Sports Business Issue 2629, Welcome to the leading sports industry information channel!
Text|Tam Lik Man
Sports Business Reporter
As the biggest event in the sports world this year, the Tokyo Olympics
It has been concluded with satisfaction. Despite the impact of the epidemic, the Tokyo Olympics
The importance attached to the Olympic Games is similar to that of previous Olympics
Comparisons are down somewhat, but the Tokyo Olympics
The excitement of it doesn't diminish a bit.
At the Tokyo Olympics
The medal table was up for grabs until the final competition day. China's delegation won 38 gold, 41 silver and 18 bronze, with a small difference of 1 gold ranked second in the medal table. In addition to the top of the medal standings, the Tokyo Olympics has also become a stage for national delegations to "compete".
In contrast to previous Olympic Games
Comparison, Tokyo 2020 Olympics
Incorporated more fashionable elements. In the competition program, skateboarding, competitive rock climbing, surfing and other endowed with profound "young", "fashionable" attributes of the sport into the Olympic family. Outside the stadium, the athletes' masks, competition uniforms and even field uniforms, also brought together a lot of fashionable elements.
Today, Italian fashion sports brand Kappa officially announced the signing of Sun Yiwen, the newly crowned Olympic fencing champion, who has become the Kappa brand sports ambassador. This is the announcement of the return of sports Kappa in the top sports resources in another heavy yards, will further promote Kappa to complete the "renaissance".
Tokyo Olympics
It has become a fashionable "business" of sports.
Tokyo Olympics
"The Business of Fashion."
In recent years, more and more fashionable and trendy brands have joined hands with the sports world to launch a series of sports fashion items to attract more customers as well as sports fans. Over time, the boundaries between sports and fashion have become increasingly blurred, and the boundaries between the two are constantly being expanded.
At this year's Tokyo Olympics
On the same. Through the Tokyo Olympics
The spectacle of the event, the audience can enjoy a lot of exciting images of the combination of sports and fashion.
At the Tokyo Olympics
On the eve of the opening, the famous fashion magazine VOGUE China launched the "Women In Sports" Olympic special edition, invited the Valley Ai Ling, Osaka Naomi and Ou armor Jun as the cover protagonist, the Dutch version of the VOGUE July issue of the Olympic special edition invited a number of Dutch Olympic women's face. No. outside the magazine in July cover invited China's Hong Kong Olympic athletes group face. Many athletes are on the cover of fashion magazines at Olympic time, proving to another extent the deep integration of sports and fashion.
In addition, there are also a lot of fashionable elements with the Tokyo Olympics
This grand sporting stage is presented to the world. At the Tokyo Olympics
The opening ceremony, Japanese singer Misia wearing a "cotton candy dress" singing Japan's national anthem, became one of the focus of the communication media at that time; American fashion trend brand KITH and TEAM USA hand in hand, launched a limited note series; by the founder of the Yeezy brand Kanye West's ex-wife, Kim Kardashian founded the fashionable underwear brand SKIMS designed underwear for the U.S. Olympic athletes; and the famous gymnastics brand GK Elite, which created an underwear encrusted with 3468 pieces of Warlock Biles for the American gymnastics queen Biles The fashionable lingerie brand SKIMS is designing underwear for U.S. Olympic athletes; there is also the famous gymnastics brand GK Elite, which has created a gymnastics suit studded with 3,468 Swarovski crystals for the U.S. Queen of Gymnastics, Ms. Biles.
Don't forget, there's the Olympics.
The necessary "new equipment" - masks, has also become a memorable fashion mark of the Tokyo Olympics. China's delegation mask shape from red to yellow gradient color eye-catching bright, the United States is full of sense of science and technology, Japan's bright orange attached to the sports atmosphere.
Speaking of the Olympics.
When it comes to fashion, Kappa is one of the first sports brands to take the lead. the first Kappa jersey with the classic Omini logo straight down the side was worn at the 1984 Summer Olympics in Los Angeles.
It made its debut on what became one of the classic times for Kappa and even for the fusion of sports and fashion.
Joyner in a Kappa Omini String Labeled Sweatshirt
As one of the founding fathers of the sports chic brand, Kappa is at this year's Tokyo Olympics
What kind of "fashionable drama" has been sung, which deserves attention.
Kappa's "Fashion Business" at the Tokyo Olympics
Kappa teams up with skateboarding, equestrian and fencing national teams for Tokyo Olympics
Generally speaking, sports brands will "carefully" select the program and troops suitable for the brand's tone, by virtue of the troops in the Olympic Games
and other manifestations during the competition, laying a solid foundation for the brand's marketing program and role. At this year's Tokyo Olympics
Kappa has chosen to join hands with China's national skateboarding team, China's national fencing team and China's national equestrian team to provide them with a full set of equipment, demonstrating Kappa's "way of fashion business".
