The Mask Developed By Kamakura Is Not The Kind Of N95 Mask.

       Under the epidemic situation, all walks of life have been seriously impacted, and the countries all over the world are much alike. However, in the aspect of enterprise's epidemic prevention, the differences between countries are very large.

In the past two days, the Japanese businessmen responded to the epidemic situation with friends from Kamakura. They learned that they had made face masks for some time to cope with the impact of the epidemic, and the 500 thousand masks sold out in 6 days.

I have always thought that Kamakura has its own steps. It has been established for 25 years. It has hardly ever been discounted, nor has it developed very much. It has its own position in price, business mode, product development and so on.

It turned out that the epidemic in Japan had rebounded in March and April, seeing that the world was breaking out. Kamakura had to wait for the epidemic to be closed, but the store could be closed, but the factory could not be shut down for too long.

Several factories that cooperate with Kamakura are the few S factories in the Japanese clothing industry. The craftsmen have excellent sewing skills. If the factory closes for a long time, if the craftsmen lose their jobs, they will have a great impact on Kamakura.

However, making masks is a very low-end technology. Kamakura is a high-end shirt. Let the craftsman make this product, is it "killing a chicken with a knife?"

However, the craftsman is a craftsman, and the mask developed by Kamakura is not a kind of N95 mask or a medical mask. Instead, it developed a unique civil respirator. The outer layer uses a Kamakura cloth to make a shirt, and the middle layer is a removable isolation layer, so that the mask can be repeatedly cleaned and used.

Moreover, the sealing performance is very good, and can be closely linked with the face. The cloth of the advanced shirt is comfortable to wear. Therefore, although the price is not low, the first batch of the 500 thousand ones are sold out, and they are sold out, and now they are out of stock.

It seems that good craftsmen can always design products corresponding to market demand, and can find solutions in the face of the epidemic. After the outbreak, Kamakura's stores in Japan also recovered well. In the wake of many shops being cool, most shops reopened, and some stores resumed 80% of their business level.

       Kamakura's response to the epidemic in Japan, the development of new products of masks, shops gradually returned to normal, is already passed. What is the situation in the Chinese market?

In November of last year, Kamakura opened the first store in Shanghai, China. It never occurred to us that three months ago, the outbreak of the epidemic broke out. They opened their shop in the Golden Mile center of Shanghai. The whole Chinese economy was suspended in February and March. How to deal with the Kamakura shirt in China?

So far, the Kamakura shirt Shanghai Kerry Center store has been closed for only one day, even if only one hundred yuan a day is running. Because they worry that employees will be decadent if they stop doing business. They will be better if they do well in protective measures.

In addition to the normal operation of offline shops, they also launched WeChat small program store (Kamakura shirts) to facilitate online ordering of customers who could not go to the store. Although they also had cross-border websites and Tmall shops, the launch of small program shops represented the localization of Kamakura to the Chinese market.

Cross border websites serve the world, but due to the impact of the epidemic, many cross-border logistics interruptions and business have been greatly affected. But Tmall stores in Kamakura only have shirts, no suits, belts, accessories and other commodities. WeChat small program shops are not only complete in category, but also in the country, so they can receive goods tomorrow.

Before buying shirts in Kamakura Japanese official website, it usually takes two weeks to deliver to the customers. Now the warehouse is shipped, the next day, the shopping experience is completely localized. Some people will ask, will domestic shipments be produced domestically?

This is certainly not possible. Kamakura's products are mainly made in Japan, and only 100% of them are produced in Italy. Kamakura's cooperative factories are all in Japan, and many Japanese handicrafts are only produced by many craftsmen. After two weeks of new products in Japan, they will be transported to the domestic warehouse in bulk and sent to the whole country again.

However, WeChat Kamakura shirt shop is not launched during the outbreak of the attack, but planning for a year, perhaps you say, in the domestic view of the small program is not very common electricity supplier?

For multinational enterprises, it is not so easy. There are many formalities. The network security and legal conditions of China and Japan are very different. The subject of small program shops must be fully demonstrated before they can be determined. A simple WeChat payment needs to be discussed and discussed.

