Abstract: unlike Nike, Adidas and other product function appeal, Kappa gives people the feeling of youth and vitality, brand positioning for fashion, sports, sexy and taste. In line with the idea of "fashion movement and sports fashion", Kappa is becoming the vane of Chinese sports fashion.

Kappa, a fashionable sports brand from Italy, logo is a two back to back villain. Since its entry into the Chinese market in 2002, it has gained rapid development in China in about six years. It has become the international brand after sports and apparel in China. It is the only international brand after only the ADI and Nike. Not only almost all the major department stores and sports brand monopoly areas in China have Kappa stores, and most of them are close to Nike and Adidas, and there are more and more people wearing Kappa nowadays.

Unlike Nike, Adidas and other product function appeal, Kappa gives people the feeling of youth and vitality, brand positioning for fashion, sports, sexy and taste. In line with the idea of "fashion movement and sports fashion", Kappa is becoming the vane of Chinese sports fashion.

So where is Kappa's fast growing secret book?

In fact, behind the rapid growth is the rapid growth of high potential customers, which is the boost of capital strength, but more importantly, the establishment of sports brand management model.

For the success of Kappa in the Chinese market, the author thinks that the following aspects are the key: first, the deep segmentation of the market. Kappa initially took the Italy product as the leading factor in China, and its brand promotion idea continued the development mode of Italy market, and the sales scale developed steadily. However, it did not match Adidas and Nike in its specialization.

At the same time, with the rise of the 1980s, the pursuit of individuation and diversification in the process of consumption is becoming more and more obvious. They do not like tradition and are unwilling to always feel black and white.

China's sporting goods tend to be fashionable and fashionable in the 2004, because Kappa quickly grasps the opportunity to hire famous designers, pay attention to color and tailoring in the design process, use bold and exaggerated color matching and eye-catching labels, make sports fashionable, carry out sports and fashion style costumes, emphasize life style, adopt the design style of tight fashion and vibrant sports, combine sports and leisure with sports spirit, but it is not purely professional sporting goods. They are more like fashion on T stage, catering to consumers' preferences, especially the trend group. So by digging deep into the market and deeply subdividing, we changed the past focus on sportswear.

Two, material selection keeps pace with the times. First-class products need first-rate raw materials. For the sake of "tailoring", Kappa continues to make breakthroughs in materials selection, and goes with the trend.

For example, in the summer of 2007, in order to adapt to the prevailing fashion movement, Kappa used high quality, functional fabrics, with Kappa unique color matching style, yellow and blue, black and red racing style colors, highlighting the speed and fashion sense of racing, gold and silver color interpretation of strong fashion life, blue, pure white, full of ocean flavor......

These, in addition to clothing design, more style reflects from the fabric.

For example, in the spring and summer of 2008, Kappa added many classic elements such as stripes and badges, and launched a series of new products on the basis of the beautiful and sexy past.

Three, channel Kappa: in the channel strategy, the first step is to "borrow the ship to sea", that is, with the help of a large scale dealer to set up the channel quickly, after 2005, it will be adjusted to "throw bricks and jade into jade", that is, by means of a set of shop rating system and the open shop support standard, giving shops direct shelf rebate or decoration rebate, through "throwing bricks and jade attracting", greatly stimulated the rapid development of distribution channels, in addition to the growth of agents, their strength is constantly improving with the development of enterprises.

In the process of channel operation, Kappa intensive farming, for example, in the whole country, except Shanghai and Shenzhen, is based on single client system. Through resource concentration, dealers can make bigger and stronger dealers in specific areas. The success of Kappa has satisfied the trend of social consumption. The design features of its products are not easy to reproduce. The fashion of Kappa makes it stand out in the sporting goods store. The design and color matching of hyperbole are more in line with Italy brand's "lineage". The thin version makes buyers become spokesmen of their brands.

四、傳播嫁接整合 在傳播策略方面，Kappa非常善于嫁接和整合，如Kappa牽手百事可樂(lè)推出影舞系列運(yùn)動(dòng)時(shí)尚新品；如在第十屆北京國(guó)際車展上推出Kappa版C2特裝車，引領(lǐng)改裝車新潮流；如在2006年世界杯上贊助黃格選、黃健翔、李明、井岡山等時(shí)尚界、體育界有話語(yǔ)權(quán)的明星組成的觀摩團(tuán)，赴德國(guó)看球，請(qǐng)他們穿上KAPAA服裝，在電視上評(píng)論足球，討論時(shí)尚話題，評(píng)論在德國(guó)看到了什么等等；如牽手中網(wǎng)，表現(xiàn)了Kappa專業(yè)化的品質(zhì)和時(shí)尚化的品位，作為中網(wǎng)的官方服裝贊助商，Kappa為比賽中的裁判、官員以及服務(wù)人員提供裝備，同時(shí)也參加了中網(wǎng)賽事組織的推廣活動(dòng)，體現(xiàn)了Kappa在競(jìng)技層面的專業(yè)性；其次是體現(xiàn)在休閑時(shí)尚化上品位，他們?cè)谫悎?chǎng)為網(wǎng)球比賽首次融入了娛樂(lè)元素，讓觀眾在娛樂(lè)中感受網(wǎng)球運(yùn)動(dòng)帶來(lái)的樂(lè)趣，如“中網(wǎng)”狂歡日KappaDay的推出，KappaDay上豐

富多彩、炫麗動(dòng)感的活動(dòng)，掀起了“中網(wǎng)”賽場(chǎng)外的一個(gè)高潮賽場(chǎng)內(nèi)外成了Kappa的大秀場(chǎng)，KappaDay由每天活躍在賽場(chǎng)內(nèi)外的“啦啦秀”們奔放夸張的舞姿開(kāi)場(chǎng)，受到“啦啦秀”時(shí)尚奔放舞曲的吸引，剛剛欣賞完一場(chǎng)精彩雙打比賽的觀眾紛紛駐足“中網(wǎng)”主舞臺(tái)，而此時(shí)豐富多彩的“嘉年華”游戲也在旁邊的游戲區(qū)拉開(kāi)帷幕，平時(shí)少有機(jī)會(huì)摸球拍的球迷們也在游戲區(qū)中試試自己的發(fā)球速度能夠達(dá)到多少公里，試試用新型次世代游戲機(jī)WII來(lái)和朋友打上一場(chǎng)電子網(wǎng)球比賽，邀請(qǐng)ATP和WTA球員與觀眾進(jìn)行特別集訓(xùn)，推廣國(guó)際網(wǎng)聯(lián)的“瘋狂網(wǎng)球”課程(兩小時(shí)網(wǎng)球速成)，讓觀眾在娛樂(lè)中感受著網(wǎng)球運(yùn)動(dòng)帶來(lái)的樂(lè)趣等等。

In short, with the development of China's economy and the increase of the disposable income of the consumers, the sports and leisure market is growing at an annual rate of nearly 20%. Kappa is constantly integrating sports and fashion, combining entertainment marketing with sports marketing, and developing the Kappa rapidly. This goal is simplification, the idea of product diversification, and the movement is also fashionable. It is trying to make Kappa a brand community in the fashion field.