Kmart品牌怎么样 申请店铺

我要投票 Kmart在购物网行业中的票数:51 更新时间:2024-12-23
Kmart是哪个国家的品牌?「Kmart」是美国凯马特公司旗下著名品牌。该品牌发源于美国,在1899年期间创立,经过多年的不懈努力和高速发展,现已成为行业的标杆品牌。
Kmart怎么样

凯马特公司是美国国内较大的打折零售商和全球较大的批发商之一。凯马特公司经营包括传统的凯马特和凯马特大卖场以及凯马特超市,在美国、波多黎各、关岛和维尔京群岛等地区的50个州提供方便的购物。

凯马特使命:凯马特将成为有孩子的中产阶级家庭选择打折商品的去处,凯马特将在竞争中更好地满足他们日常的和季节性的购物需要。

普普通通

萨巴斯蒂安出生于美国一个不富裕的农民家庭,少年时期,他已经学会勤俭持家。由于从小接受良师教导,他养成了攒钱的好习惯,希望以后能用这笔钱做大事。

高中毕业后,萨巴斯蒂安停止了学业,找了份全职工作,他将所有的工资都交给父母,父母不忍心孩子中止学业,就把钱攒下来,再投资到儿子的学业上,供他继续上学。

萨巴斯蒂安再次回到校园,就读于一家商业学院。大学毕业后,就业环境不是很好,他只好先当一段农场主,此后又做过教师和公司职员。据萨巴斯蒂安一次回忆,他还曾经用自己的积蓄投资过一家面包店,但生意没有持续多久。

加盟小店

从1892年起,萨巴斯蒂安到一家生产特殊铁器皿的公司做销售,一做就是5年。

在工作中,萨巴斯蒂安结识了商人约翰·麦可罗瑞(John McCrory).约翰跟随伍尔沃斯(Woolworth),经营“五至十美分”日用品店。在当时商业区内,除了Woolworth,只有他经营这种薄利多销形式的日用品店。

平时,萨巴斯蒂安虚心向约翰学习经商,当他的积蓄达到8000美元时,萨巴斯蒂安提出和约翰合伙开店,希望正式成为经营伙伴。

约翰非常看重萨巴斯蒂安的为人与经商能力,决定收他人盟,两人各自持有一半的股份,分别在孟菲斯和底特律两地各开了一家“五至十美分”日用品店。

萨巴斯蒂安做上了小店主,他把全部积蓄与精力都投到了生意上,准备大干一场。

当时,底特律人口成倍增长,再加上汽车产业兴起,给这个城市增添许多希望和商机。人们纷纷投靠这个城市,萨巴斯蒂安和他表弟查尔斯也不例外。

在合伙经营两年后,由于经营理念出现分歧,萨巴斯蒂安与约翰散伙,自己出来单独经营其中一家小店。

萨巴斯蒂安提出与约翰交换主权,他将孟菲斯的股份卖给约翰,然后自己拥有底特律店,同时,还剩下3000美元。萨巴斯蒂安将钱再次投资在底特律店上。

真正店主

1899年,萨巴斯蒂安与表弟共同经营,并将他们的姓氏定为零售店的新名字,即克瑞斯吉(Kresge)。

萨巴斯蒂安的零售店商品售价很低,全部限制在5~10美分,最初的店员也只有18名。

萨巴斯蒂安非常懂得节省,店里的钱除了支付员工的薪水外,他几乎一分钱也不留着,全部用来开新店,克瑞斯吉店很快从一家,发展到多家。

7年后,表弟查尔斯渐渐失去从事零售业的兴趣,决定转行,萨巴斯蒂安只得终止与他的经营伙伴关系。

1912年,萨巴斯蒂安终于攒下钱,买回了查尔斯名下的股份,从此成为真正的商店老板。当时,他的店铺已发展到85家之多,销售额已经超过1000万美元。

两种标签

上个世纪初,社会上开始流行“时间就是金钱”的说法,很快影响到人们的购物习惯。人们希望足不出户就可以采购到想要的商品。

克瑞斯吉公司马上试用邮购方式,迎合流行,增加销售额。但是萨巴斯蒂安销售的都是廉价日用品,邮购费用超出了产品本身的价值,萨巴斯蒂安不得不渐渐放弃这种新式销售。

为了方便顾客购买,萨巴斯蒂安在小店中实行“颜色标签”,他吩咐员工将原来的商品采用红字头标签,这些商品的价格仍旧标为5~10美分,而进价就超过10美分的商品采用绿字头标签标注,这些商品一般在25美分~1美元。

