Kappa And Domestic Entertainment Giant Huayi "Marriage"
China's leading international sportswear brand enterprise -- China Kappa (China) group (China) Co., Ltd. announced its marriage with China's entertainment industry leader, Huayi Brothers. This seemingly unusual alliance is a bit of an expectation because of the unusual development path of Kappa China, because Kappa's many market activities in China have been deeply rooted in the sword, but also because the Chinese industry in the context of the global economic crisis needs a lot of bright colors.
At the moment of entertainment, despite the rampant spread of the economic crisis, entertainment, as an industry, shows strong momentum of development. At this time, the hands of entertainment giant show the Kappa China's keen perception and accurate judgement of consumer demand. But is that just so?
Does this move indicate that Kappa China has officially entered the entertainment industry in an all-round way? Of course not! Looking at the whole picture, through in-depth analysis of this cooperation, we can easily find that Kappa still highlights the core of its sports, fashion, sexy and taste, and unswervingly practices its differentiated marketing mode which has always been advocating, but it reflects the strategic evolution signal of China's trend.
The following is Q&A: from the front reporter and Mr. Ren Yi, general manager of Kappa China company.
NetEase: This is the marriage of the Huayi Brothers in the entertainment industry. What kind of actions will follow?
Ren Yi: looking back at many reports that have been seen before in the media, the general impression of China's development in Kappa China can be summed up in four words: rapid expansion. For example, "turnover doubled four times a year" and "sales grew by 81.7% year-on-year".
The direct appeal of China's move is to carry out Kappa's "sports and fashion" entertainment marketing mode. In the cooperation with performing arts and sports stars, Kappa also takes me as the main factor, and does not choose a fixed spokesperson. In specific actions, we may produce "Star Series" with the Huayi Brothers' artists. For example, last year we crossed the line with the letter to get a pair of shoes which are very popular. So this year Kappa should cooperate with stylistic stars extensively to maximize the attraction of the star resources.
NetEase: NetEase: in addition to the marriage with Huayi Brothers, are there any other big cooperation?
Ren Yi: in line with the rapid growth of performance, Kappa China's marketing strategy and means are also diversified. At present, we have confirmed that there are Chinese Tennis Open events in the cooperation projects, and there are plans for cooperation between Kappa and the British OASIS (OASIS) rock group's Chinese concerts, and the cooperation with the YOHO magazine's trend pageant. In fact, such cooperation will be applied at all levels.
In April last year, China bought Feinikesi for 2 yen. Feinikesi is a sportswear design, manufacturing and sales company, which includes the ski brand Phenix and other outdoor brands, as well as the ownership of Kappa brand in Japan. It is easy to see that from expansion to integration, the strategy of China's movements has changed in silence.
NetEase: Kappa has always been a bright color, but the fashion is constantly changing. Will Kappa keep it this way?
Ren Yi: bright color has always been one of the characteristics of our Kappa. We want to express our fashion concept with such bright colors. Of course, following the trend of the trend, we will also choose the most suitable route for Kappa.
Editor in charge: Xu Qiyun
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