Kappa, Who Once Defeated Anta, Has Fallen To The Altar And Disappeared In The Market.

In the 90s of last century, Chinese thought was still conservative, and it was more formal in dress. So in those days, wearing formal clothes represented a good image of a person, and everyone looked forward to wearing a formal appearance.

In this way, the brand shoes such as Luo Meng, Shan Shan, seven wolves, and red shoes such as dragonfly and AOKANG are very popular with consumers, and they sell very well.

After entering the twenty-first Century, people's ideas gradually changed, and gradually became open. The leisure clothing brands such as Metersbonwe, Semir and Hai Lan home began to rise again, while Lining, Anta, XTEP and other sports brands also followed the fire.

At this time, the user psychology is comfortable to wear, and on the street it is seen that the formal dress is basically considered to be selling or selling insurance.

This is not enough. Consumers are really moving along with the times, and their psychological needs are changing all the time.

After entering the 2010, the local sports brand encountered unprecedented difficulties. Lining, Anta and other brands all had a decline in their performance. They found that they had no fun before, and no one bought clothes.

So people think it's the reason why the style is aging.

But in fact, the user psychology has changed to be interested in fashion sportswear, not only for sports but also for fashion.

As a result, Anta acquired the FILA brand and contributed half of its performance to a sales break of 20 billion this year.

In the past year or two, Lining has been on the fashion week for the three time.

They found that the product of health, sports and fashion for the millennial generation and the Z generation consumer group is the latest demand of this generation.

Cage, a sports fashion designer from the United States, sold 14 billion 100 million yuan in China in 2018, which is the best proof.

To tide, personality and fashion, this is the demand of the new generation of young people for brands. Anta and Lining are rapidly pforming their products to keep up with the needs of consumers.

But speaking of the fashion movement, in the Chinese market, Anta, Lining and Si Cage are all descendants. One of their predecessors began to walk in the fashion movement in 2002, and achieved very good results. In 2010, the sales volume reached 4 billion 200 million yuan, and defeated Anta and Lining in one fell swoop, becoming the first sports brand in the country.

But now the brand has fallen and almost disappeared. It is kappa.

Kappa's brand will probably be more strange to 95 now and 00 later, because it was the most popular 10 years ago when it was a good memory of the generation after 80 and after 90, and it was popular among young people.

Strictly speaking, kappa is not a real local brand. It was founded in 1916 in Italy. In 2002, Lining established China trend limited and signed kappa's 5 year proxy in China.

Then, in 2005, Li Ning Co general manager Chen Yihong took all the equity interest in China and spent $35 million to buy kappa ownership and permanent management in China. At this point, kappa became a local brand in China.

In fact, the demand for fashion has always been there, but it is not as common as young people nowadays.

10 years ago, it may be just that some young people dare to pursue fashion, but this is already a big market segment.

It is kappa that catches the market and leads the trend.

The rise of kappa is no doubt because it seized this opportunity. At that time, whether Nike, ADI, or local brands such as Lining and Anta were still the main sports brands, and their designs were relatively simple.

Kappa adds fashionable elements to sports, fluent lines, gorgeous colors, and full of tidal flu, which is popular among young people.

Its brand logo is also very distinctive and is called back to back in China.

Kappa at that time can be said that there is no opponent, it is a player.

Thus, under the leadership of Chen Yihong, kappa performance has soared, and has grown by 80% in recent years.

After buying only two years later, in 2007, China's trend was listed on the Hongkong stock exchange, and surpassed Lining and Anta in one go, becoming the market champion of the Chinese sports apparel market of the Hong Kong stock exchange.

By 2010, kappa had reached the peak of its performance, reaching 4 billion 200 million of sales and 3751 stores in China.

It is also a company that makes Nike and Adi headache helpless.

However, too fast growth is also prone to problems, such as too many followers, fierce competition, increased number of stores, poor management and so on.

For kappa, the peak period is too short to last for less than a year.

Since 2011, kappa's performance has plummeted and plunged all the way to 893 million yuan in 2017, while Anta's sales have reached about 16000000000.

The reason for this is that kappa was originally on the high-end line, but in order to expand, it opened shop crazily and went to the civilian line, leading to the blurred brand image and lost its own advantages. In other words, the "Kabba", "Koppa", "Kobbo" and other Shanzhai brands were coming up, just like today's NewBalance, everywhere are imitation brands.

These can be understood as the reasons that affect the decline of kappa, but the real reason is still human beings. After all, these problems can be found out, and if people do not have the mind to solve them, then everything will be unable to return to the sky.

Bringing kappa to Chen Yihong, who is brilliant, is 5 years older than Lining. He was born in 1958.

Originally a teacher from Capital University of Economics and Business, he joined Lining in 1991.

It can be said that Lining was the pioneer of business, and also the first generation of Lining's hero. He made the general manager of Lining, led Lining to achieve 900 million sales volume from nothing, became the first big brand in China, and accumulated rich experience in the sports brand industry, which laid the foundation for kappa in the future.

In fact, after making kappa brilliant, Chen Yihong's value reached about 10000000000, and the money was also earned. The age also came up.

Therefore, when kappa was in question, the response of China's movement was slow, and there was not much change. Instead, the company gradually ran to invest.

Up to now, investment has become the main business of China's trend, and kappa has become the second largest business.

With money earned by kappa and making investment, money seems easier to get money, but it is a pity that kappa is such a good brand.

If the adjustment was made in time, there would be no problem in the sale of over 10 billion dollars today, and Skech would not be so popular.