As we all know, athletic sports are based on the results of heroes, the better the results of brand-sponsored troops, the more prominent its marketing effect. kappa signed China's skateboarding team, China's fencing team, and China's equestrian team in the Tokyo Olympics, respectively.
Excellent results were obtained, with all three units inventing the history of their respective programs.
Zeng Wenhui invented a new history of China's skateboarding in the Olympic Games; Sun Yiwen won the first Olympic gold in women's heavy fencing for China's fencing in the women's heavy fencing individual competition for the first time; the first time to win the Olympic Games
Equestrian triathlon team competition qualification of China's team, with the results of the 9th place in the team competition invented a new history of China's equestrian sports development.
Kappa Supplies Complete Equipment to China's National Skateboarding Team
Sun Yiwen, undoubtedly the most representative of Kappa in the Tokyo Olympics
The "fashionable way" of the period. After Sun Yiwen won the gold, she herself has become the focus of discussion on the communication network. Because Sun Yiwen has the strength of both fashionable sense, some netizens talk about "this Olympic champion's face value is too high."
After Sun Yiwen won the gold, her fashionable blockbuster photo taken with Kappa earlier was also picked up by netizens as well as the self media. Sun Yiwen took a set of spirited and beautiful photos in Kappa's fashionable clothes on the sports field. Sun Yiwen had shared it on social media in December 2019 and after her gold win, many fans have sought to leave comments as well as likes on this 2019 post.
With Sun Yiwen's fashionable blockbusters spreading on social networks and fans' love for Sun Yiwen, Kappa on the one hand has gained a lot of exposure and media opportunities to spread the word, which assisted Kappa in the Tokyo Olympics.
A lot of marketing brands front and center to grab the attention of users. On the other hand, Sun Yiwen's fashionable blockbuster highlights Kappa's chicness in the sports arena and creates a brand image of sports chic in the minds of customers.
Sun Yi-Wen's chic photo shoot with Kappa
In the opinion of Sports Business, the second element that reflects Kappa's "fashionable way" is the racing skateboarding shoes. China's skateboarding team's two golden flowers Zeng Wenhui and Zhang Xin at the Tokyo Olympics.
Kappa's excellent performance has helped Kappa to establish itself in the skateboarding category, which is popular among young people and trendy users.
Two golden flowers wearing racing skateboarding shoes, invented our skateboarding in the Olympic Games
The history of China's skateboarding players has been invigorated by the history of China's skateboarding. In the televised they wore racing skateboard shoes to complete skating, jumping, rotating, tumbling and other actions, destined to become a classic time in the history of China's skateboarding.
Tseng Wenhui wears Kappa skateboarding shoes for Tokyo Olympics.
The two golden flowers in the Olympic Games in the wonderful embodiment, but also scraped up the Kappa racing skateboarding shoes of the grass trend. Kappa racing skateboarding shoes not only attracted professional skaters and trendsetters like, but also become the customer's daily out of the street to mix with the grass equipment.
It is worth mentioning that Kappa continues to increase its support for China's skateboarding, and expects to help China's skateboarding to get better results in the world arena. on August 14th, the signing ceremony of strategic collaboration between Kappa and Shougang Extreme Park was held in Shougang Park, Beijing, and formally named the Shougang Extreme Park, becoming its chief strategic sponsorship partner. In the future, Kappa will reach more skateboarding fans and promote the development of skateboarding culture in China.
How Kappa Answered the Tokyo Olympics Marketing Test Question
At the end of 2017, Kappa launched a "three-year change" program to make comprehensive adjustments to its product design model, digital operations, and youth marketing matrix. Tokyo Olympics
Kappa's "three-year change" program can be regarded as the "final exam". From the Kappa handed over the "results list" point of view, enough to assess a "good".
The Sports Biz quiz dissects Kappa's Olympic marketing strategy from three points. First, why is Kappa doing this? As we all know, the Tokyo Olympics
It's a feast for brand marketing, how to be in the Tokyo Olympics
Grabbing exposure to make a splash is a difficult part of brand marketing.
With more and more brands entering the sports marketing, now the Olympic marketing has been regarded as a red sea, Kappa selected from the sports segmentation track - sports fashion to start, to start their own Olympic marketing war. This not only avoids "tit-for-tat" with many brands in Olympic marketing, but also establishes its own brand differentiation advantage.
