While major sports brands sharpened their heads to rush into the sport, Kappa shunned the competition in the hard-line professional sportswear and opened up a blue ocean of fashion with Chinese characteristics, with sales from 147 million in 2008 to 2008 Of 33.2 billion (profit 1.367 billion) until the first half of this year 1.87 billion (profit 850 million, far more than Li Ning and Anta), is expected in 2009 annual sales of over 4 billion. In the major brands Nike, Adidas, Li Ning, etc. in the big sponsor, big endorsement, big marketing billions of dollars hit the money when critically dependent on event marketing, the rise of cross-border marketing Kappa, with very low marketing costs to support Played a super profitability, so that the economic crisis, shivering major sports brands add a layer of chill! Where is Kappa's success? Kappa operating proficient [light] way. With its low working capital investment, the rapid scale expansion of light assets and flexible supply chain make Kappa rise rapidly. Almost all outsourced production to more than 100 domestic suppliers, sales, trends in China there are about 3,000 stores, more than 97% of the shop by the agents operators, set up only a small number of outlets in some regions. Mr. Chen Yihong said that because of enough "light", China's liquidity in the domestic market turnover, inventory turnover faster than peers. ã€Light】 Kappa's operation of the road, ã€Light】 after more energy to focus on the ã€brand】, and brand management is Kappa's success! Regardless of Kappa's product elements or marketing strategy, have been carefully designed and layout, are closely around the brand image, Kappa seize the essence. The most high-end industrial chain - product design, brand asset management, firmly in their own hands. Kappa brand personality [Sports, fashion, sexy, taste] is Kappa's brand personality. From product elements to marketing strategy Kappa's [sports, fashion, sexy, taste] brand personality to play most vividly! Product element Kappa: back to back, regardless of English or Chinese, linguistic perspective gives the feeling of fashion; Color: Unlike other brands of monotone, Kappa into a bright brilliant colors; Logo: Two men and one woman back to back, fashion, sexy; Italia: Italian romance is closely linked with the brand; Design: hired well-known designers, the design process of color and tailoring, the use of bold, exaggerated color and eye-catching logo, tight sexy design to cater to consumers, especially the trend of family preferences. Kappa, 40 billion after the road how to go? With the expansion of marketing, the intensification of competition, as well as the public's aesthetic fatigue, the development of the brand itself, the brand concept of "sports, fashion, sexy, taste" will go from individuality to individuality and the market will become saturated. After 40 Or after 80 million saturation? This is not important, it is important that this day will soon come! Kappa's current "sport, fashion, sexy, taste" marketing appeal is still on the surface, still in the "small personality" stage, to capture the public's psychological gap, but without the ultimate personality and soul soul element , Which led to the rapid expansion of the brand, but may also be abandoned overnight by the public. There is no deep emotional communication with consumers to create consumer emotional dependence. Kappa brand personality, but still can copy the personality, Kappa next need to do is to do the best personality! Do not copy. Currently Kappa is still in the public to capture the personality, make this sex easy to copy! To seek personality in personality, seeking personality in the center of influence of the public, so that we are always in the center of personality, is Kappa personality long-term way. If fortunate enough to extract the soul of the brand from the ultimate brand personality - exclusive to the spirit of this brand - then one more level. Currently Kappa marketing: Sponsorship of sports events, into the entertainment industry is Kappa marketing even two cornerstone. And the marketing around these two cornerstones is closely linked to the brand personality of "sports, fashion, sexy, taste". Sponsorship Marketing - Aiming for fashion related topics In October 2009, KAPPA presented its new ski series 09 and announced the signing of a strategic partnership agreement with the China Ski Association. According to the agreement, KAPPA will become China's national veneer parallel large ski team designated clothing, to help the national team preparing for Vancouver Winter Olympic Games.