The development of Kangnai Group is inseparable from Kangnai's strategy of winning by quality. Since its establishment, Kangnai Group has instilled the concepts of "quality is the life of an enterprise" and "users are our God" into the hearts of employees, which embodies the business philosophy of winning by quality. Especially after the incident of 1987 "burning Wenzhou shoes", Chairman Zheng Xiukang inspected the Italian footwear industry, determined to take the product quality of the top ten enterprises in the Italian leather shoes industry as the benchmark, put forward the quality policy of "striving for first-class quality, first-class style and first-class service in the same industry in China" at19/0/,and actively promoted total quality management and ISO 9000. Established the quality and standardized management system of Kangnai leather shoes; Actively implement technical transformation, take the lead in adopting mechanized shoemaking assembly line in 1990 shoemaking industry, and create a precedent for Wenzhou shoemaking industry to take the road of mechanized production. Over the past ten years, Kangnai has carried out many large-scale technical transformations, with an investment of more than 654.38 billion yuan. It has imported advanced shoe-making equipment from Italy, Britain and Taiwan Province Province of China, successfully completed the computer-controlled spark plan for shoe pattern design and key processes, and introduced the 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 develop high-grade leather shoes synchronized with the international trend from 1992, and succeeded from 1993. Kangnai Group has more than designers and technicians 100, including more than undergraduate designers and technicians100. More than 3,000 styles of men's and women's leather shoes are designed every year, which ensures the product quality from the source and meets the needs of consumers. In 200 1 year, 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 famous brands is the core driving force of enterprise development.

The development of Kangnai is a typical case of successfully implementing the famous brand strategy. In order to revive the reputation of Wenzhou shoe industry, Chairman Zheng Xiukang made a decision to implement the famous brand strategy at 199 1 and applied for the registration of Kangnai trademark at 1992. Under the guidance of the concept of "holding your head high and creating brand-name leather shoes", Chairman Zheng Xiukang decided to use an upright head as the image of Kangnai's trademark, meaning "healthy development, what can I do?" During the period of 1993, Kangnai Leather Shoes participated in the shoe fair held in Beijing and won the honor of "Top Ten Shoes Kings in China" in one fell swoop. The 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 Wenzhou quality. 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 the "going out" strategy, Kangnai Group adjusted its famous brand strategy in time, and took the development of internationally renowned brands as an important task of the enterprise. 200 1 Take the lead in opening a Connell brand store in France. In the 2004 Athens Olympic Games, Kangnai Group mobilized the overseas employees of Kangnai Store in Athens to carry out the activities of cheering for the athletes of the China Olympic Games, and achieved 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 its leading position in the industry.