Wenzhou Footwear Brand Personality Viewed From Advertising Language

Generally speaking, an enterprise that wants to make a brand is usually careful to extract distinctive advertising slogans according to the characteristics of its own enterprises or brands, so as to enhance brand image and promote marketing.

In the birthplace of China's market economy, the vast majority of large and medium-sized private enterprises have introduced advertisements more or less, sooner or later.

In order to get the slogan in advertising language, some enterprises also pay great attention to the collection of public newspapers.

In shoes and clothing enterprises, Kangnai, AOKANG, red dragonfly, Jil Da, Muse bonwell, Zhuang Ji, good news birds and other private enterprises, almost all have their own advertising slogans, and different enterprises have different advertising slogans in different periods and products.

But generally speaking, most advertising slogans can reflect the "individuality" of their respective businesses and brands to some extent. Others can be called "excellent match".

Kangnai: comfort comes from details.

The slogan "comfort comes from details" was launched by Kangnai group in the second half of 2004. It used to "feel the beauty of details".

By comparison, we can see that there is one thing in common between these two slogans: seize the two words of "details".

Why is Kangnai so concerned about "details"?

Anyone who knows Kangnai knows that Kangnai boss Zheng Xiukang was the deputy director of the Wenzhou general machinery plant technology before he went to sea in 1980.

Zheng Xiukang, who worked as a mechanic, built the factory for 25 years and understood the principle of "doing things well and making good use of them".

Therefore, his research on shoemaking equipment and shoemaking technology almost reached the point of "demanding".

"We Kangnai want to be China's best shoes!

The best shoes in the world! "

He said this sentence more than once in various public occasions.

To achieve this goal, over the past 20 years, Kangnai's shoe making equipment has always been guided by the principle of choosing the most advanced and sophisticated in the world at all costs.

Today, all kinds of shoe making machines in Italy, Spain, the United Kingdom, Germany, Taiwan and other countries and regions can be found in Kangnai.

It is understood that from the start up, Kangnai has spent one hundred million yuan on upgrading technology and equipment.

The first shoe manufacturer in Wenzhou to implement mechanized footwear, the first to get the "real leather shoes king" and "China famous trademark" is Kangnai.

"High quality shoes are made by high-quality people.

Our company is willing to spend money on personnel training. "

Zheng Xiukang told reporters that over the past ten years, Kangnai has spent more than 10 million yuan on its staff training both at home and abroad.

In the industry when the "digging" wind, Kangnai has to run a number of technical training courses every year, involving the entire process of shoes making, all positions.

Workers with excellent performance are likely to be selected for training.

The teacher is a senior shoe maker from a professional leather Institute.

Some of them should also be sent to universities in Wenzhou, Hangzhou, Beijing and other places for further education.

At the same time, Kangnai will introduce a large number of leather professional students into the factory.

After the workshop first line study and practice, then it can be allocated to the development, design and production post.

At the beginning of this year, Kangnai group, including President Zheng Xiukang, had 66 employees identified as shoemaking experts by the Wenzhou Municipal Bureau of personnel, accounting for more than half of the total number of 104 people, and Ashikagami Yasuna's strong talent advantage.

With advanced equipment and excellent production, Kangnai has achieved high quality and good reputation as always.

So far, Kangnai has almost included all the honors of China's footwear industry, such as China's leather shoes leading brand, China's famous brand products, the national "abide by the contract and credit" business, and so on, and there are nearly 300 kinds of honors.

It has won the first prize of the three national "leather logo Cup" national footwear design competition. From 1993's "China's ten largest footwear industry king" to now, it has won the "China Leather leading shoe king". Kangnai has been a winner for 12 years, which is a miracle in the Chinese footwear industry. It should be said that this is closely related to Kangnai's constant attention to "details".

From 33 years old to learn to make leather shoes, to the now all powerful Chinese shoe king, Zheng Xiukang has also become an advanced shoemaker from an ordinary mechanical technician, and become a famous shoemaker in China.

