Kangnai: Based On Local And Global Perspective

Zheng Xiukang, the chairman of Kangnai's flagship store, Kangnai Group Chairman (right two), executive vice president Zhou Jinmiao (right one), vice president Zheng Laiyi (left one), won the first "National Quality Award" in China's footwear industry, the core values of Enterprises -- "a set of principles for the essence and lasting of an enterprise".

It is deeply rooted in the enterprise, and it is the guiding principle that does not lead the enterprise to carry out all business activities without time limit. To a certain extent, its importance even surpasses the strategic goal of the enterprise.

The core values of Kangnai are brand leadership, customer care, knowledge, humanism, industry and comfort.

In November 26th, at the 2007 National Conference on excellence, Kangnai group and the seven excellent companies such as Yi hang Cheng Fei, Weichai Power, Shendong coal and Mei electrical appliances were awarded the national quality management "Oscar" - the national quality award.

This is the first time that Chinese shoe enterprises have won the honor.

Chen Shineng, President of the China Light Industry Federation and Chen Bangzhu, chairman of China Quality Association, attended the meeting. The leaders spoke highly of: "Kangnai is persistent and persistent in creating excellent business quality. It has played a leading and exemplary role in enhancing the international competitiveness of China's footwear industry and China's light industry and achieving sustainable development."

Why can Kangnai be among the best enterprises?

Kangnai chairman Zheng Xiukang said that in the final analysis, it depends on Kangnai's corporate culture.

The brand is leading, consciousness first, brand, market green card, essence of culture.

The leading brand has been written into the grand blueprint of Kangnai's "11th Five-Year" strategic plan, and has also become an important part of the corporate culture concept system.

The leading brand will always serve as a guiding principle for Kangnai's business activities.

The sprout of Kangnai's brand consciousness can be traced back to the middle of the 80s.

After the document was issued by the state to allow self employed factories to run, Kangnai founder Zheng Xiukang immediately registered the "Hongsheng" trademark and renamed his leather shoes workshop "Hongsheng leather shoes factory".

In August 8, 2007, on the sixth day of honesty in Wenzhou, Zheng Xiukang admitted that the original intention of registering the "Hongsheng" trademark is to tell consumers that these shoes are produced by us, and that quality problems can come to me.

Zheng Xiukang's casual action at that time opened up a brand-new chapter of Kangnai's brand consciousness, though the word "brand" was unfamiliar and luxurious to Wenzhou enterprises in that era.

Zheng Xiukang, the head of Kangnai, has a real pain in the word "brand". It was the "burning Wenzhou shoes" incident that took place in the Wulin Square in Hangzhou in 1987.

Since then, dozens of large and medium-sized cities such as Shanghai and Wuhan have been playing the signboard "do not sell Wenzhou shoes".

Many Wenzhou shoes have chosen off-site production or OEM sales.

In order to revive the reputation of Wenzhou's leather shoes, Zheng Xiukang went north to Qingdao, went to Shanghai and went down to Guangdong for inspection. In 1989, he went across the sea to the world's shoe capital, Italy.

After returning home, Zheng Xiukang led all the staff, from technology, technology, equipment, started two business.

Soon changed the factory named "the Great Wall Shoes Co., Ltd.", meaning to create quality and credibility of the Great Wall.

In 1992, Zheng Xiukang, who had a deeper understanding of the brand, registered the "Kangnai" trademark and designed a head portrait with a head upright.

Years later, whenever I recall these two "renamed", Zheng Xiukang always sends the same feeling: in those years, what I think most is how to make Wenzhou brand reclaim.

Renamed the "the Great Wall", the registration of "Kangnai" is the two symbolic event of Zheng Xiukang's efforts to win the reputation of Wenzhou leather shoes and revitalize the brand of Wenzhou leather shoes.

If the registration "Hongsheng" considers more of the establishment of the enterprise's own brand, then renaming the "the Great Wall" and "registered Kangnai" stand at a higher angle, it wants to build up a truly well-known brand.

In 1996, Kangnai pioneered the establishment of a monopoly system in the country.

In 2001, Kangnai opened its first overseas store in China to Paris, the world's fashion capital, and became the first Chinese shoe brand to go abroad.

Why is Kangnai so amazing?

In August 28, 2007, Zheng Laili, vice president of Kangnai group and general manager of marketing company, said in Shanghai "integration and leap - Kangnai internationalization strategy and the Forum on opportunities and challenges for Chinese enterprises". "In 2000, I went with the chairman to visit the overseas market in Europe."

During the period, we found that there was not a pair of Chinese brand leather shoes in such a big Europe.

The chairman feels why our Chinese shoemaking enterprises can't open overseas stores.

After coming back, we consulted with us about how to open a foreign store and where to open it, and finally chose Paris, France.

Paris is chosen because we have the confidence to dance with wolves on the international stage.

In addition, the store opened up in such a place where the world's brand is gathered, and it is also for us to explore other overseas markets and ask for directions.

This is regarded as the starting point of Kangnai's creation of world famous brands. It shows Kangnai's ambition to build up a national ambition and create a world famous brand.

In 2000, general secretary Jiang Zemin inspected Kangnai and gave a strong message, which strengthened Kangnai's determination to go out to create a world famous brand.

Since then, the core values of enterprises and the grand vision of "becoming a world-famous brand and achieving Kangnai's Centennial foundation" is undoubtedly a lighthouse guiding Kangnai to break through the waves.

