"Shoe King" Kangnai: Opening Up The Domestic Market Requires "One Stone, Four Birds".

January 20th, Kangnai, a strict standard system.

As China's shoe capital, Wenzhou has all kinds of shoemaking enterprises.

Every shoemaking enterprise has its own characteristics, and the shoe making enterprises in Wenzhou are colorful.

Every time I go through an enterprise, I will find the color of different enterprises.

The first impression that Kangnai gave to the author was rigour and standardization.

I haven't entered Kangnai yet, and I can feel Kangnai's preciseness deeply.

If there is no appointment, it will be difficult to enter the gates of Kangnai Industrial Park.

The security of the Kangnai Industrial Park is not set.

After the detailed inquiry of the author's intention, let the author fill out a detailed entry form, issue the visiting card, and then let the author enter the gate of the Kangnai Industrial Park.

Although it is only a detail, it really makes the author feel the preciseness and standardization of Kangnai.

The financial crisis that originated in the United States has made Chinese shoe makers suffer, but Kangnai has achieved two domestic and foreign achievements.

In the foreign market, Kangnai shoes with high quality and medium price have been favored by foreign consumers.

In the domestic market, Kangnai has made a great deal of noise. The decision to continue expanding capacity is enough to see that Kangnai is calm in a depressed environment.

When many shoemaking enterprises turn their attention to the domestic environment, the author, like many shoemaking enterprises, is more concerned about how Kangnai does well in the domestic market.

Speaking of Kangnai's operation of the domestic market, we can fully elaborate on the term "history".

The development of Kangnai's domestic market is closely related to reform and opening up.

First, subdividing the finished shoes market and pushing up high-grade leather shoes.

Before the reform and opening up, China's consumption of leather shoes was seriously insufficient, and ordinary people mainly wore cloth shoes.

China's leather shoes are tight products, and the domestic control supply is almost impossible to talk about the consumption structure of leather shoes.

If you need a pair of shoes made in China to fill up the facade, you can only buy them by ticket.

If you want to buy and sell foreign brand shoes, you need to use foreign exchange certificates to help.

After the reform and opening up, great changes have taken place in China. Chinese consumers are getting richer and the demand for leather shoes is booming.

Businessmen in Wenzhou just saw the huge market of Chinese shoes and entered the shoemaking industry successively. Wenzhou's shoe making enterprises came out like spring bamboo after the rain.

However, in the initial stage of reform and opening up, there was a mixed phenomenon in the footwear industry of Wenzhou. The quality of finished shoes in the market was not guaranteed, and the low quality and low price competition hindered the development of Wenzhou shoes.

With the further development of China's economy and the improvement of consumption ability, some consumers begin to pursue high-grade leather shoes and pursue foreign brand shoes.

Zheng Xiukang, the helm of Kangnai, caught the change of China's consumption structure and took the lead in China's high-end leather shoes production.

Since 1992, Kangnai has started to produce high-grade leather shoes in China. In 1993, Kangnai officially launched Kangnai's high-end leather shoes.

The market gave Kangnai a warm reward.

In 1994, Kangnai's high-grade leather shoes could sell for 400 yuan RMB.

In Shenyang, Kangnai's men's leather shoes are nicknamed "wedding shoes".

Kangnai executive vice president Zhou Jin Miao uses "one stone and three birds" to describe Kangnai's action to enter high-grade shoes.

First, the introduction of Kangnai's high-end shoes meets the needs of Chinese consumers for high-end leather shoes.

The two is the development of enterprises. At that time, Kangnai first launched high-end shoes, and the quality of high quality quickly won the favor of consumers. Kangnai was able to accumulate its own customer base.

A good market reaction has promoted the rapid development of Kangnai in shoe enterprises.

Three, Kangnai introduced high-end shoes to change the shoe making structure of Wenzhou and even the whole Chinese footwear industry, and optimized the product quality structure of Wenzhou shoes.

Two, standardize market channels

Like many Wenzhou shoes, Kangnai has gone through the "wholesale" mode.

With the increasing share of Kangnai shoes in the market, the scale of enterprises is expanding, and the standardized management of channels is mentioned on the agenda of Kangnai industry.

1996 is another important year in the history of Kangnai development.

This year, Kangnai began to build stores to regulate its channels.

In China, Kangnai has established more than 2600 stores.

Kangnai's sales network infrastructure began to build.

According to Mr. Chen Cengxin, deputy secretary of Kangnai Party committee.

Next year, Kangnai will focus on improving Kangnai's store construction, and plans to launch a special store representing Kangnai level, which embodies the quality of Kangnai culture in Kangnai's stores.

This is also confirmed by Mr. Zhou Jinmiao.

"Although our sales network has spread throughout China, next year, we will strive to open up, improve and expand this network."

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Three, pay attention to the development of the style and comfort of shoes.

In the 90s of last century, consumers preferred formal shoes.

Now, casual shoes become the new favorite of consumers.

Kangnai's shoe design is catching up with the needs of consumers. When doing the formal shoes, it will launch the business comfort series and leisure line production line in time.

In this year's unfavorable economic situation, Kangnai's business comfort series and leisure system casual shoes are booming.

In terms of style, service and quality, Kangnai always puts the needs of consumers first.

Pay great attention to the comfort of shoes.

"Shoes are used for walking. If you only have a good appearance, you can't get consumers' approval."

Mr. Zhou Jinmiao said.

Four, improve the quality assurance system

Kangnai set up a customer centered service system.

"Making shoes requires a sense of responsibility and a sense of responsibility, especially for large shoe making enterprises.

Blind and non standard production results in the quality of shoes, which not only harms the interests of consumers, but also damages the reputation of China's shoe making industry and ruined the "made in China" brand.

The financial crisis is an unavoidable topic.

Although Kangnai was so calm in the "crisis", I asked Kangnai's Zhou Jinmiao to provide some advice to the shoe making enterprises in crisis.

Mr. Zhou said, "to make a metaphor, the financial crisis is like a person suffering from a cold. People grow up after a cold.

In the same way, economic development is also regular. It is not surprising that enterprises encounter some difficulties in the course of development.

Under the present circumstances, he suggests that enterprises do the following three aspects.

First of all, recognize the situation and practice internal strength.

Improve the R & D capability, guarantee the quality of finished shoes, standardize the system construction of enterprises, do well in the financial construction of enterprises, calculate the cost accounts of enterprises, and grasp the most basic elements of management.

Next is to distinguish the main business of the enterprise.

In addition to making shoes, some shoemaking enterprises will take into account other industries.

In the crisis, we need to abandon and abandon, we should "tighten our pockets" and strive to promote the growth of our main business.

Let the enterprise survive.

Finally, shoemaking enterprises need to have a long-term vision.

China's shoe market is huge and its potential is unlimited.

In addition to coping with immediate difficulties, we need to see changes in the footwear market in the future.

A lot of actions need to be done ahead of time to lay a solid foundation for future development.

As a shoemaking company who has experienced all kinds of risk tests, Kangnai's past experience is enough to provide valuable reference for the enterprises that are currently doing the domestic market, while Kangnai's pertinent opinions on shoemaking enterprises in crisis will directly guide the development of domestic enterprises.