Kangnai: Brand Determination For Expensive Tuition Fees

From the introduction of mechanized production line

To independently produce high-grade leather shoes in Europe, and pay more attention to multiple brands, e-commerce reform and intelligent production.

The group is not involved in other areas, but in

The field has chosen to stick to and upgrade.

Now faced with a relatively complex economic environment, Zheng Xiukang, chairman of Kangnai group, bluntly said: Kangnai's goal is to be long and strong, not to be big enough to show the persistence and choice of this 35 year old "old shoemaker".

"We have experienced the challenges of" burning Wenzhou shoes ", the impact of the Asian financial crisis and the subprime mortgage crisis in the United States, and the test of foreign lawsuits. The answer is to take the initiative to change.

In recent years, Zheng Xiukang, chairman of the Kangnai group, still has a strong Wenzhou accent, which is nearly seventy.

In Wenzhou, China's shoe capital, the 35 year old enterprise is known as "living fossil".

However, it is such an old shoemaker. From the early stage of its establishment, it became the first privately owned shoe factory in China. It took the lead in opening up brand stores in the industry, and now it's the three core brands of the same industry and intelligent production. In the face of every change in the industry, "old shoemaker" Kangnai did not turn away like some traditional Shoes Companies in Wenzhou, but chose to stick to it and take the initiative to upgrade it.

Therefore, in 2015, when the foreign trade situation of the whole country was not optimistic, Kangnai still handed over its report card with a business income of 2 billion 10 million yuan and an increase of 6% over the same period last year.

Among them, the sales revenue of the new format e-commerce reached 160 million yuan, an increase of 46% compared with the same period last year. The sales revenue of the high terminal brand "Kangnai family" increased by 50% compared to the same period last year, and the export volume amounted to US $35 million.

"Big Lai shoes" tree industry benchmark

More than 50 years ago, Zheng Xiukang, who was only 16 years old, learned to make mechanical moulds. He was 33 years old as a deputy factory director in the state machinery factory.

In order to change the state of life at that time, Zheng Xiukang paid a visit to his 6 year old master, secretly learning shoes in his spare time, and made the first pair of leather shoes in only 40 days.

After showing it to the shoe store owner, he was told that someone else made leather shoes to 14 yuan, and the shoes he made could be 16 yuan.

In this way, Zheng Xiukang's first pair of shoes sold for 2 yuan more than his master made.

"For the thickness of the leather, the distance between the nails and the stitches of each part of the nail, the other shoe makers are watching, but I measure them one by one with a caliper.

Although hand-made, shoes like this will still look comfortable and comfortable. "

Zheng Xiukang explained the extra 2 yuan.

In the 80s of last century, Zheng Xiukang founded his shoe factory in Wenzhou.

With more than ten years' experience of mechanic, he quickly applied the standardization of mechanized production to shoemaking.

After the "burning Wenzhou shoes" incident, he went to Italy to take the classics and took the lead in introducing the mechanized production line, and developed the production technology of Italy's high-end European shoes, and still did not change the "bloodline" of Wenzhou enterprises.

"At that time, there were only low and Medium leather shoes in the domestic market, and all the high-grade leather shoes were imported.

The famous brand leather shoes produced in Shanghai cost about 100 yuan per pair, and the price of each pair of international brands is over 1000 yuan.

Zheng Xiukang recalls.

In 1993, Kangnai's first self made European high-grade leather shoes "Da Lai Lai" was launched, and the retail price in Shanghai was more than 400 yuan per pair. In the north, it was also known as "wedding shoes", and all the big cities were in short supply.

Brand determination brought by expensive tuition fees

After becoming famous in China, Kangnai began to export in the spring breeze of reform and opening up.

In 2001, Kangnai's first overseas store opened in the nineteenth District of Paris, France.

By 2009, Kangnai had opened more than 100 brand stores in more than 10 countries.

However, the road to overseas is not smooth. A sudden international lawsuit gave Kangnai an international trade lesson.

In 2009, WESTON, a local shoe company in France, filed a lawsuit with Kangnai to court. The 5 year dispute ended with Kangnai winning.

In this dispute, although Kangnai has enhanced its brand reputation, it is at the expense of huge economic losses.

"Winning the international lawsuit has promoted the popularity of Kangnai, but the greater achievement is to strengthen Kangnai's determination to become a high-end shoe maker.

Only by practicing internal strength can we go far. "

Zheng Xiukang talked about this experience, with pride and bitterness, and more heroic spirit of national enterprises.

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"Two generations of leaders" to renew corporate Legends

In 2010, Kangnai ushered in fresh blood, and Zheng Laiyi inherited his father's career as general manager of Kangnai group.

In the next 5 years, Kangnai gradually stepped out of the road of multi brand, electricity supplier reform and intelligent production.

In the implementation of multi brand strategy, aiming at different consumer groups, Kangnai launched three core brands, Kangnai, KINGSTEP and Kangnai.

For young people, the fashion trend "KINGSTEP Jun step" has been settled in Yintai, Jingdong, Taobao, "China made" and micro shop and other electronic business platforms. The high-end custom brand "Kangnai family" has laid more than 100 outlets, covering 10 provinces, with a year-on-year revenue growth of 48% over the same period.

In terms of electricity providers, Kangnai launched a Kangnai select "men's shoes" price range of 400~600 yuan last year. Last year, it sold more than 90% in Tmall stores during the "double eleven" period.

At the same time, Kangnai has independently developed the information management system of electric business, which can grasp and analyze the relevant data of pre sale sales, predict the replenishment needs of the next period automatically, achieve a reasonable stock reserve and improve the inventory turnover rate.

In addition, Kangnai has increased its investment in shoemaking technology.

Reporters at Kangnai's production base in Wenzhou saw that using 3D imaging technology, Kangnai has realized the digital calculation. As long as the special socks are placed to the fixed position of the measuring instrument, the instrument rotates automatically for a week, that is, the foot shape and relevant data can be displayed on the computer.

According to Zhou Jinmiao, vice president of Kangnai group, this technology will be applied to meet the needs of consumer customization.

Kangnai also makes use of accumulated experience and big data to improve the shoe type. In the future, it may customize the shoes which are more suitable for local consumers according to the regional differences of sales.

"In the face of the current environment, Kangnai's goal is to be long and strong, not to be bigger."

Zheng Xiukang's earnestness is a sign of the adherence of the old shoemaker.