Kangnai: Multi Brand Strategy Wins Customers To Seize Market Segments

Yesterday afternoon,

35th anniversary celebration and business comfort new product conference held at Shangri-La Hotel Wenzhou.

Zheng Xiukang, chairman of Kangnai group, delivered a speech.

Zheng Laiyi, general manager of Kangnai group, delivered a keynote speech entitled "innovation breakthrough, leading the future".

Kangnai 35th anniversary celebration ceremony

Visitors to the celebration Exhibition

In his speech, Zheng Laiyi counted out the past 5 years, Kangnai's corporate culture, and

The development of technology innovation, electricity supplier development, and new production base in Suzhou, Anhui, etc, has made progress. In the future, the management innovation, mechanism innovation, marketing innovation, R & D innovation and manufacturing innovation will lead the development. Bo Yasuna will continue to walk in the forefront of the industry.

From 30th anniversary celebrations to 35th anniversary celebrations is the 5 year of Kangnai's two generation Zheng Laiyi.

In the past 5 years, the succession of the younger generation has brought many new developments to Kangnai: the first Kangnai shoe workshop, showing Kangnai's technical accumulation of high-end leather shoes for more than 30 years, spreading the spirit of concentrating patience and improving craftsmen, upgrading the Kangnai footwear research institute, combing the results of research on shoe comfort in 10 years, and introducing "Kangnai family",

And other new brands, to build multi brand strategy and seize the market segments.

Zheng Laiyi said that Kangnai must take the initiative to embrace the Internet, use information technology to pform and upgrade traditional manufacturing industries, adopt new modes of production and new business models to improve the operational efficiency of enterprises and ensure the reasonable growth rate of enterprises.

Shoemaking workshop --

Dissemination of technology precipitation and ideas for 35 years

In recent days, a "Kangnai wind" has been blowing up in the Wenzhou airport hall: the Kangnai shoe making workshop showing the shoemaking technology is now conducting a nationwide tour - Wenzhou airport station.

Kangnai's 35 years' concept and process of shoemaking, how to tell the public? Kangnai general manager Zheng Laiyi inspired from overseas exhibitions for many years, and built a "Kangnai shoe workshop", a carrier of display footwear culture and craftsman spirit.

At the last year's Wenzhou International Fashion Fair, Kangnai shoe workshop was first published, and it was well received.

"Kangnai shoe workshop" carries out pparent demonstration on the shoe making tools, processes and the whole shoemaking process at the scene: from a piece of leather material to a pair of shoes, the shoemaking craftsmen have experienced such processes as cutting, cutting, making, sewing, pliers and so on, skillfully operating it into a pair of perfect leather shoes, making people experience the exquisite workmanship of shoemaking.

This year, Kangnai launched the "shoemaking workshop" to the whole country, and launched the national exhibition tour of the "shoe shoe master Kangnai shoe workshop", which has been displayed in large shopping malls in Tianjin, Shandong Rizhao, Anhui Fuyang, Shandong Weifang, Wenzhou and so on, so that the public can enjoy their eyes.

In the recent fashion exhibition in Wenzhou, the "Kangnai shoe workshop" was once again displayed in front of the public. For the first time, it showed the new technology of making Kangnai bottom shoes: the process uses the imported equipment of Italy, adopts the new technology of shoe upper and sole molding, does not use glue, and it only takes 8 seconds to turn the bottom, so it is environmentally friendly, efficient and comfortable.

In the service experience, Kangnai will "Kangnai family" brand customization, into the "shoemaking workshop", with the advanced four dimensional three-dimensional white light foot scanner, let guests feel customized leather shoes modern technology and personality characteristics.

{page_break}

"Kangnai shoe workshop" is an innovation of marketing communication mode.

Zheng Laiyi believes that in the new era, we should make full use of Internet information technology to innovate the marketing mode, develop the marketing community, and make Kangnai closer to consumers.

In recent years, Kangnai electricity supplier sales revenue doubled in recent years, of which men's shoes ranked the top ten of the industry electricity supplier, and the customer experience "three indicators" were higher than the industry average of more than 20%.

