Kanglong'S Casual Shoes Hold Hunan TV'S "Happy Family"

< p > < strong > Chinese casual shoes market is not "leisure" < /strong > /p >

< p > reporter: we know that Kanglong casual shoes have guided the "leisure" style of Chinese footwear industry. However, as more and more leisure brands have joined, the Chinese casual shoes market is showing "a hundred flowers bloom". It can be said that Chinese leisure shoes have entered the "Warring States" era.

As a professional in casual shoes, can you give us an analysis of the current situation of the domestic casual shoes market? < /p >

< p > Jin: you can summarize the current situation of the domestic casual shoes Market in a word: the leisure market is not "leisure".

Although China's casual footwear market is short in time, but because of its low entry threshold and large market profit margins, it attracts a large number of new brands to enter. These small brands that have not yet formed a brand climate survive in the market and adopt short selling techniques such as prices.

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< p > the high-end brand of leisure market is occupied by foreign brands. However, because of the relatively high price and the restriction of channel terminals, high-end brands can hardly expand to the middle consumer market, such as BOSS and Hush Puppies, etc.

While the mid-range brand becomes the world of local brands, fashion and leisure become the core idea of unified brand, and there is no difference between brand image and differentiation.

The above situation has led to the Kanglong brand facing the wolves besieged, the market has been encroached on, a unique brand advantage scenery is not.

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< p > < strong > amusement young heart Kanglong hand in Hunan TV's "happy family" < /strong > /p >

< p > reporter: not long ago, Kanglong joined hands with the five members of the "happy family".

We know that this is a strategic adjustment made by Kanglong after deep market research.

What is Kanglong's current brand positioning? < /p >

< p > Jin: after careful market research, Kanglong team finally agreed that "fashion" and "happiness" are the ultimate goal of Kanglong's future pursuit and Kanglong's ultimate consumer experience.

We have organized a strong design team to keep up with the trend of the trend. In the process of products, we focus on the combination of raw materials and traditional stitching. We pay attention to fine handwork and creativity in the design, in order to keep pace with the trend of development and make Kanglong products more powerful.

The development of the overall style to urban fashion and personalization is becoming the popular code for urban people.

Whether it comes with casual casual clothes or sporty and dynamic sportswear, Kanglong can make consumers show attractive charm in fashion and comfort, and finally bring consumers a happy life experience.

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< p > reporter: why choose "happy family" endorsement instead of other stars? < /p >

< p > Jin: it should be said that the spokesman is the sword of brand promotion.

In recent years, the domestic shoe industry has also launched a wave of brand spokesmen.

Jackie Chan endorsed the dragon, Cecilia Cheung endorsed Zhuo Si Ni, Fan Bingbing endorsed Kraft.

They hope to use the brand spokesperson's strength to promote the enterprise's market competitiveness, directly pfer the strength and influence of the brand spokesperson to the enterprise.

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< p > after many contacts, this year Kanglong has locked the gold medals of the mainland to host the happy family. It is ready to connect the concept of "happy family" and Kanglong brand with ease and happiness, create a communication platform with fashionable and dynamic leisure value, and realize the brand experience through the interaction between the three advertisements, terminals and activities, so as to successfully complete the pplant.

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< p > finally, I would like to say that the reason why we are holding the "happy family" is to see that they are just like the Kanglong casual shoes. "Relaxing" is our common pursuit. It is also bringing the light to the world and letting happiness spread all over the world. Their spiritual pursuits and the same goal of struggle coincide with the brand appeal of Kanglong.

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< p > reporter: next, how will Kanglong take advantage of the star effect of "happy family" to achieve brand remolding? < /p >

< p > Jin: in the first place, casual hand in hand is easy to launch happy family limited edition casual shoes.

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< p > Kanglong has designed 5 "happy family limited edition casual shoes" according to the characteristics of the "happy family" members. The purpose is to create Kanglong through the seamless connection between the spokesperson and the product, which is synonymous with happiness.

Now, the happy family limited edition casual shoes have been sold in Kanglong stores nationwide. The effect is very good.

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< p > next, we plan to launch a series of limited edition casual shoes for happy family members according to the characteristics of each season.

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< p > Second, start Kanglong dance competition, suspense, show relaxed and happy.

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< p > Kanglong will then hold a "Kanglong dance" large-scale roadshow in several influential cities such as Shanghai, when the happy family will host the performance show and invite the audience to jump the "Kanglong dance step".

And ready to invite He Jiong, Sheenah, Jimmy, ice-cream and Bao Xiaobo to be the judges of Kanglong dance competition.

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< p > Kanglong dance is a "happy family" for Kanglong.

It visualized and symbolized the brand value of Kanglong, which is an important element of Kanglong's brand promotion.

At the same time, it is also a dance suitable for national sports, aiming at promoting people's relaxed and happy life style.

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< p > < strong > based on technology to make Kanglong comfortable. < /strong > /p >

P: reporter: from some successful international brands, we can see that technology research and development and brand operation are indispensable. AOKANG has put forward the concept of "Kanglong of science and technology". I would like to ask you, how do you explain this concept? What kind of action will Kanglong take to promote Kanglong's future development? < /p >

< p > Jin: the so-called "technology Kanglong" is to integrate science and technology into the field of R & D, production and marketing of the company, and insist on R & D autonomy, production standardization and marketing network, relying on scientific and technological innovation and scientific development to make comfortable footwear products a human enjoyment.

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< p > technological innovation is the key to improving the core competitiveness of enterprises and breaking through the current crisis. It is also the guarantee for the long-term development of enterprises. The pformation from functional footwear experts to Kanglong is a constant development policy.

The production and promotion of oxygen circulation breathing shoes is an important embodiment of integrating technology into products and enhancing the added value of products by technology. < /p >

< p > in Kanglong's terminal market, our self-developed functional shoes account for 1/3 of all products. According to the sales statistics, this part is Kanglong's best weapon in the current casual market of casual shoes.

In the future, Kanglong will further intensify its R & D efforts and brand promotion efforts to ensure the status of China's first casual shoes brand.

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