Kangnai Group: Creative Spirit To Build High-End Brand

April 30th, recently, Zhejiang Customs announced the first quarter of the province's foreign trade data.

According to statistics, in the 1~3 months of this year, Zhejiang exported 358 billion 560 million yuan, down 4.1% compared with the same period last year, and imports 97 billion 760 million yuan, down 5.1%.

In the complex and changeable global economy, the domestic cost and price advantage is weakening in the manufacturing industry. Zhejiang, as a traditional large foreign trade province, is also not difficult to be affected by this.

As a bright "business card" of the whole province, the private enterprises in Zhejiang are stable, and continue to play a mainstay role in Zhejiang's foreign trade under the background of less prosperous trade.

Foreign trade leading enterprises are still playing a leading role. It is reported that in the first quarter, the import and export volume of the top 2000 foreign trade enterprises in the province increased by 15%, accounting for 60.2% of the total foreign trade of the province.

Recently, sina finance has visited Hikvision (30.47, 0.12, 0.40%), Sheng Wei international, in the research activities of "innovation driven pformation of foreign trade" organized by the Ministry of Commerce.

Group, and so on, and so on, may be seen from these industry leaders.

How to "unlock" in the cold winter of foreign trade?

Hikvision: there is technology to do solid work.

Hikvision is mainly engaged in R & D, production and sales of security video surveillance products.

Share ranked first.

In 2015, Hikvision's exports amounted to $1 billion 40 million, an increase of 64% over the same period last year.

The reason behind this is, in the final analysis, the two word: technology.

Founded in 2001, Hikvision was born in the fifty-second Research Institute of the Ministry of electronics industry.

As one of the few central subordinate research institutes in Hangzhou, it is also a departmental level unit. 52 early years have accumulated quite a number of outstanding talents.

Since the beginning of 90s, the scientific research institutes have carried out the reform of their business models, and gradually established technology companies in the increasingly close relationship with the market.

Yao Lijian, deputy general manager of Hikvision international marketing center, said that the company was based on the video technology and mastered the core technology. On this basis, with the sensitivity to technology and market, and the work of a group of engineers, Hikvision came to this day.

"We have a matrix R & D structure, both core technology team and system at the bottom of R & D team, so as to ensure high efficiency in research and development, product integration and compatibility can also be guaranteed."

Yao Lijian introduced.

It is reported that Hikvision has the largest R & D team in the global security industry, and has 5 research and development bases in the country.

At present, Hikvision continues to focus on the research and development of special products such as safety monitoring equipment, and provides the overall solution of the system.

"We provide products and services, not directly to the project, just like the supplier of ammunition, not the troops."

Sheng Wei International: "outside the rule" to open up the international market

Sunway international started in the production and sale of high-end safety cabinets. In 2015, global sales revenue amounted to 2 billion US dollars.

It is able to break through the international sanctions situation faced by HUAWEI and ZTE, and is highly recognized by the world. The secret of Sheng Wei lies in its "extraterritorial" globalization strategy.

Prior to having the "Sheng Wei SAFEWELL" international brand, Xu Punan, President of Sheng Wei international, is a member of Yongfa group. Although Yongfa once achieved the sales champion of the safety box industry, but because of brand recognition and other reasons, it encountered a bottleneck in international sales.

In 2006, Xu Punan succeeded in bringing the "SAFEWELL" of the insurance box brand under the banner of a large American security group into its own. The international market of the enterprise was quickly opened with the help of the international popularity of the Sheng Wei brand.

The success of the cross-border acquisition made Xu Punan taste the sweetness. Later, the company acquired many well-known brands of international safes, including EXCELLENCE and COFFREX, covering the low, medium and high grade products of the safe.

At present, Sheng Wei international business includes not only the safe, but also the communication industry, security technology industry, safety equipment industry, wine industry and other fields. The communication industry mainly relies on the cabinet products, and further expands the peripheral value-added products.

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Kangnai group: creative spirit to build high-end brand

Kangnai group achieved operating income of 2 billion 10 million yuan in 2015, an increase of 6% over the same period last year.

As a shoe making enterprise, the performance of the last year's export situation is also commendable.

Kangnai is committed to the pursuit of meticulous "ingenuity" spirit.

Although the image of "made in China" has not changed completely in the international market, Kangnai's strategy has always been to build up high-end brands and avoid low price competition. The average price of leather shoes exported to foreign trade is $25 / double, ensuring a reasonable profit margin (around 10%) while keeping the attraction to the foreign trade market.

"Kangnai only focuses on the high-end market, and low price competition is not done. This is not our direction."

Wu Shengneng, deputy general manager of Kangnai group, said.

In the process of implementing "high-end manufacturing", Kangnai sticks to the essence of Italy's traditional hand-made shoes. Each manufacturing of Kangnai high-end leather shoes requires 280 processes, 13 core technologies and 50 technology patents.

In order to further improve the comfort of leather shoes, Kangnai developed the fifth generation of shoe last.

Zheng Xiukang, President of the group, said that the design and development team first collected the basic data and foot data of shoe last development, and then established the foot and shoe last database of the exclusive Kangnai group with the help of information technology, which provided support for the development of the fifth generation shoe last.

However, Kangnai also said that compared with high-end brands in Italy, there are still many gaps between domestic brands in terms of manufacturing power and brand influence. The company will increase brand awareness and narrow the gap from international brands by increasing the design team building, strengthening the research of new materials and new processes.

Grace sanitary ware: bring green health bathing to the country.

In 2015, the sales revenue of the rolls rose 110 million yuan, an increase of 18.2% over the same period, of which the export volume was $15 million 220 thousand, an increase of 17% over the previous year.

Unlike most enterprises, Ores's strategy is not to go global, but to go all round to the domestic market.

"People do not understand the concept of green health bathing. Our most recent goal is to brand the whole country."

Zhang Wei, general manager of the company's sanitary ware.

He regretted that the Japanese tourists scramble for the toilet cover in Japan was a problem of information asymmetry. In fact, a few years ago, China could already produce intelligent toilets, but most people did not know about it.

The products of the company include six major sub fields, such as faucets, shower showers and other bathroom industries. Its Ningbo Yoshida intelligent Sanitary Ware Technology Co., Ltd. specializes in the production and R & D of the split machine for intelligent toilet and toilet.

In addition, Ores also carried out the research and development of nano water technology. According to the introduction, nano water will be applied to sewage treatment and plant irrigation.

The introduction of life can also achieve significant results in decontamination, energy saving and other aspects.