How Did Kappa And Puma Succeed In China?

Nike is sold to people who really like sports. Kappa is sold to people who pretend to like sports and are really trendy.

My summary 1, the rise of Kappa.

The domestic sportswear market is still the largest leading edge of Nike and Adidas. Local brands such as Lining and Anta, although sales are growing fast, there is still a long way to go before they challenge the top two giants in the mainstream market and brand.

But in the past two years, some two or three foreign brands (or a country's first line brand, but not known in China) have made great progress in China. Most of them have strong design / fashion sense, high price (high premium), and very fast growth in the second tier market, and the most dazzling one is the Kappa brand in Italy.

Of course, it may not be appropriate to compare Kappa and other brands with nike\adidas, because their market / positioning is very different and categories can be subdivided, but they are all assumed to be sportswear brands.

I remember, 3 years ago, in Beijing, only a single overpass saw a lonely outdoor billboard at the side of a flyover, and the clothes had nothing to do with the garish points.

However, in recent years, all of the major department stores and sports brand monopoly areas in China have their stores, most of which are closely related to Nike and Adidas.

I know all my friends, almost a few hands Kappa (including my wife and I bought a lot, and we almost never buy Nike and Adidas), walking on the street, at the airport...

Even to some counties and townships, the oil market can see people wearing Kappa. There is no way. LOGO is really too big and conspicuous, and the design of the car sense is Kappa, and it is coming to the edge of the street.

Kappa feels really young, energetic, and there is something else. Even if you bump into a shirt, you will not feel embarrassed. Instead, you will regard it as the same kind of brand design / positioning and consumer mindset. We can further study it.

2, who is running Kappa?

We all know that the former Lining's Beijing trend is in operation. It began buying up Kappa's dealership in mainland China and Macao in 2002. It was exclusively dealt with by the former CEO CEO of the Li Ning Co, and was officially separated from Lining in 2005 (buying 80% shares held by former Lining). It was listed in Hongkong in the name of "China trend" in October this year. It is estimated that the market value of IPO will be 4 billion Hong Kong dollars, becoming the Chinese sports stock after Lining and Anta.

Media disclosure, "unable to renew the KAPPA Basic Net group, is an important factor in the withdrawal of Li Ning Co.

Li Ning Co acknowledged in the announcement that the KAPPA concession agreement is only 5 years old. In the long run, Li Ning Co can not share the value-added effect on KAPPA investment.

The company hopes to renew its contract with BasicNet on 2007 when it is full, extending the franchise time, but not being adopted by BasicNet group. "

The question is, if Kappa's Italy parent company has to recover kappa's operation in 07 years, what is its relationship with China's trend?

We should hold China trend shares, otherwise, as a Kappa agent, where is the living space?

The media said at the same time: "Li Ning Co from KAPPA has now invested in another sports brand.

The announcement shows that Li Ning Co Ltd and AIGLE will set up a joint venture, each holding 50% shares.

The joint venture will set up a wholly foreign-owned enterprise in China and is solely authorized to produce, promote and sell AIGLE products in China.

AIGLE is a famous brand of outdoor leisure activities and extreme sports in France. It was listed on the stock market of Paris in 1994.

In 1997, AIGLE officially entered the Chinese market.

And maintains an annual sales growth rate of 50% in the mainland of China.

This is exactly what Li Ning Co values.

An insider from Li Ning Co told the daily economic news that an important reason for Li Ning Co abandoning KAPPA to AIGLE is that AIGLE is an outdoor brand with little overlap with Li Ning Co's own product line. With the rise of China's outdoor sports, Li Ning Co is very optimistic about the future benefits of AIGLE.

This person also pointed out that the joint venture company will have 50 years' franchise to promote AIGLE brand in China, which is the longest period that franchising can enjoy, and the agreement between Li Ning Co and KAPPA is only 5 years ago.

3. Learning experience from Kappa?

There is no doubt that through agent / acquisition of foreign two or three line brand in China, it is a multi brand strategy of many Chinese sportswear and even many industries. From the successful case of Kappa, we should learn a lot of experience, but there are many factors that we are not clear about. For example, who is responsible for the design / Fashion control of Kappa?

Is the Italy team still responsible for the Chinese trend?

How else can China balance the relationship between China and other parts of the world?

What are the key elements of Kappa's success?

Is there any experience that can be copied to AIGLE?

What brands have the potential of Kappa?

I think Puma has this foundation, and we can see that it is on the rise.

Of course, for example, Kappa or Puma may not be included in the sports brand, but closer to the sportswear style of the city.

ChaoLee: first, brand positioning: there is another opportunity to discuss the field of clothing.

More attention is paid to sports brand and less understanding.

In the field of clothing that I was engaged in, I used to be "fashion movement, sports and fashion."

The first thing that KAPPA attracted me was the brand LOGO of the back to back young people. The color of the clothes was also special.

We also call the brand "back to back". Compared with ADI and Nike products, the KAPPA is really different. Its brand positioning is: fashion, sports, sexy and taste. KAPPA emphasizes: sports brand leisure, sports brand specialization.

Two, communication strategy: 1, sports marketing 2007 China Open tennis tournament, there is a lot of people's interest in marketing highlights: the Organizing Committee for the first time the referee invited the champion award ceremony.

Jankovic, who was the runner up of the 2007 Women's singles in China Open tennis tournament, said on behalf of the organizing committee, "thank the referees to join us in creating such a wonderful match for all friends who like tennis."

