Why Can KM Let Consumers Willing To Pay Their Money And Enjoy It?

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Segmentation and upgrading of consumption have entered the Chinese market for some time. The fast fashion has ushered in the embarrassment of "ten years". Many brands have been closed and pformed because of the loss of consumers.

Just when fast fashion brands are no longer looked good, the fast fashion designer brand KM, who has been working quietly, can still retain large quantities of traffic and become the darling of young people.

KM can do this, and constantly update product strategy and user strategy on the basis of changing needs.

The product strategy of "seeing the wind and steering the ship" carries the needs of 90% consumers.

Clothing brands can be classified into luxury brands, fast fashion brands and designer brands. Compared with other brands, fast fashion brands are not only fashionable, but also very popular.

However, with the rise of designer brand and tide brand, the disadvantages of fast fashion brand, such as single style, lack of fashion and lack of tide, are gradually appearing.

Changes in consumer demand have made KM realize that brands can no longer live as they used to be.

It began to restructure the products in the brand, retain the original elite series, leisure series and creative series, and add a new series of tides according to the change of consumer groups. The changes in the product series greatly reflect the clear positioning of the brand.

KM started with a more casual fashion style. Later, influenced by various cultures and design ideas, the design style gradually developed towards a pluralistic direction.

With the most fashionable street culture and tide brand benchmarking series, let young people advocate the love of freedom with the "tide" style clothing as the carrier; the creative series displays the "simple and simple" style in the use of materials and colors to satisfy the minimalist beliefs of no desire; leisure series does not like the labelled young people to provide comfortable and aesthetical products, so that these young people can dress them freely and uncomfortably; and the elite series shows the workplace elite to show the workplace fashion and interpret different workplace life.

In fast fashion brands, the price positioning of KM is very reasonable, and the price performance ratio is very high.

From the repositioning of products and price positioning, the four series have already met the needs of the 90% young people in material and inner needs. Nowadays, we can no longer simply describe KM with "fast fashion".

"In-depth communication" user strategy, brand is no lack of performance.

No celebrity endorsement, no advertising.

To retain a large number of "flow" can not be separated from the products that can satisfy all kinds of consumers, and it is inseparable from the subtle relationship between consumers and consumers.

KM has been keeping in touch with consumers with its unique means and style. It is understood that over 1 million 500 thousand fans have been conquered by their "personality charm".

Compared with other brands in the country, ask the first stars to endorse the brand, and let the stars help "take the goods" differently. KM has never invited any stars to promote the brand. In order to achieve effective drainage, it is more effective to cultivate the brand's direct users and loyal fans than with the help of star guides. The huge number of fans is the best proof.

Today, the WeChat public number has become a new way of communication between brands and fans. Attractive quality content is a great tool for retaining fans.

KM in WeChat content operation, in addition to new themes, according to the needs of fans matching information, there are all kinds of emotional topics.

Many young people living in the city are fighting alone. They shoulder various kinds of pressure. KM knows the characteristics of this group and set up sexy column, which resonates with fans, so as to get a deeper understanding of the real needs of fans.

In the KM public address, more than 100 thousand of the reading volume is a common phenomenon, and more than a few articles read less than 100 thousand hours after 24 hours of pushing.

For example, what is the experience of the H5 animation, which was launched in September 29th, by the goddess at night? For example, it is understood that the H5 with emotion as the theme is less than 200 thousand hours in the 24 hours after the launch. The total amount of reading between WeChat and H5 has exceeded 200 thousand. It is a large number of fans forwarded by the fans, and a large number of fans are commenting on the push.

High quality content and lively interaction have become a major feature of the WeChat public number. The performance of the fans behind the fans is not bad.

In fact, KM is not just operating.

It is a group of people who are pursuing fashion and pursuit of life. Loyal fans are KM's largest intangible assets.

To get the true traffic volume, the brand can not rely on various slogans and various propaganda, and the best way to get the flow is to do well in the products and operate the users well.