2010 Wenzhou Shoe Industry Rebirth (3)

Brand strategy has achieved remarkable results.

From keen OEM to winning brand change

The footwear industry in Wenzhou has implemented the famous brand strategy earlier in the national industry, from family workshops to "OEM production" to self creation brand, from quality industry to brand development to brand extension. Kangnai and AOKANG are China's leading leather shoes brand. AOKANG has been rated as the only trademark brand in China's leather shoes industry and ranked first in China's most valuable trademark leather shoes industry. Kangnai has been selected as the 500 most valuable brand in Asia; red dragonfly, Jill, East, multi Kang, and ER Kang have been awarded genuine leather shoes; 14 enterprises have got genuine leather shoes; Wenzhou shoes industry has 3 famous Chinese export brands, 5 famous Chinese brands, 43 well-known Chinese trademarks, 66 enterprises have been granted "national inspection free products".

Enterprises attach great importance to safeguarding brand equity. The 6 companies, such as AOKANG and the flying ostrich, succeeded in the joint judicial proceedings after the brand was deliberately preemptive by foreign ulterior motives. The Red Dragonfly Group won 19 court registration companies in Hong Kong.

　　 technological innovation Guiding industry

From cost advantage to technology quality advantage development

While building advanced manufacturing bases, importing advanced production lines and complete sets of equipment, enterprises attach importance to the establishment of technology centers, R & D centers and scientific laboratories. In product development, they focus on independent innovation, docking research and development with the market, introducing and innovating, and constantly innovating. The whole industry has 289 national intellectual property patents. The 6 enterprises were selected as the first batch of "China leather and footwear industry technology demonstration enterprises", accounting for 46% of the total number. Kangnai group first introduced mechanized pipeline and advanced equipment, and became the most advanced shoemaking enterprise in the domestic equipment and technology. Successful development of high-end European version and Goodyear leather shoes, to guide the development trend of the market. The series of comfortable shoes developed by three international latest technology has been recognized as an international advanced level.

AOKANG Group invested more than 200 million yuan to introduce 30 world-class production. Assembly line 3 shoe design centers were set up in Wenzhou, Guangzhou and Italy. The group and Zhejiang University jointly developed the first shoe machine with independent intellectual property rights in China. Red Dragonfly Group has established a shoe technology laboratory with Italy LARIO and Shaanxi University of Science and Technology. It has independently developed series of functional shoes such as walking shoes, driver shoes and so on, and has applied for more than 30 national patents. The successful development of the domestic leading, 28 national patent of the nano functional air conditioning shoes, JD shoes, has launched the fifth generation of products, and has become one of the leading enterprises in the R & D Application of China's footwear industry. The Australian PU group has successfully developed snow high tube anti skid boots to fill the gap in domestic production. The "antibacterial" leather shoes, developed by Augustus footwear industry and the Institute of physics and chemistry, have become the only enterprises in China's footwear industry that have been identified as "antibacterial signs". The "health care" leather shoes developed by Yalong shoes industry have obtained 15 patents with independent intellectual property rights, and won the "China Environmental Sign Excellence Award" issued by the State Environmental Protection Administration, and the enterprise has been selected as a high-tech innovation enterprise in Zhejiang province.