This referee's clothing sponsor, Kappa, a famous sports and fashion brand from Italy, has provided such a creative idea for the marketing of tennis events, so that Kappa has earned enough attention economy.

This reminds me of the story of ADIDAS ADI, a recent book that is being read in the book "no impossible", which has sponsored the former Federal Republic of Germany and has won the world cup's good results. The most notable thing is that the Federal Germany coach invited the ADI and the team together to hold the trophy and take a picture together.

In the age when the communication was not very professional, ADI made shoes that could replace the studs to suit different venues quickly conquered the European market.

Sports marketing emphasizes the consistency of temperament, and emphasizes the consistency with the development strategy of enterprises, the marketing resources of enterprises, and the tonality of brands. These are clearly reflected in the cooperation between KAPPA and China net.

First, the quality of professionalism, followed by the quality of leisure fashion.

As an official clothing sponsor of the China net, they provided equipment for referees, officials and service personnel in the competition. They also participated in the promotion activities of the China net event organization, which reflected the professionalism of Kappa at the competitive level. Secondly, it embodied the taste of leisure and fashion, and first blended the tennis competition with a dull and dull atmosphere into the entertainment elements. In addition, the ATP and WTA players were invited to conduct special training with spectators to promote the "crazy tennis" course of the International Tennis Association, so that the audience could feel the joy of tennis in entertainment, and its effect is self-evident.

"Kappa's many characteristics enable us to fully display the beauty of athletes' sports while providing professional services.

More importantly, the integration of sports and fashion is an important trend in the development of sports goods nowadays, and the spirit of tennis is interpreted in the form of fashion. This is the inherent advantage of Kappa. "

Kappa China CEO Qin Dazhong elaborated the marketing idea, said that sponsoring the Hongkong table tennis team, the Chinese 49 person class Olympic sailing team and so on the market action has started, may say Kappa's Olympic Games marketing is quietly developing.

2, the entertainment marketing Kappa and LYCRA jointly organized the "Yi Mu's heart and soul" to create a fashion lovers tour in the country, which was staged in Hangzhou, Shenzhen, Wuhan and Dalian.

On the day of activities, good men Wei Bin, Zhang Xiaochen and Wu Diwen, as judges and award guests, came to the scene and gave their best help.

The dynamic hot dance, sexy and fashionable Kappa show show, staged a Kappa sports fashion show, let the audience shout, but also let them deeply understand the Kappa movement, fashion brand characteristics.

Fashion Charity Night activities, CCTV model competition, as well as bands and singers and so on, show the brand personality of Kappa sports, fashion, sexy and taste from different angles, showing unique charm and demeanor in the field of fashion.

Dylan Kuo served as Kappa spokesperson for second consecutive years, showing his health and vitality.

3, cross border cooperation and Pepsi beverage brand vertical cooperation.

Although many reports show that cross-border cooperation with PepsiCo is not very ideal, this pattern must be the direction of the future brand.

Cooperate with LYCRA brand level.

Kappa small files began sponsoring various sports teams at the beginning of its brand development. Kappa

According to statistics, from 98 to 2002, Kappa sponsored 220 teams and individuals in 27 countries.

The sports involved include 16 Sports: football, skiing, cricket, beach volleyball and hockey.

With the support of strong sponsorship, Kappa signed a sponsorship of Juventus football club in Italy in 1981, and then successfully sponsored the national track and field team to participate in the 1984 Losangeles Olympic Games.

In sponsorship activities, the use of innovative fabrics, memorable designs and products representing brand language and brand image provided by the Kappa brand has played a key role in making the popularity of Kappa brand rapidly improve.

In addition, while sponsoring, Kappa also actively entered the entertainment industry.

Kappa has a very wide range of contacts with the entertainment industry. From music to television, from cinemas to regular celebrations, a large number of targeted promotional activities have been conducted for different entertainment industries.

Kappa endeavours to lead and create popular trends through media such as television, radio, magazines and the Internet.

Kappa brand's correct brand positioning in line with the market rules, so that Kappa's business content in the world is enjoying rapid growth.

The memorable slogan "He who loves me follows me" - love me to follow me, so that Kappa's brand image has been continuously upgraded.

Since the Kappa brand entered the Chinese market in 2002, the brand positioning of "sports, fashion, sexy, taste" and its complementary market activities have also made Kappa brand more and more popular among fashion groups.

The wonderful Kappa brings is worth looking forward to.

Nananankino: 1, Kappa's China Road -- Product / brand pformation: the original way of Kappa is the complete Italy product line, and even the brand promotion idea: sponsoring the A soccer team and the professional sports way, but it has not been done yet, the scale has been maintained at 1-2 billion, and the money has been spent a lot; after all, on that price, the professional will surely not match Adidas or Nike, and their light marketing expenses are enough for Kappa annual sales.

Until around 2004, Chen went to Australia to attend the kappa global conference, and discovered the Lifestyle series of Kappa. Then all the top executives in Sanlitun pub made their determination and courage to decide "do not take the unusual road" - Sports heart and fashion shape (relative to Nike, Adidas's fashionable heart, sports type).

Even all the fashion designers come from the Asian style of Korea. They use bold and exaggerated collocation and logo, and the version is thin (so they are not slim enough to wear Kappa), making hunger marketing.

The pformation of the brand from TV, sports sponsors, and began to popularize fashion brands: sponsoring hosts, sponsoring stars, and promoting the fashion of pure fashion, and finally saw broad prospects.

2, the agency of Kappa; indeed, as my brother said, there is a financial crisis at Kappa global headquarters, K