Kangnai's "Two Pioneering" Does Not Like "Shou Ye" And "Rich Two Generation".

　 Thirty years old. Since 1980, Kangnai group has gone through 30 years.

As a microcosm of Wenzhou's economic development, Kangnai has gone out of the road of brand development of private enterprises in the past 30 years. At this special "age" threshold, there seems to be too much to say about this private enterprise that has grown up almost in pace with China's reform and opening up.

A few days ago, Kangnai group held a press conference on "evergreen base business" in Wenzhou. It released Kangnai's 30th Anniversary Theme Words and logo, and announced the basic outline of Kangnai's development in the future. At the same time, Kangnai's successor, Zheng Laili and Zheng Laiyi siblings, also formally appeared, and entered the public view with high spirits.

- Kangnai The curtain of "the two pioneering work" is thus drawn up.

The secret of success: dare to start an enterprise and create a brand.

Walking in the Kangnai Industrial Park, it is hard for you to connect the shady and well built modern enterprise with the small workshop that started 500 yuan 30 years ago. "The industrial park was opened in 2005. In the past 30 years, Kangnai has been easily located, and every move is a new step. " When introducing the situation to visitors, Wei Yanxin, director of Kangnai enterprise culture center, is proud of his words.

Why can Kangnai achieve steady development in the past 30 years? It is known as "evergreen tree" and "tumbler" by the industry. For this reason, Kangnai executive deputy general manager Zhou Jinmiao likes to use "gene theory" to explain. In his view, chairman Zheng Xiukang's pursuit of technological innovation is the core factor of Kangnai's continuous lead.

Zheng Xiukang had been in Wenzhou before he went to sea to start a business. A machinery plant Acting as deputy factory director. Born in the machinery industry, he naturally introduced standardized manufacturing to the shoemaking industry, and his experience as a leader of state-owned enterprises made him transplant his management experience to his own business. Knowing both technology and management, such masters gave birth to Kangnai's "good genes".

"To do well and make fine leather shoes is my lifelong pursuit." This is a famous saying by Zheng Xiukang. At the beginning of his business, he tried to invent automatic tools for shoemaking, so his shoes were fast and good. Although Kangnai shoes were 10% to 15% more expensive than their counterparts at the very beginning, they were still popular among customers.

　　 Zheng Xiukang The preference for "high-end" manufacturing also stems from the excitement of a "burning Wenzhou shoe" incident. In August 8, 1987, due to the disorderly competition in the market, Hangzhou's Wulin gate burned Wenzhou's inferior shoes. For a time, shopping malls all over the country blocked Wenzhou shoes. Although Kangnai shoes are of high quality and are not banned, they are more or less implicated. In order to revive the reputation of the footwear industry in Wenzhou, Zheng Xiukang went around to learn from him. He ran Shanghai, Qingdao and Guangdong, and finally came to Italy, the shoe industry kingdom. From Italy's first class shoe making equipment and exquisite shoemaking technology, he was deeply inspired.

In 1989, Zheng Xiukang returned home and led the whole staff to start a new business. In 1990, the company invested 1 million 200 thousand yuan to carry out technological transformation, and set up an expert group. After 3 months of tackling key problems, Wenzhou's first mechanized production line was built. This also marks the beginning of the footwear industry in Wenzhou from the manual production era to a modern and industrialized production era.

At the same time, Zheng Xiukang had brand awareness very early. In 1985, the state allowed the documents of the self-employed factory to be delivered in the morning. He went to the industrial and commercial department in the afternoon to apply for the registration of factory names and trademarks. He said: "trademark is a responsibility for people and ourselves. One is to let people know that these shoes are made by me. Two, customers can come to me with quality problems."

In 1992, Zheng Xiukang registered a trademark which was composed of human head and Chinese character "Kangnai". This is also the first human head portrait trademark in China. It symbolizes "healthy development, where it belongs to me," so as to "let Wenzhou shoes raise its head". At the same time, Kangnai became the first enterprise to advertise on Wenzhou TV station. It was widely known that the slogan "wear Kangnai and good luck" was used.

In 1993, Kangnai's famous brand strategy was successful. Kangnai won the title of "the ten largest footwear industry in the country" in one fell swoop. Shopping malls in every corner of the world welcomed Kangnai with its arms open, thus rewriting the history of "no Wenzhou shoes". The Wenzhou municipal government is also pleased to commend Kangnai for its first shot for Wenzhou's "quality city, brand name industry". Today, Kangnai has almost won the highest honor of all kinds of industries, and has become a truly leading brand.

Successors: do not like "Shou Ye", "rich two generation" said

Zheng Laili, vice president of Kangnai group. Her business card shows that she is also the chairman of Kangnai's "new" business sector, commercial real estate, and she also serves as the group's chief financial officer and general manager of investment companies.

At first glance, it is difficult for outsiders to connect the 70 after wearing a uniform and a neat and quiet appearance with Kangnai's successors. As soon as Zheng Laili speaks, you will find that the little woman who graduated from Tianjin University of Commerce and experienced by the Yangtze River business school is somewhat capable and bold. For example, in the face of the reporter's "two generation" formulation, Zheng Laili said frankly, "I do not agree with the saying that" the two generation is rich. " In fact, the mentality and mentality of "rich two generations around me" are more mature than those of their peers.

