Nordic professional sports brand RUKKA officially landed in the Chinese market

With the advent of the Olympic Games leading the Chinese sport, the Nordic professional sports brand RUKKA from Finland, an ice-snow country, officially announced its landing in the Chinese market at the beginning of this year and entered the field of high-end personal sporting goods in China. In China, high-end sports represented by golf are increasingly being accepted by China's new rich class. However, in the high-end personal sporting goods market, undercurrents are surging, fish and fish are mixed, and genuine and fake foreign brands are fighting more than ever. How to establish a differentiated brand personality in the consumer mentality of the new rich class is a subject that many well-known “foreign brands” must face. It is reported that in order to communicate more effectively with the new rich class in China, RUKKA will launch the “RUKKA brand cultural transplant project” in the near future and use culture as a fulcrum to prevent the “false foreigners” from attacking and establish a unique brand firewall.

According to Chen Yihong, chairman of RUKKA Greater China distributor Beijing Dongxiang Sports Development Co., Ltd., “According to past experience, Chinese companies that represent international big brands often face a very important but insurmountable 'cultural gap'. Brands that want to take root in China often need to spend a lot of time to communicate with Chinese consumers. Given that RUKKA is unfamiliar to most Chinese consumers, it is very realistic for us to initiate brand cultural value-shifting projects. We are looking forward to the implementation of this project, which can effectively shorten the RUKKA brand growth cycle and prepare for the early stage of RUKKA's rooting in China and its rapid strategic expansion.” The RUKKA brand cultural transplant project is an intrinsic brand gene of RUKKA. It is introduced in a way that Chinese people would like to see. It uses the emotional brand culture story to construct the RUKKA brand outline. In fact, the RUKKA brand culture transplant process is In a sense, it is the process by which consumers recognize RUKKA and accept RUKKA.

From the point of view of brand integration and dissemination, RUKKA began targeting China and locked its target in high-ranking, high-income and high-consumption three-high populations. This group of people has a strong rejection and distrust of advertising and uses conventional advertising. It is difficult to communicate effectively with the three high populations. RUKKA chose to use the cultural connotation of the brand to communicate with this group of people. It is indeed an extremely clever way. In a sense, the success of luxury consumer goods is to a large extent the success of cultural marketing. After all, for high-end consumer goods, target consumers are concerned with the value of the brand, not the price of quality, while cultural marketing It is an effective weapon to detonate the brand value imagination space.

How to give a reason for the purchase of the three high-level people from the perspective of brand culture is a huge challenge for RUKKA, but it is also a huge opportunity. When the sports brand cluster focuses on “sports marketing” and “entertainment” When marketing, it provided a great opportunity for RUKKA to hold high the "cultural marketing". At the same time, the rapid rise of RUKKA brand found a support point for differentiation.

Whether RUKKA can find its own "Blue Ocean" in the increasingly competitive sports brand, RUKKA's brand cultural value-shifting project can keep up with the pace of strategic expansion, and we will wait and see!