Thanks to people's pursuit of a healthy life, with fashionable sportswear has maintained a weak increase in recent years, many fashion brands or sports brands have launched their own sports fashion branch, which led to the sports fashion industry competition is increasingly strengthened.
Kappa Equips China's Equestrian National Team
How to stand out in the fierce competition? Kappa, as one of the founding fathers of sports fashion, has built up a sustained competitive advantage by differentiating itself through the Tokyo Olympics.
Kappa has established its uniqueness in the whole range of professions, and sports fashion is a gene engraved in Kappa's blood. Whether it's fencing, skateboarding or equestrian, Kappa has shown its fashionable charms to the fullest on the field, integrating the sports fashion gene into Kappa's brand bloodline.
Second, in this "answer sheet", Kappa is how to "do answer"? In the opinion of Sports Business, it is based on three points. First, "clear target", Kappa selected to work with skateboarding, fencing and equestrian, are in line with Kappa brand tone, Kappa selected equestrian and fencing, is gathered in the brand's quality and sense of seniority, targeting the middle and high-end people, to improve the brand's sense of quality and the deeper connotation. Kappa's choice to join hands with skateboarding is Kappa's focus on the brand's youthfulness. Kappa expects to use skateboarding, which is a popular sport among young customers, to reach the young audience and help the brand move towards youthfulness.
The three national teams signed by Kappa have achieved breakthrough results in their respective fields, laying the foundation for Kappa's Olympic marketing program. The excellent results of the three teams have made Kappa's Olympic marketing program more "powerful", constituting a broken circle effect to reach more fans and customers.
The third is "Targeted Marketing". "Courageous Embodiment" is Kappa's campaign around the Tokyo Olympics.
The marketing theme. On the one hand, skateboarding, fencing, equestrian three troops in the Olympic Games in spite of the difficulties, the courage to achieve success, reflecting the sportsmen and women of our country "the courage to reflect" the spirit of sports.
Kappa launched a marketing poster
According to reports, in the Tokyo Olympics
During this period, Kappa adopted an interactive method of synchronizing online and offline and covering customers in all channels to establish a direct connection with customers. Online, Kappa's official microblogging and other social media channels released posters with the theme of "Courageous Embodiment" to interact with customers at key points, such as the departure of athletes, Sun Yiwen's victory in the gold medal, and Zeng Wenhui's entry into the final.
Offline, all Kappa stores will also synchronize with the online campaign by putting up themed posters and conducting activities to attract offline customers. Through the online and offline "Be Bold" marketing theme activities, Kappa not only increases brand exposure and activity, but also promotes product sales.
On the other hand, Kappa calls on more customers to be "courageous" in their lives, looking for a better day, catching the precious opportunity.Kappa expects customers to go through sports as a way of life to be more people bear, so that customers have the courage to complete the self-worth of the increase in sports, with the brand as well as China's athletes. Kappa expects customers to be more tolerant of sports as a way of life, so that they will have the courage to fulfill their self-worth in sports, and resonate with the brand and China's athletes.
Kappa Helps Our Fencing Team Shine in Tokyo
Third, where is Kappa's Olympic marketing to be commended? How did it work? There is no doubt that joining hands with China's fencing team, China's skateboarding team and China's equestrian team has helped Kappa in the Olympic Games.
Kappa's logo has gained massive exposure. Especially Sun Yiwen and Zeng Wenhui, who invented history in their respective fields, such as CCTV, People's Daily, Xinhua News Agency, etc. The Kappa logo was presented in several media reports, which also constituted an advertising effect to a certain extent.
Kappa's marketing program is also reflected in the data. According to the WeChat index, the key word "Kappa" WeChat index in July 24-26 gradually increased, in July 26 to reach the highest value of 437,071, the data is located in the forefront of the profession. The date is exactly the same as the time period of Sun Yiwen's popularity in the network, the night of July 24th Sun Yiwen won the gold, July 24th to 26th gradually from the fermentation to burst.
With three national teams participating in the Tokyo Olympics this
The hot topic and high attention of Kappa also proved the success of Kappa's Olympic marketing strategy. After three "small" projects, Kappa has achieved "big" success, through the "small for big" marketing program, launched a series of Olympic marketing activities, making the brand image of Kappa rapidly increase in the minds of customers. Kappa's brand image is rapidly increasing in customers' mind.
Sports fashionable is an unstoppable professional trend. Sports business believes that Kappa, with deep sports fashion gene, has its own inherent advantages in the professional competition, which can enable Kappa to have a head start in the future market competition. In short, the excellent Tokyo Olympic Games
The "result sheet" will undoubtedly give Kappa greater impetus and support in the sports fashion category, and help Kappa establish a longer life cycle.
