Innovation Leads The Way To Decode Kangnai'S Upgrading

The new retail era, Kangnai brand usher in the upgrade action.

William Feng's endorsement, business comfort 2 series release, ninth generation shop upgrade, fashion new products show...

In April 19th, the "NEW" create comfort and comfort for the Chinese people -- the Kangnai 4 brand promotion conference in the age of industry ", hosted by Kangnai group, was held in Shangri-La Hotel Wenzhou.

In the new retail era, Kangnai takes the era of national industry 4 as the background, redefines the brand positioning which is more in line with the modern market, and updates the brand image, products, channels, manufacturing and other aspects in an all-round way, so as to create a new brand proposition of "fashion".

Zheng Xiukang, chairman of Kangnai group, said in his speech that Kangnai has gone through 37 years of history, and hopes to work with everyone to concentrate, concentrate and professionally, to serve every customer well, to make Kangnai shoes fine, to make Kangnai brand strong and to make Kangnai career a long time.

Brand image upgrade: celebrity endorsement, new logo release

In order to better interpret the new brand image, Kangnai invited William Feng, a popular niche, to express his love.

William Feng often appeared in front of the public in the film and TV dramas with the image of "national noble son".

His low-key, steady and dedicated personality is very much in line with Kangnai's attitude and determination to create comfort for the Chinese.

On the press conference, Zheng Laili published and elaborated on Kangnai's image, brand, product and channel upgrading.

The exterior contour of the head is circular and slightly protruded from the circle, showing the modern charm of the birth body and the block surface. It also implies the constant innovation and breakthroughs of the brand. In the font, the design of the "comfort shoes master" is fixed with the head image recognition, and the brand positioning is fully emphasized. The new Kang's red is full of oriental characteristics, just like the morning sun rising and vigorous. The whole logo looks younger, simpler, more atmospheric, more fashionable and brighter. The color of Kang's red symbolizes the "fashion and restarting" of the brand, and the slogan is the core demand of a brand. The new logo retains the original head recognition symbol, and continues the impression of "Kangnai comfort shoe master". The fine-tuning of collar and bow tie makes the characters more integrated and coordinated.

"The newly upgraded slogan of" creating comfort and comfort for the people "has both the consumer's recognition of Kangnai and Kangnai's attitude towards products and people. It reflects Kangnai's comfort as a representative of the whole nation's consumers, and embodies the promise of Kangnai to consumers.

Zheng Laili said.

Product upgrade: business comfort 2 released, Kangbu health shoes were born

This year, Kangnai released 2 series of business comfort on the basis of business comfort series last year.

The series has made a breakthrough upgrade in terms of lightweight, slow vibration and breathability. It adopts the technology of 3D ultra light cloud step. The weight of sole can be reduced to 170 grams. The weight of a pair of shoes is only 1/2 of similar products. It can effectively reduce foot weight and relieve foot fatigue, so that consumers can experience the most comfortable feeling. Every step is like a stroll in the clouds.

In terms of product shock mitigation, the business comfort 2 series adopts the dual density shock absorption and anti skid system, strengthens the protection of consumers' knees and has good skid resistance. In terms of product ventilation, it adopts the technology of "step by step ventilation and high efficiency purification". Consumers walk five steps, and the turbid gas in the shoe cavity forms a complete discharge, and the introduction of fresh air enters, which is commonly known as the "fresh air system".

The circulation of fresh air can maintain the balance of heat and humidity in the feet, make the shoes cavity dry, comfortable and hygienic. The 2 series of business comfort also uses negative oxygen ion technology, which can release negative oxygen ions for a long time, promote the blood circulation of the human body, accelerate the metabolism of the human body, regulate the function of the human body for a long time, relieve fatigue, and play an auxiliary and alleviating effect on the sub-health population.

Negative oxygen ions also have bactericidal efficacy, which plays an antibacterial and odorant role.

The business comfort 2 series also has a built-in insole, which fully ensures the ventilation and circulation in the shoe cavity.

