"Kangnai" Franchised Store Opened In European And American Metropolises

On August 28, 2004, when visiting Kangnai Group, Premier Wen Jiabao spoke highly of "your internationalization is very good!"

Since the overseas stores, Kangnai, as one of the earliest enterprises in the domestic leather shoes industry to implement the brand strategy, has comprehensively launched the internationalization of "going out, going in and going up" Strategy, make a name for international famous brands.

In recent years, with the rapid development of China's economy, the position of Chinese products in the world has been greatly improved. But for China's manufacturing industry

Behind the halo is the dilemma of a weak brand country. The output of China's shoemaking industry accounts for 51% of the world's total, but there is no famous brand in the international market.

Kangnai's leather shoes manufacturing capacity is recognized in China, and the industry praises Kangnai as a "Chinese shoemaking expert", which is the best evaluation of Kangnai's manufacturing level. But the Italian Footwear Association Luo Xi, the former chairman of the conference, carefully studied Kangnai shoes at a forum, and gave Kangnai "8 points". The missing "2 points" is brand awareness and reputation.

At the National Two Sessions, Premier Wen Jiabao stressed that "qualified enterprises should be supported to go global". Kangnai responded to the call of the central government: China should become a "big shoe country" ”The only way to become a "powerful country in the shoe industry" is to promote China's independent shoe industry brand globally.

"Quality is the lifeblood of brand creation, Kangnai is a 'Chinese famous brand' and a 'Chinese export famous brand', and the product quality is in line with international standards." Chairman of Kangnai Group

Zheng Xiukang said, "Kangnai people need to make up the '2 points' brand to achieve leapfrog development."

In 2001, Kangnai resolutely launched the international strategy of "going out, going in and going up", and pioneered to set up the first overseas franchise store in Paris, France.

Subsequently, Kangnai brand monopoly network in Europe and America came into being. On July 9, 2006, Kangnai flagship store with an area of 280 square meters opened in the commercial golden zone of Paris, which was praised by the media It is a "landmark event for Chinese footwear brands to become mainstream overseas business circles". So far, Kangnai has opened 200 stores in more than 20 countries and regions in Europe, the United States, Asia and Africa Several franchised stores have entered dozens of overseas mainstream shopping malls. Kangnai plans to strive to reach the scale of 1000 overseas franchised stores (counters) three years later.

SATRA is a global footwear research institute founded in Britain in 1919. In order to be in line with international standards in technology, Kangnai successfully became a SATRA in 2001 Members of the organization have received SATRA's annual technical services for Kangnai, including improving product process, product quality, product testing technical standards, etc. At the same time, Kangnai took the initiative to establish a laboratory in cooperation with STATRA, and under the technical services of SATRA, invested 10 million yuan to establish a footwear research and development laboratory to research and develop new processes and materials Materials, new technologies, etc. On August 28, 2004, when Premier Wen Jiabao inspected Kangnai Group, he spoke highly of "your internationalization is very good!"

However, during the period of "Made in China" in the global footwear industry, Kangnai people have never forgotten the word "independent innovation" With the harmonious management method, Kangnai continued to improve its own business level and become the unremitting pursuit of Kangnai people to achieve the independent shoe brand "created in China".

Through independent research and development, and with the help of SATRA and other professional organizations, we have launched business, classic and dynamic Shushi shoes in the past three years, which are comfortable The technology has reached the advanced level in the world and is favored by consumers all over the world. Kangnai also took advantage of its own technology to participate in It was formulated and served as the deputy chairman and deputy secretary-general unit of the National Technical Committee for Shoes Standardization, and the chairman unit of the National Technical Committee for Shoes Standardization. In addition, Actively introduce the excellent performance management mode, follow the PDCA cycle rule, and through the management of leadership, strategy, customer and market, resources, process, measurement and improvement, and business results The continuous improvement in seven aspects has enabled the enterprise to achieve outstanding and leading business performance. In 2007, Kangnai took the lead in winning the highest award in the field of management among its peers nationwide The National Quality Award has achieved a leap from excellence to excellence.

Up to now, Kangnai has established the Russian Ussurisk Economic and Trade Cooperation Zone. By 2010, the Ussurisk Economic and Trade Cooperation Zone will have completed an investment of 2 billion yuan An important overseas production base covering an area of 2.28 million square meters, which can accommodate 60 light manufacturing enterprises, will be built with an annual output value of 24.8 billion yuan. At the same time, Kangnai plans to In the next few years, several shoe brands in Italy and Spain were integrated, and Kangnai brand was quickly introduced into their channels, thus completing the transformation from a single "product export" to "Capital export", a leap from traditional "Made in China" to "Made in the world". By 2015, Kangnai will achieve a sales revenue of 10 billion yuan from its leading products and create 11% of profits and taxes Billion; Achieve the top comprehensive strength in the domestic industry, and the middle and high-end leather shoes have entered the international top 20.

Kangnai's registered trademark is very special. It is an image of a person holding his head high. Zheng Xiukang, the chairman of the board of directors, said, "A person is like a trademark, and an image of holding his head high Both shoes and Wenzhou people should raise their heads, so that both Chinese shoes and Chinese people should raise their heads. "