Kangnai Who "Went Up" Realized "Going Against The Trend"

　　 Wenzhou Fuqian Street in the urban area is a must for brand businesses. Kangnai The group's high-end customization brand "Kangnai Shijia" launched a boutique customization store for the first time this year.

Entering the store, the reporter was immediately attracted by a pair of European leather shoes on the display cabinet. This pair of leather shoes made of pure crocodile skin are smooth in design and fine in workmanship. The carved pattern formed by the variation of the Roman column on the toe cap makes the retro flavor come to your face. Of course, what surprised the reporter was the price tag of 19888 yuan!

Why does a pair of leather shoes sell at such a high price? Kangnai's answer is R&D innovation and excellence. It is understood that a pair of customized boutique shoes of Kangnai Family came out, from foot shape measurement, manual last to style Design Model making, leather material selection... 280 processes and nearly 300 craftsmen are required for meticulous production. Such shoes are also popular with high-end people because they are truly "comfortable and fashionable". The sales results of Kangnai Shijia Fuqian Street store show that this month, the store has ordered 12 pairs of top shoes.

"Kangnai Family" boutique customization store is the epitome of "going up" of Kangnai leather shoes. Zhou Jinmiao, Vice President of the Group, told the reporter that Kangnai's understanding of "transformation and upgrading" was not simply to change production, but to achieve enterprise innovation and change by stripping all factors that did not meet customer needs, were not conducive to market orientation, and were not conducive to enterprise development. "This is a process of gradually realizing product upgrading and brand building."

Relying on this concept, Kangnai, which is constantly "going up", has realized "going against the trend" in the face of severe economic situation. From January to September this year, the company's main business income was 1.337 billion yuan, up 5% year on year. "This year, we expect sales revenue and other economic indicators to maintain a growth of about 6%," said Zhou Jinmiao.

If "going up" is Kangnai's constant challenge to himself, then "going out" is to compete with the world's peers on the same stage. From 1996, when the products were exported to Europe, to 2001, when the first brand store was opened in Paris, France, and then to 2006, when Kangnai took the lead in establishing the Russian Ussurisk Overseas Economic and Trade Cooperation Zone, Kangnai gradually realized the three-step "going out" strategy, and realized the transformation from "product export" to "capital export", and from "made in China" to "made in the world". At present, Kangnai has more than 230 overseas stores, and the average price of each pair of leather shoes exceeds 70 euros.