What brand are the two back to back?
Recently, among the hot topics on the Internet, the keyword "two back to back" has appeared frequently, arousing widespread curiosity among consumers. What brand is this? What are the popular contents behind it? This article will combine the hot data of the past 10 days to reveal the answer for you.
1. Analysis of hot topics
According to search data across the Internet, "two back to back" actually refers to the French sports brandKappa(Kappa). Its iconic "back-to-back" double logo is highly recognizable and has recently become the focus again due to the return of retro trends and joint collaborations. The following is the popularity analysis of related topics in the past 10 days:
| keywords | Search volume (daily average) | Main platform |
|---|---|---|
| Kappa back to back | 15,000+ | Weibo, Xiaohongshu |
| Kappa co-branded model | 8,200+ | Dewu, Taobao |
| Retro sports style | 12,500+ | Douyin, Bilibili |
2. Brand hot events
1.Celebrities bringing goods effect: Wang Yibo, Yang Mi and other celebrities have recently appeared in private servers with classic Kappa clothing, driving brand search volume to increase by 35%.
2.Cross-border joint cooperation: Kappa and Japanese trendy brand X-LARGE launched a limited series, which sold out within 3 minutes of sale, with a premium of 200% in the second-hand market.
| Joint series | Release date | Pricing (yuan) | second hand premium |
|---|---|---|---|
| Kappa×X-LARGE | 2023-11-05 | 899-1299 | 180%-250% |
| Kappa×Doraemon | 2023-11-12 | 599-999 | 120%-150% |
3. Consumer portrait analysis
According to e-commerce platform data, Kappa’s main consumer groups have recently shown the following characteristics:
| age group | Proportion | Buying preferences |
|---|---|---|
| 18-25 years old | 42% | Labeled sweatshirts and dad shoes |
| 26-35 years old | 38% | Co-branded, retro sports suits |
| Over 36 years old | 20% | classic logo T-shirt |
4. Observation of Industry Trends
1.Retro sports style continues to gain momentum: In the 2023 Q4 sports brand report, sales of retro-style products increased by 67% year-on-year, with Kappa, FILA and other brands benefiting significantly.
2.logo economic return: Consumers’ recognition of brand logos has increased, and searches for Kappa’s “back-to-back” logo products have increased by 89% month-on-month.
3.The consumption power of Generation Z is highlighted: Consumers born after 1995 are more willing to pay for feelings. In the Kappa classic replica series, this group contributed 58% of sales.
5. Purchase suggestions
1.Authentic channels: It is recommended to purchase through official flagship stores, Dewu APP and other certified channels, and be wary of low-priced imitations.
2.Matching skills: Kappa items are suitable for mixing and matching with simple styles to avoid the accumulation of logos all over the body.
3.Collection value: Limited co-branded models have room for appreciation. It is recommended to pay attention to the brand’s official release calendar.
From the above analysis, it can be seen that the "two back-to-back" Kappa brands are ushering in a new round of growth cycle. Whether it is emotional consumption or trend chasing, this 50-year-old sports brand has once again proved its lasting vitality.
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