Paying close attention to customers and focusing on details, some people say that the resource that Kangnai most admired for the industry is the integration of large and open markets at home and abroad.

But in a pluralistic and changeable competitive environment, it is not easy to support and upgrade this network.

But Kangnai people did it. Their weapon is also an excellent corporate culture.

Kangnai puts forward: "each pair of Kangnai shoes is a business card that spreads Kangnai culture. Each Kangnai terminal is a window showing the image of Kangnai."

It is just a pair of comfortable and fashionable leather shoes, one of the brighter shops, and the pursuit of perfect service, bit by bit, details, which is the outstanding quality of Kangnai's leading show today.

To divide the market and integrate resources, Kangnai makes a comprehensive analysis of existing customers and markets, and divides the market from six aspects, namely, geographical distribution, trading channels, customer characteristics, product types, consumption grades and consumer groups.

We should base ourselves on the mainland and set eyes on the whole world.

Kangnai's market network is divided into two parts: domestic and overseas.

In the face of nearly 3000 monopolized terminals in the world, how does Kangnai adjust itself to local conditions on the basis of unified management?

Zheng Laili, who is responsible for marketing, has a clear train of thought: China is a traditional dominant market, and it must consolidate its strong foundation.

How do we achieve this goal?

Kangnai people creatively put forward the new idea of "integrating the five major resources in the world and achieving leapfrog development".

It is suitable for China's standard; international synchronized research and development capability -- every new product is fully collected by professional organizations worldwide, and fully understands the consumer psychological needs of various countries, and is fully built up by the famous designers in Italy to guide the market trend; the global market of all over Europe and the United States has more than 200 overseas stores, and has been stationed in overseas mainstream consumer circles. It intends to acquire Italy or Spain's footwear brands in the next few years, and quickly channel Kangnai brands into their channels. The effective operation of overseas platforms, investing 2 billion yuan in the Russian usurusk economic and trade cooperation zone, does not exclude the establishment of similar overseas production and trade platforms in the rest of the world. A three-dimensional and smooth media channel integrates the mainstream media of domestic and international television, newspapers and networks to promote Kangnai to create world famous brands. Five major resource drivers of internationalization strategy, namely, "go out, walk in and go up", namely, the international right to speak of technical standards, cooperate with SATRA in the UK to establish R & D institutions, and formulate research and development.

Kangnai is not satisfied with providing products that meet the needs of customers. Kangnai also needs to create services that exceed customers' expectations.

As a leader in the industry, Kangnai has successfully broken through the traditional marketing mode of "the market is the end", that is, from the factory to the store, and has pioneered the establishment of a new marketing mode of "the market is the starting point", that is, the first is to make customers and market research, and then how to provide products and services that meet customers' needs and best exceed their expectations.

In 2006 and 2007, Kangnai's "Shu Shi shoes series", which is the product of the new marketing mode, is listed in succession.

"Before the listing of Shu Shi shoes, we did a lot of research in representative places throughout the country.

We are concerned not only with customers' past and present, but also on what shoes are sold on the market. What are the customers' comments on shoes?

Instead, we should pay more attention to the "future time" of customers and what kind of lifestyle they will enter. Under this way of life, what kind of shoes will they love, or what shoes will be loved by them?

It is precisely through this forward-looking and realistic way of understanding, Kangnai has obtained a lot of valuable market demand information, and finally extracted "comfort" and "fashion" as the unique demand of Kangnai products and services.

Under this guidance, Kangnai has made a "comfortable and fashionable" pformation from R & D planning, product style, material selection, process flow, terminal display and supporting services, and successfully developed a number of international advanced technology business Shu Shi shoes, classic shoes and fashionable fashion ladies shoes.

To build harmony, lead Kangnai to make use of a perfect customer management system, build different customer relationships in different ways, and continuously improve customer satisfaction.

Intermediate customers.

At home, on the one hand, they form a community of interests with agents of high loyalty and strong brand awareness, and help them grow stronger and stronger in various ways; on the other hand, they set up self operated branches and direct stores in the dominant market to improve their ability of regulating the market.

Overseas, Kangnai set up Kangnai overseas company with the competitive products of customers from all over the world, providing "full package" lazy service and attracting local excellent agents and high-end marketing agencies to cooperate.

Terminal customers.

Kangnai established a harmonious customer relationship with customers through the establishment of Kangnai shoe clubs, customer visits and QQ angels, and continuously improved customer satisfaction through self-evaluation, third party evaluation and joint evaluation.

In 2005, the China Quality Association, the China Institute of standardization customer satisfaction measurement center and the China Enterprise Research Center of Tsinghua University jointly evaluated the customer satisfaction of some industries in China (non enterprise entrustment, which belongs to the third party evaluation). In the footwear product customer satisfaction, Kangnai shoes comfort level and product quality evaluation are among the best.

Chen Bangzhu, President of China Quality Association, said: "excellence is only the beginning, not the end."

Zheng Xiukang, the head of Kangnai, felt this way. He said that he felt more responsibility and pressure than he was pleased to get the famous trademark and the famous brand in China.

"Creating awards is not an end, but a means; it is our real intention to improve the management level of Kangnai and speed up the development of world brands through the mode of excellent performance."

"We do not engage in welcoming meetings and do not do superficial work. Instead, we set up a" Kangnai Excellence Performance Promotion Committee "which has established a long-term mechanism to do a good job in the management of all aspects of enterprises.