The conference also launched a new brand - Kang step health shoes.

With the improvement of people's living standard, diabetes is showing a trend of younger age, younger age and geometric grade.

According to incomplete statistics, there are 114 million diabetic patients in China. It is the largest country of diabetes, and diabetic foot is one of the most serious and painful chronic complications of diabetics.

Therefore, diabetic foot patients need special protection for their feet at the early stage of the disease.

Kangnai has conducted in-depth research on the principles of ergonomics and biomechanics. It has developed diabetic foot care shoes with the functions of decompression, shock absorption, negative oxygen, blood circulation, stable support and full foot protection. The specially designed biomechanical decompression insole has been used to stabilize the physiological arch, effectively dispersing plantar pressure, preventing foot stress ulcers, and giving special care to diabetic foot.

The appearance of Kang step health shoes will undoubtedly bring great gospel to this group of consumers.

At that time, it will be sold at stores, counters and other terminals.

Channel upgrade: the ninth generation shop upgrade and "all channel" construction start up

Experience and interaction have become the public demand of new stores.

On the day of the launch, Kangnai launched a new ninth generation shop with "dream traveler" as its design concept, and held the opening ceremony of the first shop opening ceremoniously. William Feng and the vice chairman of the China Light Industry Federation Wang Shicheng, Zheng Xiukang, Zheng Laiyi, Zheng Laili and other leaders attended the ribbon cutting ceremony.

The ninth generation store is more suitable for the future entity store design and operation.

Comfortable walking has always been what Kangnai insists on. A pair of comfortable shoes can accompany you to overcome the frustrations and meet the beautiful journey.

The ninth generation stores use travel suitcase as a design element to guide consumers to find the meaning of "travel" and integrate elements of business, comfort, experience, life and artisan spirit, which not only satisfy consumers' demand for goods, but also add joy to life and shorten their distance, thus further enhancing the reputation of Kangnai brand.

On the press conference, Zheng Laiyi, general manager of Kangnai group, put forward four new strategic initiatives: brand fashion, channel life, retail data and manufacturing intelligence.

In the future, Kangnai will operate its relationship with consumers in a more efficient, more precise and intelligent way through digital pformation, and ultimately truly realize the new retail pformation centered on consumer experience.

We should start with "full channel" construction, and solve the problems of commodities, shops, users, services and stakeholders, so as to realize the channel pattern of "commodity exchange, connectivity among members, common services and interests".

At the same time, he also revealed the new progress of Cornwall store. On the basis of intelligent measurement and intelligent selection, we improved the construction of three major operation platforms based on cloud store: regional distribution platform, large-scale customization platform and customized platform.

Manufacturing upgrade: 100 billion investment to promote "intelligent manufacturing"

"Kangnai will continue to invest one hundred million in the next five years," Zheng Laiyi said. The investment will be used to promote "intelligent manufacturing" and information technology, to build the "three ring ecological circle", to deploy smart foot measuring devices at retail terminals, to further develop foot research, to provide customers with more extensive customized and customized services, to carry out PLM R & D information system and 3D digital R & D platform, to achieve leapfrog development of R & D capability; to start up "

"Construction, based on the integration of information and industrialization, set up the industrial chain cloud platform from consumer to R & D, production, logistics and so on, to achieve" one shoe last, one shoe one, one person and one "to meet the customer needs under the new retail trend.

At the press conference, Kangnai also invited William Feng to jointly launch a "comfortable walking one kilometer" campaign, so that stars and consumers can find their rhythm in the walk and travel, and find the most comfortable life for them.

This is the interpretation of the meaning of "the meaning of travel" of the ninth generation of shops. Kangnai makes every step of the consumer more comfortable and relaxed.

Wang Shicheng, vice president of China Light Industry Federation,

Li Yuzhong, chairman of Zhejiang Leather Association and other leaders attended the press conference. Nearly 1000 people from all walks of life attended the event, including leaders, guests, media reporters, fans and so on.