A classic case of Connell Group Co., Ltd.

1. Why did Connor take the lead in "going out"?

First of all, establishing China's world brand is an inevitable requirement for China to enter the era of global economic integration. For China's manufacturing industry, although it is a big country in output, it is a weak country in brand. In Business Week's ranking of "Top Global Brands 100", none of China's brands are on the list. China's footwear industry accounts for 5 1% of the world's output, but there is no well-known brand in the international market. Therefore, only by creating China's own world brand can China enterprises have a say in the world. At the same time, I think that to build an international brand, you can't just create it at your own doorstep, and you can't call it an international brand if you succeed at home. You must choose to "go global".

Second, it is the expectation of the country, the responsibility of the industry and the inevitable requirement of the enterprise's own development that domestic strong brands take the lead in going abroad.

1998, china leather Industry Association proposed that it would take 10 to 15 years for China's leather shoes industry to build three to five famous brands internationally. As a leading enterprise in China's footwear industry, Kangnai has the ambition and responsibility to go out and work hard. At the two sessions, Premier Wen Jiabao once again emphasized in his report "supporting qualified enterprises to go global". We should respond to the call of the central authorities and speed up the pace of going out and creating brands. In 2002, Comrade Wu Yi visited Wenzhou. At that time, when I reported to Comrade Wu Yi, I said, "Many people compared the entry of foreign companies into China to' the wolf is coming'. I think we want to be a competitive wolf in the international market by setting up a brand abroad. This is the goal of our enterprise development and the purpose of our' going out'. "

Second, what does Kangnai rely on to "go out"?

First, with the help of overseas Chinese, Kangnai brand is exported overseas.

In the late 1990s, it was very common for China leather shoes products to go abroad, but the brands that went abroad were still blank. There are more than 400,000 overseas Chinese in Wenzhou, which is a unique gold sales channel. Kangnai participates in large-scale shoe exhibitions around the world every year and contacts many overseas Wenzhou businessmen; Overseas Chinese often return home to visit relatives and friends or engage in business activities. We will make full use of this opportunity to promote Kangnai brand and the concept of "going out" to create brands. Kangnai's determination to "go global" and build an international brand coincides with overseas Chinese who are interested in doing business. After negotiation and selection, Kangnai's overseas franchisees have been gradually implemented.

Second, establish a good image of Kangnai brand overseas through various forms.

In order to expand the overseas popularity of Kangnai brand, we choose to put advertisements on newspapers, magazines, buses in China and street sign light boxes in Europe and America. Overseas Chinese and Asians in EU countries are readers of Chinese newspapers such as Ou Hua Times and European Times. Through publicity, they not only became loyal consumers of Kangnai leather shoes, but some elites also developed into Kangnai franchisees. The price of Kangnai overseas specialty stores is high-end, with an average price of more than 60 US dollars, and normally it does not exceed 90 US dollars. A shopping mall in France set the price of Kangnai leather shoes at 140 Euro. After learning that, we negotiated with the store manager. Finally, the store changed the style of leather shoes in the 90-dollar Connell overseas specialty store to meet the needs of local consumers. Connell has not only a design team in China, but also a design center in Italy. Our company has more than 5,000 styles of foreign trade leather shoes every year, and people of all colors have Kangnai leather shoes, and the consumption ratio of China people accounts for about 20%. By the end of 2005, Kangnai had opened more than 65,438+000 specialty stores in more than ten countries, including the United States, Italy, France, Portugal, Spain, Greece and Vietnam.

Third, cooperate with foreign professional shoemaking research institutions to avoid the technical barriers of "going out".

SATRA is a global footwear research institute, established in the UK, 19 19. Many world-renowned footwear brands are members of SATRA and use or refer to its technical standards. In 200 1 year, Kangnai became a member of SATRA organization, and SATRA provided Kangnai with technical services including improving product technology, quality and testing technical standards every year. We proposed to establish a laboratory in cooperation with SATRA, and finally signed a cooperation agreement in 2004. The cooperation between the two parties includes that Kangnai will invest 6,543,800 yuan to establish a footwear research and development laboratory and develop new processes, materials and technologies under SATRA technical services. Long Yongtu, Secretary-General of Boao Forum for Asia, commented on us as follows: Kangnai cooperated with SATRA to solve the problem of how China's footwear industry meets international rules.

Third, continue to intensify efforts to expand the achievements of "going global"

After several years of exploration, Kangnai's overseas stores, on the basis of recruiting overseas Chinese as franchisees, constantly adjust their development strategies and accelerate the pace of "going out" according to the development idea of "going out, going in and going up again". Kangnai's overseas specialty stores opened along the street, developed into monopoly halls and counters of shopping malls in the host country, and gradually penetrated into the main sales channels in the host city.

In 2005, we first implemented this plan in France. After a year's efforts, Kangnai has entered 35 shopping malls in France and established special halls or counters. From June 5 to February 2004, we specially invited Mr Debon Phillips, the manager of this French retailer, to come to the company to discuss the next development. After visiting Kangnai, Mr. Debon said, "I plan to let Kangnai enter 200 shopping malls in France in five years." At present, Connor is developing very fast in France. Before July, 2065438+00, the mall plans to add five specialty stores, and the flagship store in Paris, France will soon open, with a business area of 280 square meters. Cornell stores in Berlin and Hamburg, Germany, opened on June 1 2065. Cornell stores in Austria, Switzerland and Luxembourg will also open one after another.

After more than five years of exploration, it is an inevitable trend for China shoe industry to build an international brand. In this process, we will encounter problems such as cultural collision, management and talents, but we are still full of confidence and determination. We believe that with the strong support of the state, governments at all levels and relevant departments, driven by the all-round and rapid economic development of China, and combined with the overseas expansion of a large number of powerful brands in China, with first-class products, first-class technology, first-class design, first-class manufacturing and first-class culture, we will definitely launch Kangnai, a world brand belonging to China.