这样一来,即便价格上涨了,但克瑞斯吉的商品仍旧比其他零售店便宜,顾客还是愿意光顾这家老店。

辉煌50年

随着零售业的竞争越来越强烈,克瑞斯吉开始在报纸上做广告。

1918年,克瑞斯吉双喜临门,公司股票上市。

萨巴斯蒂安依旧喜欢开店,不喜欢搞个人消费。他将公司积累的资金用来开发新市场。20年代,萨巴斯蒂安的经营模式扩大到加拿大,进入国际市场,并很快成立19家连锁店,分布在加拿大各大中城市。

1962年,克瑞斯吉公司在花园城市开办了一家凯马特折扣商店。虽然经营状况没有马上改善,但是通过减少分红,公司仍旧集足资金,新开17家凯马特国家连锁折扣商店。

随后,凯马特进入另一个发展高峰期,凯马特成为美国较大的折扣连锁店,沃尔玛创立时,都以它为师,从实力上,令人羡慕不已。

1966年,99岁的萨巴斯蒂安在退休后去世,凯马特再次进入新时期。

百年轮回

1977年,克瑞斯吉公司名称正式改为凯马特(Kmart)集团公司,公司再一次调整经营方向,这次调整并不成功。

在沃尔玛等新兴折扣连锁店的冲击下,凯马特显得老态龙钟,公司好像一下迷失了发展的方向。

凯马特一味关注扩张新店,缩小商店面积,使得它的管理跟不上,经营成本步步高升,商品很快失去价格优势,顾客纷纷涌向沃尔玛和Target。

同时,公司转向多元化经营,先后兼并多家服装公司、药店、书店和餐饮公司。雇员人数达到144000人,而且整体素质偏低。再加上盲目扩充店面,忽视了店内管理,购物环境严重下降,商品定位模糊,既缺乏高质量的产品,又没有价格吸引力。

凯马特向瑞士信贷、第一波士顿等4家公司求助,很快得到20亿美元贷款。为了东山再起,公司果断停止284家零售店的营业租约,裁员3.7万人。更重要的是,在沃尔玛、西尔斯、GAP、Target等众多刘手面前,公司明确了市场定位,转向品牌经营,兼营其他个别品牌,暂时与对手做差异化经营。

