The Analysis Of The Marketing Model Of Kappa In China

Since entering Chinese market8years ago, the well-known Italian sportswear brand—Kappa—has made remarkable progresses:growing up from a foreign brand operated by agency to being bought out by a domestic enterprise; from bearing millions of profit loss in2002to gaining3.97billions'sales revenue in2009with a gross profit margin of60.4%. China Dong Xiang Group (HK:3818) is the parent company of Kappa in China, whose aggregate market value was worth29.87billion HKD on the day being listed in HK in2007, which made it the largest HK-listed sportswear company until today.Today we can find many summaries of the commercial operations of sportswear brands at home or abroad, but how to analyze the developing status of sportswear brands that focus on differential marketing by applying marketing related theories is still under discussion. This essay will review and research the development and marketing model of Kappa in China, aiming at analyzing Kappa's developing status, brand targeting, marketing model, performance and factors that affect the sales volume in China; elaborating how Kappa adapts its sports and casual wears to the law of Chinese market, meets the demand of consumers and grows up much faster than other sportswear brands during these years. Meanwhile, probably existing problems are also summarized in this essay, with advices for better further development of Kappa in China.