What Happened To Kappa Kappa?

Kappa,

Its red hot and falling clouds are good examples of business research.

Red tide is the trend of the times and arises at the historic moment.

In 2006, when Lining took the brand rights and sales rights of KAPPA in China, he positioned KAPPA as a sports fashion brand.

After that, the KAPPA you see is the colorful FASHION look in your mind.

Now we all know that in the past ten years, China's sports industry and

They are all developing at a high speed, and before and after 2010, it is the "concept popularization stage" that these two industries break out. So you can see that the KAPPA FASHION, which is popular in sports field, is very popular, and the fashion areas are ZARA and H&M.

In China, it is also red.

During this period, the Chinese people need to "educate" their sports and fashion concepts.

Why do we say that KAPPA came into being because of the 2008 Beijing Olympic Games?

Taking the east wind of the Olympic Games before and after the Olympic Games, Lining was able to make KAPPA a great winner.

But the fall of KAPPA in China is attributed to the lack of timely adjustment of market environment and stage positioning.

First of all, after 2010, China's sports shoes and clothing industry fell, and the market returned to reason. Many first-line brands, including ADI, Nike, Reebok and so on, were worried. As for the two or three line brand, it was even more miserable.

As we all know, Lining spent many years dealing with the mess left behind by the crazy expansion before 2010. Similarly, KAPPA set up more than 4000 agents. After the market was cold, the repurchase money that had been eaten could overwhelm KAPPA.

Another point worth mentioning is the question of stage positioning.

When KAPPA is still a niche brand in China, it is not inappropriate to be positioned as a sports fashion brand. This can make it stand out and attract attention in the traditional brand.

But when it has made a large scale, what it needs to do is to pform itself into technology and professional sports equipment.

Skech and Cage made the most successful national brand. But what they did was to add science and technology in running, basketball and other fields.

Depth is the root of its survival.

Including the former brands in the Chinese market, taking Anta as an example, they are doing vertical depth so that they can live and grow more firmly.

Now it is not the past to do business. A positioning is always done. Now we are talking about the positioning of stages. We must follow the changes of the times and follow the market changes.