Kappa, a Fashion sports brand from Italy, logo for the two back to back villain, since entering the Chinese market in 2002 so far, in just six years or so time has gained rapid development in China, has become the sports apparel in the country Is second only to Adidas and Nike international brands, not only in almost all major department stores and sports specialty stores have Kappa stores, and most of the locations close to Nike and Adidas, and the current number of people who wear Kappa more and more. Different from the demands of products such as Nike and Adidas, Kappa feels young and energetic. The brand positioning is fashion, sport, sexy and taste. Kappa is becoming China as the concept of "stylish sports and sporty fashion" Sports fashion vane ,. So, Kappa rapid growth of "Cheats" where? In fact, the rapid growth behind the rapid growth of high potential customer base is boosted by the power of capital, but more importantly, sports brand management model to create. For Kappa's success in the Chinese market, I think the following aspects are the key:
First, the market depth breakdown
Kappa initially in China led by Italian products, its brand promotion of the continuation of the development of the Italian market model, the steady growth of sales scale, but professional loss to Adidas and Nike. At the same time, with the rise of the post-80s, the pursuit of personalization and diversification in the consumption process has become increasingly evident. They do not like tradition and do not want to feel always black and white. Therefore, through deep excavation of the market, the depth of subdivision, a change in the past focus on Sportswear route, into the sports elements into the style of fashion, because in 2004 China's sportswear generally tend to exercise the practicality, lack of fashion Trend elements, Kappa quickly seize the opportunity to hire well-known designer, paying attention to the color and tailoring in the design process, the use of bold, exaggerated colors and eye-catching logo, so that sports are stylish, sports, fashion style of clothing, emphasizing life Tight, stylish and energetic design, sport and leisure are well integrated to bring together the spirit of sport, but it is not purely professional sporting goods, they appear more on the T stage Fashion, to cater to consumers, especially the trend of family preferences.
Second, choice of materials advancing with the times
First-class products require first-class raw materials, in order to "tailor-made", Kappa continuous breakthroughs in the selection of materials, and trend-setting. As in the summer of 2007, in order to adapt to the fashion trend of the current popular fashion, Kappa using high-quality, functional fabrics, with Kappa's unique color style, yellow blue, black and red and other racing-style colors, highlighting the motorsport The speed and fashion sense, gold, silver interpretation of the rich fashion life, blue, white, full of marine flavor ... ... These, in addition to clothing design, more style reflects from the fabric. As in the spring and summer of 2008, Kappa followed the previous beautiful and sexy, based on the addition of more classic elements such as stripes, badges and more, launched a series of new products.
Third, the channel intensive
Kappa first channel strategy in the "borrowed a boat to the sea", that is, with the rapid establishment of large-scale distributors channels, after 2005 adjusted to "initiate", that is, with a set of store rating system and open shop support standards, given to shops direct shelves rebates or renovation rebate, by "initiate", which greatly stimulated the rapid expansion of distribution channels, in addition to agency business growth in the number, along with all its strength in business development and continuously improve. In the process of channel operation, Kappa is intensively working hard. For example, in Kaohsiung and Shenzhen, Kappa adopts a single client system throughout China. By focusing on resources, distributors can quickly become larger and stronger in certain regions. Kappa's success meets social consumption Trend of the trend, the design features of its products is not easy to copy, Kappa's fashion make it stand out in the sporting goods store, exaggerated and out of place design and color matching, more in line with the Italian brand of "descent", lean version Let buyers have become the spokesman for its brand.
Fourth, spread graft integration
In terms of communication strategy, Kappa is very good at grafting and integration, such as Kappa hand Pepsi launched a series of shadow dance fashion sports new products; such as the tenth Beijing International Auto Show launched Kappa Edition C2 special vehicles, leading the new trend of modified cars; as in 2006 In the World Cup sponsored Huang Gexuan, Huang Jianxiang, Li Ming, Jinggangshan and other fashion industry, the sports sector have the right to speak star composed delegation to Germany to see the ball, wear them KAPAA clothing, comment on football on television, to discuss fashion topics, Reviews what is seen in Germany and so on; as in the hands of the network, the performance of the Kappa professional quality and fashion taste, as the official clothing sponsor in the network, Kappa for the competition judges, officials and service personnel to provide equipment, At the same time also participated in the promotion activities organized by the network events, reflects Kappa's professionalism in the competitive level; followed by the taste of leisure and fashion, they are the first time in the game for the tennis competition into entertainment elements, so that the audience feel in entertainment The fun brought by tennis, such as the launch of "China Net" Carnival Day Kappa Day, the colorful Kappa Day Dazzling dynamic activities, set off a "net" outside the stadium a climax Kappa inside and outside the stadium has become a big show, Kappa Day active in the stadium every day from the "La Show" who uninhibited dance opening, by the "friends LUXU show "fashion Bendea dance attracted, just finished watching a wonderful doubles spectators have stopped" the net "main stage, but this time a rich and colorful" Carnival "game also next to the game area kicked off, usually less Fans who have a chance to touch racquets are also trying out how many kilometers they can reach in the play area by trying out an electronic tennis tournament with friends using their next generation Wii game console to invite ATP and WTA players to specialize Training, promotion of the WTA "crazy tennis" course (two hours of tennis crash), so that the audience in the entertainment experience the fun of tennis and so on.
In short, with the development of China's economy and increasing consumer disposable income, the sports and leisure market is still growing at a rate of nearly 20% per annum. Kappa is continuously integrating sports and fashion, combining entertainment marketing with sports marketing, The rapidly developing Kappa, in line with the goal of simplification and product diversification, make sports and fashion, and Kappa is making great efforts to become a fashion brand.
About the Author: Wang Huaming, a marketing expert, is currently the CEO of Shanghai Dongjingtian Enterprise Management Consulting Co., Ltd. and the CEO of Anhui Eagle Enterprise Management Consulting Co., Ltd. For more related introduction, see or email to [email protected] . Tel
