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Kangnai: The Start Of High-End Brand Strategy

2010/8/5 19:04:00 42

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More than 10 years ago, Zheng Xiukang, chairman of Kangnai shoe industry, was always walking in.

Rome

In the street, it is always used to look down at the feet of pedestrians on the streets.

At that time, no foreigner wore Kangnai shoes. He thought that he had to let his own brand shoes go abroad.

Not long ago, Tang Da, chairman of the Italy footwear retailers Association met Zheng Xiukang, but repeatedly thumbs up and sighed. "Officials in Rome city hall are wearing Kangnai shoes, Kangnai is amazing!" today, with the "head of the head" logo, Kangnai's footsteps have stepped on.

France

Holland, the United States and other more than 20 countries, the growth rate of overseas sales this year is as high as 20%.

Next month, as the first Chinese shoe manufacturer to implement overseas brand monopolization, Kangnai will launch its own high-end brand, sell it in 200 stores, and step overseas, attracting more and more overseas high-end consumers.

The adherence to the "overseas strategy" has found a new growth and growth point for Kangnai.

The first batch of overseas economic and trade cooperation zones led by Kangnai, Russia's usurusk cooperation area, is shifting from processing to processing and trade, and opening trading companies in Russia to lead more SMEs in Wenzhou to "go out".

In the steady progress of the cooperation zone, Kangnai opened more than 230 stores (cabinets and offices) throughout the world in the past 9 years.

Today, Kangnai has stepped into the Southeast Asian and European Union markets to expand overseas high-end markets.

"Kangnai wants to enhance its high-end manufacturing advantages and strive to build high-end brands in the international arena."

Zheng Xiukang said Kangnai is taking a road of "pformation and upgrading", that is, "top up" with high-end brands, and communicate with consumers, down the "site", to become high-end brand manufacturers.

Winning from "high" and starting from "real" has always been the secret of Kangnai's leading development.

For 30 years, from Wenzhou

footwear industry

The first to achieve mechanized production to win the first batch of well-known trademarks in China's footwear industry, from the first "China shoe industry king" title to the first named "China Leather leading shoe king", and then won the first "National Quality Award" of China's footwear industry.

Kangnai has established more than 20 first in the industry.

Today, Kangnai, once again, is standing on the "high-end" stage, trying to build a "sky" in many brands in Wenzhou to explore the new mode of pformation and upgrading of Wenzhou's dominant industries.

Many years of technological innovation brought high-end manufacturing capabilities to Kangnai's pformation and upgrading.

In pursuit of the comfort of leather shoes, Kangnai has developed a series of products, such as "business comfort shoes" and so on, and has widely applied new technologies such as "Goodyear sewing technology" and "flexible insole technology".

Behind this is Kangnai's 30 years of manufacturing expertise, 280 fine processes, 500 meter operation processes, 13 core technologies and 30 technology patents.

The launch of the high-end brand strategy has opened a new path for Kangnai to develop.

In the past less than a year, Kangnai has entered Tianjin, Jiangsu and many other places, "Wenzhou name shopping".

Next, Kangnai will launch another high-end brand, "KENOL", which will focus on high-end markets at home and abroad, enter the mainstream shopping malls of the first and second tier cities, and set up self owned stores, priced between 1200 yuan and 2000 yuan.