Zheng Laili, Vice President Of Kangnai Group: Innovation In Succession

In 2003, there was a small and delicate Jiangnan woman in the third EMBA class of Changjiang commercial college.

In the MBA class with an average age of over 35, the young woman is very conspicuous, especially the doll face and simple and simple dress, which makes her look like a simple college student.

Although she is a little shy, she is more reserved, calm and calm than her peers at the age of 30.

At that age, she has become one of the 2004 largest figures in China's ten economic women.

She is the leading enterprise in China's leather shoes industry, Zheng Laili, vice president and marketing center general manager of Kangnai group.

The "champion" grew up like this. Zheng Laili was born in 1975.

Because at birth, father Zheng Xiukang was watching a sports competition. The name of the world champion was finally called "Lai Li", so the father named his daughter Zheng Laili, hoping that she would win the championship when she grew up.

This is Zheng Xiukang's most sincere expectation of her daughter who has not gone to sea for business 30 years ago.

In Zheng Laili's eyes, father Zheng Xiukang is not only an excellent entrepreneur, but also a loving father and excellent mentor.

In the memory of Zheng Laili, Zheng Xiukang's love for his children is better than indulgence.

Up to now, Zheng Laili still finds it hard to forget his childhood.

It was still a time when Lilly staggered when she wanted to climb herself on the bed. Her father saw that she was not carrying her up. Instead, she brought a basin to show her daughter in front of her curiosity. He put the basin on the floor and let little Lilly stand on the bottom of the washbasin, and then climbed from the basin to the bed.

Little lily soon learned the trick.

Once, the basin was filled with water, and little Lai put up the washbasin and climbed up.

My father came back and looked at the water in the place, not only did he get angry, but he was also happy.

Zheng Laili now recalls that his father gave himself not a simple way, but a way of thinking affecting his whole life - creative thinking.

This is also the reason why today's Zheng Laili has so many creative initiatives.

In addition to emphasizing the intellectual development of her daughter, Zheng Xiukang attaches more importance to the cultivation of her character.

At Kangnai, no matter what level of staff, Kangnai has to go through three months of workshop internship, and export and product development staff have a longer internship.

Zheng Laili, who is the heir of Kangnai, is no exception.

In 1998, Zheng Laili graduated from Tianjin Institute of Finance and economics with international accounting.

Before graduation, she worked in a well-known accounting firm in Shenzhen, and was selected for retention because of her outstanding performance.

Zheng Laili also wanted to create his own career through hard work.

A chance to use a business trip, the father found her, and earnestly said to her, now Kangnai is also in urgent need of talent, if even his daughter refused to return to the company to do, then how can he persuade others to join Kangnai?

Besides, a few years later, the company will lose a lot of experience in doing business.

With his father's persuasion, Zheng Laili joined Kangnai.

After entering Kangnai, she did not enter the management directly, but started at the grassroots level.

Zheng Laili, who is almost the same as her reform peers, did not experience too many hardships in her growth. Instead, she joined the Kangnai, from workshop workers to administrators, and let her taste the bitterness of each post.

In the next row shop, she took a pair of big scissors to cut the upper pieces of her shoes every day for hours, so that she never had rough work.

After more than a year of grass-roots exercise, Zheng Laili not only mastered the production process of leather shoes, but also had a preliminary understanding and cognition of quality management, and began to enter the management level of enterprises.

In May 10, 2000, Jiang Zemin, general secretary of the CPC Central Committee and President of the State Council, inspected the Kangnai group and put forward the ardent hope of "setting up a national ambition and creating a world brand".

Zheng Laili listened to General Secretary Jiang's remarks, a sense of mission arises spontaneously.

As Wenzhou's "new generation", she has a quick mind.

Since then, during many visits to developed countries in Europe and America, she has discovered that China is a big shoemaking country with an annual output of 8 billion pairs of leather shoes and an annual export earning of US $about 4000000000, but the average export price of China's leather shoes is less than 6 dollars / double, and the international market has no Chinese brand.

