Sports Brand Kappa Rapid Growth Weapon

Abstract: unlike Nike, Adidas and other product function appeal, Kappa gives people the feeling of youth and vitality, brand positioning for fashion, sports, sexy and taste. In line with the idea of "fashion movement and sports fashion", Kappa is becoming the vane of Chinese sports fashion.

Kappa, a fashionable sports brand from Italy, logo is a two back to back villain. Since its entry into the Chinese market in 2002, it has gained rapid development in China in about six years. It has become the international brand after sports and apparel in China. It is the only international brand after only the ADI and Nike. Not only almost all the major department stores and sports brand monopoly areas in China have Kappa stores, and most of them are close to Nike and Adidas, and there are more and more people wearing Kappa nowadays.

Unlike Nike, Adidas and other product function appeal, Kappa gives people the feeling of youth and vitality, brand positioning for fashion, sports, sexy and taste. In line with the idea of "fashion movement and sports fashion", Kappa is becoming the vane of Chinese sports fashion.

So where is Kappa's fast growing secret book?

In fact, behind the rapid growth is the rapid growth of high potential customers, which is the boost of capital strength, but more importantly, the establishment of sports brand management model.

For the success of Kappa in the Chinese market, the author thinks that the following aspects are the key: first, the deep segmentation of the market. Kappa initially took the Italy product as the leading factor in China, and its brand promotion idea continued the development mode of Italy market, and the sales scale developed steadily. However, it did not match Adidas and Nike in its specialization.

At the same time, with the rise of the 1980s, the pursuit of individuation and diversification in the process of consumption is becoming more and more obvious. They do not like tradition and are unwilling to always feel black and white.

China's sporting goods tend to be fashionable and fashionable in the 2004, because Kappa quickly grasps the opportunity to hire famous designers, pay attention to color and tailoring in the design process, use bold and exaggerated color matching and eye-catching labels, make sports fashionable, carry out sports and fashion style costumes, emphasize life style, adopt the design style of tight fashion and vibrant sports, combine sports and leisure with sports spirit, but it is not purely professional sporting goods. They are more like fashion on T stage, catering to consumers' preferences, especially the trend group. So by digging deep into the market and deeply subdividing, we changed the past focus on sportswear.

Two, material selection keeps pace with the times. First-class products need first-rate raw materials. For the sake of "tailoring", Kappa continues to make breakthroughs in materials selection, and goes with the trend.

For example, in the summer of 2007, in order to adapt to the prevailing fashion movement, Kappa used high quality, functional fabrics, with Kappa unique color matching style, yellow and blue, black and red racing style colors, highlighting the speed and fashion sense of racing, gold and silver color interpretation of strong fashion life, blue, pure white, full of ocean flavor......

These, in addition to clothing design, more style reflects from the fabric.

For example, in the spring and summer of 2008, Kappa added many classic elements such as stripes and badges, and launched a series of new products on the basis of the beautiful and sexy past.

Three, channel Kappa: in the channel strategy, the first step is to "borrow the ship to sea", that is, with the help of a large scale dealer to set up the channel quickly, after 2005, it will be adjusted to "throw bricks and jade into jade", that is, by means of a set of shop rating system and the open shop support standard, giving shops direct shelf rebate or decoration rebate, through "throwing bricks and jade attracting", greatly stimulated the rapid development of distribution channels, in addition to the growth of agents, their strength is constantly improving with the development of enterprises.

In the process of channel operation, Kappa intensive farming, for example, in the whole country, except Shanghai and Shenzhen, is based on single client system. Through resource concentration, dealers can make bigger and stronger dealers in specific areas. 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 hyperbole are more in line with Italy brand's "lineage". The thin version makes buyers become spokesmen of their brands.

四、传播嫁接整合 在传播策略方面，Kappa非常善于嫁接和整合，如Kappa牵手百事可乐推出影舞系列运动时尚新品；如在第十届北京国际车展上推出Kappa版C2特装车，引领改装车新潮流；如在2006年世界杯上赞助黄格选、黄健翔、李明、井冈山等时尚界、体育界有话语权的明星组成的观摩团，赴德国看球，请他们穿上KAPAA服装，在电视上评论足球，讨论时尚话题，评论在德国看到了什么等等；如牵手中网，表现了Kappa专业化的品质和时尚化的品位，作为中网的官方服装赞助商，Kappa为比赛中的裁判、官员以及服务人员提供装备，同时也参加了中网赛事组织的推广活动，体现了Kappa在竞技层面的专业性；其次是体现在休闲时尚化上品位，他们在赛场为网球比赛首次融入了娱乐元素，让观众在娱乐中感受网球运动带来的乐趣，如“中网”狂欢日KappaDay的推出，KappaDay上丰

富多彩、炫丽动感的活动，掀起了“中网”赛场外的一个高潮赛场内外成了Kappa的大秀场，KappaDay由每天活跃在赛场内外的“啦啦秀”们奔放夸张的舞姿开场，受到“啦啦秀”时尚奔放舞曲的吸引，刚刚欣赏完一场精彩双打比赛的观众纷纷驻足“中网”主舞台，而此时丰富多彩的“嘉年华”游戏也在旁边的游戏区拉开帷幕，平时少有机会摸球拍的球迷们也在游戏区中试试自己的发球速度能够达到多少公里，试试用新型次世代游戏机WII来和朋友打上一场电子网球比赛，邀请ATP和WTA球员与观众进行特别集训，推广国际网联的“疯狂网球”课程(两小时网球速成)，让观众在娱乐中感受着网球运动带来的乐趣等等。

In short, with the development of China's economy and the increase of the disposable income of the consumers, the sports and leisure market is growing at an annual rate of nearly 20%. Kappa is constantly integrating sports and fashion, combining entertainment marketing with sports marketing, and developing the Kappa rapidly. This goal is simplification, the idea of product diversification, and the movement is also fashionable. It is trying to make Kappa a brand community in the fashion field.