Cornell Footwear: High-end brand transformation

More than a decade ago, Kangxi Shoe Chairman Zheng Xiukang often walked down the streets of Rome and used to look down at the pedestrians on the streets. At that time, no foreigner wore Kangnai shoes. He thought in his heart that he had to let his own brand of leather shoes go abroad. Not long ago, Tang Da, chairman of the Italian Footwear Retailers Association, met Zheng Xiukang but repeatedly said with a thumbs-up: “The officials of the Roman City Hall are wearing Cornell shoes, and Cornell is amazing!”

Today, with the “head of the head” logo, Cornell 's footsteps have embarked on more than 20 countries, including France, the Netherlands, and the United States. This year's overseas sales growth rate of up to 20%. Next month, as the first Chinese shoe company to implement overseas brand monopoly, Kangnai will launch its own high-end brand, “test water” sales in 200 stores, and gradually go overseas to attract more and more overseas companies. High-end consumers.

The persistence of "overseas strategy" has found new growth points for Kangnai. The Russia-Ussurisko cooperation zone, the country’s first batch of overseas economic and trade cooperation zones led by Kangnai, is shifting from processing to processing and trade, and opening a trading company in Russia to lead more Wenzhou SMEs to “go out”. In the steady progress of the cooperation zone, Kangnai has opened more than 230 stores (cabinets, halls) around the world for nine years. Today, Kangnai has stepped into Southeast Asia and the European Union market, and strives to open up high-end overseas markets.

“Kangnai needs to raise its high-end manufacturing advantages and strive to build high-end brands that are well-known in the world.” Zheng Xiukang said that Kangnai is taking a “upright” transformation and upgrading path, that is, “tops” with high-end brands, and Consumer communication down "site" as a high-end brand manufacturer.

Starting from "high" and starting from "real" has always been the secret of Kangnai's development. Over the past 30 years, from the first mechanized production of Wenzhou footwear to the first well-known trademark of China's footwear industry, it has been awarded the title of “China's footwear industry king” to the first “China's leather leading footwear king”. To win the first "National Quality Award" in China's footwear industry... Kangnai has created more than 20 firsts in the industry. Today, Kangnai, which has been standing for years, once again stands in the “high end” and strives to “top the world” in many brands in Wenzhou, exploring a new model for the transformation and upgrading of advantageous industries in Wenzhou.

The high-end manufacturing capabilities brought by many years of technological innovation have instilled confidence in Cornell's transformation and upgrading. In pursuit of the comfort of leather shoes, Kangnai has developed a series of products such as "comfortable shoes for business", and extensively uses "GOODYARD STITCHING TECHNOLOGY", "FLEXIBLE INDOW SHOES" and other high technologies. Behind this, it is Cornell's 30 years of manufacturing skills, 280 fine processes, 500 meters of work flow, 13 core technologies, and 30 technical patents.

The launch of high-end brand strategy has opened up a new path for Kangnai. In less than a year in the past, Kangnai has entered several “Wenzhou names” in Tianjin and Jiangsu. In the next step, Kangnai will launch another high-end brand “KENOL”, focusing on high-end markets at home and abroad, marching into mainstream malls in first and second-tier cities, and opening its own specialty stores, priced between RMB 1200 and RMB 2,000.