同时,公司大幅度改善硬件设施,采用ISP蓝光网上购物装置,鼓励消费者在网上购物。安装电脑亭,推行“虚拟仓储室”等。

2003年第二季度,凯马特顺利走出破产保护,重获新生。


Kmart is one of the largest discount retailers in the United States and one of the largest wholesalers in the world. Kmart operates traditional Kmart and Kmart hypermarkets as well as Kmart supermarkets, providing convenient shopping in 50 states in the United States, Puerto Rico, Guam and the Virgin Islands. Kmart's mission: Kmart will become a place for middle-class families with children to choose discounted products, and Kmart will better meet their daily and seasonal shopping needs in the competition. Born into a poor peasant family in the United States, he learned to be thrifty when he was a boy. As he was taught by a good teacher since childhood, he has developed a good habit of saving money and hopes to do great things with it in the future. After graduating from high school, Sebastian stopped his studies and found a full-time job. He gave all his wages to his parents. The parents could not bear to stop their children's studies, so they saved the money and invested it in his son's studies for him to continue to go to school. Sebastian returned to campus to study at a business school. After graduating from University, the employment environment was not very good, so he had to be a farmer first, and then a teacher and company staff. Sebastian once recalled that he had invested his savings in a bakery, but the business didn't last long. Since 1892, Sebastian has been selling special iron utensils for five years. At work, Sebastian met businessman John mccrry, who followed Woolworth to run a "five to ten cent" grocery store. In the business district at that time, except Woolworth, he was the only one who operated such a small profit and high-volume commodity store. At ordinary times, Sebastian modestly learns from John to do business. When his savings reach 8000 US dollars, Sebastian proposes to open a shop with John in partnership, hoping to officially become a business partner. John attached great importance to Sebastian's ability to be a man and to do business. He decided to accept others' Alliance. They each held half of the shares and opened a "five to ten cent" commodity store in Memphis and Detroit respectively. Sebastian became a small shopkeeper, he put all his savings and energy into the business, ready to do a big job. At that time, the population of Detroit doubled, coupled with the rise of the automobile industry, adding a lot of hope and business opportunities to the city. People flocked to the city, including Sebastian and his cousin Charles. After two years of partnership, due to differences in business philosophy, Sebastian and John broke up and went out to run one of their own stores. Sebastian offered to exchange sovereignty with John. He sold his shares in Memphis to John, then owned the Detroit store himself, with $3000 left. Sebastian reinvested the money in the Detroit store. In 1899, the real shopkeeper, Sebastian and his cousin co operated, and their surname was set as the new name of the retail store, Kresge. The retail price of Sebastian is very low, all of which are limited to 5-10 cents, and the initial number of employees is only 18. Sebastian is very economical. He doesn't keep any money in the shop except for the salary of the employees. All the money is used to open a new shop. The kresger shop soon developed from one shop to many. Seven years later, cousin Charles gradually lost his interest in retailing and decided to change his business. Sebastian had to terminate his business partnership with him. In 1912, Sebastian finally saved up and bought back Charles's shares, and became a real shopkeeper. At that time, his stores had grown to as many as 85, with sales of more than $10 million. At the beginning of last century, two kinds of labels began to be popular in the society, "time is money", which soon affected people's shopping habits. People want to buy what they want without leaving home. Kresger immediately tried mail order to cater to the fashion and increase sales. But sabatian sells cheap daily necessities, the cost of mail order exceeds the value of the product itself, and sabatian has to gradually give up this new type of sales. In order to facilitate customers' purchase, Sebastian implemented the "color label" in the small shop. He ordered the employees to use the red lettered label for the original goods. The price of these goods is still marked as 5-10 cents, while the goods with the purchase price of more than 10 cents are marked with the green lettered label. These goods are generally 25-1 US dollars. In this way, even if the price rises, the goods of kresger are still cheaper than other retail stores, and customers are willing to visit the old store. In the past 50 years, with the increasing competition in the retail industry, kresger began to advertise in newspapers. In 1918, kresger's shares were listed. Sebastian still likes to open stores and doesn't like personal consumption. He used the money accumulated by the company to develop new markets. In the 1920s, Sebastian's business model expanded to Canada, entering the international market, and soon established 19 chain stores, which are distributed in large and medium-sized cities in Canada. In 1962, kresger opened a Kmart discount store in garden city. Although the business situation did not improve immediately, by reducing dividends, the company still has enough funds to open 17 new Kmart national chain discount stores. Subsequently, Kmart entered another peak of development. Kmart became a large discount chain store in the United States. When Wal Mart was founded, it was the division of Wal Mart. From its strength, it was enviable. In 1966, when 99 year old Sebastian died after retirement, Kmart entered a new era. In 1977, the name of kresger company was officially changed to Kmart group company. Once again, the company adjusted its business direction, which was not successful. Under the impact of Wal Mart and other new discount chains, Kmart looks old, and the company seems to have lost its development direction. Kmart focuses on expanding new stores and reducing the size of stores, which makes its management unable to keep up with the rising cost of operation, and quickly loses the price advantage of goods. Customers flock to Wal Mart and target. At the same time, the company turned to diversified operation, and successively merged a number of clothing companies, drugstores, bookstores and catering companies. The number of employees reached 144000, and the overall quality was low. In addition, the blind expansion of the storefront and the neglect of the in store management have resulted in a serious decline in the shopping environment, a vague commodity positioning, a lack of both high-quality products and price attractiveness. Kmart turned to Credit Suisse, First Boston and other four companies for help, and soon got a $2 billion loan. In order to make a comeback, the company decided to stop operating leases of 284 retail stores and cut 37000 jobs. More importantly, in front of many Liu Shou, such as Wal Mart, Sears, gap, target, etc., the company has made clear its market positioning, turned to brand management, concurrently operated other individual brands, and temporarily differentiated with its competitors. At the same time, the company greatly improved the hardware facilities, adopted ISP blue light online shopping device, and encouraged consumers to shop online. Installation of computer kiosks, implementation of "virtual storage room" and so on. In the second quarter of 2003, Kmart successfully stepped out of bankruptcy protection and was reborn.

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