Fast Fashion Is In The Mire Of Achievement. Why Does KM Thrive?

In recent years, in the bustling streets, we are amazed to find that a Nordic minimalist designer.

KM has a high "appearance rate".

The blue and white shop image is unique, simple and atmosphere. The rich display of goods in the shop, the fashion is not exaggerated, the price is grounded, the consumers who go in are overjoyed, eager to stop buying.

According to the press survey, KM was introduced into China in 2014. In two years, more than 300 stores were opened in China, and the sales capacity per unit area was 37% higher than that of its counterparts. The total layout of 2000 stores is expected to be realized in 2018.

McKinsey's 2016 McKinsey Chinese consumer research report released by international consulting firm showed that more and more Chinese consumers began to focus on only a few brands or even a brand. For example, the proportion of consumers who choose to choose their own brands outside the clothing category has dropped from about 40% in 2011 to less than 30% in 2015.

This also explains the reason why KM can continue to explode from one aspect.

Nowadays, the shopping tastes of young people are getting higher and higher. Fashion has become a rigid demand in clothing and dressing. Compared with other brands of the same trade, they are still obsessed with the output of low, and the products of the earth. KM has become a new global trend.

It's on the shelf.

There is no doubt that KM has become a typical case of capital growth in the cold winter.

What is the secret of KM's incredible success in the context of consumer rational shopping and the rush of shops?

Rich, high-class fashion shopping.

In the KM 200 multi level shop, Lin Lan is full of fashion products, T-Shirts, coats, trousers, and other clothing categories, which are divided into four major areas: elite, business, leisure and creativity. They are designed for different occasions and styles. They are the most fashionable styles at the moment. There are bags, sunglasses, umbrellas, sunglasses and wallet accessories. You can't think of a simple belt in your daily life.

In fact, a variety of choices are not difficult to achieve. It is hard to find that every style like KM has the essence of fashion. Consumers are easily attracted and can not stop searching for their loved ones.

In fact, KM spent a lot of effort to solve the problem of fashion and richness.

It not only invites world class designers to make product planning, but also makes frequent contributions to the most innovative designers, and trains a large number of buyers team to collect fashion information around the world and ensure that KM products are at the forefront of the trend.

On the choice of suppliers, KM tends to cooperate with luxury suppliers to make the production process more secure.

Prices are grounded, and young people buy and buy heroism.

Those young people who often go shopping and know the goods gather in KM. They rush into the rush, take the time to pick up the clothes badly needed and leave them alone. They choose to go slowly and eagerness, and happily immerse themselves in the fashionable ocean for three or four hours.

Why are fastidious and rational young people willing to shop in KM local tyrants? People who have been to KM know that 29/39/69/99 products are everywhere, fashion consumption is a lot of money, but KM can easily pform itself into fashion.

KM thinks that most products that combine practicality and fashion are often expensive, and it's hard for ordinary customers to afford it.

To this end, it does not agree with the popularity of the brand should raise the price, but to face consumers at a fair price, and closely follow the international trends, through the latest design trends and strict quality control, so that the product has both fashion and quality, in each link to achieve the best integration and processing, so that consumers have a super shopping experience.

"High-class fashion shopping" captures young people's fastidious, "price ground gas" to dispel the young people's rationality, this is the root cause of KM's popularity in China.

stay

Today, in the doldrums, KM has achieved the miracle of opening more than 300 stores in 2 years by abolishing the traditional production chain and reforming the business mode.

KM has broken the development dilemma of the clothing retail market, providing a new possibility of happiness for young people in the direction of design, the speed of listing, and the desire of consumers for fashion and fashion.