Kangnai And AOKANG Make Another Way To Create Brand Names

When the whole industry is facing a depression or crisis, some brave people have made some attempts.

Meanwhile, the government's leaders also introduced some policies in a timely manner, hoping to help Wenzhou's traditional industries get out of trouble.

Kangnai: go to the airport to study customers.

Build high-end

Zheng Hui, manager of Kangnai marketing company, received a call from Zheng Xiukang, chairman of the board, when he opened last year.

"The chairman told us to go to the airport to block people."

After finishing the call, Zheng Hui arranged to tell his subordinates.

This strange task began with Zheng Xiukang's ambition: he wanted to build Kangnai into one.

"Without a brand, it's like pulling a scooter for others, always in a passive position."

It is said that only 45 days have mastered the smart people who need 3 years to learn shoemaking skills. They have always been obsessed with upgrading the brand of Kangnai.

In order to complete the task, Zheng Hui set up an investigation team.

So, for a time, the members of the group squatted on the doorway of airports in Beijing, Shanghai, Guangzhou and other places. They aimed at some bosses or white collar people and rushed to ask them what brand they liked and what shoes they were wearing.

Many times, they are treated as "bad guys".

"At the beginning, the main goal we sought was from

Even so, Zheng Hui and his colleagues finally gave the chairman a satisfactory report.

"It was a mixed blessing to see the report."

What worries Zheng Xiukang is that his clients have been largely lost, and foreign brands have monopolized most of the high-end market in China.

Before long, the concept of "Kangnai high-end manufacturing" appeared frequently in the major media.

At the spring new product order meeting last October, Kangnai

Start network marketing

AOKANG's network marketing department should be the youngest Department of the whole group.

"We are one after 70 leading three 80 after work."

Lu Zhongyang, manager of network marketing department, said.

AOKANG is the first shoe manufacturer in Wenzhou to build a network.

In fact, Lu Zhongyang's work began 5 years ago.

"In 2005, we have opened online stores on Taobao and other websites."

At first, even Lu Zhongyang's colleagues in a big office did not understand what the four young men were doing.

"They see that we are always busy taking photos, and they are still staring at the computer all day, for a while, giggling, typing, and not getting to work on time."

It seems that this is a maverick sector, even with the habit of "advocating freedom" in the Internet world.

However, these four "weird" people have created.

Now the sales volume of AOKANG online mall is over ten thousand yuan, and last year's sales volume reached 4 million yuan.

This is almost equivalent to the sales volume of a AOKANG store in one year.

"Our network sale has greatly reduced the manpower and material cost of the traditional business process, so our profit is at least 3 times more than that of the physical store."

This success, in addition to the development of e-commerce in recent years, is getting better.

"When buyers place their orders online, we assign them to the nearest stores, which is the fastest logistics distribution."

Lu Zhongyang said.

This year, Lu Zhongyang and his three partners have come to a more arduous task, and the total sales volume of the network will reach 10 million.

However, in the eyes of a group accustomed to communicating with customers at 1 o'clock in the morning, it is not a legend to accomplish this task.