Zheng Xiukang: Seize The Lifeblood Of Creating A Brand

As an overseas gold digger for China's light industry, Kangnai group's strategy of actively responding and taking the initiative in the "quality of China made" experience has been succeeds repeatedly in the changing international market.

By the first half of 2007, Kangnai group had opened more than 120 stores in a dozen countries such as the United States, Italy and France, and entered the mainstream business circle overseas.

A few days ago, in an interview with this reporter, Zheng Xiukang, chairman of Kangnai group, said that Kangnai group has always adhered to the belief that "quality is the key to leading enterprises and leading brands".

Zheng Xiukang, chairman of Kangnai group.

Kangnai store on the streets of Paris.

The quality of Wenzhou is very high. It is known as the "shoes capital of China". However, some businesses are shoddy and seriously damaged the reputation of Wenzhou's footwear industry. "Wenzhou shoes industry" is a famous brand.

In August 8, 1987, after the incident of Hangzhou's Wulin gate burning Wenzhou's inferior leather shoes, Wenzhou footwear industry was hit hard. Kangnai was the first to come out to name Wenzhou shoes.

In 1991, Kangnai won the title of "the ten largest footwear industry in China" and became the "real leather shoe king of China" in 1996. In 1999, it won the first well-known trademark of Zhejiang footwear industry.

The trademark of Kangnai is very special. It is the image of a person holding his head up.

"At that time, the incident of" burning Wenzhou shoes "had just occurred. I would like to register a person like a trademark, a head raising image, to let Wenzhou shoes and Wenzhou people raise their heads.

The meaning of our Kangnai logo is "looking up, being honest, being buried and doing things seriously."

Zheng Xiukang said, in fact, Kangnai has another meaning, that is, "healthy development, where it is."

With the vigorous advocacy and policy encouragement of several Wenzhou municipal Party committees and municipal governments, under the impetus of Kangnai and other leading enterprises, after nearly 20 years of unremitting efforts, Wenzhou shoes industry is now a well deserved Chinese shoe capital.

Wenzhou, the Chinese shoe king, accounts for half of the country. The illegal phenomenon of counterfeiting and selling in the early stage of reform and opening up has been very rare.

Zheng Xiukang said proudly: "everyone's sense of discipline and law and quality and brand awareness are not the same as they were 20 years ago.

Wenzhou shoes can be said to be a real battle, and now no one will look down on Wenzhou shoes.

In December 17, 2005, when the Kangnai group was founded 25th anniversary, Kangnai held a forum on "harmony and win win - the internationalization of Chinese shoes" from the Kangnai road in Wenzhou, and invited the chairman of the Elche Footwear Association of Spain, Antonio, to participate in the forum.

During the visit, President Zheng Xiukang said, "I'm late. I didn't expect Wenzhou shoes to be so developed and Kangnai shoes made so well. We must strengthen exchanges between our two countries in the future."

At the forum, Kangnai and President andreuno signed the Wenzhou Declaration on behalf of the Wenzhou footwear industry and the Spanish footwear industry. The declaration promised that the two sides would strengthen cooperation, mutual benefit and common development in the future.

In June 2, 2006, Jim, a new president of the Elche Footwear Association (Jaime), went to the Kangnai group for on-site inspection, looking for opportunities for cooperation. 6

President Jim and his two vice presidents very much hope that China can choose some strong brands to cooperate with them, especially those good companies like Kangnai group.

Zheng Xiukang expressed his deep gratitude to the other side for their sincere desire for cooperation and sincerely hoped that the two sides could achieve a harmonious and win-win situation in the spirit of the Wenzhou declaration.

In the past few years, China's economy has been developing rapidly and its comprehensive strength has improved rapidly. The position of Chinese products in the world has been greatly improved.

But for China's manufacturing industry, behind the aura of a big producing country is the embarrassment of a weak brand. There are no Chinese brands in the world's top 100 brands.

China's footwear industry accounts for 51% of the world's output, but there is no brand that can be heard in the international market.

We must go out and create a brand so that we can achieve leapfrog development. Kangnai people are full of strength.

Kangnai is one of the earliest enterprises to implement brand strategy in China's leather shoes industry. Zheng Xiukang, chairman of Kangnai group, has realized that if we want to build an international brand, we should not only turn around at home, but we must go out to achieve international brand leaping.

For this reason, the board of directors of the company began to study and formulate this series of plans in the 90s of last century.

In 1998, the China Leather Industry Association put forward the idea of "two pioneering work". The Chinese leather shoes industry should create 3 to 5 famous brands in the world in 10 to 15 years.

In response, Zheng Xiukang said: "as a leading enterprise in China's leather shoes industry, we should take the lead in responding to the call of the Association for the creation of an international brand.

We already have a certain strength, we should also have this ambition to go out to fight, take the lead in creating China's world brand and make efforts.

This is our responsibility and our duty. "

In last year's two sessions, Premier Wen Jiabao once again stressed "support for qualified enterprises to go out" in the report. Kangnai responded to the call of the central government to speed up the pace of building brands out of the country, and excellent quality is a prerequisite for Kangnai to go out.

Kangnai is based on the production of leather shoes. The manufacturing capacity of leather shoes is recognized in China. The industry commends Kangnai as the "Chinese shoemaking expert". This is the best evaluation of Kangnai's manufacturing level.

Kangnai exports to Italy and other countries the world's most advanced manufacturing processes, and Italy shoes are of equal quality, including product styles that match local needs.

But the price is only $60~150, which is much cheaper than the price of leather shoes produced locally.

Zheng Xiukang said.

"The same products, the same process, different prices.

Now we have the advantage of product and price, and we are striving to change the brand disadvantage.

