Kangnai Shoes Are The Leaders Of Shoe Industry In China.

　　近年来，作为中国鞋业龙头企业，康奈正以持续改进、不断提升为动力，全力实施高端战略，力促品牌转型升级，要做鞋业的“奔驰”，推动中国从制鞋大国向制鞋强国迈进。

From "Kangnai, comfort" to "create myself"

For brands, Kangnai has an image of the saying: "no brand, just like someone else to pull the scooter, always in a passive position."

Therefore, Kangnai advocates not to pull the "cart", but to do the "Mercedes Benz" of the shoe industry, has always implemented the famous brand strategy as a powerful starting point to upgrade traditional industries and promote pformation and development.

In this financial crisis, Kangnai adjusted its brand strategy accordingly.

One is to change the slogan from "Kangnai to comfort" to "create oneself" from the functional level of the product to the spiritual and cultural level; the two is to target the first tier market in terms of brand positioning, the target customers are the white-collar and middle class producers of the age of 30-40; three, in the brand style, emphasize the European style of "new classic character", which is younger, more fashionable and more fashionable; four, on the brand extension, take the Kangnai brand as the main brand, and launch the corresponding brand positioning and connotation for the different age and different categories of consumer groups, that is, start the diversified brand strategy, form the Kangnai brand family, and make the big market cake.

After the new brand strategy is introduced, it is favored by a large number of young people and individualized consumers, which has strengthened the brand competitiveness and promoted the market share.

　　    品牌转型升级来自于技术创新的底气

Kangnai's brand pformation and upgrading comes from the bottom line of technological innovation.

In the process of pformation and upgrading, Kangnai will develop technological innovation as a powerful starting point.

Kangnai has taken part in the formulation of QB/T1002-2005 national leather shoes standards and other standards, and has filled many gaps for the domestic footwear industry.

Zheng Xiukang, chairman of Kangnai group, summed up his experience of shoemaking during his busy work. He presided over the compilation of more than 90 words of "modern viscose leather craft", which filled some gaps in the theoretical field of shoemaking industry in China, and provided a valuable reference book for shoemaking industry.

Through market research and communication with consumers, Kangnai has been able to capture huge business opportunities and continuously innovate products.

After entering the 2000, with the improvement of people's material life, the requirements for shoes have shifted from traditional strong and durable to comfortable and beautiful.

Therefore, as early as in 2001, Kangnai positioned the core demand of the product in comfort, taking the lead in playing the concept of "comfortable shoes" and starting its own research and development.

In 2004, Kangnai also cooperated with the famous footwear research institute SATRA to develop and apply comfortable shoes.

In 2006, this cooperation yielded fruitful results. In August 28th of the same year, Kangnai business shoes, with white-collar, bosses, civil servants and other mainstream sectors as consumers, came into the world synchronously.

The product is equipped with two surface air permeable microcapsules, moisture absorption and shock absorption soft bottom and vector shoe last fit technology.

In the following two years, a series of new products, such as classic shoes and dynamic shoes, have been launched successively. The comfort technology is also at the international advanced level, which has been recognized by consumers both at home and abroad, and has improved the market share and customer satisfaction.

Goodyear technology is a highly difficult soles processing technology, the use of advanced sewing and adhesive technology, specifically for the world's high-end leather shoes, Italy basically hand-made, although mature technology, but low productivity and high cost.

In order to improve the level of footwear manufacturing in China and promote China to move from a big shoemaking country to a shoemaking power, in 2005, Kangnai embarked on the R & D of the "mass production of Goodyear top grade leather shoes" project.

Through two years of intensive exploration, the research group has solved the key technical problems such as machine sewing welds, sewing outsole, clamping bags and cork core filling technology, so that the mechanization degree is as high as 80%. At present, the daily production capacity of one line can reach more than 600 pairs, resulting in mass production.

The export price of this product is 30-50 euro, which greatly reduces production costs, improves production efficiency and enhances the international competitiveness of products.

In 2009, Kangnai relied on the R & D team composed of designers from China, Italy, Spain and other countries. It adheres to the design thought of "today's aesthetic innovation of yesterday's classic", and focuses on the European "new classic character", aiming at the middle class and white-collar workers. Instead, the product series of "business shoes" upgraded version - "soft bottom shoes" is the product series, with a younger style, a more comfortable foot feel and a more international image, which is favored by consumers and further enhance the brand appeal.

Behind these best-selling products are Kangnai's 30 years of manufacturing expertise, 280 fine processes, 500 meter operation processes, 13 core technologies and 30 technology patents.