Brand shoe trends subversive operation of Kappa

Topping the list in the “Forbes” magazine’s “2008 China Potential Enterprises” rating, the little-known trends. Trends in sales revenue and profit in the past three years, the weighted average growth rate of more than 300%, 3-year weighted average total return on assets, return on net assets and sales were 26%, 84%, 25 %.In 2006, the trends from Italy, BasicNet Group bought the ownership of the world famous sportswear brand Kappa (BTB) in mainland China and Macau markets. In its hands, Kappa operation in the Chinese market is quite good, regardless of brand image, product design or marketing, Kappa charming Italian style, unassuming fashion and personality in the sports apparel industry “alternative”.Chinese movements in which the sports apparel industry competition is fierce, both known for R & D and marketing, Nike, Adidas and other multinational companies, there are many low-cost manufacturing based on the local Chinese manufacturing enterprises. In such a mature Red Sea, China Dongxiang Why come to the fore, the successful survival of a foreign brands in China? First of all, excellent brand management and market operation capacity is the critical success factors, China trends in the industry choose to avoid the Red Sea competition link – manufacturing, while focused on the Kappa brand management and brand value extension laid the foundation for success. Disruptive competitive strategy and differentiated product positioning, design and R & D system of globalization, the seamless connection of supply chain management system and brand of upgrade sustained value creation, and promote the company’s development goals. On this basis, the trends of China under the brand premium effect of the growth of premium; With the growth of the premium to optimize the supply chain management to enhance the control of industrial chain and corporate profitability, and ultimately the company’s rapid growth.Kappa’s success opened the Chinese trend of leading multi-brand agency door, but still in its infancy in China sporting goods market is able to accept a successful differentiation strategy on a single brand agents is inconclusive. The growing number of global brands have entered the Chinese market to build their own networks and channels, trends how to deal with the increasingly fierce competition to become the new puzzle.