Kappa brand of brilliant transition [graphic]

WRITTEN ON 二月 7th, 2010 BY admin AND STORED IN shoemall coupon code

Now, as long as the Chinese in Shanghai or other cities in the crowded streets around the turn, you will not find that everywhere in Indian clothes Capa's back-to-back logo. However, this is not a long time. On the other hand, Capa had just entered the Chinese market, has not been warmly welcomed by Chinese consumers. Chaka Pa
test in a number of successful brands, we decided to look into the Chinese market in the development process to see if a foreign brand is how to change the brand investment in the development of the fate of the Chinese market.
as early as 2002, Capa to enter the Chinese market, and until 2007, the only brand on the market stable footing bar. From the age of 70 brands in Italy, in Europe, Asia, the Americas, Oceania and Africa markets have been successful, but the first to come to China four years, they will find serious difficulties.
lead to the development of the plight of the main Capa is the first issue of brand positioning. It is clear that Capa's management team has not accurately assess the market potential and existing threats. As excellent product quality and has a history of the heritage sportswear brand, Capa doomed to the same direct competition with Nike and Adidas, the latter two, however at this time already solid foothold in the domestic bar.
In addition, as soon as possible if the Chinese to understand that consumers are more willing to trust authority and a tradition, Capa may be a new understanding of the brand was not so easy to accept. In other words, in two similar brands in front of China's general consumer is willing to spend more money to buy world-renowned brand, and if the brand has been in China are better known. They also do not want to in order to save some money and buy only one in other countries, rather than by the Chinese brand to wide acclaim.
in 2002 just to enter the Chinese market, Capa himself as a quality, high-performance sports brand. Such a position is bound to consumers and has been established, in order to have a brand brand loyalty contradictory. In this case, you want success, to obtain market share can not change the basic.
2006, Capa holding BasicNet Group 2 suffered a financial crisis, the Group took the opportunity to buy the movement of Capa in the Chinese mainland and the Macao title.
Today, the Group has become the trend of Forbes magazine selected the 2008 China's list of the most potential, the top and become the most well-known sports product companies. However, many people may not know that the trend of the Group was formed six years ago, and its success and growth of Capa's close. Indeed, the trend of the Group of careful brand management to successfully return to the stage Capa.
In fact, in 2007 Capa market share from less than 2.8 percent surge to 4%, Nike and Adidas were down 16.7% from 14%, 15.6% down to 12%.
trend with the Group's own words, they are following the acquisition of Capa spent a few years, is committed to building known as the domestic Capa's top fashion brand campaign 4. Now, Capa success in the Chinese market, established market position as China's market in the first three of the top international sports brands. What sports product industry's surprising is that the start of the Giants are far more than the industry average of 5 to continue to develop. However, how they do it?
the past few years, Capa due to the phenomenal growth of the Group of trends in the trend of research, and ultimately help them find opportunities for brand differentiation, has not been explored to meet the demands of the market.
China after 80 young people from the late 1990s to the beginning of this century will become a social force. Group aware of the trend, the change urgent Cappadocia to have to deal with these new needs. 80, after ignoring the tradition of globrand.com do not like the black-and-white ash of the three basic colors of clothing 6, like fashion, Paoba, listen to hip-hop music, eating fast food, and to stimulate the pursuit of passion. To better understand young people's ideas, trends in the Group CEO Qin large and medium-sized or even try to stay long hair, dyed gold, and his management team have appeared in Beijing's Sanlitun bar and after the sea in an attempt to seek inspiration in popular culture.
through field research and access to the market as well as the understanding on this basis, in-depth quantitative analysis of Capa's brand management team to understand the new brand positioning. In fact, they found that young people between fashion and sports are different. In other words, it seems young people in the movement of products, features excellent, but the lack of fashion elements 7. This gap makes many potential customers at arm's length, because young people like not only sports but also in the hope that when dressed in casual clothes are very fashionable.
As a result, Capa itself as competitors with different brands. Nike and the pursuit of excellence in sports performance, Hermes aristocratic way of life will be embedded in them, the Armani-style Italian heritage of elegant casual style compared to 8, Capa became campaign, fashion, sexy, taste, a synonym 9, shortly after the It began in China of harvesting the fruits of success.
identify entry points, Capa started to invest heavily to strengthen the brand image in the market to raise brand awareness. Capa
the first major move is designed to re-brand the visual identification system to demonstrate the difference with competitors. Although not changed that back-to-back well-known logo, but all of Capa's new flagship store design from the previous dark blue into red. It also conveyed the brand new connotation: bright red as a symbol of fashion, the young, enthusiasm, energy, courage, joy and way of life.
Second, products capanema design has been a great change. Many come from Italy, South Korea and Japan to join the well-known designer Capa, to create a new fashion and style. The thin waistline, the body cut, bright colors instead of before, and build a relatively relaxed design seriously. In this way, Capa meet China's younger generation of fashion and demand for a double movement. This unique brand that makes Capa gradually catch up with other major competitors.
Third, Capa's success also depends on the implementation of brand strategy adopted by the unique way. From 1998 to 2006, Capa sponsored a total of 420 sporting events and several world-renowned athletes, which has greatly enhanced the popularity of sports fans 10.2006 year, Capa decided to change its practices, will be entertainment, Fashion and the combination of movement, the realization of joint shape the brand.
a lot of celebrities, rock and roll hand, movie stars, models, and so involved in the host Capa, Capa, such as whole-sponsored Tom Bowling (BowlingForSoup) Beijing Concert Band , It'sMing Huang Xiaoming Beijing concert Will , CCTV Model of the World . Capa on these activities to enhance the brand image of the far-reaching implications. As we all know, the young star of the impact of huge natural for Capa endorsement of the star also affects the young fans. In fact, to increase the Capa as a young fashion sports brand awareness and visibility, which played a key role.
the end of last year, Capa also Olympic trials helmsman in the form of sponsorship of the Beijing Olympic Games. About 15,000 entries, the final selection of 20 out of the helm, the national team rowing team, to participate in 08 Olympic Games in Beijing. Such trials in a unique way to attract a large number of people. Due to directly benefit from the Capa, consumers are willing to brand and relationship, a natural at the same time, consumers also get a view on the Capa: that is, use common Capadocia product of the masses can achieve the Olympic dream For the country to win medals.
In short, we can say that Capa's brilliant transformation has gone through a complete cycle of shaping the brand: the initial research to understand the market demand to find opportunities for the development of the brand; the development of the brand to the success of the road map, so that consumers trust the brand As well as the commitment to a creative way to display the brand to the consumer content. Capa's CFO said Wang Zhiqiang, as of the end of 2007, 1900 has been stores, which since 2006 has added 800.
However, if the brand to achieve glory in transition difficulties, to maintain the prosperity of the brand you need to pay more. In deciding on the brand development of the road before the first group to address several trends: that the sustainability of the development of brand positioning? From the pop culture inspired Will the future development constraints brand? If
a far cry from the connotation of the brand and its message may be Beidian Wu, the brand would lose some of the charm. Create a successful brand, of course, a long road, but if proper methods, brand management team will be able to greatly improve the predictability, and ultimately led to the success of the brand.