1. Winning by quality is the foundation of Kangnai's success

The development of Kangnai Group is inseparable from Kangnai's strategy of winning by quality. Since its inception, Kangnai Group has instilled the concepts of "quality is the life of the enterprise" and "users are our God" into the hearts of employees, which embodies the management idea of winning by quality. Especially after the "Wenzhou Shoes Burning" happened in 1987, Chairman Zheng Xiukang inspected the Italian footwear industry and made up his mind to take the product quality of the top ten enterprises in the Italian leather shoes industry as a benchmark. In 1991, he put forward the quality policy of "striving for first-class quality, first-class style and first-class service in the same industry in China" and actively promoted total quality management and ISO91 quality assurance system. Formulated the quality and standardized management system of Kangnai leather shoes; Actively implement technical transformation, and take the lead in adopting mechanized shoemaking assembly line in the shoemaking industry in 199, creating a precedent for Wenzhou shoemaking industry to take the road of mechanized production. Over the past decade or so, Kangnai has carried out many large-scale technological transformations, and invested more than 1 million yuan in technological transformation, introduced advanced shoe-making equipment from Italy, Britain and Taiwan Province, successfully completed shoe pattern design and computer-controlled spark plan for key processes, and introduced ERP enterprise resource management system. The investment of all these technical equipment has provided a strong guarantee for the product quality of Kangnai leather shoes.

improving product grade is another key link to improve product quality. In order to produce leather shoes that surpass Italy, Kangnai began to research and develop high-grade leather shoes that keep pace with the international trend in 1992, and it was successful only in 1993. Kangnai Group has more than 1 designers and technicians, including more than 1 undergraduate designers and technicians. It designs more than 3, styles of men's and women's leather shoes every year, which guarantees the quality of products from the source and meets the needs of consumers. In 21, after being evaluated by Zhejiang Quality Management Association, Kangnai Group won the Zhejiang Quality Management Award, becoming the first enterprise in China leather shoes industry to win the provincial quality management award.

2. Creating a famous brand is the nuclear power of enterprise development.

The development course of Kangnai is a typical case of successful implementation of the famous brand strategy. In order to revive the reputation of Wenzhou footwear industry, Chairman Zheng Xiukang made a decision to implement the famous brand strategy in 1991 and applied for registration of Kangnai trademark in 1992. Under the guidance of the concept of "holding your head up and creating brand-name leather shoes", Chairman Zheng Xiukang decided to use an erect human head as the image of Kangnai trademark, which means "healthy development, what can I do?" In 1993, Kangnai Leather Shoes participated in the Shoe Expo held in Beijing, and won the honor of "Top Ten Shoe Kings in China" in one fell swoop. All major shopping malls in China responded immediately and welcomed Shoe King into the shopping malls, thus ending the history that "our store has no Wenzhou shoes". Wenzhou leaders said at the commendation meeting that Kangnai fired the first shot for the quality of Wenzhou. After the success of Kangnai's famous brand strategy in the first battle, it strengthened the determination of Kangnai Group to implement the famous brand strategy. Under the guidance of "going out" strategy, Kangnai Group adjusted its famous brand strategy in time, and made the development of internationally renowned brands an important task of the enterprise. In 21, it took the lead in opening a Kangnai brand store in France. In the 24 Athens Olympic Games, Kangnai Group launched an activity to cheer for the athletes of the China Olympic Games, which achieved very good brand effect. Through the implementation of the famous brand strategy, it has effectively promoted the development of Kangnai Group, which is the main secret for Kangnai to maintain the leading position in the industry.