Sports brand Kappa Chinese standard "new" change

Overnight, Kappa's new Slogan - "We Are One", such as "nuclear explosion", is present in high density in the bustling streets of major cities. Slogan stands for brand proposition, and it is a bridge for companies to convey their own brand spirit to the market. What is Kappa to launch "We Are One" with an unprecedented campaign?

The core words that have been the most representative of the Kappa brand value - sports, fashion, sexy, taste, are enriched with "We Are One". After 2010, what kind of Kappa will we see?

Brand Slogan brings new cultural phenomena

In order to better interpret this new Slogan, Kappa China invited ten famous artists to create ten works of art with the theme of “We Are One” and display it on Wangfujing Commercial Street in Beijing. Let more consumers understand "We Are One" from their own perspective.

A group of image advertisements with the theme of "We Are One" also penetrated into people's eyes. The "We Are One" has evolved into a cultural phenomenon, and more and more people have begun to question the meaning of "We Are One."

Kappa China launches "We Are One" in a variety of ways, including celebrity leadership, artistic interpretation, and image infiltration. In this regard, Kappa China general manager Ren Wei believes: "We hope that through this slogan, consumers can shift from focusing on products to both. We pay attention to the product and we also pay attention to the brand, but how do we win recognition? We want to interpret 'We Are One' by different people. For example, we have displayed different works on the Wangfujing Pedestrian Street. Artists who create these works are very diverse in various fields. Representatives, at the same time, their understanding of fashion, understanding of lifestyle, values ​​and Kappa also have a high degree of consistency, and we hope to help us interpret the culture advocated by Kappa brand through their perspectives, perceptions, behaviors, and final results. We want people to recognize and feel through different ways and different angles, and ultimately understand and accept 'We Are One'."

The launch of the new Slogan means that Kappa is more and more precise and unique in its grasp of sports and fashion. In fact, as early as 2004, Kappa relied on fashion, sexy, and quality interventions to rewrite the sports market pattern at the moment of its brand transformation, resulting in fissile sales growth in the domestic market. The field created sales myths.

Fashion Sports Rewrite Sports Consumption Concept

Kappa explores the fusion of sports and fashion in the Chinese market, which adheres to the spirit of sports and has a preference for casual fashion. It also lost no time in launching “We Are One” and regaining its leadership in China with “sports, fashion, sexy and tasteful” brand positioning. The development of the sports fashion market.

"We want to do sports fashion, then what is sports fashion, how to understand sports fashion? This time the launch of Slogan - We Are One, fully explained this point. With the sportswear brand, why do we not take the so-called professional This is because we not only see that the competition is fierce, but also because we have discovered the meaning of new sports. Now people have a new understanding of sports. In the past, people mentioned that sports are concerned with winning and losing, winning or losing, In fact, results, rankings, in fact, many examples have shown that the current sports event is already a form of carnival, although many people still pay attention to the results, but in addition to this people pay more attention to what sports can bring to their own. We have changed our grades to the level of life and spirit, and our positioning has precisely catered to our target customers - those who pursue a healthy and fashionable lifestyle and pursue a new feeling of sports, not just sports. People who want to take a sweat to win or lose." Ren Ye understands the impact of sports on people today. From his understanding of sports, it is not difficult to see that new sports are not only a competition but also a way of life.

Ren Wei said: "The sport can be completely fashionable, and fashion can also have many forms of expression. Kappa's respected fashion is a fusion of styles. At the same time, it must be able to lead and become fashionable. What we do is not what other brands have. This will create differentiation, and at the same time, we must create a way of life through the brand and let everyone experience, understand, and experience the joy of sports. This is what we advocate. We are not pursuing the sport of the banner. It's the feeling that sports bring us."

The enjoyment of sports is the demand of most ordinary consumers for sports. Faced with this demand, the integrated consumption proposition is more likely to be understood and recognized by the consumer market. It is to adhere to this point, Kappa avoided the highly competitive Red Sea, the release of the role of differentiation, and quickly win market space. Through product design and featured marketing, a clear brand image has been established among consumers. Sports, fashion, sexy and taste have become Kappa's labels.

For many brands in the same sportswear market, Kappa's changes have also opened up their horizons. Kappa's rapid success in China has become the target of their follow-up, regardless of whether their brands and products really have a fashion. Characteristics, are willing to relate more or less to fashion. However, as a sportswear brand, there is an absolute emphasis on grasping the scale between fashion and sports. Losing professionalism at the same time as strengthening fashion also means deviating from navigation.