Kangnai urge upgrading Yuzuo footwear industry, "Mercedes Benz" – Kang
HC shoes Network May 21 hearing, in recent years, as China's leading footwear companies, Kangnai is to continually improve and upgrade the power, the full implementation of the high-end strategy to push the brand transformation and upgrading, do the footwear industry, "Mercedes Benz", promoting China from Footwear Power to a shoe-making power forward.
From the "have Kangnai snug" to "create my own"
For the brand, Kangnai have an image saying: "There is no brand, can be compared to the others pull scooters, always in a passive position." Therefore, Kangnai advocates do not pull "scooters", but to do the footwear industry "Mercedes Benz", has been the implementation of brand strategy as upgrading traditional industries and promoting the development of a strong starting point for transformation.
This Financial Crisis, Kangnai on their brand strategy adjusted accordingly. First, the brand concept, the Advertisement Language from the "have Kangnai, comfortable" to "create my own" and thus rise to the level of product features by the spiritual and cultural level; Second, brand positioning, targeting first-line market, target customers for the 30-40 year-old city white-collar, middle class; Third, the brand style, emphasizing a "new classic character" of European style, but also younger, more trend, more fashion; Fourth, on the brand extension to Kangnai primary brand, and for different age different types of consumer groups, introduced the corresponding location and content of the sub-brand, multi brand strategy that started to form Kangnai brand family, bigger market pie. Launch new brand strategy by a large number of young, individual consumers and strengthen brand competitiveness, improved market share.
Brand transformation and upgrading of technological innovation from the lung power
Kangnai brand transformation and upgrading of technological innovation from the lung power. In the process of transformation and upgrading, Kangnai the R & D innovation as a powerful grasps.
Kangnai countries involved QB/T1002-2005 Leather shoes Standard and many other standard-setting for the domestic shoe industry to fill a number of gaps. Kangnai Group Chairman Zheng Xiukang busy spare time, sum up their experience in footwear, presided over the preparation of more than 90 million words of "modern shoes, craft glue," a book to fill the theoretical aspects of China's shoe industry, some gaps, for the footwear industry provides a rare and practical tool.
Kangnai through market research and communicate with consumers, capture the tremendous business opportunities, innovative products. The year 2000, with the improvement of people's living standards, the requirements of the shoes from the traditional solid and durable comfort and beautiful turn. Thus, as early as 2001, Kangnai will be located in the core demands of comfort products, the first to play "comfortable shoes" concept, and began independent research and development. In 2004, Kangnai famous footwear with the British research institutions SATRA Cooperation , On R & D and application of comfortable shoes. In 2006, this cooperation to bear fruit, the same year on August 28, to white-collar workers, bosses, civil servants and other mainstream sectors of the consumer population Kangnai Business Shushi shoes in the global synchronization Listing . The product is encapsulated by double leather breathable, moisture shock and vector soft shoe last bottom fitting techniques, tested up to international advanced level. The following two years, has launched a classic series of dynamic Shushi Shushi shoes and shoes and other new products, its comfort technology also is of advanced international level, by the unanimous endorsement of domestic and foreign consumers, increase market share and customer satisfaction.
Goodyear is a highly difficult process Sole Processing technology, increase the use of advanced seam adhesive technology, specifically for supporting the world's high-grade leather shoes, handmade Italian Basically, technology though, but a low capacity and high cost. In order to enhance the level of Chinese footwear manufacturers to promote a Major Chinese shoe footwear from the powerful forward, in 2005, Kangnai began to proceed, "Goodyear process high-grade leather shoes production," the R & D projects. Through two years of concentrated exploration team members to resolve the sewing machine welt, stitched outsole, Envelope and cork grain filling core technology and other key technical problems, so that more than 80% degree of mechanization, the current line of Nissan ability to achieve 600 pairs or more, mass production, which conformed to the standard high-end leather shoes produced. Manufactured exports in this process unit up to 30-50 euros, significantly reducing production costs, improve productivity and enhance the international competitiveness of products.
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