For many merchants, retail is still in a downturn. However, according to the latest April consumer data released by the National Bureau of Statistics of China, the total retail sales of consumer goods amounted to 2.2778 trillion yuan, up 10.7% from the same period of last year. Although it slowed down compared with that in March, the performance of the fashion category was relatively stable. The type of apparel also hit a double-digit increase of 10.0% in the past 21 months and the retail sales of wearing and selling goods rebounded in April. Among them, the clothing, footwear and textiles increased by 10% and 8% respectively, 3.6 percentage points higher than that of the previous month. The total sales of apparel shoes, hats and knitwear in the PRC reached 112.6 billion yuan. From the above data is not difficult to find that in April China's apparel retailing industry has indeed picked up, but today the environment is still not optimistic, there are still many apparel brands to shrink and shut down strategy. As a contrarian evergreen tree since its inception into the domestic market, KM has maintained its growth. Over the past two years, KM has expanded to more than 500 stores, maintaining steady growth and maintaining rapid expansion. According to the latest statistics from the retail industry, KM opened 30 stores in 14 cities in China in April in an average of one day to protect the growth of a new store. According to the brand's public data, the store growth in May will be based on this There are more breakthroughs. Why KM can break through many fashion brands, let us spy on the mystery! Focus on products, brand power to absorb more "turn to powder" in the Chinese consumer market is rising, the target audience is changing, the rise of millennials Become the main force of consumption, they through various social means to understand the fashion trend, the product requirements are also getting higher and higher. In this case, both the luxury brand and fast fashion brand, need to focus more on personalized consumer demand, to produce products to meet the demand. KM attaches great importance to product development, they devote themselves to the study of consumer demand for consumers design, purchasing the most fashionable products. At the same time using big data practices to establish a data center, real-time tracking product sales and rapid adjustment. In terms of new media usage, the official WeChat public account has always been the key point for KM to interact with fans, increasing user stickiness in the interaction while converting more primary needs into consumer forecasts and product development data. It is understood that KM has hundreds of suppliers in the country, many of them for the international brands do foundry manufacturing enterprises, large distribution centers and efficient storage facilities to ensure that each store can be promptly and quickly replenishment of goods. Meet the fashion design of consumer demand, a strong supply chain system for KM in a short period of time to provide consumers with inexpensive apparel products, passers-by quickly become a brand loyal fans. Investment-type joining into a brand booster Whether it is a big brand or a small brand, are unable to rely solely on a single direct mode of expansion, it is not difficult to find that many brands are in the expansion of the way to join the model. KM to an average of 1 day a new store to expand the speed of its science in line with the "national conditions" to join the model. The franchise policy is "branded usages + goods deposit system + one-week breakout". The most outstanding feature of this affiliate mode is that the franchisee, apart from paying the necessary fees such as brand royalties, rent and decoration, etc., the rest of the recruitment, operation and supply work Provided by KM. This join mode really realized the optimization combination of people - goods - field. With franchisees venues, using their own talent, sales of their goods. This shows that KM is working lightly, fully grasp the design and procurement of goods and the upstream supply chain, decoration, rents and other re-input to the franchisee, thereby reducing their own burden, to achieve rapid run. Dense expansion strategy, the formation of regional influence In the layout, the brand choice of decentralized layout, brand-intensive layout, although both can increase the number of stores, but the brand is different. Scattered decentralized operation of the layout, while increasing into at the same time is not conducive to the formation of brand influence. Intensive site layout can form regional advantages in certain areas, deepen regional brand influence, and can effectively reduce transportation and management costs. From April KM store layout point of view, KM site layout is the use of intensive layout. Adhering to the concept of "price-minded, product-rich fashion, quick update", KM made a breakthrough in store operation based on the fast fashion mode combined with the actual situation in various regions to subvert the traditional retail mode and create a rare Sustained high growth.
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