Kangnai's "Limited Edition Women's Shoes" Won The Market

　　 Kangnai Zheng Laili, general manager of marketing company, is more busy than usual. Her cell phone is always on the line. In addition to work contact and holiday greeting, she is more accepting the consultation and booking of "limited edition women's shoes". To Zheng Laili's delight, the sale hotline for the limited edition is constantly on the rise, and the Limited stores in Wenzhou are also sending good news from time to time.

It is easy to see the success of the product development strategy from the limited edition sales. It provides a market basis for the introduction of more series of Kangnai limited edition in the future. At the same time, let us see a little hint of Kangnai's "limited effect" in promoting the brand of women's shoes and improving the status of women's shoes in Wenzhou.

" Limited Edition "At the beginning of the launch, enterprises positioned themselves to enhance the brand of women's shoes and raise the status of women's shoes in Wenzhou. For this reason, the company has done a lot of work on the style design, material selection and accessories matching on the basis of inheriting the consistent style. Especially the technology of the built-in high heel waterproof table that challenges the high limit, is an international standard, ensuring the elegant appearance and comfortable feeling of the limited edition ladies' shoes. "Limited edition hot selling, many people are rushing to its style and craft." Kangnai shop former shop clerk told the author.

The leaders of Wenzhou shoes and Leather Association believe that the improvement of the status of women's shoes industry in Wenzhou requires enterprises to make great efforts to improve the quality of women's shoes in terms of product design and technological improvement.

An important concept of Kangnai's "limited edition" is respect. Individualization Consumption demand leads the consumption trend of contemporary women.

In the survey of the sale of limited edition women's shoes in Wenzhou, Kangnai found that all the sales outlets were sold according to the original plan, but a shop in front of the government actually sold 17 pairs, 1 more than the planned one, which is contrary to Kangnai's initial commitment, and what happened to the 1 pairs?

Kang nwen tube division manager Wang explained to the author: a shop in the front of the shop came to a middle-aged female customer who came from the suburbs. He said he wanted to buy a pair of 37 yards of limited edition women's shoes. Because at that time, the shop did not have the code number, the customer paid the deposit first and said that they would come again in the afternoon, but in the afternoon they tried to change to 38 yards. According to the company's limited edition distribution plan, there was no 38 yards in the store. In view of the fact that the deposit has been handed over to the customer and has gone all the way for a long time, the manager of the shop in front of the shop immediately asked Wen Guan Branch. After consulting with the logistics department and approved by the marketing company, he finally agreed to adjust the 1 pairs from the field to the customer, which made the customer very moved. Manager Wang also emphasized that this is only one example from the field.

"If we adjust the telephone bookings from the outside, we are not 1 pairs but hundreds of pairs, but we have not done so because Wenzhou has a limited number of words. If we pursue efficiency in a single production or without regulation, we will lose the limit of this brand, which is contrary to the original intention of improving the brand and status of women's shoes. Zheng Laili explained to the author, "in order to meet the personalized consumption needs of more female friends, the company will develop other different series of limited edition, but the limited edition shoe sales outlets are also displayed for consumers to appreciate."

This sentence confirms the promise of Kangnai limited edition "Limited sales volume and unlimited love". Zheng Xiukang, chairman of Kangnai group, spoke loudly and loudly: as vice chairman of China Light Alliance, vice chairman of China Leather Association, director of Specialized Committee of China leather shoes and tourism shoes, Kangnai must be in the forefront of peers in striving for national quality award and introducing excellent performance mode.