Three Major Strategies For Continued KM Expansion In A Depressed Environment

For young male customers, Nordic fan's KM is not an unknown brand.

Do not know when to start, found that shopping malls, pedestrian streets have its figure.

According to the latest data, KM is still expanding at the rate of 40 newly opened in the environment of traditional costumes. In 2016 alone, the annual sales volume was as high as 2 billion yuan.

Although the domestic market

Many, but in such a depressed environment, few achievements have been achieved.

Why can KM do it? Why?

Direct consumption core and cultivate keen insight into consumers.

At present, China's consumption environment is undergoing major changes. In terms of age distribution, the population of the 25-34 year old age group in mainland China accounts for 32.1% of the total population, which exceeds the average proportion of the age group in the world and the Asia Pacific region.

With the change of social structure, the structure of the consumer group dominated by 80 and 90 young people has been formed.

From the consumer confidence index, the consumer confidence index after 90 hours is obviously higher than other age groups.

This group's shopping attitude is more open, like early adopters, and consumer desire is stronger.

(proportions of people aged 25-34 and above)

KM, targeting young male consumers, has developed a strategy to strike the core of consumption before entering the market: to provide consumers with more than expected products, designers and fashion buyers from all over the world to provide consumers with fashionable and inexpensive product mix to satisfy their favorite and inexpensive mentality.

In order to follow up the consumer's consumption trend and attack the core of consumption in real time, KM uses big data to establish data center. The product team quickly adjusts the product types and styles of different stores according to the feedback information of the center.

At the same time, the team will predict the needs of consumers based on these data, seize the hearts of consumers in advance and seize the opportunity.

The most impressive thing about the clothing industry today is that you may see similar clothing products in different brand stores. They are not Shanzhai. They only have the same figure and different faces.

For the entire apparel industry, homogenization is not a good thing.

If everyone's products are the same, then everyone can compete only with the price.

However, comparing the development of mobile phone industry in recent years, this is the symbol of the maturity of domestic apparel market and the inevitable stage of brand growth.

In the face of such a serious situation of homogeneity, the realization of differentiation is almost a challenge for every brand in a competitive industry.

And the most effective way to achieve differentiation is to create unique brand recognition.

Compared with other popular brands, KM wins in the differentiation: the design sense of parity clothing, in line with the domestic growth of fashion molecules taste.

KM is highly recognized by the market. It is closely related to its highly recognizable design style. It focuses on the Scandinavian design sense, and takes the young people who are rising in the urban consumption to create a series of clothes suitable for daily work and leisurely activities.

Compared with designer brand, KM wins the commercialization strategy: as a more mature designer brand, it is very stable in the shop opening rhythm. In order to guarantee the stability of brand recognition, besides implementing a shop layout in a second tier city, it also implements channel settlement strategy and extends to the three or four line cities.

Under the new trend of consumption upgrading, KM is also increasing the experience and interaction of consumers in physical stores and offline activities, and constantly reconstructing the physical stores, including subversion of traditional fitting rooms, and providing modeling suggestions.

The emergence of Internet information technology has changed the channel of consumers' access to information. Information technology has been able to provide consumers with energy, reversing the information asymmetry between brands and consumers.

Based on this, businesses must learn to use Internet social networking to provide consumers with information, to narrow the distance from consumers, thereby enhancing user stickiness.

Since the launch of WeChat service number in 2015, KM has paid great attention to the operation of WeChat platform. As of March 2017, KM already has more than 100 fans.

The logic behind micro signal is the operation of brand fans. Micro signals can not only maintain members, push new trends, fashion information and brand new products, but also convey the brand's design concept and lifestyle to consumers, enhance interaction with fans, and master effective user data.

By strengthening the stickiness of the fans from the media, the brand also forecasts the product sales to a certain extent, and adjusts and makes up the "exploding money" at any time, so as to reduce the possibility of unsalable products under the traditional mode.

When the traditional industry continues to languish, good results can only be achieved by customer demand oriented and distinctive identification brands. They often occupy a place in the minds of consumers.