How should we change this situation?

How to make Kangnai famous in the world go out and compete with the famous international brands on the global market and gain a foothold in the competition?

Zheng Laili has a clear understanding of the conditions that he should have for entering the overseas market.

In her view, a clear development plan, effective brand strategy and excellent product quality are the key to the implementation of "going global".

To this end, Kangnai group has invested hundreds of millions of yuan of funds and imported the world's advanced equipment and technology, greatly improving the level and quality of product manufacturing.

At the same time, Kangnai has also set up R & D centers overseas, paying close attention to the international leather market dynamics, and employing internationally renowned designers to participate in product design.

In implementing the famous brand strategy, Kangnai has also made great efforts.

Today, Kangnai shoes are one of the first "Chinese famous brands", and Kangnai trademark was also recognized as "China famous trademark" by SAIC in 1999.

Kangnai leather shoes have begun to compete with international brands in the domestic high-end leather shoes market.

After investigation and thinking, Zheng Laili proposed to his father the strategic idea of "opening up overseas market, implementing brand monopoly and making national brand".

Her idea coincided with her father.

Finally, by the board of directors of the board of directors, the decision to occupy the high-end market of the international shoe industry has become the new pursuit of Kangnai. Zheng Laili, who has already been in charge of Kangnai marketing, is determined to become a pathfinder of China's shoe brand in the international market.

In order to achieve this goal, we have opened stores in foreign countries so that foreign customers can understand Chinese products "zero distance" and become a specific operation plan for Zheng Lai Li to enter the international market.

In January 15, 2001, Kangnai opened a more than 50 square meter shoe store in Paris, the world's fashion capital, specializing in the sale of Kangnai's high-end leather shoes.

All the leather shoes are marked with Kangnai trademark, which is made in Wenzhou, China, and the store is managed in accordance with the international advanced franchise chain concept.

In June 17, 2001, under the careful planning and organization of Zheng Laili, Kangnai group opened second stores in the same way in New York, and the retail price per pair of shoes was more than 50 US dollars.

Since then, some major cities in Italy, Spain, Greece and other countries have also seen the appearance of Kangnai stores, and once again changed their strategy of low-key opening, they invited the media, local government officials and celebrities at home and abroad to hold ceremonious ceremonies.

So far, the number of overseas stores in Kangnai has reached more than 90.

According to Zheng Laili's plan, Kangnai will open more than 120 stores overseas this year.

At present, the consumption group of Kangnai's overseas stores has gradually changed from 80% Chinese and 20% foreigners to 20% Chinese plus 80% foreigners.

With the good performance of Kangnai in overseas markets, overseas consumers are gradually changing the image of Chinese shoe industry in the international market with low price and low grade.

The "broken wall" new thinking set up: Wenzhou burned Spain shoes, Russia confiscated Wenzhou shoes, Romania withheld Wenzhou clothing, Argentina filed for investigation of Wenzhou glasses anti-dumping.

Zheng Laili felt strongly in international business activities. After China's accession to the WTO, light industry products in Wenzhou and even Zhejiang are still limited by various trade barriers all over the world, such as anti-dumping, green barriers and technical barriers.

In particular, the emergence of technical barriers has further prompted Zheng Laili to think deeply about how the Chinese shoe industry will rationally face the challenges of the international market and how to cross all kinds of technical barriers.

Because of this, in recent years, Kangnai group has been keeping close cooperation with SATRA, the famous international footwear inspection, certification and R & D institution.

SATRA is a global footwear certification body established in 1919. It represents the top level of footwear certification in the world.

Many Brand Company, such as Adidas and Nike, use or refer to the technical standards of SATRA, and require their suppliers to adopt SATRA standard services.

In addition, SATRA can also ensure compliance with the latest legislation such as European health and safety, environmental services, etc., to help countries set up a series of certification systems such as ISO and SA (including SA8000 standard). When importing countries to set up technical barriers, SATRA is an important evidence for its legal investigation to obtain legal evidence.

