Interpreting Kappa Brand: The Wind of "Chinese Style" Management

To a certain extent, Kappa’s “Chinese style” survival is actually a complete cycle of brand building: preliminary research; insight into market needs; finding opportunities for development; developing a branding roadmap; commitment to consumers and ultimate creativity Show the connotation of consumer brands.

Kappa: The Wind of "Chinese Style" Management

Big-time gatherings, celebrity boosters, and Magnesium highlights, an ordinary birthday party, became a star-studded fashion party.

On July 17th, 2009, in Beijing, in the ancient Ming Great Wall Heritage Park, the stars of Hong Kong, Taiwan, Mainland China, Hong Kong, Taiwan, Hong Kong, Taiwan, Hong Kong, Taiwan, and mainland China sang songs and danced. This grand scene was only one of the most flashing. Bright moments - The 40th anniversary of the birth of the Kappa humanoid logo "Omini".

The time goes back to 1969. It was an era full of change and passion. In Italy, on the shore of the Mediterranean Sea, a photographer in the gap between model dressups accidentally discovered that a man and a woman who had just finished the shooting task were sitting back to back and they sat quietly looking at the distance. The sea water gently pats the shore, and the gentle sea breeze picks up their hair.... This scene allows the sensitive photographer to quickly point the camera to the two models that are completely unknown and capture this romantic moment. At this time, for the Kappa clothing developed from the Turin hosiery factory, a more creative brand LOGO is one of the necessary prerequisites to win the future market. When Kappa's management selected the model through the photos, this back-to-back photograph was inadvertently seen. If they are treasured, that's right! That's the feeling! The trust, support, and sharing that comes from back to back are exactly what the Kappa brand has to say. In this way, a classic LOGO in the history of sportswear was born, and also has this lovely Italian name "Omini".

By 2009, this Kappa|Omini carrying a heart-warming story had gone through a full 40 years. In these 40 years, Omini is closely linked with countless vocabulary - Italian Juventus Football Club, American track and field players Carl Lewis and Griffith Joyna, Italian national football team, Baggio, Totti... ... It is thanks to these well-known stars that it quickly became a famous sportswear brand that has become popular all over the world. In addition, although Kappa is a product of Italian social and cultural changes, the fashion and sports apparel culture it leads, the brand positioning of “sports, fashion, sex appeal, and taste” and the market activities that complement each other are also the brands that are becoming more and more fashionable. The reason for the favor of young people.

In 2006, China Dongxiang Group bought Kappa's ownership in the Chinese mainland and Macau markets from BasicNet Group of Italy. In the hands of the company, Kappa is adapting to the local conditions and advancing with the times in the Chinese market. Whether it is brand image, product design or marketing, Kappa has a charming Italian style and has become an alternative hegemonist in the Chinese sportswear industry. ". As of the end of 2008, the number of Kappa branded retail stores in its China market reached 2,808. At present, China Dongxiang also plans to continue cooperation with dealers, and add 650 Kappa brand stores in provincial capitals, first-tier cities, and high-potential second-tier and third-tier cities. The number of first-class agents accounts for 40% of the total number of stores and secondary agents account for the total number of stores. 60% further consolidated the Group's retail network in the Chinese market.

It depends on what?

"Integration Law" to Win the Market

The Kappa brand places special emphasis on its own management and operations, and has thus commenced various operations including R&D, production and sales. It adopts the marketing promotion and promotion strategy consistent with the product positioning, and has the two main elements of “movement” and “fashion” of the product portfolio. In this way, it captures the attention of consumers, increases the value of products, and makes products more attractive.

NOW sports

For a long time, in people's minds, sports competition has always been fierce and full of confrontational meaning. The purpose of Kappa “NOW Movement” is to use the most indifferent attitude to make exercise become a habitual lifestyle, and to experience the health and happiness brought by sports in colorful costumes. This is in keeping with the modern concept of modern life in pursuit of fashion. .

At the end of 2008, Kappa exerted its innovative entertainment marketing model, leveraging the movement brought by the Beijing Olympic Games to China, and pushing consumer appeals to a new peak. Style stars Lin Junjie, Tian Liang, Li Xiaoyi and others joined the “NOW Movement” National New Year party held exclusively by Kappa and called for the National Sports Health in the name of music. During the entertainment carnival across many provinces and cities, Kappa passed continuous music entertainment. Interaction, let participants experience the charm of sports and music. Deconstructing the movement with music is the most direct and effective way. Beautiful music is the main way for human beings to express their thoughts. It is easier to bring people's hearts closer to each other in the flowing music notes, so as to obtain warmth and experience the birth of sports. Pleasant perception.

Inter-bank union

In order to occupy more market resources, Kappa chose the brand concept to co-brand promotion activities with its similar international brands. For example, the advantages of Kappa and PepsiCo's "co-marketing" are fully displayed. Even though Kappa and Pepsi are in different industries, "sports, fashion" is obviously the conjunction of the two, which is enough for the young people to pursue the pace of fashion. This joint marketing allows Kappa and Pepsi's consumer groups to merge with each other.

The main contents of Kappa and Pepsi's cross-industry strategic cooperation are: Kappa integrates PepsiCo's new packaging fashion elements into sportswear, and designs and launches Kappa, the Pepsi Shadow Sport product line. The series includes four themes: photo, travel, expression, and celebration. Their design inspiration comes from the life of the fashion crowd. Each design has its own characteristics and represents different meanings and interests. This series of products integrates the understanding of fashion, personality and popularity of two fashion brands, fully embodying the common brand propositions of Kappa and Pepsi, such as “Fashion Originates from Life” and “Fashion Makes Master”.

Network interaction

The development of any marketing campaign must use the advantage media to enhance the influence of marketing activities. Strongly syndicated online media can often use their popularity advantages to lay the foundation for audiences to focus on marketing activities. Sina's huge user attention has become the best choice for Kappa's large-scale network event promotion platform. The facts also confirmed Kappa’s unique vision. According to statistics from ChinaRank, an authoritative organization on Internet traffic monitoring, during the Beijing Olympic Games, from August 9 to August 24, the Sina Olympics Channel and sports channel ranked first for 16 consecutive days. The flow of Olympics blog users has reached 3.6 times the industry average. Many core indicators have remained at the top for 13 days in a row, leading to obvious advantages. This has strongly protected Kappa's popularity.

In the design of Kappa's large-scale web event page, Sina has integrated Kappa's fashion atmosphere into Chinese elements such as shadow play, blue and white porcelain, calligraphy, plaques, martial arts, and the Great Wall to meet the “Chinese style” set by the Olympics. When users enter the main page At this time, there will be a perceptual understanding of the tonality of this activity immediately, that is, this activity has a strong Chinese style in fashion and is very creative. These texts create a slide show mode. In “Hyun Fan Fantasy”, photos uploaded by netizens automatically generate Kappa logos, which are full of fun. It can be said that the network interaction has achieved a win-win result for Sina and Kappa.