K-SWISS begins at 1966. Swiss brothers Art Brunner and Earnest Brunner created the world's first pair of all-leather tennis shoes, and Quiz became the pioneer of tennis shoes. Today, K-SWISS is almost synonymous with global tennis shoes.
Although the brand name is marked with the word Switzerland, in fact, K-SWISS is 100% pure American brand. As the predecessor of K-SWISS Company was a factory named KUNJIL, the initials K of KUNJIL were taken as the new name of the brand. In this context, the great footprint of K-SWISS began.
K-SWISS's business goal in Asia is still based on the brand's consistent quality concept. I look forward to drawing a more exciting brand outline with five elements. Of course, the diversity and comfort of goods are definitely the key points that K-SWISS will not miss.
(II) Introduction of K Swiss China Agency Company
The main business of Hong Kong businessman "Yulongchang" Company is to produce backpacks and handbags. In order to introduce more and better products and let Chinese people enjoy the same level of goods as advanced countries in the world, we invested and established a company in 2006 to give us prestige. The initial registered capital is USD 4 million, and the total investment is USD 8 million.
In 2006, Ciwei Company obtained the general agent of K-SWISS in China. At present, the company has set up its headquarters in Shanghai. It is estimated that K-SWISS brand will build 800 distribution points in East China, North China, Central China and South China in the next decade, forming a national sales network.
Ciwei Sporting Goods Trading (Shanghai) Co., Ltd. is a comprehensive enterprise integrating the development, sales and agency of sporting goods and related accessories. Therefore, in the whole business process, we attach importance to teamwork, gather everyone's enthusiastic and energetic innovative ideas and calm and steady management methods to expand our business and provide customers with good goods and services.
Business philosophy-attach importance to the team, promote the brand, and provide customers with high-quality goods and pleasant shopping experience.
In the 1960s, when the fashion craze arose, Swiss Bona Brothers created the world's first pair of all-leather tennis shoes in Los Angeles, USA, emphasizing the simple and elegant design style. To this day, these shoes are still the most classic symbol of Swiss K brand. Now, this pure American brand has become one of the fashion brands in the world, which is popular in the streets of Europe, America, Japan, South Korea, Hong Kong and Taiwan. In China, K SWISS is also constantly combining classic design with cutting-edge design to create new fashion with "staff"!
(C), consumer positioning
Main consumption description: Young white-collar workers of age 18-36 are eager to own international brands.
● Positive and positive attitude towards life. Looking forward to a relaxed and leisurely life.
● Pursuing a good quality of life, accepting western culture and accepting high-priced and high-quality suppliers.
Consumer groups of commodities.
Secondary consumption narrative: ● Strong fashion awareness and unique personal characteristics, often paying attention to Japan and Hong Kong.
A fashionable group.
Seek and love consumers who are different from other general brands.
● A master of dressing with a strong sense of mix and match.
K-Swiss is an internationally renowned leisure sports brand. Exquisite and unique brand personality is the expression of inheriting brand tradition. Paying attention to detail and quality is the consistent spirit and attitude of the brand!
(4), brand positioning and price positioning
Brand positioning: KSwiss tennis shoes can compete with NIKE and concentrate more on sports; It is the only synonym for classics and leisure.
In terms of price positioning: K SWISS is slightly lower than NIKE and ADIDAS ORIGINALS(AD Clover) in terms of high price and high quality, but it always maintains a high quality.
(5), series division
1. Lifestyle-Fashion and Leisure Series
Classic (classic retro series)
This classic series belongs to one of the main series under lifestyle, and it is also one of the richest series in K Switzerland series. Compared with classic tennis, it is younger and suitable for young people aged 16-25, with strong sense of fashion, unique personal characteristics, love of hip-hop street culture and corresponding costumes and accessories. The price is slightly lower than that of classic tennis, depending on the style.
Target consumer group: strong aesthetic subjective consciousness, do not like to follow the crowd, low-key. Pay attention to the quality and details of life, and like to show taste in details. It contains a healthy and positive attitude towards life, the interest of returning to nature, the taste and consideration of life details, and the initiative and control of all difficulties.
Price band: high price
Dress style: simple and classic, paying attention to quality and detail.
Target age: Have a deep knowledge and understanding of the brand.
Active (dynamic sports series)
Target consumer group: street series 18- 25 years old, younger in age or mentality. They love street culture, pay attention to popular things, have a strong sensitivity to fashion, like to chase fashion and become the focus of fashion.
Price range: medium price range
Dress style: casual, novel and street fashion.
Target age: 18-25 years old
Sailing (sailing series)
Target consumer group: Sailing (sailing series) is deeply loved by white-collar workers aged 20-28 who pursue clothes taste, yearn for outdoor sports and enjoy fashionable life. They advocate a healthy and free lifestyle, an optimistic and positive attitude towards life, and pursue a personalized and fashionable dress concept.
Price range: medium and high price range
Dress style: casual and comfortable, emphasizing quality and functionality.
Target age group: 20-28 years old
Limited edition (Shangpin series)
Target consumer group: 65,438+06-24-year-old students who love American street HIP-POP style are the main consumers, using loose patterns, broken prints and big LOGO patterns to create a young street HIP-POP style. O7 will continue to follow the hip-hop style and add some new campus elements, expecting the whole series to look more energetic and full of vigor.