In the process of cooperation between Kangnai group and SATRA, Zheng Laili produced an inspiration.

She told the Yangtze River that since SATRA is one of the EU's makers of trade technical regulations, SATRA's testing and certification standard can be used internationally, while Kangnai is also an important member of SATRA. As a leading enterprise in China's leather shoes industry, Kangnai has reason and ability to passively respond to international trade technical barriers and actively and actively participate in the formulation of international trade rules through this channel.

Once the "game rules" have been formulated, the barriers to trade barriers will naturally be broken.

Zheng Laili was carefully planned (background).

SATRA finally reached out to Kangnai group.

In September 5, 2004, at the forum of "Kangnai crack the new thinking on international trade barriers" held in the Great Hall of the people of Beijing, Kangnai Group signed a technical service cooperation agreement with SATRA. Kangnai decided to invest 10 million yuan to establish footwear research and design center in the country, research and develop the latest footwear technology and technology in the world, and actively try to participate in the formulation of the "rules of the game" in international footwear trade.

Zheng Laili, who succeeded in breaking the wall with creative thinking, pioneered the initiative of Chinese private enterprises to integrate into the rules of international trade, and was highly affirmed and highly appraised by officials of the Ministry of Commerce and famous international trade experts.

Wang Shichun, director of the Fair Trade Bureau of the Ministry of Commerce and import, commented that Kangnai's initiative to change passively played an exemplary role in cracking technical barriers to trade in the domestic industry.

Long Yongtu, Secretary General of the Boao forum for Asia and chief expert of China's accession to the WTO, emphasized three new ideas in evaluating Kangnai's new thinking: first, new initiatives, initiative and international integration; two, new scientific nature, a scientific attitude; three, new maneuverability and concrete measures and actions.

Dr Mei Xinyu, a researcher at the Ministry of Commerce and an expert on China's international trade barriers, believes that Kangnai's practice is a typical example of domestic enterprises becoming passive and active in international trade.

As a new generation of Kangnai, Zheng Laili has not only inherited the spirit of diligence, hard working and diligent study of his generation of entrepreneurs, but also surpassed his parents and innovates with advanced technology and ideas.

With the progress of society and the intensification of market competition, information construction has become an important measure to enhance the competitiveness of traditional industries.

As a new force in China's private enterprises, Zheng Laili has introduced ERP (Enterprise Resource Planning) system in the group since March 2002, and boldly pformed Kangnai's system structure, enabling Kangnai's huge family business to embark on the road of information development.

So far, Kangnai has invested 5 million yuan in the pformation of ERP project.

Through the scientific method, the system effectively integrates all kinds of resources of enterprises, plans, organize, controls and adjusts the links of production, supply, marketing and human, financial and material, and uses ERP to implement instant management of Kangnai's more than 2000 stores and more than 90 overseas stores.

After the implementation of the system, the labor cost has been reduced to the maximum extent, and many ineffective labor and resource waste in the production and operation process have been eliminated.

It not only simplifies production management procedures, improves efficiency, but also simplifies ordering procedures and speeds up logistics.

The implementation of ERP system ultimately improves the efficiency of human resource management.

At present, the information technology advocated by Zheng Laili has been widely applied in various aspects such as production, design, business, administration and resource management of Kangnai group. For example, the auxiliary design of shoe pattern with three-dimensional CAD software has changed the history of traditional shoe design based on manual lofting, and CAM software technology has been used for auxiliary manufacture, which has laid the foundation for producing high quality and high-grade leather shoes.

If the customer orders, only the number of goods and quantities should be reported to the company, the computer will be input by the programmer, and the subsequent process will be displayed immediately. From the order to production, the order will be arranged in a few minutes, and only the staff of the production department will be reduced by more than 40.

In addition, the establishment of enterprise office automation system has improved the company's administrative management level.

In the past two years, Zheng Laili has been busy not only in the company's business, but also in every month.