Overnight, Kappa's new Slogan, "We Are One," is in a "nuclear explosion," with high densities appearing on the bustling streets of major cities. Slogan on behalf of the brand advocate, it is the bridge between enterprises to market their own brand spirit. What about Kappa, which launched "We Are One" with an unprecedented publicity campaign? The core word that has always represented the brand value of Kappa - sports, fashion, sexy, taste concentrated with "We Are One", after 2010, we will see what kind of Kappa? Brand Slogan will bring out the new culture phenomenon In order to better interpret this new Slogan, Kappa China specially invited ten famous artists to create ten works of art under the theme of "We Are One", which is displayed on Beijing's Wangfujing Commercial Street. Let more consumers understand "We Are One" from their own perspective. A large group of image ads with the theme of "We Are One" infiltrate people's eyes. Evolving "We Are One" into a cultural phenomenon, more and more people began to question the meaning of "We Are One." Kappa China fully promotes "We Are One" through star-driven, artistic interpretation and image infiltration. In this regard, Renyi, general manager of Kappa China, said: "We hope that through this slogan, consumers will shift from focusing on products to both Concerned about the product, will also focus on the brand.But how to win recognition? We would like to interpret 'We Are One' by different people, for example, we display different works on the Wangfujing Street, the artist who created these works in all fields is very Are representative, and their understanding of fashion, understanding of lifestyles and values ​​are highly consistent with Kappa, and we hope to help us interpret the culture promoted by the Kappa brand through their perspectives, perceptions, behaviors and final results. We want to let people know, feel and finally understand and accept 'We Are One' through different ways and angles. " The launch of the new Slogan means that Kappa is getting more and more precise and unique in its grasp of sport and fashion. In fact, as early as 2004, Kappa brand transformation at the moment, relying on fashion, sexy, grade intervention to rewrite the pattern of the sports market, so that it has made fissile sales growth in the domestic market, but also in sporting goods The field has created a sales myth. Fashion sports rewrite sporting goods consumption concept Kappa has been exploring the convergence of sports and fashion in the Chinese market where adherence to sportsmanship and preference to leisure and fashion are all the rage. With time to launch, "We Are One", Kappa has re-established China as "sports, fashion, sexy and taste" brand positioning Sports fashion market development. "We want to do sports fashion, then what is sports fashion, how to understand sports fashion? Slogan - We Are One launched this fully illustrates this point .As with the sportswear brand, why did not we go that so-called professional This is because we not only see the competition is more intense, but also from discovering the meaning of new sports.Now people have a new understanding of sports.Once mentioned before the sports are concerned about the outcome, winning, losing, Results, results, ranking, in fact, many examples have shown that the current sports event is already a form of carnival, although many people still concerned about the results, but beyond this, people are more concerned about what sport can bring to you. Has been transformed from the performance to the life level, the spirit level.Our positioning just caters to our target customers - those who pursue a healthy and stylish lifestyle, the pursuit of sports to bring a new feeling of a class of people, not just the sports arena must To sweat on winning or losing people. "Renyi so understand the impact of sports on people today. From his understanding of sports is not difficult to see that new sports is not only a competition, has become a way of life. Ren Yi said: "Sports can be fashion, fashion can also have many forms of expression, Kappa esteem fashion is a fusion, we must be able to lead, it may become fashionable. We do is not the other brands, This will create a difference, and at the same time, we must create a lifestyle through the brand so that everyone can experience, understand, and experience the pleasure brought by sports. This is what we advocate, and we are not pursuing the banner of sports sense. It is the feeling the sport brings to us. " The enjoyment of sports, which is the demand of most ordinary consumers for sports. Faced with this demand, the integration of consumer advocates, more easily get the consumer market understanding and recognition. It is with this in mind that Kappa shunned the competitive Red Sea and released a differentiated role that quickly gained market space. Also through product design, specialty marketing, established a clear brand image among consumers, sports, fashion, sexy, taste became Kappa's label. For many apparel brands in the same sports apparel market, Kappa's changes have also broadened their horizons and Kappa's rapid success in the country has been their target for follow-up, regardless of whether their brands and products really have fashion Traits, are willing to be more or less linked to fashion. However, as a sportswear brand, to grasp the scale between fashion and sports has absolute stress. In strengthening the fashion at the same time, the loss of professionalism, also means deviating from navigation.