view, the monthly KIKS issue is 360 thousand copies, with an average print cost of 30 yuan, plus manpower and hardware costs.

But Li Baofeng said that through advertising, undertaking brand outsourcing photography, content production and other businesses, KIKS's media department can make profits now. "Compared with last year, our media department's overall revenue grew by 800%."

While making paper media, KIKS has already planned to set up offline retail outlets.

In Li Baofeng's view, the production and distribution of content only through the media can not completely convey the concept of "tidal current" to users.

Whether it is online or paper media, what they are talking about is basically a matter of comparison.

If there are no echoes on the line, the impact on media content will be very limited.

For today's young consumers, getting information from the online media to some trend products may have a strong desire to purchase immediately, but the new information will soon completely cover the information before.

"As time goes on, this desire to buy will diminishing.

So I want readers to read our content and generate impulse to purchase information immediately.

Then we can buy the same products you see on our media platform at our physical store.

Li Baofeng said.

According to official data from KIKS, the total number of fans (WeChat, micro-blog, magazines) of KIKS has increased to 1 million 530 thousand in August 2018.

In August 24th,

Offline retail outlets officially opened in Beijing.

KIKS a corner in the shop

As a result, KIKS intends to further open channels of e-commerce.

Will soon be on line.

"We hope that the products in the physical shops are consistent with the contents of our magazines, all of which are the most popular nowadays.

Over season goods will be put into the electricity supplier channel for sale.

Li Baofeng said.

Due to the increasing cost of obtaining online traffic, KIKS also hopes that offline stores can convert some of the "small white" users into loyal fans.

"Some people may just pass by and then be attracted to the store.

If he is interested in this thing, we hope that we can gradually train him to get started.

Through our media content, slowly he will learn about the story and culture behind every shoe and product, and like things slowly precipitate, step by step.

Li Baofeng said.

Under such a chain, KIKS's online and offline businesses are mutually nurturing.

In fact, it is the development path of many new brands in recent years that fans can be gathered through content production, and then extend the business of e-commerce.

The trend of the trend culture industry is particularly evident in this area.

For example, YOHO, Nanjing, which has already completed the 4 round of financing, was founded in 2005 by the trend content provider, which opened its first offline retail store in October 2017, covering an area of 5000 square meters.

Before that, YOHO!!! Has developed paper magazines, online communities and e-commerce platforms, and has 10 years of operation experience in e-commerce.

In October 2017, YOHO! Opened the first offline retail store in Nanjing.

According to ZAKER data, in 2016, the sales volume of YOHO net has exceeded 20 billion yuan, and sales in 2017 amounted to about 3 billion 400 million yuan.

Tiger sniffing network reported that the YOHO! Line shop opened the shop in the same month. Under the condition of only opening less than 1/3 shop area, it completed a turnover of 4 million yuan, while the breakeven point of the shop was 6 million yuan.

YOHO! Founder Liang Chao said in an interview that the store is expected to make a profit in the third years after its opening, that is, 2020.

KIKS's plan is to open 10 to 20 stores in the country next year.

However, how to pform online experience into entity operation is still a challenge.

In the YOHO! Mode, because of many years of experience in the operation of electricity providers, they can obtain consumer data through their e-commerce sites, so as to grasp the trend of the trend, and then point to the content on the media platform.

These more targeted content is more attractive to young consumers, which in turn promotes the growth of e-commerce sales.

KIKS is not enough to have such a magnitude of data.

The opening of online and offline sales channels, the linkage of the front desk, the middle stage and the backstage, and the integration of supply chain are also obstacles for KIKS to overcome in the future.

Li Baofeng said there was no financing plan.

Next, in the process of expanding to the physical store, how to solve the problem of more expensive cost by KIKS, which is run by its own capital, is also worthy of attention.

Different cities have different characteristics. This is also one of the challenges that KIKS needs to face in the future expansion.

In addition, KIKS also needs to balance the individualization and standardization of different shops.

Different cities have different trends culture, and consumers' habits and purchasing power are also different.

"In the future, as the size of the store grows, the standardization of the details of the shops is unavoidable, but to some extent it conflicts with the uniqueness of the urban culture advocated by KIKS."

Li Baofeng admits: "though having such a goal, it is not so easy to really land."