Recently, the Singles Day promotion was one of the hottest topics on the web. The hot scene of Taobao Mall Singles Promotions announced to the world the advent of the era of e-commerce, which also triggered deep thinking about the reasons for the activity. In this tide of Internet users buying, Kappa e-commerce verified his strong rise with data, and it has also become a typical case that people often mention. Kappa entered the Chinese market in 2002, but its e-commerce department was established in September 2009. At the same time, Taobao opened its own official online shop, Kappa Taobao official flagship store. Despite the short establishment time, Kappa e-commerce did not show new weaknesses. Its sales volume has doubled in a short period of time, and in the 2009 and 10 years of the two singles promotions were 4,050,000 yuan respectively. And 10.9 million yuan continuously refreshed the industry's single-day sales record and achieved remarkable results. In view of Kappa's spurt growth phenomenon, the author believes that the following can be attributed to the following three reasons. The perfect combination of brand personality and consumer characteristics As an internationally renowned sports and leisure brand, Kappa has always been favored by young consumers with its “young and stylish†positioning. Since entering the Chinese market, Kappa has always sought to reach out to every young person, understand their psychological and consumer behaviors, and launch products of various styles in accordance with the characteristics that young people love. The launch of the Kappa Taobao flagship store at the young people's favorite singles festival and its great success is the perfect combination of Kappa brand personality and consumer characteristics. Big image shows strength As we all know, the early e-commerce business is the price to win and the quality is inferior, but with the increasing number of e-commerce platform businesses, the competition is becoming more and more fierce. The price-centered marketing concept appears to be under the vigorous development of e-commerce. Hardwood is difficult to support. Consumers are always faced with a large number of goods with low discounts. 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 regardless of its brand image or service quality. Even if it moves to e-commerce platform, it still maintains the brand's consistent style. Buy it cheap and buy it with confidence, consumers naturally like it. Festival mood encourages festival economy China is one of the countries with the most festivals in the world. Chinese people also have special feelings for various festivals. From the traditional Chinese New Year and Mid-Autumn Festival to Western Christmas, April Fool's Day, and the Singles Festival invented by Chinese youngsters, each festival has its own loyal fans. Followed by the festive season, The consumer boom is what the industry people call the holiday economy. Faced with the increasingly popular festival economy today, merchants naturally make corresponding promotions based on different characteristics and needs. Consumers are also happy to accept promotions during the holiday season and have time to spend. Therefore, it is only natural that the sales performance of festival merchants will increase. In fact, whether it is the brand's own advantage or the external factor's catalysis, the ability to combine internal and external factors is the king of successful marketing. Kappa has achieved both internal and external integration and internal and external integration, and sales miracles have also been born. . 
What are the reasons for Kappa e-commerce's repeated miracles?
Recently, the Singles Day promotion was one of the hottest topics on the web. The hot scene of Taobao Mall Singles Promotions announced to the world the advent of the era of e-commerce, which also triggered deep thinking about the reasons for the activity. In this tide of Internet users buying, Kappa e-commerce verified his strong rise with data, and it has also become a typical case that people often mention.