KM To Create A 2 Billion Year Sales Scale With Parity Fashion

In the past few years, most supermarkets in the world have gone through a catastrophe, whether they are supermarkets, shopping malls, luxury goods or fast fashion.

WAL-MART closes 269 stores worldwide, and MANGO closes 450 stores.

Closing all the stores in China, LV closed 20% of China's stores.

When all the streets and alleys were talking about the market downturn and the real economy, a business added 300 stores in 2016 with a sales scale of 2 billion.

It is KM, and its performance proves that the real economy can still do well. So what kind of management strategy does it use?

The first move: gold is hard to buy, to keep track of demand and provide products.

KM provides full product wear products for young male consumers:

, trousers, shoes, bags, hats, socks...

Young people who love fashion can buy all kinds of wear products in KM stores. In order to ensure that each product can be more practical, comfortable and suitable for social interaction, there are professional buyers and product teams behind each type of products for multi-dimensional use testing and screening to ensure experience.

In addition, KM all-weather open data processing center, each retail outlets can track sales data through the system to see hot sales and unsalable situation, and consumer preferences will also be reflected in the system.

Regularly integrate data analysis to the headquarters design center, pfer to the production line from the headquarters rapid decision, quickly adjust the product style according to the market purchase preference, cater to the demand, and produce the most popular products.

The second trick: everyone loves design in the era of eyeball economy.

In 2015, KM entered the domestic market. Before entering the domestic market, KM clearly defined its position: providing a one-stop, fast fashion, cost-effective platform for young and fashionable male groups.

The target market set by KM is the mass market rather than the niche market. It adopts the wide and extensive operation mode of grounding gas.

The first demand of mass consumption is cost performance. Therefore, KM provides parity. What consumers feel in KM stores is cost-effective!! follow the trend of the design, the price is not expensive, you can buy a lot of heart water products at once.

In addition to parity, KM's products are very fashionable. Based on the Nordic style, the fashion products from the global buyers team and designers make KM's products conform to the international fashion trend and meet the needs of young people in pursuit of fashion and keep up with the trend.

This kind of parity is different from Taobao's explosive and Shanzhai goods. KM's cheap can make the customers feel good and cheap, and the products of parity and fashion are not resistant to consumers.

The third move: parity + fashion + quality = zero resistance.

KM adopts strict management regulations in northern Europe and strictly controls products.

And quality.

In order to reduce costs and create low prices, KM minimized the intermediate links in production and sales, directly butted with suppliers, and adopted large-scale production to create a very short supply chain from factories directly to shops. On sale, KM abolished profiteering ingredients and reduced sales levels, thereby reducing costs to the extreme.

In order to ensure the quality of products, the standard of KM supplier selection is very high. We must comply with KM's environmental policies and ideas to deliver high-quality products at a reasonable and reasonable price.

Once the supplier's condition does not comply with the requirements of KM, KM will quickly replace the supplier to ensure the quality of the product.

Before and after the launch of the products, KM will send professional QC inspectors to control the products in all directions.

For the new generation of consumers, the Internet is the main channel for them to obtain information.

Based on this, businesses must learn to embrace "Internet +", use online social networking to provide consumers with information, and shorten the distance from consumers, thereby enhancing user stickiness.

Online KM operates official public numbers in a very personalized way. The number of fans has exceeded 100 million. In addition to daily fashion information and product push, official WeChat will also introduce some interactive activities to communicate with fans and create a sense of participation and experience.

Online, another expression of socialization is membership. KM now has more than 1 million 800 thousand VIP members. VIP is not only the core of the Internet, but also the "addict" of offline stores.

For businesses, membership is one of the most important ways to enhance the sense of belonging.

Therefore, merchants should maintain good relations with consumers while doing their products well.

When many businesses are trying to increase profits and strive to go to the middle and high end, KM has taken the "mass line" from the very beginning, and has firmly grasped the pragmatic and smart consumer needs with cost-effective products and quality services.

Only by grasping the hearts of consumers and keeping pace with the times can we always take the lead in the changing market.