Sales Run Out To Help KM Expand 500 Stores

The mountain of traditional retail is collapsing, and the big wave of mobile Internet will soon be over. Now the Chinese retail market is facing deeper challenges.

In this environment, designer fast fashion brand KM has been expanding continuously, leading to other brands with more than 500 stores opening two years.

According to the third party data, the frequency of consumers patronizing KM is 15 times a year, and other brands are 3 times a year. KM as a young consumer market is a hot spot.

For high-frequency consumption

For users, what is supporting their love?

The unpredictable consumption market, survival or elimination is only a slip of the tongue.

The Chinese market is in the period of consumption upgrading, and consumption structure, consumption habits and consumption channels are changing.

With the change of China's population structure, the 80's and 90's have become the main consumers. The consumption of these groups has accounted for more than 50% of the total.

In consumer habits, as users' attention becomes shorter and shorter, their habits are also changing. They have changed from search to screen. They no longer spend too much time on screening. Instead, they are buying directly after seeing KOL or friends' recommendation.

On the choice of channels, many consumers think that different channels are different. They are no longer confined to major department stores.

Purchasing and purchasing overseas are their channels of purchase.

All these factors have forced the major brand businesses to change with the change of consumers. In this era of intense competition, you will be eliminated if you do not change according to needs.

Why do consumers like KM products?

So, let's go back to the above questions. What is the support for the users of high frequency consumption KM? Fashion? Cheap, many styles and new fast? All of this is, but in the final analysis, KM can continuously provide products that satisfy the needs of consumers.

Looking at KM stores, they are widely distributed and have many styles, and they are quick to update and keep updating every two weeks.

This kind of high and new rate allows customers to frequent shops to see new products. They often come to the new market to satisfy consumers' psychology of seeking new things.

Whether it's a physical store or a shop, this continuous strength can not be ignored. It completely substitutes for those shops that go quarterly.

And many styles can enlarge the basic needs of customers to meet more types and more personalized customers and avoid embarrassment of crash shirts, which directly determines the size of the shops.

Nowadays, young men buy clothes more closely to women. Instead of buying one, they buy a set of clothes.

Because they have a common problem, that is, it is troublesome, hoping to provide a complete set of clothing or provide various products to enable them to solve problems at once.

KM is to understand the inertia of men, so as to decide to provide multiple products and generate high frequency male purchasing power.

At the same time, the overall price level is moderate, and the average price of shirts, trousers and shoes is 100 yuan. It is indeed no problem to create a fashionable one with 500 yuan RMB, and the probability of consumers buying the whole set of clothes at once is very high.

Where does the marketable product come from?

Break the curse of "no applause"

Clothing is sold to the market, but the clothing industry is the most vulnerable industry to "applause", because it is hard to predict what clothes will be sold and what is not to be sold in the market.

In order to break this curse, KM invested a lot of manpower and resources in product research and development. After understanding the current trend and analyzing user preferences, we designed and purchased products that best suited their needs.

In order to be more close to consumer demand and effective consumption forecasts, whether online or offline, KM attaches great importance to interaction with consumers, regular interactive activities to increase user stickiness, and turn the first-hand consultation to the "raw materials" of products.

Scientific supply chain system

In the selection of suppliers, the implementation of differential selection, cooperation among hundreds of suppliers, there are many for the big name to do foundry enterprises, there are small and medium-sized factories.

When we cooperate with suppliers, we do not put all eggs in the same basket. Combined with the supply chain support system in the peak season, the difference principle makes KM supply chain more flexible and easier to combat uncontrollable market emergencies.

Single product tracking system

For apparel enterprises,

The devil.

The purpose of "more money and less quantity" is to avoid inventory risks.

With more and more styles, although the amount of each item is not large, if the management is not good, the total inventory is a big problem.

This is common in many SKU companies, whether manufacturers, distributors or retailers.

At the same time, for the practice of stock taking, the traditional enterprise is one season, and the sale is crazy at the end of the season, which has caused a lot of unnecessary losses.

In order to solve this problem, KM adopted a single product tracking system. The core of the operation is not to consider a batch of goods, but to each product, and the product team is the core of the system.

The product team supervises and manages product development, production and sales. Usually a new product will be available for more than a month before the peak season.

That is to say, before the product really enters the peak season, it basically knows whether to sell well, where to sell, and where to sell. If it is not ready to sell, it will quickly adjust the goods to the areas with large demand, or discount directly in the peak season.

This system effectively solves the inventory problem of the products, and enables KM to achieve the maximum sale rate.

From the theoretical and current business results, becoming a high frequency consumer brand is closely related to the concept of closely following consumer demand. At the same time, with the scientific supply chain system and single product tracking system, KM has become the most popular fast fashion brand.