His numerous titles in the industry are enough to reflect his status as a leading expert: executive director of China Light Industry Federation, vice chairman of China Leather Association, director of China leather shoes Committee, deputy director of China footwear designer evaluation committee, etc.

With his professional vision and skills, Zheng Xiukang practiced his brilliant dream of "doing the best shoes in China and making the best shoes in the world" step by step.

In 2000, Zheng Xiukang specifically sent his son Zheng Laiyi to the 100 year old British School of University of Leicester, specializing in leather shoes design and production.

Now, the "returnee" has been vice president of Kangnai in charge of technology research and development.

In September 2004, Kangnai invested 10 million yuan to work with SATRA, the world's most famous footwear certification body, to build an international standard footwear laboratory and try to participate in the formulation of international standards.

Kangnai's move was praised by Long Yongtu and other experts as "the fourth road to crack down on international trade barriers".

From these "big moves" look, Zheng Xiukang really wants to make the beauty of the details of Kangnai shoes to the extreme.

The success of Kangnai has also attracted wide attention from the government and all walks of life. Nearly 40 party and state leaders such as Jiang Zemin and Wen Jiabao have visited Kangnai. Undoubtedly, they are the best evaluation of Kangnai and Zheng Xiukang.

According to the latest news, Kangnai shoes have opened more than 90 stores in the 20 countries of the world, becoming the first shoe brand in China to successfully go out of the country in the form of brand stores.

Kangnai's responsible person said that the average selling price of these leather shoes was more than 60 dollars, not only overseas Chinese but also overseas Chinese, which accounted for 80% of the customers.

    奧康：夢想是走出來的

From "wearing AOKANG to the four sides" to "dream is coming out", AOKANG has been going on and on.

From Yongjia Huang Tian to the whole country, and step by step from shoe industry into real estate, bio pharmaceutical and other fields.

Wang Zhentao, who was a small carpenter, went on to become a Chinese shoe king, a master of Chinese marketing and ten outstanding young people in China.

Although several "China real leather shoes king", according to insiders, Wang Zhentao is not proficient in "shoe skills".

Wang Zhentao first touched shoes in the mid 80s of last century.

Wang Zhentao, a poor peasant family, was just 20 in his early years. After he entered high school, he dropped out of school because of poverty. He learned to sell leather shoes with others in Wuhan.

In 1987, Hangzhou's "burning Wenzhou shoes" ended his selling shoes career -- because the whole country did not want Wenzhou shoes, saying that Wenzhou shoes were all fake and shoddy.

In 1988, at the age of 23, he had to raise 30 thousand yuan to buy equipment himself. He asked an experienced shoemaker to formally run the "Yongjia Olin shoe factory", playing the first movement of becoming the "king of Chinese shoes".

From "Olin" to "AOKANG", although the name of the enterprise has changed, it has not changed the man in his family -- the middle size, white and fat face with Wang Zhentao.

Wang Zhentao, who had experienced the difficulty of selling shoes in other places, knew well what it meant to sell the goods.

The poverty of his family and the hardships of his debut forced him to suck the business from the eight party desperately.

He is convinced that selling is the last word.

He was once a monitor in his school days. He was very savvy and organized. He quickly grew up to be an excellent business man.

With his extraordinary marketing talent, he has won the honorary titles of "ten big businessmen in Zhejiang Province", "Chinese management talents", "China's business masters" and "China's ten major planner". AOKANG group has also become a shining star in China's footwear industry.

Many of AOKANG's planning examples have been regarded as classics by marketing academics, or even compiled into university teaching materials.

"Dreams are coming out". They are constantly being developed and innovating.

Under the leadership of Wang Zhentao, the "West shoe capital" was built vigorously, and the "Sino Swiss Consortium" appeared in the eyes of the nation. The Italy shoe maker GEOX shook hands across the sea and shook hands with AOKANG.

Wang Zhentao, the marketing wizard who often wants to play a role in the industry, has never had a "safe" position.

