KK Group

KK Group, a significant player in China's new retail sector, was founded in 2015 by Kui Wu. Wu, an alumnus of Sun Yat-sen University, previously founded and managed other e-commerce companies, leveraging his experience in the internet and online retail spaces to establish KK Group's distinct market position. The company's journey began with a focus on imported goods, initially operating under the name KK Guan, and has since evolved into a multi-brand powerhouse.

The business operates a portfolio of lifestyle retail brands, including the flagship KK Guan, KKV, The Colorist, and X11. These stores target a younger demographic, often referred to as Gen Z consumers, by creating immersive and trend-focused shopping environments. The business model is primarily based on directly-operated physical retail stores, strategically located in shopping malls and popular commercial districts across China and expanding into international markets like Indonesia. Revenue is generated through the direct sale of a wide array of products to consumers.

Each brand under the KK Group umbrella serves a specific niche. KK Guan and KKV offer a curated selection of general merchandise, including snacks, beauty products, and lifestyle goods sourced globally. The Colorist is a dedicated cosmetic retail chain, presenting a wide variety of makeup brands in a vibrant, design-forward setting to attract beauty enthusiasts. X11 caters to the collectible toy and art culture, offering a diverse range of designer toys and pop culture merchandise. A core component of their strategy involves a data-driven approach to product selection and store management, along with a high-turnover model that sees frequent updates to their product offerings to maintain customer engagement.

Keywords: new retail, lifestyle brands, consumer goods, Gen Z market, cosmetics retail, designer toys, direct-to-consumer, physical retail, brand portfolio, data-driven retail