At present, Kashima brand has opened nearly 70 stores all over the country (all directly operated stores). Except for Chengdu and Hangzhou, two new first-tier cities, most stores are in second, third and fourth-tier cities.
Kashima is committed to creating good products for the daily needs of the public. Stylistically, it is a hodgepodge of IKEA, MUJI and Uniqlo. The product structure includes clothing, household goods, gardening and green plants. It is reported that the early Kashima brand started with clothing and expanded its business categories step by step in the development process. In recent years, the proportion of landscaping plants in SKU has greatly increased.
The surprise of Kashima member store is that when consumers enter the store, it is like opening the door to the department store world, and they will find a new world except clothes: clothes hangers, puppets, water cups, green plants, nutritious soil, educational toys, kitchen utensils and so on, and the price is cheap.
Kashima mainly focuses on clothing, accounting for more than 65%. Walking into this store, I found that its style is very similar to that of Uniqlo and Muji, but a closer look shows that the price is super cheap, and the vest only needs 9 yuan! The price of a set of brand clothes can be reduced to less than 100 yuan, which you once thought unimaginable!
Consumers' most evaluation of Kashima is the word "cost performance". Kashima boasts itself as a "model of pragmatism", and it is the brand's business philosophy to let customers enjoy the pleasure of buying single products at factory wholesale price. Office workers, ordinary families and students are its main customers. People who like it think this is a treasure, which gives ordinary consumers a little luck in life. Therefore, cost performance can be said to be the core of Kashima brand. By providing the most cost-effective products, consumers can increase the happiness of life in the shopping experience.
In Longhu Hangzhou Binjiang Tianjie Store, the store area is 500-600 square meters. The store is mainly composed of clothes, which are divided into men's and women's clothes, home underwear, home life, household goods, flowers and plants, gardening market and other areas. In the clothing area, it is mainly based on versatile basic models, which is similar to the height of Uniqlo. The lowest price categories are socks and underwear, which are basically in the range from 7.9 yuan to 14.9 yuan. The price of a mid-neck sweater with 92% wool and 8% cashmere is 199 yuan. The most expensive one in the store is a long down jacket for men with 80% cashmere, which costs 59,438 yuan.
draw
In Kashima, it is known for its pragmatism, and it dares to make more concessions than this. Kashima has made a reasonable positioning for each product, so that you can enjoy the pleasure of buying single products at the wholesale price of the factory.
In fact, brands like Kashima can barely be included in traffic stores, and they have certain chips in the process of store expansion, and the level of shopping malls that can be settled in will not be too bad. However, the gross profit and profitability are low and the leasing ability is limited.
The brand needs to be located in a high-traffic area to be transformed, but at present Kashima is not an index format brand with dual advantages of brand influence and traffic.
In addition, the low customer group positioning has reduced the adaptability of shopping centers in first-and second-tier cities to a certain extent, and it is more suitable for rooted community-based shopping centers. In the third-and fourth-tier cities, in the process of future consumption upgrading, it is conceivable that it is difficult for brands to maintain the existing model.
At present, the core of Kashima is to think about the whole business positioning, what kind of lifestyle problems to be solved in the future, build the whole category structure around lifestyle, strengthen the supply chain capacity and improve the quality experience on this basis, and there may be great development after adjustment.