In order to AOKANG's "Wenzhou heart and world dream", Wang Zhentao was bold, bold, bold and bold. He wrote a wonderful commercial myth with courage and wisdom.

    紅蜻蜓：走過四季都是情

In the eyes of the Chinese, the red dragonfly is always the embodiment of beauty and purity. Anyone who sees her will look at her involuntarily and even take the initiative to approach her and watch her.

As a rising star in China's footwear industry, the Red Dragonfly shoe industry, founded in 1995, has traveled rapidly across the river at an amazing speed, breaking into the top ten in China's footwear industry.

This is a miracle.

Now when we mention this brand, people will naturally remember the familiar slogan: Red Dragonfly - it is love through the four seasons.

It should be said that, apart from other factors, this slogan of natural affinity and brand carrier is absolutely inseparable from the "Crazy" phenomenon of red dragonfly.

Qian Jinbo, the founder of the red dragonfly, the middle part, the golden edge glasses, the white suit, the red shirt, and the combination of the generous face with the smiling face always makes him look like a business man. He is like a scholar and professor who is scholarly and knowledgeable.

In recent years, the red dragonfly has created three China's first: the first shoe culture research center in China, the first shoe culture exhibition hall in China, and the first shoe culture dictionary in China.

At first glance, it is unbelievable. Shoe factories want to do their shoes well and sell them.

Why do shoes culture, but this is Qian Jinbo's masterpiece.

Qian Jinbo's sword is a kind of samadhi in the "differentiated marketing".

At the time of youth, money and Wang Zhentao worked as carpenters, and then went out to sell shoes and shoes factories together. Until 1995, they set up a new kitchen and set up a red dragonfly shoe industry.

Although Wang Zhentao and Qian Jinbo are very different in character, the former is straightforward, cheerful and talkative, while the latter is quiet and implicit, but the two are now absolutely first-class marketing masters.

Wang Zhentao likes to be big and aggressive, and Qian Jin Bo seems to prefer to "do it again" and pursue the explosive effect of not knowing what has happened.

From the use of pure and lovely child stars to the handsome Olympic champion Tian Liang, and then to the twelve women's music hall in the north and south of the river, which is not so attractive and affable, so is it right?

Through cultural opening, singing and running a big play, ten years of time, but the red dragonfly on the Nanxi River has grown into a giant ROC bird soaring in the sky. It has become China's youngest real leather shoe king and the first batch of famous brand products of China's footwear industry.

The industry has involved real estate, department stores, education, finance and so on.

Qian Jinbo himself also picked up the 54 youth Medal of China and received a cordial reception from the central leadership.

Red Dragonfly - twelve women's Music Workshop - all over the four seasons are love, perfect match!

Without doubt!

At this point, the reporter recalled a popular doggerel in the shoe industry of Wenzhou: the quality of Kangnai, the marketing of AOKANG, and the culture of red dragonfly.

It is necessary to say that this sentence is so clear and clear.

Of course, this is not to say that Kangnai does not grasp marketing, AOKANG and red dragonfly do not grasp quality.

The output value of each family is more than 1 billion, which means that the "big tricks" will change and be different from each other.

Last year, a reporter in Wenzhou Metropolis Daily wrote a wonderful article: "50 billion shoe capital groups are born out of the world".

It is thought that a shoe capital group with assets of 50 billion will be established.

All positions of enterprises are held by dozens of more famous business executives in Wenzhou's 4000 enterprises.

By virtue of its high prestige, Zheng Xiukang has become the chairman of the company. Wang Zhentao, the marketing master, is employed as the "President". Qian Jinbo, who is good at corporate culture, is sitting in the position of vice president of Commerce.

This article is a joke, but Wenzhou shoes shoes can really set up such a footwear entity, and run by the elite of these "Oriental Jews". Absolutely no one can compete in the world.

Imagination is always imagination, insiders comment, but in the current situation, this "shoe capital group" is hard to come out in the short term, because "peers are friends", rather do chicken heads and do not make phoenix tail.