subject: Shoe Kangnai start network marketing to create high-end brand - shoes, Kangnai, high-end - Footwear Industry [print this page] Shoe Kangnai start network marketing to create high-end brand - shoes, Kangnai, high-end - Footwear Industry
HC shoes News Network on March 4th of each dark period, someone to light the torch of hope.
In the industry is facing recession or in times of crisis, there are some brave, some made their own attempts. Government policy-makers, but also introduced some policies in a timely manner, hoping to help traditional industries out of this predicament, Wenzhou, Kangnai and the Aokang To find another way to quickly realize the transformation and upgrading.
Kangnai: to the airport of customers
To build the high-end brands Kangnai Marketing Cheng Hui, manager of the corporate sector to open at the time of last year, received a telephone call from chairman Zheng Xiukang.
"Let us go to the airport, chairman of blocking people." Take calls, Cheng Hui, who arranged to his subordinates said.
This strange mission, began Zheng Xiukang ambition: he wants to "Kangnai" hit create a high-end brand.
"No brand, can be compared to the others pull scooters, always in a passive position." This is said to spend only 45 days in the hands of the average person needs three years to learn the shoe-making technology, smart people, has always kept in mind to improve " Kangnai "brand grade.
Order to complete the task, Cheng Hui, set up an investigation team is the subject of consumer demand for high-end group of shoe.
Thus, for some time, the members of this group every day Dunshou in Beijing, Shanghai, Guangzhou and other places outside the airport, targeting some of the boss or the appearance of white-collar person who rushed in to ask what they like to wear what brand of shoes .
In many cases, they were considered the "bad" deal.
"A goal we started looking, mainly from BMW, Mercedes and other high-level passenger cars coming down, because we the working group is exclusively male compatriots, her hand holding the camera, when we came up with them by speech When guests first reaction is to alert, and some even looked at us with suspicion. "Cheng Hui recalls.
Even so, Zheng Hui and his colleagues eventually handed over to the chairman of a satisfactory report.
"To see the report, is mixed." Let Zheng Xiukang concern is customers had their own large numbers of loss of monopoly of foreign brands, domestic high-end market, most of country; and joy, he found not consumers take the initiative to abandon the national brand, but their R & D and production has not kept pace with their needs.
Soon after, "Kangnai high-end manufacturing" concept frequently appears in various media.
The spring of last year in October at the new order, Kangnai the proportion of high-end product orders over the previous quarter and same period in previous years have improved significantly. 2009 Market Sell Data show that sales of high-end products Kangnai share, compared with the same period last year, an increase of about 10 percentage points.
