Kappa e-commerce record miracle why?

Recently, Singles' Day promotion was one of the hottest topics discussed on the Internet. Taobao Mall Singles promotion hot scene to the world announced the advent of e-commerce era, but also led to the industry insiders on the hot reasons for in-depth thinking. In this wave of Internet users panic buying, Kappa e-commerce data validation of his strong rise, has also become a typical case is often mentioned.

Kappa has entered the Chinese market in 2002, but its e-commerce department was established in September 2009, while Taobao opened its first official online shop - Kappa Taobao official flagship store. Despite its short history, Kappa E-commerce did not show a freshman's weakness. Its sales volume doubled in a short period of time, and in the two Singles' Day promotions in 2009 and 2010, respectively, at $ 4.05 million And 10.9 million continuous refresh industry record single-day sales achieved impressive results. For Kappa this blowout growth phenomenon, I think the main can be attributed to the following three reasons.

The perfect combination of brand personality and consumer characteristics

As a world-renowned sports and leisure brand, Kappa has been "young, stylish" positioning by young consumers. Since entering the Chinese market, Kappa has always sought to be close to every young person, understand their psychology and consumer behavior, and introduce various styles of products according to the characteristics of young people's favorite. The Kappa Taobao flagship store in the young people's favorite Singles launch promotion and achieved great success is Kappa brand personality and consumer characteristics of the perfect combination.

Big names show strength

As we all know, the early electricity supplier is the price to win the second quality, but with the business platform more and more businesses, competition is more and more fierce, the price as the core marketing idea in the booming e-commerce appear Hard wood alone. Consumers are always faced with a large number of low-discount goods inevitable trial "beauty" fatigue. In this case, good service and a good brand image are bound to be accepted by more consumers. As an internationally renowned brand, Kappa has always been trusted by consumers both in terms of brand image and service quality. Even if it moves to e-commerce platform, it still maintains the consistent style of big brands. Buy cheap and can rest assured that consumers naturally like it.

Holiday affection foster holiday economy

China is one of the countries with the most festivals in the world. The Chinese also have special feelings for various festivals. From the traditional Spring Festival, Mid-Autumn Festival, Christmas Day in the West, April Fool's Day, to the Singles Day invented by young Chinese themselves, each festival has its own loyal "fans", followed by festivals. Consumer boom, which is the industry economy, said economy. The face of the increasingly popular holiday economy today, businesses naturally according to different characteristics and needs to make the appropriate promotional activities. Consumers are also happy to accept festivals during the promotions, and have time to spend. Therefore, every holiday business sales performance improved for granted.

In fact, both the brand's own advantages, or with the help of external factors in the catalyst, can be a combination of internal and external better marketing is the king of success, Kappa will be done internally and externally and combined internally and externally, resulting in sales miracle .