Footwear Research Institute --

Key technologies support R & D network

Recently, Kangnai footwear technology research institute has been approved by the provincial enterprise research institute.

Zheng Laiyi, general manager of Kangnai group, has 29 inventions, 30 independent research and development and other intellectual property rights.

In the future, the Institute will focus on mining and refining existing technologies, forming core technologies in the development of new materials, sports biomechanics design and comfort evaluation, and establishing a network of product R & D technology for enterprises.

It is because of its deep technological support and development that Kangnai's new products are continuously maintained.

At the end of October, two new provincial industrial products manufactured by Kangnai were appraised at the provincial level.

The names of the two new products are "low temperature self melted and slow-release infrared health shoes" and "colloidal reinforced torsion beam type limited walking aids".

The former combines the health shoe material with the built-in solenin single particle double air chamber soles to achieve the release of beneficial foot health substances such as far-infrared and negative ions, reducing the impact of heel, thereby enhancing the health attributes and comfort of the whole shoe cavity. The latter effectively controls the excessive twisting of the arch through functional structure design and research and development, thereby enhancing walking efficiency.

Two the new products have been identified as the leading domestic level.

In 2004, Kangnai signed a cooperation agreement with SATRA, the most authoritative British shoe detection technology center of the world footwear industry, to establish a world-class footwear design and Research Center in line with SATRA certification in China.

In cooperation with SATRA, Kangnai is not only in line with international standards in terms of safety, comfort, restricted chemical substances, etc., but also has made use of its instruments and standards to develop multiple technologies, laying the foundation for developing footwear comfort standards with Chinese characteristics.

So far, Kangnai has released the industry's first "comfort shoes" business standard, led the development of the "Zhejiang made high-end leather shoes standards", has become a national high-tech enterprise.

Over the past 5 years, Kangnai has gained more than 30 technology patents, and has launched over 50 projects of industry university research cooperation.

Multi brand strategy --

Win customers' market share

At the 2015 Wenzhou international fashion consumption fair, the brand new "Jun bu" new products of Kang Na attracted many guests' attention at the exhibition.

Zheng Laiyi introduced that "Jun step" is a fashionable brand of consumer oriented modern urban male, not only adhering to the excellent quality and comfortable wearing experience of Kangnai shoes, but also integrating the latest international fashion elements and local cultural elements into shoe culture, satisfying young people's pursuit of fashion, freedom and individuality, and now there are sales on line and offline.

At present, KINGSTEP Jun step brand has been installed on Tmall, Yintai, Jingdong and other B2C platforms on line. In September 19, 2015, it officially entered Wanda Department store this year to build a new heavy footwear business mode -- "(Fit-Feet not he nor she) shoes collection shop".

In September 28th, the first KINGSTEP store was officially opened in Wenzhou.

Shoe market segmentation is more and more obvious, Kangnai should plan ahead of schedule.

The year before last, Kangnai's high-end custom brand "Kangnai family" was officially released.

Last year, the brand of "Jun step" was born.

So far, three main brands of Kangnai, Kangnai family and Jun step have been formed.

The "Kangnai family" brand is a typical example of Kangnai's integration of Italy traditional hand-made footwear technology and modern high-end manufacturing technology, leading and meeting the customer's personalized needs for high-end products.

Kangnai's high-end customization has an independent shoe last database, comfort standard, with the careful design of the designer team, and the use of computer shoe last vector fitting technology to create comfortable and fitting shoes.

In addition, Kangnai has mastered the Goodyear technology of mechanized mass production.

The top grade leather shoes of Goodyear line are the representative works of the internationally recognized handmade shoes. It has special effects such as breathable, sweaty, two times qualitative and so on.

Zheng Laiyi said that in the future, we must seize the market by multi brand strategy and strive to make Kangnai brand continue to maintain the top three brands in the world through 5 years' efforts. Kangnai family has become the leading high-end brand in China, and the sales growth is fast.