China's leading international sportswear brand company, China Apparel (Group) Co., Ltd.'s Kappa China and the domestic entertainment industry boss Huayi Brothers announced the marriage. This seemingly unusual multi-industry alliance has given people a little more expectation because of Kappa's unusual development in China, because many of Kappa's Chinese market activities have been deep-rooted in the sword and the background of the global economic crisis. The Chinese industry needs too much light.
At the moment of entertainment supremacy, entertainment has shown strong development momentum as an industry in spite of the spread of the economic crisis. At this time, the entertainment giants showed Kappa China's consistent keen perception and accurate judgment on consumer demand. However, is it just that? Does this move signify that Kappa China has officially entered the entertainment industry? of course not! Looking at the panthers, through the in-depth analysis of this cooperation, we can easily find that Kappa is still demonstrating the core of its “sports, fashion, sexiness and taste†and is steadfastly practicing the differentiated marketing model it has been advocating. Under the premise, it has implicitly reflected the strategic transformation signals issued by China's movements.
Here is the Q&A of the frontline reporter and Mr. Ren Wei, general manager of Kappa China:
NetEase: This marriage with Huayi Brothers in the entertainment industry, what kind of follow-up action?
Ren Wei: Looking back at many reports previously found in the media, the overall impression of Kappa China's development in China's dynamic traders can be summarized in four words: rapid expansion. For example, “the turnover has quadrupled within a year†and “Sales increased by 81.7% year-on-yearâ€. The immediate appeal of China’s move is to carry out Kappa’s “entertainment marketing†model of “sports fashionâ€. In the cooperation with performing arts and sports stars, Kappa also focuses on me and does not choose a fixed spokesperson. We may have a "star series" with Huayi Brothers' artists. For example, a shoe we crossed out with the letter last year was very popular, so this year Kappa should cooperate extensively with stylistic stars to maximize the use of star resources. The public attraction.
NetEase: Netease: In addition to this marriage with Huayi Brothers, there are some other big cooperation?
Ren Wei: In line with the rapid growth of business performance, Kappa China's marketing strategies and means are also varied in form and direction. At present, it has been confirmed that the cooperation projects include the China Open Tennis Championships, the Kappa and the UK OASIS (Oasis) rock band Chinese concert cooperation program; and the cooperation with the YOHO magazine trend festival, etc. In fact, such cooperation will be applied at all levels. of. In April last year, China moved to acquire Phoenix at 2 yen. Phoenix is ​​a sports apparel design, manufacturing and sales company that includes ski brands Phenix and several other outdoor brands, as well as Kappa brand ownership in Japan. It is not difficult to see that from expansion to integration, China's dynamic strategy has changed quietly.
Netease: Kappa has always been a bright color, but the popular is constantly changing, Kappa will continue to do so?
Ren Wei: Bright colors have always been one of the characteristics of our Kappa. We want to express our fashion ideas with such beautiful colors. Of course, following the trend of the trend, we will also choose the route that best suits Kappa.