30 Stores Opened In April, Why Is KM So Popular?

In many businesses, the retail industry is still in a doldrums.

But according to the April consumption data released by China's National Bureau of statistics, the total retail sales of consumer goods amounted to 27278 billion yuan, up 10.7% over the same period last year.

Although it has slowed down compared with March, the fashion category is relatively stable, with clothing styles hitting a double-digit increase of nearly 10% in the past 21 months, while in April, retail sales of apparel and consumer goods picked up.

Among them, clothing, shoes, hat and knitted textiles increased by 10% and 8% respectively, up 3.6 percentage points from last month.

The total sales amounted to 112 billion 600 million yuan.

From the above data, it is easy to find that in April, China's clothing retailing industry did get warmer. However, the environment is still not optimistic, and many clothing brands still adopt the strategy of shrinking and closing stores.

KM, as an evergreen tree, has been growing in the domestic market since its entry into the domestic market. It has expanded more than 500 stores in two years, developing steadily and maintaining a high speed expansion.

According to the latest data from the retail industry, KM opened 30 stores in 14 cities in China in April, with an average growth rate of 1 new stores in 1 days. The brand side's public figures show that there will be more breakthroughs in the growth of store sales in May.

Why

Can break through in many fashion brands, let us spy on the mystery!

Focus on products, brand power to absorb more "road to powder"

The Chinese market is in the period of consumption upgrading, the target audience is changing, the millennial generation has become the main force of consumption, they understand the fashion trend through various social means, and the demand for products is higher and higher.

In this case, both luxury brands and fast fashion brands need to focus more on personalized consumer demand and produce products that cater to demand.

KM pays great attention to product research and development. After studying the needs of consumers, they design and purchase the most fashionable products for consumers.

At the same time, the data center will be established by means of big data, and the product sales situation can be tracked in real time and adjusted quickly.

In the use of new media, the official WeChat public number has been a major force for interaction between KM and fans, increasing user stickiness in interaction, and converting more demand into consumption forecasting and product development data.

It is understood that KM has hundreds of suppliers in China, many of which are foundry manufacturers for international first-line brands. Large distribution centers and efficient storage facilities ensure that every store can replenish goods in time.

Fashion design that meets consumer demand and powerful supply chain system enables KM to provide consumers with good quality and inexpensive clothing products in a short time, so that passers-by quickly become brand loyal fans.

Investment franchise mode as a booster for brand development

No matter big brand or small brand, it can not be expanded by single direct camp mode, so it is easy to find that many brands use franchisee mode on the road of expansion.

KM can expand at an average of 1 days and 1 new stores, which is related to its scientific "national conditions" franchise mode.

Its affiliate policy is "brand usage fee + goods margin system + one week split account".

The biggest feature of this franchise mode is that in addition to paying the necessary fees for brand usage, rent and decoration, the franchisee is provided by KM for the rest of recruitment, operation and supply.

This franchise mode really realizes the optimized combination of man, goods and field.

With the help of franchisees, they use their own talents to sell their products.

It can be seen that KM is operating with a light attitude, fully grasping the design and procurement of goods and the upstream supply chain, and placing heavy investment in decoration and store rents to franchisees so as to lighten their burdens and achieve rapid running.

Intensive expansion strategy, forming regional influence

In layout, there are brand selection and dispersed layout, and brand choice intensive layout. Although both can increase the number of stores, the impact on brands is different.

Scattered layout of dispersed layout is not conducive to the formation of brand influence at the same time.

Intensive location and layout can form regionalized advantages in a certain area, deepen regional brand influence, and effectively reduce pportation and management costs.

From the layout of KM April, the layout of KM is intensive.

Adhering to the idea of "price is close to the people, fashion is rich, and update is fast", KM is in

On the basis of this, combined with the actual situation of various regions, we made a comprehensive breakthrough in the operation of shops, and subverted the traditional retail mode, so as to create a sustained high growth in the industry.