Kangnai Is Holding Hands With William Feng.

Kangnai started its fashion and started again. In April 19th, "Kangnai is the 4 time for the promotion of Kangnai brand upgrade", Kangnai is holding hands with William Feng.

As a 37 year old enterprise, how can Kangnai achieve brand upgrading and attract young consumers? This time, Kangnai's pformation and upgrading has played a good example for China's footwear industry.

Brand new upgrade William Feng helps Kangnai fashion

In the 2016 government work report, Premier Li Keqiang pointed out: "we should encourage enterprises to carry out personalized customization and flexible production, and cultivate the spirit of craftsmen who strive for excellence, increase varieties, improve quality and create brand names."

In the face of the background of the 4 industry era,

Mr. Zheng Xiukang, the chairman of the board of directors, said that "change rules and regulations are common and live in a strong way."

Kangnai shoe industry has been rapidly distributing the brand upgrade and development path in the market "alarm", maintaining the heroic nature of the industry leader.

In today's 80 and 90's gradually become the main consumption era, Kangnai is determined to come to "big change", from the brand image, sales channels, products and services and other aspects of all-round upgrading.

At the same time, it also invited William Feng, one of the most popular actors in China, to be the spokesperson of the image. But Kangnai knows that finding a star to make simple endorsements can not release the biggest effect of the stars. Kangnai also invites him to be a "master of comfort experience" creatively.

Tens of thousands of consumers first experience the comfort of Kangnai leather shoes, help Kangnai brand fashion and start again.

At the press conference, William Feng said, "Kangnai is a brand that has been carefully polished for 37 years, especially Kangnai's ingenuity is very moving to me. It is my honor to be a member of Kangnai.

Today, I am wearing Kangnai shoes for me. Although they are a pair of leather shoes, they are just as comfortable as a pair of casual shoes. If you wear them, traveling is a very pleasant thing. "

12 platforms live broadcast new play amazing industry

With the fragmentation of information and distraction of audiences, live broadcasting is still one of the most popular marketing methods.

This year's Kangnai brand upgrade conference, Kangnai continued to choose live marketing.

But this time, Kangnai has introduced new tricks, and has played a new pattern. Combined with Youku, Sina, Wenzhou network, Tmall, Taobao, Jingdong, vip.com, Ying Ke, a live broadcast, pepper and other 12 main platforms with different attributes, the matrix new play of "media platform + shopping platform + Entertainment platform" has been arranged. The multidimensional news coverage of the conference has been broadcast live, and there are many forms of interaction with the users.

In the broadcast process, Kangnai instant interaction, through the user to reveal the form of electronic business platform password red packets, directly communicate with consumers, Kangnai for the major business platform successfully diversion.

For the entertainment of a strong live, guest, pepper three platforms,

Let the three net red beauty anchor take fans to visit the conference site, especially when the anchor takes off shoes and stands on the intelligent foot measuring instrument to experience. It has attracted a large number of fans' interest, and has been impressed by Kangnai's high-tech intelligent equipment.

Marketing strategy upgrading targeting young target users

Last year's Kangnai new product conference, Kangnai broke through the brand marketing barriers, boldly tried "live + interactive business" new path, and this year's Kangnai brand promotion conference, its marketing action is bigger, the integration of social media and mainstream news media and other resources, rhythmic and step-by-step marketing target to lock young consumers.

With "signing brand new image spokesperson William Feng" as the dissemination point, conduct a large-scale preheating exposure.

Among them, the social platform micro-blog initiated William Feng's comfortable experience master reading volume over 86 million, and successfully landed on the Sina micro topic one hour list of fifth, and the social list was first.

Kangnai has joined the nation's largest sports social platform, Gudong, and released a China's "love walking" city rankings, triggering popular debate. Many young netizens are interested in "Hometown" complex.

The Southern Metropolis Daily carried out a full page report, NetEase, Tencent, Phoenix, Sohu, Sina...

The mainstream news media such as the Internet, and the local news media platforms have also been competing to report, achieving the coverage effect of the whole network platform.

After that, Kangnai took advantage of the heat and continued the heat to the social media network. The topic of micro-blog, China's favorite walk city list, was very strong and became a hot topic.

After digging deep into the research data, Kangnai plans to launch the "comfortable walking one kilometer" initiative, and appeals to the multi-dimensional, multi-storey and social oriented society to urge the urban office workers to return to the "exercise of life and health and happiness".

Kangnai has exclusively customized the H5 of "one kilometre walking", which was launched at the same day on the day of the launch. Kangnai spokesperson William Feng launched a proclamation on the walking declaration to the whole society, calling for more people to participate in the form of interaction with users.