Zheng Laiyi, vice president of Kangnai group. Younger brother Zheng Laiyi, who was born in the late 70s of the last century, showed an unusually heavy internal restraint compared with the sharp revelation from his sister's words. For most people who say "entrepreneurship is harder and harder to keep up", he admits, "I personally think that only entrepreneurship and two entrepreneurial problems do not exist." {page_break}

Following his father's arrangement, Zheng Laiyi studied in England and studied leather design at University of Leicester. He said he liked the industry very much and was always innovating for change. He did not want to comment on the other two generation. He said everyone had the right to choose his own way of life. He made his own choice when he was fit.

The three sons, father and daughter sat together, talking and laughing, just like a picture of family life full of warmth. Zheng Laili said that from small to large, he admired his father. His father had always been his idol, and he was also an example of his own learning. She said that her father had an indefatigable spirit and a strong ability to resist pressure, and his father's entrepreneurial spirit and social practice were worth studying.

As a father, Zheng Xiukang is obviously satisfied with his successor and has great expectations for his children. He said in his speech, "what makes us happy is that the second generation of Kangnai has grown up. They have a broad vision, learn to progress, work hard, and have strong faith and sense of responsibility. I believe that through their own efforts and continuous improvement, they can get out of the blue rather than the blue. "

So, how do Zheng Laili, Zheng Laiyi and siblings lead Kangnai to the next 30 years? When it comes to the future development of Kangnai, Zheng Laiyi fully demonstrates the courage and confidence as an enterprise successor. According to Zheng Laiyi, in order to realize the mission of Evergreen Foundation, Kangnai has formulated the basic outline of Kangnai development. The outline also delineated the core content of the evergreen base industry, namely high-end manufacturing and high-end brand engineering, people-oriented engineering, the two generation succession project, management innovation project and overseas strategic project. Among them, "overseas strategy" is a new growth point for Kangnai's future development. As early as 2001, Kangnai group laid a strategic guideline for overseas expansion. Now Kangnai has gone through 10 years of internationalization strategy of "going out, going in and going up". Now it has opened more than 200 stores in more than 20 countries including France, Holland, the United States and Italy. What is particularly worth mentioning is that in 2006, with the approval of the Ministry of Commerce, Kangnai led the first batch of China's first batch of overseas economic and trade cooperation zones to invest 2 billion in usurusk. The cooperative area now has 22 enterprises, and in 2009, it realized sales of US $158 million and taxes of US $27 million 800 thousand, becoming the first large taxpayer in Wusu Rees city.

Corporate culture: forging the road of evergreen with characteristics

In Kangnai, a popular saying is, "if you have difficulties or ideas, you can find a" father "- the Party committee. If there are difficulties or thoughts, you can also find a" mother "- Union. This can not fail to mention Kangnai's talent project.

Zhou Jinmiao felt deeply: "I am the employee of Kangnai and the beneficiary of Kangnai talent project." According to him, Kangnai's talent project has several main tasks: first, to cultivate "brick" talents, namely, brick and mortar talents, professional talents and dedicated talents. 90% of the middle-level cadres of the Kangnai group are all trained by themselves. Two, it is necessary to nurture talents. Kangnai attaches great importance to the training of talents, and the top level is basically trained by MBA. Every year, we have to train the front-line employees systematically. In addition, there are "one gang one", the leaders of the company and the old staff should help new employees. Three, we must do well the work of "retaining". Kangnai has invested a lot in retaining employees. Apart from life, entertainment and fitness facilities, a new Wenzhou people's broadcasting station has been set up, and an art troupe has been set up and an emotional exchange station has been set up.

As a successor, Zheng Laiyi also recognized the importance of talents. In exchange with reporters, he admitted that the talent problem is the main pressure facing Kangnai, and it is also a common problem in Wenzhou enterprises. He said: "Kangnai should build talent as a core competitiveness, and create a team of talents with global vision, business management and good retail operation. Moreover, it is necessary to carry out the necessary multi-channel training for employees, and training will be the best gift for Kangnai to give employees.

epilogue

Thirty years Hedong, thirty years Hexi.

To a small point, Kangnai stood at a new turning point.

Wenzhou has also reached a new turning point. Facing the problems of rising labor costs and rising production costs, the original economic growth mode has encountered new challenges. How can Wenzhou win a new round of development?

Further speaking, China has also welcomed the year of accelerating the transformation of the mode of economic development. State leaders stressed that transforming the mode of economic development is the fundamental policy and key step to solve the problems of development and achieve scientific development. We must make great efforts and speed up the transformation of the mode of economic development with the spirit of seize the day, vigorously readjust the economic structure, vigorously improve the capability of independent innovation, energetically do well in energy conservation, emission reduction and environmental protection, and vigorously promote reform and opening up so as to achieve breakthroughs.

Then, as the first pilot province of China's economic development transformation, Zhejiang is also the pilot city of the first pilot province. Among them, the private enterprises represented by Kangnai can continue to triumph all over the way. Let's wait and see.