Price range: medium and high price range
Dressing style: American hip hop, exquisite campus style: loose clothes with white shoes.
Target age: 16-24 years old
Tennis-Professional Tennis Series
Professional tennis sports shoes are K SWISS's masterpiece and the core of brand expertise. Based on the creative concept of tennis, it shows the direct dialogue between shoes and the court and the interactive expression between shadows, and conveys the self-breakthrough of professional athletes in the challenge.
Challenge yourself and pursue unlimited creation.
SLT Tengfei Company? This series belongs to the main series under performance, and it is also the only functional professional tennis shoe series of K SWISS. Professional functional fabrics and special functional design are the most suitable functional sneakers for tennis professionals and tennis lovers. Among them, the 7.0 series was designated as the designated shoes for the Australian Open in 2006 and 2007.
Step 2 perform
7.0 Professional Senior Tennis Shoes
Tennis shoes that stimulate potential
Introduction:
Grade 7.0 represents the highest level that tennis players can reach. Players at level 7.0 are all international players. They take part in international competitions, and their income comes from the bonuses of these competitions. So the tennis shoes named after 7.0 also represent those tennis shoes with the most advanced technology. K Swiss 7.0 series professional tennis shoes, representing a series of innovative technologies and systems, are committed to providing tennis players with the ultimate comfort and expressiveness, and strive to achieve the most perfect, perfect and best quality in every detail of the shoes.
7.0 Professional Advanced Tennis Shoes-Technical Description
Impact spring & ampreg shock-proof system
Impact spring & registered by Swiss K company; Reg shock-proof system is mainly located in the forefoot and heel of shoes, providing super shock-absorbing protection for feet.
Cushion board? Balance pad system
Cushion board, invented by K. Swiss? The balance pad system, mainly located in the middle and both sides of the sole, helps to keep the foot balanced, prevent the foot from twisting and spraining during sports, and is perfectly combined with the shock-proof system to provide athletes with the best balance and shock-proof buffering effect.
TECTUFF？ Wear-resistant device for toe cap *
TecTuff, a super wear-resistant material developed by Swiss K company? Wrap the whole toe part, provide an extra layer of wear protection for the toes, and avoid the toe damage caused by the dragging action of the front part of the foot during running.
A & ampOumlSTA & ampreg7.0 Wear-resistant outsole
Ultra-wear-resistant and high-density registered patent material-A&; Oumlsta & ampreg7.0 wear-resistant outsole provides excellent wear resistance for the whole pair of shoes.
Cavalry guard? Anti-wear protection device
K Swiss developed anti-wear device-dragoons? , placed at the toe and heel of the bottom, to make the wear-prone area of shoes more durable and wear-resistant.
Stay even? Anti-loosening shoelace
Stay-Tied, developed by K SWISS, is designed with special materials and curve technology? Shoelaces can always keep shoelaces tied tightly to prevent them from falling off during the competition and affecting the competition.
Heel grip? Non-slip lining
The non-slip lining of the heel adopts special fabric to minimize the slip between the heel and the shoe.
ORTHOLITE & ampreg sweat-absorbent insole
K patented registered insoles in Switzerland Ortholite &; Reg, using special technology and materials, has moisture-proof and antibacterial characteristics and unique perspiration function.
(6) Brand spokesperson
In order to show K Swiss's professional tennis spirit, in the past 40 years, K Swiss's name has always been closely linked with professionalism and high-end. Whether it is a tennis tournament with world influence or the body and feet of a famous professional tennis player, your sight is easily attracted by the striking five elements.
In 2007, anna kournikova joined K Swiss team and became the brand spokesperson. Her comprehensive competition skills are mixed with unique personal charm, which shows her sportsmanship, elegance and belief, and injects fashion interpretation into retro. Outside the stadium, Kournikova will also wear K Swiss shoes and clothing to represent her team and charity, and make a publicity appearance for K Swiss.
K Swiss player sponsorship
At the Australian Open in 2007, Kara Blake from Zimbabwe and Liezl Huber from South Africa walked all the way to the podium of the women's doubles champion wearing K SWISS tennis costumes. They all firmly believe that whether in the past or in the future, K Switzerland can help them overcome all obstacles and achieve their ultimate goal.
Tennis match cooperation
australian open
china open
2007 Sony Ericsson China University Tennis League
2007 Chevrolet Amateur Tennis Competition
The best partner in the America's Cup, K Switzerland and China.
Swiss K proudly announced that they will take part in the 32nd America's Cup Regatta with their new partner China in 2007.
Internationally renowned Swiss brand K is honored to join the sponsors of Team China-TAG Heuer, Renault and Louis Vuitton. China participated in the America's Cup competition for the first time on behalf of Qingdao International Yacht Club, and its opponent was defending champion Alenki of Switzerland. In order to participate in the America's Cup, a brand-new sailboat was built in Dongguan, made entirely in China. This is a landmark moment for the whole of Asia. Speaking of the history and tradition of the America's Cup regatta, it can be traced back to 185 1 year. This is the oldest and most prestigious sports event in the world.