The Successful Commercial Logic Of Shirt Brand Kamakura Is Worth Learning From Domestic Brands.

Impression, in domestic monopoly

The brand is very small, especially the senior shirt brand, because the brand style of shirts is almost the same as the four seasons.

However, in Japan, there is a "

The style of painting is quite different.

The brand new frequency has reached the standard of fast fashion brand ZARA - two times a week.

The only difference is that the new small batch of ZARA is used to measure the money. If a style sells well, it will quickly add orders and mass listings; and Kamakura shirts are sold out, and no additional production is required. You can only wait for the next surprise.

So, in addition to the continuous flow of tourists, the stores of "Kamakura" will be crowded with frequent customers on new two days every week. These people are buying new products.

Business logic: adhere to the "low price, high quality" business principles

Founded in 1993, the brand name "Kamakura" of the shirt brand is Makers Shirts Kamakura, meaning that just like cooking, the shirts that have just been produced are sent to the guests directly.

"Low price, high quality" has always been the principle of brand adherence.

Whether it is ordinary shirts or custom made items, Kamakura will first measure the guests and recommend shirts.

Why can Kamakura products offer such high quality products at relatively low prices?

And services?

This is because Ta eliminates the middleman link, never spends money on advertising and publicity, and reduces pportation costs in the process of logistics, so as to ensure the quality of advanced handmade shirts from cloth to sewing.

The founder of Kamakura said that on the one hand, we should not let suppliers suffer losses. We must let suppliers make money, suppliers will give good things to you, products that are processed on good things can give users the best experience; on the other hand, Japanese clothing industry is basically made according to the needs of the sellers.

From the point of view of the consumer, whether it is really needed, whether the price is appropriate, there is still a big question mark.

However, Kamakura shirts aim to do the best in this regard.

Oppose intensive stores to avoid brand attractiveness.

Only 26 of the popular Kamakura shirts have been opened in Japan.

Even the famous shopping malls, such as Japan's San Yue Department store, Ginza Plaza and so on, have opened up quite favorable conditions to invite Kamakura to settle in.

In this regard, Zhen Mei Liang believes that intensive stores will reduce the attractiveness of the brand, resulting in a decline in profitability of single stores.

Kamakura strives for the "balance between production and sales" in order to break the curse of the clothing industry, which is "production, selling, blindly placing orders, selling at a discount", and finally being crushed by inventory.

Therefore, its business mode requires "0 stock 0 discount", only when the stores are sufficiently attractive can they be realized.

As a result, every time a new store is opened, Zhensue Ryu will check it in person. In addition to the investigation and appraisal of the market company, he will spend a week in person visiting the store site to observe the number of passengers.

Moreover, considering that Japan is entering the aging process, if new stores can not develop new customers, sales will be shrinking only by familiar customers.

There is another special standard for Kamakura to set up shop: it must attract more than 30% new customers.

Perhaps, because of the strict control of the store, after more than 20 years of development, "Kamakura" has been

Standing tall, achieving hundreds of dollars per minute in Japan and earning 100 billion yen every year! The brand conquered the New Yorkers of quality in 2015.

The Japanese brand of shop in Brooke field square.

In China, opening up a physical store is the main culprit.

In the 2017 fiscal year, the sales of Kamakura shirts were 4 billion yen.

At present, apart from the Japanese stores, Kamakura shirts have 4 overseas stores in New York (2), Thailand (1), and Taiwan, China (1), including Taiwan stores as franchisees.

At the end of last year, Kamakura officially launched a direct mail business platform for Chinese consumers, including shirts, suits, dresses, pajamas, towels and leather goods, covering almost every aspect of daily clothing demand.

Among them, the cheapest shirt is priced at 449 yuan.

As early as the beginning of this year, "Kamakura" has shown the wind that it will open a physical store in China and settle in the four major cities of Guangzhou and Shenzhen.

However, not long ago, a shirt brand named "Japan's No. 1 shirt" came to China to open a shop. However, when the rent was "shocked", the netizens were concerned about it. They talked about Kamakura shirts coming to the high-end shopping malls in Shanghai.

An informed netizen revealed that the 499 yuan shirt of Kamakura would be priced at more than 2000 yuan if it sold to a big shopping mall in China.

This disagrees with the brand positioning of Kamakura shirt "cheap beauty".

And the reality is also true. The high rental and marketing costs of the shopping mall make China's commodity prices remain at a virtual high level. This leads to many high-quality foreign brands entering the mainland to give priority to the choice of electronic business rather than physical stores.

Besides, the new rich class in China is not mature enough to identify good products. They will be taken away by advertisements, and even the mentality of "buying expensive is buying right".

In this consumption concept, because of their lack of understanding of goods, they think that celebrity endorsement is quality.

By contrast, after the economic bubble burst, the consumption concept of Japanese consumers has long been rational, and they no longer pursue luxury blindly.

Of course, this is a process that every consumer market must experience during the growth process. Japan, 30 years ago, is like China.

The so-called user thinking is not what you think. It is the feeling that you experience, think, observe and experience as a user, then satisfy your desires with products and services, or eliminate your inner dissatisfaction.

This is the successful commercial logic of the brand "Kamakura".

The author also believes that Kamakura's opening up in China is not far away, because with the upgrading of consumption, the development trend of China's consumer market will be more mature, and Chinese consumers will be more rational.