KM: In The Face Of The Fast Developing Trend Of Business, Brand Playing Is Necessary.

In the past summer, hot China has hip-hop and aroused heated debate.

The trend Carnival and the INNERSECT global trend culture exhibition, which comes with its own flow, has brought the smaller trend and street elements to the masses of consumers.

In the face of the increasingly popular culture and growing culture in China, KM, who has been committed to creating male fashion life, has also captured this rising trend business, attracting a large number of young consumers and completing various pformations.

Is the fashion business really popular?

YOHOOD Carnival Carnival

Who does not want to have a share of the domestic valuation business of 300 billion?

Hip-hop, Diss, Freestyle, skateboarding, graffiti and tattoos are no longer strange to contemporary people, but a few years ago, most of them were mixed.

They are minority youth subculture groups.

With the infiltration of various cultures and changes in the structure of people, the minority trend culture, which has existed in China for more than 10 years, is moving from the edge to the center, and its group is also growing.

If the portrait of the Chinese crowd is portraged, they are a group of young people aged 16-35. Their consumption and lifestyle are in line with the international standards. They have a strong desire for consumption and ability, and are strongly expressing themselves.

Tattoos, skateboards, graffiti, rap and so on are all notable features of tidal culture.

A cultural phenomenon that has existed for more than ten years and has core participants is no longer a purely cultural phenomenon. It is also a business phenomenon.

Just like the rise of the two culture in Japan, its consumption has penetrated into all fields, and is no longer confined to Japan.

China's trend business is not only just breaking out, but also developing rapidly.

According to the third party calculations, only

The domestic sales valuation has reached 300 billion.

Business circles often say that it is best to earn money for women and children, but judging from current valuations, this statement will be changed by the younger generation, especially after 95, who will be the largest and most potential consumer group in the coming years.

300 billion of the business valuation, all kinds of brands want to share.

And KM's big business is not as simple as it appears.

Its purpose is not only a piece of cake, but rather a clear understanding of its distinct brand concept, which is to continuously provide fashionable fashion clothes for fashion lovers, thus reflecting the consistency of its brand concept and business philosophy.

The means of breaking into the tide Market: the "tide" product and the "younger" attitude

Whether it's the tide culture, the tide card, the Chinese hip-hop, the YOHOOD carnival or the INNERSECT global trend cultural experience exhibition by Edison Chan, there are two common characteristics of their group: "tide" and "Youth".

KM is able to catch up with the trend business. What is the "trick" of this express train?

In fact, it does not, it only operates according to the two characteristics of "tide" and "Youth".

The tide culture is a rebellious and preaching culture of freedom and expression. The tide of KM is the embodiment of the elements of the culture, especially the products of the Chaoyang series, which are applied in the products with sharp jumping colors, street sense printing, distinctive slogan and oversize styles.

This series of products not only provides consumers with display functions, but also enables them to find ways to vent themselves.

To satisfy the current high demand consumer groups, tide is just one of them, and fun is also essential for them.

Not long ago, KM introduced a fashionable and fun product. The hand temperature color change T-shirt and T-shirt change color after touching, which is both fun and fashionable.

The product was warmly received by consumers after the launch of WeChat public number. At the same time, the time limited hunger marketing method was adopted, which became the trend product at that time.

KM publicity in autumn and winter

In addition to Chao, KM is still working hard on the word "young". After all, the trend of business is always the business of young people.

Voice can only be exchanged for short time exposure through social media and celebrities, while young people are becoming increasingly difficult to cluster. They have their own small circle to move their big V out of business, instead of KOL in their circle.

What KM does is to keep youthful, contact with all kinds of young people, and understand their current preferences and needs, so as to avoid "derailment".

As a result, it has made the effort to become a KOL in the WeChat public account as a group of young people who love fashion.

IP's "big wet brother" teaches every group of consumers about their products' skills and skills in every issue, and many followers of the "big wet brother" ask for the product's model and place of purchase.

Compared with advertising and other people, KM prefers to build itself into a KOL to drive mass consumers. After all, about one million of its fans are not dummy.

The appearance of "big wet brother" is to let mass consumption accept KOL's "Amway". Without hesitation, he purses his wallet and realizes effective pformation.

KM WeChat public number "big wet brother" push content

When a new business opportunity arises, it is natural for every major brand to seize this opportunity to make a windfall. But to make a new business opportunity a successful business, it is a university question. It is not a good idea to find out the root cause one by one, like KM.