Three strategies Chuang shoe on the international market
Tactics 1: stick to high-end
In 1990, enterprises in other shoes are anonymous, transfer, relocation, or processing of man, the Kangnai the first to introduce mechanization and strengthen the total quality management. 3 years later, in 1993, developed by the Kangnai Wenzhou European version of the first high-end leather shoes, "Italy to" participate in the year of "China Top Ten shoe king" of the award, winning in the "China Top Ten shoes Industry King "title.
China's WTO accession, the Kangnai again turn their attention abroad. From the beginning of exports of more than 20 countries, and now the store opened to more than 10 European and American countries, and on behalf of more than 30 foreign luxury brands to do processing, Kangnai always taking the "high end" line. The average export price in the domestic leather shoes less than 5 U.S. dollars a case, the Kangnai the minimum export price has exceeded 12 U.S. dollars, and are generally 30 dollars. Kangnai when doing OEM to set a "rule": do not do all low-grade, all products sold in foreign countries, instead of wearing the hat of foreign brands into the domestic market. As Kangnai have world-class, exquisite manufacturing capacity, which go out of Kangnai products are generally sold for 300 dollars or more. Some boutique shoes also foreigners from the local "export" to China, into the country's top shopping malls, selling at 2,800 yuan or more.
Second trick: on the pretext of external forces
How to find a convenient and effective "out" way? Kangnai thought of Chinese and overseas Chinese with foreign nationality temperature, the Kangnai stores opened abroad.
Since 1998, Kangnai all over the world each year to participate in development of large shoe contact with many overseas businessmen temperature nationality. These overseas Chinese back to China to visit relatives and friends often engaged in commercial activities, Kangnai invited them to the company's guest, to discuss cooperation matters. In order to quickly expand the Kangnai popularity in Europe and the United States, Kangnai Chinese newspapers in Europe and the United States, buses, light box signs often posted Kangnai image advertising and advertising investment. Proved, this trick is very effective. Currently, Kangnai the United States, Italy, France and Belgium, Portugal, Spain, Greece, Africa Ghana more than 10 countries around eighty few. By 2005, Kangnai overseas foot store will be opening 120, to become the first overseas started brand shoes in China.
Trick 3: in-depth, "Wolf's Lair"
In 2001, after repeated contacts and communication, Kangnai's accession to the symbol of the world's top level of the SATRA footwear certification organization. SATRA all these years to provide for the Kangnai include improving product technology, product quality and other technical services. But in recent years, Chinese enterprises in foreign countries frequently subjected to "unfair" treatment, caused Kangnai high-level attention. So earlier this year offered in cooperation with the SATRA built laboratory. July, SATRA to send its head of Asia-Pacific to negotiate, finalize a cooperation agreement.
September 5, Kangnai Group and the British STATRA organizations in Beijing's Great Hall at the signing ceremony of cooperation agreement. Cooperation includes, Kangnai technical services in SATRA, the investment 10 million yuan to establish footwear research and development in the country certified laboratory, R & D in the world the latest footwear technology, technology, R & D latest international footwear technology, environmental protection standards. Kangnai of the vision is that in the laboratory became the footwear industry's top R & D at any time after the commission is prepared to accept the relevant state departments to help develop China's shoe trade, technical specifications, influence on foreign imports.
Kangnai Chuang International stated that only three strategies to better adapt and integrate into the international markets, Chinese shoe to dance with world-renowned brand.
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