The Inspiration Of "China Shoe King" Kangnai's Reputation Overseas

December 27th, "China shoe king" Kangnai In December 18th, the group celebrated its thirty birthday. In the grand celebration, the Kangnai 30th anniversary cultural scene wall unveiling ceremony was held. The eight words of "striving for excellence and creating brilliance" vividly interpreted the past and future of the enterprise.

Kangnai is Wenzhou. Shoe enterprises The representative is made in Wenzhou. After 30 years of ups and downs, thanks to the good policies of China's reform and opening up, Kangnai, under the leadership of founder Zheng Xiukang, has carried forward the spirit of "advance everything, dare to take the lead, be steady and pragmatic, step by step brilliant". It is brave in starting a business, being good at innovation and creativity. It has made an unknown shoe workshop become a leading representative of Chinese footwear industry and a high-end shoe manufacturer, and has become the first Chinese shoe company to open brand stores overseas.

　 "Going out" requires careful planning.

"Creating the world brand belonging to China is China. Economics The inevitable requirement of entering the era of globalization. At present, although China's footwear industry accounts for 51% of the world's output, it does not have a brand that is internationally known, and Chinese shoe companies must go out. " Zheng Xiukang, chairman of Kangnai group and vice president of China Light Industry Federation, said so.

In January 2001, Kangnai's first overseas store opened in Paris, France. This is the first exclusive store opened by Chinese footwear brands abroad. In July 2006, Kangnai opened its first overseas flagship store in Paris. At present, Kangnai has opened more than 300 stores in more than 20 countries around the world.

For the lack of popularity of Chinese shoe enterprises, going out requires careful planning and long-term focus. In the 90s of last century, Kangnai found that about 400000 overseas Chinese from all over the world were a gold sales channel in Wenzhou. Through in-depth publicity to overseas Chinese businessmen and overseas Chinese visiting relatives, Kangnai's overseas franchisees were gradually implemented in Wenzhou. At the same time, more and more readers are aware of the Kangnai brand through the selection of Chinese and American newspapers and other media, which has led to a large number of consumers. At present, the proportion of consumers in Kangnai's overseas stores has changed from the majority of overseas Chinese to the majority of local foreigners.

　　 "Going global" to achieve win-win results

However, in recent years, the pace of Chinese enterprises going abroad is encountering more and more anti dumping barriers from countries such as Europe and the United States. In some countries and regions, Chinese shoe traders sometimes face more intense conflicts. Frequent incidents such as seizure of Chinese shoes and burning of Chinese shoes have prompted a group of Chinese shoe manufacturers to rethink that going abroad is not a simple problem. Chinese enterprises must strengthen self-discipline and achieve win-win results before they can really go out.

"Under the current situation, China's shoe-making enterprises should achieve" more than three or three. " Zheng Xiukang said. That is, more initiatives, less complaints, more brands, less quantity, more integration and less friction. Only in seeking harmony in development can we find solutions to friction and disputes under the framework of an honest and fair WTO rule.

　　 "Going out" requires mastering technology.

Kangnai believes that the EU's anti-dumping measures against Chinese leather shoes can not block the pace of China's footwear industry entering the international market as a whole, but it will produce a phased obstacle to the development of China's footwear industry. Under such circumstances, Chinese enterprises should increase their independent innovation efforts, grasp core technologies and create world-class brands so as to occupy the international high-end market.

In the process of China's footwear products going to the international market, most of them adopt the strategy of low price competition, and the products are mostly concentrated in the low-end market. At present, anti-dumping duties on Chinese shoe companies frequently take advantage of technical barriers, aiming at low grade products with low technical content.

In order to crack down on international trade barriers, in 2004, Zheng Xiukang spent 10 million yuan to sign a cooperation agreement with SATRA, the global footwear certification body of the United Kingdom, and set up a world-class footwear design and Research Center {page_break} in line with SATRA certification in China.
 

An alliance with SATRA enabled Kangnai to solve the problem of integrating with international standards. After that, Kangnai held the global synchronized launch ceremony of the "business Shu Shi" series of new products. This series of shoes is SATRA comfortable global standard. It is the first time for domestic shoe manufacturers to adopt international comfort standards. Its release is part of Kangnai's strategy of achieving its breakthrough with technological breakthroughs.