Kappa China's crazy secret

In China, there is such a company, you may not know how to mention the name, but the street wearing its brand clothing consumers, you must have seen a lot.　　The company is China's trend, its Chinese market has a permanent right to the Italian brand Kappa, the public is affectionately known as "back-to-back." From 2006 to 2008, the trend achieved a composite growth of 96.7% annual sales income and a net profit of 111.3%. Goldman Sachs, the financial giant, said China's move was the best growth prospect for its track-tracked sports brands.　　China is ranked top of the list of "2008 Potential enterprises in China", the world famous financial magazine Forbes. So how did China's movements get such impressive results?　　This is the topic we are going to talk about today!　　First, the right brand positioning: To avoid the edge of a strong competitor to open up the blue ocean market. China's trend to start-up when the operation is not smooth, the continuation of kappa foreign high-end "professional sports brand" positioning to their rival Nike and Adidas.　　But whether it is brand influence or marketing capacity, Kappa can hardly match them. The enemy anchor, can we only retreat? Of course not, but it takes a while to find a way out. 2004, Chairman Chen Yihong learned that under the Kappa brand, in addition to professional sports products, there is a fashionable Life series product line. In this way, through the combination of sports and fashion routes, the main sports fashion apparel, then will be different from Nike, Li Ning and other professional sports brands, but also the same as the casual fashion brand. It is this blue sea that has changed the brand image of Kappa in China and laid the foundation for China's rapid development in China. Since 2004, the Kappa of fashion has become popular in China.　　2004, the trend of sales breakthrough 100 million, and began to profit.　　Secondly, accurate brand positioning also requires strong product design capabilities and marketing capabilities to support. How do you turn your dreams into reality when you have the right direction? "It is the development strategy of China to make China the best brand management company".　　Under this strategy, China's movements, like those of Nike, have adopted a model of light asset operation, with production and sales relying mainly on external partners, focusing on the two highest value-added links of design and marketing. In the design, China's trend to win the long, through the independent design, third-party cooperation, sharing Kappa group global research and development system of these three aspects to enhance their product design and research and development capabilities. China's independent design headquarters by more than 60 from China, South Korea, Italy and other countries, composed of well-known designers team. China is also working with overseas organisations such as the London University of the Arts (University of the Arts London) to broaden the horizons of its designers and marketers through consultancy services, student programs and training courses, to enrich their creative inspiration and bring international design elements into China's dynamic portfolio.　　China's trend in marketing is also commendable. In order to convey the Kappa "fashion + sports" brand connotation, China trends adhere to the two cornerstones of sports and entertainment marketing. Clothing brand marketing activities, usually through the way of celebrity endorsement, but the Chinese trend is unique. [Page] On the one hand, insist on working with many stars, rather than a fixed number of stars as the spokesperson. By working with the group of Stars, China will not only expand its influence on the public, but also save on marketing costs. More typical is kappa and dream boat cooperation. Dream Boat Star Sports Club is a national performing arts industry, a group of eminent personalities spontaneously composed of a football team, racing team, such as eight sports teams, a total of more than 200 people.　　This combination of entertainment and sports team, and Kappa brand positioning is perfect fit. On the other hand, China's trend will also choose the brand concept and its similar international brands to carry out joint promotional activities, take full advantage of the influence of other brands. For example, Pepsi designed for Kappa and launched a limited-edition of the Pepsi-Cola packaging, kappa designers to participate in the design launched Dongfeng Citroen C2 special loading.　　These activities have helped to increase Kappa's influence on the consumer groups of cooperative brands. Finally, "to comprehensively improve their own research and development, technology, operating capacity as the goal", the development strategy of merger and acquisition expansion. May 2008, China's trend acquired the Japanese sports brand Phenix. Phenix is a sports apparel design, manufacturing and sales company, its "Phenix" is a world-renowned brand of ski and outdoor sportswear, with a more than 30-year-old research and Development Center, Phenix Alpine ski products technology has reached the world's top level, including Nike, Many producers, including Adidas, cannot produce such products, and Chinese apparel companies are less likely to get involved.　　More importantly, it has ownership of the "Kappa" brand in Japan. Through this merger, not only can enhance the Chinese trend research and development design ability, but also can make the Kappa Asian market to be integrated, play a greater synergy effect.　　At the same time, through the introduction of Phenix's own brand into China, China's trend can also spread its marketing advantages to the Phenix brand, the initial realization of the Chinese market multi-brand strategic deployment, laying the foundation for further development in the future. It can be said that Chinese enterprises through the control of existing well-known international brands, the use of their own marketing capabilities, it is a way to grasp the development opportunities of China's domestic demand market. I hope more companies will succeed as China has done.