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In the past 2016, QI Kangfeng, general manager of Happy Mickey, won the "Brand Strategy Award of Jinjiang Producer of the Year 2016". In Jinjiang, the capital of this brand, the annual figures of production and production are the important awards to commend enterprises for breakthrough achievements in the year. Qi Kangfeng, as a Zhejiang merchant rooted in Jinjiang, can hardly win this award. Happy Mickey Children's Products Co., Ltd. Qi Kangfeng, general manager of the organizers Jinjiang Economic Daily on Qi Kangfeng so commented: "He is looking for the direction of development, more than a decade to uphold the cause of children, children's health supplies to seize the opportunities in the market blank hard work hard, Health shoes Kingdom, keen to find international tide brand new opportunities for children's shoes, the introduction of Doraemon children's shoes, led the successful multi-brand strategic transformation. "10 years, QI Kangfeng how to operate happy Mickey brand, step by step to domestic enterprises How to lead the success of multi-brand strategic transformation? In fact, as early as the 90's, Qikang Feng began to pay attention to the children's market. In 2006, when he started his startup, the children's shoes market was facing a golden age of development. The market prospect was very good. Happy Mickey brand was In such a market environment came into being. Qi Kangfeng will be the focus of business on children's products, on health shoes, at that time can be said that very forward-looking ideas, domestic children's shoes in the field of child health little. Happy Mickey product image "I hope to truly, down-to-earth research and development, production of health science and technology of children's shoes products, to consumers." Qi Kangfeng said. Happy Mickey brand has been able to rapidly develop, largely due to his original intention and product adherence. He attaches great importance to the quality of products, happy Mickey every quarter to develop hundreds of children's shoes products, one by one after his inspection, as long as there are new technology for children's shoes, he is willing to try new technologies, and long-term and many professional Institutional cooperation in the study of children's foot health, the development of new technologies, which is very rare in the children's shoes business. The author understands that happy Mickey has specially introduced the project of "health shoes" since 2009 and the United Nations domestic and foreign authorities to enhance the overall development and manufacturing of children's shoes. Among them, China Leather and Leather Shoes Industry Research Institute, Taipei University of Science and Technology, Taiwan Medicine Hospital and other institutions to carry out the strategic cooperation of foot biomechanics, as we all know, has developed a number of state-authorized scientific research and patent products. In 12 and 13 years, we established the "Healthy and Comfortable Children's Shoes Research Center" and "Children's Footwear Science and Technology Experiment Center" with the cooperation of professional institutions and the children's orthopedic shoes developed by Taiwan's Xufeng Research Institute and obtained Taiwan's Health and Welfare Department certification. In addition, happy Mickey also developed an experiential terminal project, the project for children's physical characteristics of the foot-type distinction, through professional equipment inspection foot shoes, shoes for children to choose the correct reference. Happy Mickey product image It is not hard to see, happy Mickey spared no effort in product quality and technology development. Now, happy Mickey among the best in the domestic children's shoes market, unique in the field of "health shoes", which is consistent with Qi Kangfeng's corporate strategy. Multi-brand operation, leveraging 90 emerging consumer markets 2016, Qi Kangfeng led the successful introduction of the international animation IP Doraemon, and large-scale investment in new brand tide brand building and construction, once again let the eyes of the industry. Qikang Feng frankly, business 10 years, a lot of business around a lot of temptation, and he insisted on the children's products market and is willing to once again Qingli into a new brand, mainly because he has always been optimistic about the development of China's children's products market prospects. In recent years, children's products market can be said to be in the ascendant, the market capacity continues to rise, but the market is more diverse, more and more subdivided, the opportunity is more in the emerging channels, consumer groups, and 90 Urban trendy parents have begun to become the dominant force of maternal and child consumption, Doraemon children's shoes for such people. Happy Mickey and Doraemon also the same as Qikang Feng's main brand, brand positioning has obvious differences, with a strong complementary role, which is undoubtedly the enterprise in the same category has opened up a new Profit chain, the successful conduct of the horizontal integration of the industrial chain. Doraemon children's shoes brand image Happy Mickey's target consumer groups are urban fashion parents, while the Doraemon children's shoes are the main trendy new generation of parents; brand and product style, happy Mickey walk is the urban casual style, the main " Healthy shoes ", while Doraemon is highlighting the international trend, with obvious advantages of international animation IP. In addition, the market channels, happy Mickey positioning third and fourth tier cities, towns and cities, Doraemon positioning first and second tier mainstream shopping mall, large department store super, shopping malls and so on. It can be said that these two brands not only enjoy the same enterprise chain advantages, but also has a completely different idea of ​​brand management, and this is a test of the comprehensive operation of enterprise capacity. Qikang Feng pointed out that "our brand management team is considered a senior in the industry, and the upstream and downstream enterprises supply chain is also one of our advantages.After introducing the new brand, happy Mickey and Doraemon respectively set up an independent R & D department, product development Is completely independent, this is mainly to ensure that the two brands to maintain their own style of goods, the development of independent advantages of category and technology products. "Doraemon children's shoes image under the leadership of Qi Kangfeng, just less than a year Dora A dream of children's shoes in major cities in the country's shopping mall, large department store supermarkets, shopping centers blossom everywhere, the development of the product has a strong tide brand style, street tide, parent-child health and popular four major consumer products in the country market Very good response. With the current stage of development, Qikang Feng said the company will create "Made in China +." Happy Mickey has the industry's forefront of independent research and development design team and production of hardware equipment, with inherent advantages. The company currently has five international standard modern production lines, supporting more than 1,000 production facilities, to scientifically operate in strict accordance with high standards to ensure that each pair of high-demand shoes produced. Whether it is the early operation of a single brand, or the current multi-brand strategic transformation, Qi Kangfeng has always been the product as the foundation of the enterprise, which may be where his success.
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