Kappa'S Road To China'S Development

At present, the domestic sportswear market is still the main selling advantage and market share of Nike and Adidas. Although local brands such as Lining and Anta are developing rapidly, there are still a long way to go to challenge these two giants in the mainstream high-end market and brand.

Over the past two years, some two or three brands abroad have developed rapidly in China. Most of them have strong design sense of fashion, high price and fast growth in the market. Among them, the most dazzling brand is Italy brand Kappa.

Kappa's pformation path in China

Kappa initially dominated by Italy products, its brand promotion ideas continue the development mode of Italy market, sales scale develops steadily, and professionalism is still Adidas and Nike.

Until a global Kappa conference a few years ago, they discovered the "lifestyle" series of Kappa, and decided to pursue sports and fashion styles.

From the South Korean clothing designers, bold and exaggerated color matching and eye-catching logo, from the TV, sports sponsors quit, began to pform the fashion brand promotion way, through sponsoring the host and sports stars to take the pure fashion fashion promotion route, people finally see the broad market space of Kappa.

In recent years, the popularity of Kappa brand has been advancing rapidly. Almost all major department stores and sports brand monopoly areas in China have stores, most of which are close to Nike and Adidas. More and more people wear Kappa.

Of course, it may not be appropriate to compare Kappa with Nike and Adidas, because their market positioning is very different. Kappa gives people a feeling of youth, vitality, and a bit of an alternative. Even if a crash shirt is not embarrassed, it will be regarded as the same kind.

Compared with the product demand of Nike and Adidas products, Kappa brand positioning: fashion, sports, sexy and taste.

Kappa emphasizes the concept of "sports brand leisure, sports brand specialization", that is, people understand "fashion movement, sports fashion."

Kappa's success factors

There is no doubt that agents and the acquisition of foreign two or three line brands in China are a multi brand strategic way for many Chinese sportswear and even many industries. From the successful case of Kappa, we can learn from many experiences.

The first is its communication strategy, which is clearly seen in the cooperation between Kappa and China net. It shows professional quality and fashionable taste.

As an official clothing sponsor of the China net, Kappa provided equipment for referees, officials and service personnel in the competition, and also participated in the promotion activities of the China net event organization. It reflected the professionalism of Kappa at the competitive level. Secondly, it was reflected in the taste of leisure fashion. They first fused the elements of entertainment for tennis matches, and let the audience feel the pleasure of tennis in entertainment.

The integration of sports and fashion is an important trend in the development of sports goods nowadays. It is the inherent advantage of Kappa to interpret the spirit of tennis in the form of fashion.

Next is the intensive cultivation of channels.

From the perspective of appearance, Kappa has gradually reduced the number of agents in the country in recent years, but the strength of agents has improved.

The success of Kappa has satisfied the trend of social consumption. The design features of its products are not easy to reproduce. The fashion of Kappa makes it stand out in the sporting goods store. The design and color matching of exaggeration and design are more in line with the brand lineage of Italy brand. The thin version makes buyers become spokesmen of their brands.

With the development of China's economy and the increase of people's disposable income, the sports and leisure market is growing at an annual rate of 20%.

However, there are still many factors to consider from product strategy to marketing mode, and then to terminal sales.

How can Kappa catch the future consumers again?

Source: international apparel network