The road of brand development for Kangnai is from superiority confrontation to advantage docking.

Rossi, former chairman of Italy Footwear Association, studied Kangnai shoes in a forum, and played a "8 mark" for Kangnai. The lack of "2 points" is the popularity and reputation of the brand.

Tang Da, chairman of the EU footwear buyer Union, also said that to avoid dumping, it is necessary to make its own brand.

The famous footwear brands in the world are mostly in Europe and America. The world famous footwear research organizations are also famous in Europe and America.

SATRA is a global footwear research institute built in 1919 in the United Kingdom. Many world-renowned footwear brands are members and use or refer to SATRA's technical standards.

If we participate in the global economy and build internationally famous brands, if we can not integrate with the international standards on technology standards, we will make Chinese enterprises going out to face bigger technical barriers.

Kangnai had a better understanding of the strategy of going out and decided to join the SATRA organization.

In 2001, Kangnai successfully became a member of the SATRA organization. SATRA provided Kangnai with technical services including improving product technology, product quality, product testing technology standards and so on every year.

Kangnai offered to cooperate with STATRA to set up a laboratory. SATRA sent its Asia Pacific leaders to negotiate, and finally signed a cooperation agreement in 2004.

The two sides' cooperation includes Kangnai's investment in the SATRA technology service to invest 10 million yuan to establish a shoe R & D laboratory, and develop new technologies, new materials and new technologies.

Long Yongtu, Secretary General of the Boao forum for Asia, said that Kangnai and SATRA have solved the problem of how the Chinese shoe industry meets the international rules.

To build up a famous brand in China, to build a brand name in China, to rush to the foreign countries to create brand, to face unfamiliar ethnic groups, different consumption habits and various kinds of laws and barriers, especially to the so-called "big axe" in front of Italy gate, known as the world shoe capital, which requires great courage and boldness. What is Kangnai's courage to step out of the country and rely on?

The first thing to do is to bring the Kangnai brand overseas with the power of Chinese and overseas Chinese.

In the late 90s of last century, the leather shoes produced in China were very common, but the Chinese leather shoes went abroad.

How to make Kangnai brand enter the international market?

After a period of research and analysis, Kangnai people found that about 400000 overseas Chinese in Wenzhou are distributed all over the world, which in itself is a unique gold sales channel.

Every year, Kangnai participates in large shoe exhibitions all over the world.

Kangnai made full use of this occasion to publicize Kangnai brand and the idea of going out to create brand.

Kangnai's determination to go out to create an international brand coincides with those of overseas Chinese who have business intentions.

After repeated negotiations and comparative selection, Kangnai's overseas franchisees were gradually implemented.

The second is to build a good image of Kangnai brand overseas.

In order to expand the popularity of Kangnai brand overseas, foreign distributors first chose to advertise in Chinese and American newspapers, magazines, buses and street signs.

Overseas Chinese and Asian descent such as Rome, Milan, Paris and Athens are all readers of Chinese newspapers such as the European times and the European times.

Through publicity, this group has not only become a loyal consumer of Kangnai leather shoes, but also some of its elites have developed into Kangnai franchisees and become the effective force to expand Kangnai's overseas stores.

The third is to advocate "three plus three less" and achieve a win-win situation.

In the practice of going out, Kangnai people fully realized that only harmony can win together, and harmony can achieve the strategic goal of going out.

Therefore, Kangnai makes full use of the forum to express its views.

In July 4, 2005, the footwear elite from around the world gathered to discuss the future development of China's footwear industry, which was jointly sponsored by the China Light Industry Federation and Kangnai group to solve the dilemma of the Chinese footwear industry going out - 2005 Beijing world footwear forum.

At that meeting, Kangnai put forward the idea of seeking harmonious development: under the current situation, Chinese shoemaking enterprises should achieve "three to three less": more initiative, less complaints, more brands, less quantity, more integration and less friction.

Only in the process of seeking harmony in development can we find a solution to the friction and disputes under the framework of an honest and fair WTO rule.

At present, Kangnai's overseas stores have been set up along the street, opening to the host country's shopping malls to set up exclusive offices and monopoly counters, and gradually go to the main sales channels of host cities, so that Kangnai products are gradually recognized by the market and further enhance the popularity of Kangnai brand.

In 2005, Kangnai group first implemented the plan in France.

After a year's efforts, Kangnai has entered 35 shopping malls in France, and has set up special offices or counters.

In December 2005, Kangnai specifically asked the French retailer manager, Mr. Debon Philip, to come to the company to discuss the next development.

Mr. Debon visited Kangnai and said: "I plan to use 5 years to get Kangnai into 200 shopping malls in France."

In July 2006, Kangnai's overseas strategy changed qualitatively.

At 4 p.m. local time on July 9, 2006, the flagship store of BLDse-bastopol, saibasto fort, is located in the downtown area of Paris, France, which is located in the downtown area of the city of France. The total commercial area of the Kangnai flagship store is 280 square meters.

This is the first flagship store set up by Kangnai group in foreign countries.

In February 26, 2007, Kangnai opened a store near the city hall of Rome, Italy.

This is Kangnai's third specialty store in Rome.

The store has a total area of 80 square meters, which is located in the bustling area near Rome city hall and railway station square.

This is a solid step taken by Kangnai group in the world's shoemaking kingdom since it announced that it will open 1000 shoe stores in 11th Five-Year.

"Quality is the lifeblood of the brand," he said. "We caught it. We stood the test of the market."

Kangnai is a "China famous brand" and "China's export brand". The quality of products is in line with international standards.

Zheng Xiukang said that now Kangnai's container entry customs clearance rate is very fast.

Not long ago, when a container was sent to Holland, it was cleared on the 3 day after being sent to Holland.