China'S Leather Brand -- "Er Kang"

brief introduction
 
It is a company that mainly designs, produces and sells high-grade leather shoes business.

The group now has an area of more than 100 mu of modern Oracle Industrial Park, and the leading leather shoe product R & D design center, marketing center and production center in China. The Group employs more than 15000 employees, and adopts high-tech water production equipment strictly. ISO9001 international quality management system and ISO14001 environmental management system, and passed the ISO9001:2000 quality system certification, to ensure excellent production efficiency and excellent product quality.

　　
Under the management strategy of equal development of men's and women's shoes, the group attached importance to product research and development and independent innovation, paid high salaries to famous designers nationwide, set up a fashion leading design team, and optimized the integration of product structure, forming a classic, charming, city and rest. Leisure and other styles of men's leather shoes series and fashionable, elegant, simple and sensible ladies leather shoes series. In 2001, the group began to fully implement the sales mode of exclusive franchising, and there were 36 sales branches and more than 3000 stores in the country. A brand marketing team with excellent quality has been established to carry out differentiated brand communication and fine product marketing. After years of consumption, Yi Er Kang leather shoes have become the love of many families and consumers. It has a reputation for its reputation.

Company development
　　
The company was founded in 1992. Through the optimization and integration of the product structure, a series of men's leather shoes, such as classic, charm, city, leisure and so on, have been formed.

Brand introduction

 
"Yi Er Kang" leather products, based on China's domestic market, won the title of "China's leather goods industry's ten major influence brands" and "China's high quality products" with high standards.
   
Yi Kang leather is elaborately designed by world-class designers, integrating the essence of eastern and Western cultures, adhering to the classic design concept of perfect combination of tradition and leisure, and endowing "Yi Er Kang" leather products a unique and profound cultural connotation. The product is for upholding "elegance" and "time". The modern urbanites of "Shang and commerce" concept of life are committed to building up a brand culture that is rich in color, leisure and fashion, and bringing the fashion and leisure quality to the international level, bringing in and promoting the advanced life philosophy.
   
With "high quality win the trust of customers, low price competition for competitors", perfect product quality, perfect shopping environment, perfect whole journey service, chain array, fully detonating.

Trademark interpretation

The trademark of Yi Kang Kang is composed of two dancing Phoenix. It is beautiful and elegant, and is modern and dynamic. It combines traditional culture with fashion essence. At the same time, from the left side, it is the initial letter Y of the word, and from the right side it is the first word of the word "Kang". The mother K is a perfect combination of Pinyin pictograph and Chinese brand name.

Brand culture

　　
Brand positioning: a full range of leather goods experts

Brand advertising slogan: high ambition and low profile

Product advertising slogan: fashionable and affordable, Yi Er Kang leather goods

Women's bag slogan: fashionable and affordable brand women's bag

Product culture

　　
Product positioning: mid-range full range leather goods
 
Product category: including all leather products category, 45% of which are women's bags, 15% of wallets, 25% of men's bags, 10% of belts, 5% of luggage and bags.

Product price: small leather goods (wallet and belt etc.) positioned in Between 30-100 yuan, large leather goods (women's bags, men's bags and bags, etc.) are positioned between 150-600 yuan: product style: fashion and practical product connotation: adhering to the traditional culture and fashion essence, combining traditional materials with decorative art, both inherit and inherit. Elegant and fashionable, and elegant and refreshing oriental charm. The core selling point: fashion, affordable, service and customer positioning: women aged 25-40 years old, supplemented by 18-25 year old women and young men and women. Business people, state civil servants, and individual businesses are in line with the positioning of consumers.

CEO introduction

　　
Dan Zhimin, President of the company. 　　

Over the years, Dan Zhimin has adhered to the pioneering way of "leading products, channels and winning the alliance", absorbing the successful entrepreneurial experience and entrepreneurial mode in the industry. The industry has made a successful road. From creating a brand to having such a great achievement, Dan Zhimin, as the ancients said, "the sky will be great for the sage, and it must first be painstakingly painstakingly and painstakingly". Like many successful entrepreneurs, Dan Zhimin is surprised. People's perseverance and passion for leather shoes industry have developed the brand of Yi Kang brand to today. 　　

"Struggle must go through the whole business and always have a sense of crisis." The development of the brand of Yi Kang Kang, CEO
It is inseparable from Dan Zhimin's unique pragmatic and decisive sense of mission. While creating brilliant achievements in his career, Dan Zhimin also infected and led the enthusiasm of all employees of Yi Kang with a kind of most simple care, so that he could continue to develop tomorrow. Fight together. The profound connotation of "Er Kang" -- "to your health, to your Kangle, to your Corelle, to your Kangtai", is an understanding and a true portrayal of Dan Zhimin's struggle for the cause of the fifteen years. 　

"Quality is Brand is the foundation of industry. " Dan Zhimin always used this sentence as a shining light on the development path of elkang, and ran high quality throughout all aspects of the famous brand strategy. At the same time, he constantly improved the R & D capability and design level of new products. "Enhancing the quality of the whole staff Quantity consciousness, improve staff quality, as an important link to improve product quality. " Dan Zhimin expanded this idea to the whole quality concept of the company, and became the outstanding advantage and fine tradition of the company. Facts have proved that Dan Zhimin's unique first product The brand mode and the winning principle of quality, as well as the potential of his comprehensive management career, have become an important factor for the development and growth of the company. 　　

Innovative thinking, amazing perseverance, keen insight and humanized leadership pattern, Dan Zhimin is "indifferent to heart". Zhi Gaoyuan's detachment and calmness will not be achieved by success. He will continue to struggle with him all the way.