In terms of commodity planning, the small program store is also different from all kinds of shops under the online and offline businesses. The small program store has the whole product line, the middle and high end shirt product lines, all kinds of men's wear, and all kinds of new accessories. Even when the main summer wear is being made, there are still autumn and winter products in the small programs, such as overcoats and sweaters, so as to facilitate customers to spend off-season.

Small program shop style is also more suitable for Chinese users' shopping habits. In the past, many people Tucao Kamakura Japanese official website was too difficult to use. That's because the official website is used by users worldwide, and the website experience is closer to the European and American styles (such as Amazon Facebook). But now China is the largest electricity supplier in the world, and Chinese customers have developed their own shopping habits. The experience of small programs is also completely consistent with Chinese consumers' habits.

It is the consensus of the world's major multinational companies to do business in China, which is consistent with the preferences of Chinese consumers.

      Not only in small program stores and express logistics, but also in the experience of taking care of Chinese customers, Kamakura shirt even developed a new product for the Chinese market during the epidemic. One is white, one is blue, one is dark black, and the other is navy blue. The four products are unique: the collar is small square collar, the collar is not decorated, and the length is shorter. Some.

Why do we have to do these three characteristics?

After entering the Chinese market, they found that Chinese consumers had some pain spot needs:

For example, most Chinese customers don't want to wear shirts because they look like "selling insurance" or "housing agents" (which do not mean to belittle these occupations). They are too formal to make the other side stressed and not casual. They also dress up in diss's suits, and think that these people do not have Internet breath. Bad Internet products.

If you don't wear a necktie, the European and American style shirts designed by Kamakura are not very suitable for Chinese customers. Because the collar is a little big, they change their collar on the basis of not changing the version, and adopt a new type (the professional name is SHORT POINT). COLLAR) there is no decorative sewing thread around the collar. Then, with special techniques and superb skills of Japanese craftsmen, it ensures that the collar is wide and is not easy to deform, and has a high sense of simplicity.

A shorter shirt is a little shorter for the shirt hem, which can be put into the waistband and placed outside. Chinese customers want to wear shirts when they go to the coffee shop or bar, but wish to be casual, do not tie ties, and do not want to tie their shirts to the waist belt. So Kamakura designs shorter shirts and reduces the hem, so that they can dress casually. When the tie bar is removed and the shirt is released, it will relax.

Chinese customers also prefer dark shirts. They always think white shirts are too formal (uh, how many Chinese customers don't like it). They are dark blue and dark. They are also thin, formal and not formal.

As a result, the wearing scenes of Kamakura shirts have been greatly increased. Apart from business communication and work, casual entertainment, or seeing friends in cafes or relaxing in bars, shirts can be worn, and comfortable and comfortable shirts will make a person more spiritual, more elegant, clean and more tasty.

However, many multinational brands will shrink in terms of quality in order to cope with the Chinese market.

Kamakura's shirts for the Chinese market are sold in a very popular Manhattan version, using 120 high count plain weave fabrics. The Japanese craftsman's superb sewing meets more arcs and has a stronger sense of touch. Moreover, the high black butterfly shell with only 200 high-end products is used, and there are many high sense and leisure designs in it. They even named this series of products SHAN. The GHAI model needs to be specially specified that this product is only available in Kamakura's small programs and shops, with a limit of 370 pieces.

So, on the whole, the adjustment is not quality but style, so that customers can have more wearing scenes.

       During the epidemic period, most enterprises are not waiting for work or transformation, or do live self help. However, Kamakura's response is a little bit special, not only has developed a new type of mask, but also has made a new small program store in the Chinese market, and has set up a new product line for the Chinese market.

However, Kamakura did not do live broadcast, I wonder if it is because Japanese companies are too reserved, but their response is focused on product innovation and experience running in, which is really what they are best at.

After Kamakura entered China, after more than two years of research and entry into China, it has made a lot of efforts in localization. The above measures, rather than responding to the challenges posed by the epidemic, are more about coping with China's consumption demand. However, this kind of adaptation needs not to reduce quality or price war, but to adjust the style on the basis of quality.