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Talk About How Kangnai Group Makes High Quality High-End Customization

2012/3/24 10:38:00 19

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Entering the Kangnai store in Beijing, a group of counters attracted the attention.

On the counter is the popular European style men's shoes. Although there are only five or six styles and expensive, fine workmanship and smooth design still attract visitors to try them on.

Mr. Su looked at a pair of European leather shoes with carved patterns on his wedding day, but he was sorry for his size, which was not available in Beijing.

"Because of the high-end boutique route, many shoe sales are not easy to replenish."

The shopkeeper explained.

The goods are small and the price is high, but the store manager says that this does not affect sales and turnover.

Kangnai shoe

Technology first eats all day.

In 2010, Kangnai launched a high-end custom brand Kangnai family. Beijing Qianmen Street shop is the first boutique image shop of this brand.

Choosing the first image store in the golden section of Qianmen Street, Kangnai's determination to take the boutique route is obvious.

But the quality can not only rely on image, "precision" in the work, "precision" in technology, this is the core competitiveness of high-end products.

Zheng Laiyi, general manager of Kangnai Group Co., Ltd. told reporters that a pair of Kangnai family custom.

Boutique shoes

From the foot type measurement, the handmade last to the style design, the template manufacture, the choice leather material......

We need to experience 280 processes and meticulous production of nearly 300 craftsmen.

In pursuit of excellence in technology, Kangnai's courage comes from its persistent technological research and development.

Zheng Laiyi said that more than 80% of Kangnai's more than 390 employees had a college degree or above.

"In

Wenzhou

Guangzhou and overseas have R & D base of enterprises, and develop more than 3800 leather shoes every year, and R & D funds account for more than 3% of sales revenue.

"In 1993, we successfully developed high-grade European leather shoes for the first time in China, and in 2006, Kangnai achieved the mass production of Goodyear craft sewing shoes."

Zheng Laiyi said.

Zheng Laiyi's "Goodyear leather shoes" is a high-grade seam stitch leather shoe classified according to the manufacturing process. It has the characteristics of breathability, moisture absorption and shock absorption, and has strong market competitiveness.

But the traditional method of making Goodyear is mainly made by hand sewing, with a long manufacturing cycle, and little leather shoes produced by Goodyear technology in the country, and there is no large-scale production.

Kangnai took the lead in catching this potential market, and solved the production restriction of Goodyear craft leather shoes hand-made production, achieved the mass production of pipeline production, reduced the production and processing cost, and also filled the blank of Goodyear's production of leather shoes.

"The demand for high-grade leather shoes in China is more than 25 million pairs per year, basically imported, and we have achieved mass production and improved competitiveness."

Zheng Laiyi said.

Dare to go out first

"Enter the factory area, like Europe."

A foreign customer has had such an impression of Kangnai's production area.

Zheng Laiyi said that there is always a reason for the customer to be critical, but the pursuit of perfection should be the business part.

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Before entering the international market, Kangnai has taken a firm foothold in China and improved its product quality.

But Zheng Xiukang, a family member of Kangnai, believes that it can not be simply manufactured, but not satisfied with making OEM for foreign brands.

"If the brand can not keep up, the added value of the product can not be improved.

In the domestic market, we need to build brands, go to the international market, and pay more attention to brand strategy.

Kangnai shoe

At that time, coincided with the China Leather Association issued an appeal to the industry: in 5 years or so, in the international market, 3 to 5 international famous brands.

Zheng Xiukang took the lead and set the lead in establishing exclusive stores overseas.

In 2001, Kangnai's first overseas store opened in Paris, France, and then opened brand stores in more than 10 countries, including the United States, Italy, Spain and so on.

"Now think about it, in fact, to enter the international market at that time, that is, pformation is upgrading."

Kangnai will take the lead in exporting domestic brands to overseas and creating a famous international brand in China's leather shoes industry.

With its distinctive brand image, excellent product quality, comfortable wearing experience and moderate sales price, Kangnai shoes attract more and more overseas high-end consumers. Many famous European shopping centers also invite Kangnai to enter.

"Overseas, the average selling price of Kangnai leather shoes is more than 70 euros, the highest price is 200 euros."

Zheng Laiyi said that the international financial turmoil in 2008 spread to Europe, France.

market

Deeply affected, but Kangnai's French store has gone against the tide and its sales performance has increased by 30% over the previous year, which has attracted the attention of various European media.

At present, there are more than 230 overseas stores in Kangnai, including both the European and American dominant markets, and the emerging markets of Australia, New Zealand and Vietnam.

In August 2006, the Kangnai group's plan to establish an economic and trade cooperation zone in Russia was approved by the Ministry of Commerce.

Up to now, the Russian Far East Economic and trade cooperation zone, located in the Russian Far East coastal border of Wusu Rees Ke, has been operating for nearly 6 years.

There are production and processing zones, business areas, logistics storage areas and life service areas in the economic and trade cooperation zone, which are mainly produced and processed.

Sale

Footwear, textile, building materials and other products of the dominant industry in China.

From the previous product, brand to go out, and now to move out of production, it has been described as a move "Kangnai internationalization again amazing."

The direct benefit of establishing the economic and trade zone is to help enterprises avoid international trade barriers and open up a green channel and development space for Chinese shoemaking enterprises to "go out" orderly, rationally and centrally.

Zheng Laiyi told reporters that in 2011, 25 enterprises had been stationed in the cooperative area, and completed the investment of 350 million yuan RMB, with a production value of 300 million dollars and a tax payment of 20 million dollars, becoming the first large taxpayer in Russia's Wusu Rees city.