As Long As You Take A Look At KM, You Know The Popularity Of Men'S Clothing Industry.

According to the statistics of the National Bureau of statistics, the monthly growth rate of total retail sales of consumer goods in China has increased significantly since the low level in 1-2 months, 10.9% in March, 10.7% in May and 1 in April. The total retail sales of social consumer goods grew by 10.3% year-on-year, and physical retail sales continued to rebound.

however

As a whole, it is getting tired. Serious phenomena such as homogenization, declining sales profits, narrowing business scale and closing shop all appear in the fast fashion industry. At the same time, they are also faced with the threat of "super fast fashion" and the rising fashion business.

In the complex market environment, the designer fast fashion brand KM has mastered 80% young men's consumer market in just two years, and stands at the forefront of the fast fashion industry at the rate of more than 20 stores a month.

In addition to the business model of fast fashion, what does KM rely on to maintain strong growth?

The analysis shows that KM can maintain strong growth in complex environment. It can be summed up as three points: first,

Pay great attention to fashion, production of goods can reflect user needs, which is the most critical reason; second, scientific and rational channels and supply chain configuration to create parity; third, light gesture join mode.

Fashion is a highly lethal weapon that grabs market share.

Fashion sensitive consumers often find that KM's fashion is undoubtedly at the forefront of many fast fashion brands. Based on the skillful use of big data, KM now has a strong trend database and accurately caters to the consumer groups that are sensitive to price and fashion. This part of the consumer group is expanding rapidly and has become the main consumer today.

It is reported that KM's product team can be described as the core of the whole brand, consisting of hundreds of designers. Each designer has independent autonomy. The product style will ultimately be decided by the latest sales data of the terminal stores. Therefore, KM can flexibly provide new products to more than 500 stores nationwide at the frequency of every two Zhou Shangxin based on the trend of the trend.

The product team will analyze the salable and unsalable products according to the feedback analysis of the stores, and make corresponding consumption forecasts. The results will directly affect the style of the products in the coming weeks.

In fact, not only is the fast fashion industry, but in the entire fashion industry, fashion is a key competitive factor.

According to a report released by McKinsey, 6-8 years ago, Chinese consumers were looking at the material and workmanship when they consumed, and today's consumers, especially young consumers, pay more attention to brand fashion and cost performance.

At the same time, with the rise of social media, photo sharing is becoming more and more popular. The product's "face value" is not high enough, and whether it is fashionable enough, has gone beyond other factors.

Scientific and rational channels and supply chain allocation to create parity

China's consumer market has entered a new stage. The emergence of the millennials has changed the consumption structure of the past, and they prefer cost-effective products to expensive goods.

KM understands the characteristics of this generation of consumers, and runs parity strategy throughout product design and production.

In the production, we should minimize the intermediate links, shorten the supply chain, and directly connect with the suppliers, so that the goods can be directly delivered to the store after leaving the factory. This will not only greatly reduce the production cost, but also reduce the logistics cost caused by the pportation.

In addition to reducing costs in production and pportation to create high cost performance, KM is still working on sales channels, and its stores are mostly franchised stores, which greatly reduce the sales level and try to avoid the possibility of making the difference between the middleman.

At the same time, KM does not use celebrity endorsement to promote brand and products. It is more effective than spending money to endorse products.

Light gesture joining mode enables franchisees and brands to achieve "low pressure" business.

Like other brands, KM is a franchisee, but its mode is different from the traditional one.

KM adopts a light gesture joining mode, which is characterized by the fact that the franchisee is responsible for all other tasks except for the payment of brand usage, shop decoration and shop staff remuneration.

For franchisees, they need not worry about the risks caused by lack of experience and inventory.

For the brand side, they can control all the processes of product design, production and sales with a light attitude, and truly realize the optimal combination of people's freight yard to achieve rapid running.

Judging from the present results,

To win the hearts of consumers in a complicated environment is closely related to the three points mentioned above. To meet the needs of fashion, parity strategy and light gesture will probably become the standard of major brands.