How kappa brand is operated in China

In the "Forbes" magazine "2008 China's potential business," appraisal, the little-known China Mobile (3818.HK) topped the list. In the past 3 years, the weighted average growth rate of China's sales revenue and profit has exceeded 300%. The 3-year weighted average return on total assets, ROE and sales profit margin reached 26%, 84% and 25% . The sportswear industry in which China Dongxiang is located is highly competitive. There are multinational companies such as Nike and Adidas, which are well-known for their R & D and marketing efforts. There are also many Chinese-based modeling companies that are based on low-cost manufacturing. China's dynamic can come to the fore by relying on excellent brand management and market operation capabilities; and, on the other hand, the management of the company beyond the field of vision and ways of thinking. In 2006, China Dongxiang bought the ownership of Kappa, a world-renowned sportswear brand, from the BasicNet Group in Italy in mainland China and Macau. In its hands, Kappa works quite well in the Chinese market. Whether it is brand image, product design and marketing, Kappa still shows charming Italian style and becomes the "alternative" of fashion and personality in sports apparel industry. In the future, the mission of China's move will be to create the best Chinese sportswear brand management team. Management expects to provide consumers with more choices and greater value for their sports apparel based on a diversified brand culture. This case illustrates the ins and outs of Kappa's brand operation in China - why does it use disruptive competition strategies to achieve a growth premium under the brand premium effect and achieve a rapid growth of the company? In the control of the industrial chain, how does China move to optimize the supply chain management with its growth premium so as to enhance its control over the industry chain and its profitability. Kappa came to China Kappa brand In the late 1970s, Italy's mct company consolidated its products and created the "kappasport" brand, later referred to as "kappa." Kappa focuses on the sports apparel market and has sponsored professional athletes and teams since the late 1980s. In the 1980s, kappa extended its reach to the U.S. market controlled by Nike and sponsored the National Track and Field Team. According to statistics, Kappa sponsored a total of more than 200 teams in 27 countries and many sports stars, involving football, skiing, cricket, beach volleyball, hockey and nearly 20 sports. Kappa is the product of the Italian social and cultural change, and its fashion and sports apparel culture, but also quickly spread around the world. Its "sports, fashion, sexy, taste," the brand positioning and complement each other's market activities, but also make the Kappa brand more and more young people of fashion favor. As the kappa phrase in the classic slogan: Hewholovesmefollowsme.