Qi Kangfeng, chairman of Happy Mickey (Fujian) Children's Products Co., Ltd., a native of Wenzhou, took root in Jinjiang children's shoes industry and became a brand. In the process of starting a business, Qi Kangfeng also failed, but he was not discouraged. He identified the development direction, seized the blank opportunity of children's health care products market, and worked hard to make his ideal shine into reality and wear it on children's shoes. Healthy? Label, open the kingdom of happy Mickey children's health shoes with one hand.
Upgrade the terminal and implant children's health experience.
In winter in Suzhou, the chill is getting stronger, but it can't stop Qi Kangfeng's enthusiasm. Seeing the landing of the first Happy Mickey Children's Foot Health Experience Store, he felt that he was one step closer to his dream.
In the newly renovated Happy Mickey Suzhou store, there is a silver-white machine and equipment, which aroused the curiosity of the store owner and children. Qi Kangfeng told reporters that this machine is a children's foot health testing instrument, which can provide free foot health examination for children.
According to Qi Kangfeng, Happy Mickey Store will provide free foot testing and padding services for children's feet. Professional foot health assistants will use professional instruments to measure and evaluate children's feet, such as flat feet and valgus of hind feet, so that parents can know their children's foot health, and according to the test results, it is suggested to choose children's health shoes and insoles with appropriate arch support range and heel inclination, so as to provide better foot protection products for children and achieve foot protection effects.
In fact, the concept of children's foot health has only been mentioned in recent years. Nowadays, parents pay attention to children's eyes, teeth and other body parts, but seldom care about whether their feet are healthy. The society has not paid enough attention to foot health problems. Because the child is growing up, he is unaware of the quietly deformed foot, and when he finally finds out that he has foot disease, he has missed the best correction time. Therefore, we hope that the problem of children's foot health can attract the attention of families and society. ? Qi Kangfeng said with emotion that in Taiwan Province Province, everyone has a deep understanding of foot health. When parents choose shoes for their children, in addition to considering the comfort and style of shoes, the first consideration is the health of the children.
The comfort of a pair of stupid bear children's shoes lies not only in the comfort of the fabric, but also in the fit of the shoes. ? For example, if some children have thin feet, we will make thin shoes, as well as fat shoes and normal shoes. According to different sizes of children's shoes, we have 1E, 2E and 3E to choose from. In addition, there are differences between flat feet and high arch feet. The flat-footed insole holds up the flat part to prevent it from getting flatter and flatter. Some legs will get tired after being used for a long time, so we will set off some parts appropriately in the design to make users feel more comfortable. However, in the final analysis, all this needs scientific data analysis to support. In addition to cooperation with professional foot research institutions, necessary research and development equipment is also indispensable. ? Yan Kangfeng said.
Not afraid of failure, leading the brand to cut into the blank market
In fact, at the beginning of the brand establishment in 2006, children's sports and leisure shoes were the main products of Happy Mickey at that time. According to Qi Kangfeng's memory, the children's shoes and children's wear industries developed rapidly at that time, just like the adult sports brands ten years ago. As long as your goods are made in time, you are not afraid to sell them. However, in 2008, the downturn of China's manufacturing industry, represented by the shoes and clothing industry, also affected the happy Mickey in the children's shoes and clothing industry. With the continuous downturn of the industry environment and the increasing competitive pressure, children's shoes and children's wear brands with serious homogenization have started one price war after another.
At this time, on the one hand, the industry environment is becoming more and more severe, on the other hand, local children's shoes enterprises have joined the brand-building army, and Qi Kangfeng decided to find a new way out. ? At that time, many children's brands did not put forward a very clear brand concept, and everyone was pursuing the fashion and beauty of product appearance, and the product homogeneity was serious. In the final analysis, it is price and channel, which is easy to form vicious competition. ?
In such market competition, differentiated positioning has become an inevitable outlet for brands. In view of the fact that most domestic children's brands were located in leisure fashion products at that time, in 2009, Qi Kangfeng officially decided to lead the brand to children's health products.
In 2009, Happy Mickey officially entered the children's health care products market, introduced Japanese technology, and developed children's health shoes with Japanese shoe last. Because the product promotion was not in place and the new product was not accepted by the market, Qi Kangfeng's health shoes plan ended in failure. However, Qi Kang Peak was not discouraged. He decided to seek the help of professional forces and find professional institutions such as China Leather Shoes Manufacturing Institute, National Taipei University of Technology and Taiwan Province Medical College for continuous cooperation. Finally, since 20 10, the Happy Mickey Healthy Shoes Project has finally developed by leaps and bounds. With the formal establishment of Happy Mickey Professional Laboratory, through in-depth cooperation with more professional scientific research institutions, the research and development ability and scientific and technological content of Happy Mickey products have been continuously improved.
? For me, it is not a very accidental thing to choose to make children's health care products. Although the children's products market in China is booming, everyone focuses on the fashion and beauty of products, and children's health care products are a big market gap. At that time, there were few brands that focused on children's health care products in China. Therefore, we also put forward the development direction of children's health care products in view of this market gap, mainly to do children's health things in a down-to-earth manner. ? Qi Kangfeng believes that although the share of children's products in the whole market is small, the competition is fierce. Where should enterprises start if they want to achieve long-term development in the market? Increase the added value of products? It is the development trend of children's shoes industry to consider building healthy children's shoes.
Integrating resources to enhance product advantages
With the changes in the market environment of shoes and clothing, so is health care industry, a child? Is it getting better? . At the same time, business opportunities are everywhere and competition is intensifying, which gives enterprises unlimited pressure.
? With the change of the market, product upgrading is imperative, and the resources you want to integrate must keep pace with the times, especially after Happy Mickey locks in health and technology, which is a brand-new field. I will not only learn from scratch, but also lead the team to learn, learn to integrate and quickly enter the state of product upgrading. ? Qi Kangfeng said that now, he has integrated more high-tech resources into his products, enriched the functions of the products, such as anti-lost, sports testing and other functions, distinguished the safe and intelligent Happy Mickey products from similar products, and enhanced the advantages of technology, safety and intelligence of the products.
For Happy Mickey, 20 16 is not only a year to integrate resources and upgrade products across the board, but also an important year to return to the essence and pay attention to product quality. ? We are glad that Mickey wants to be a century-old brand and will not only focus on short-term interests. On the contrary, we hope to gain consumers' recognition of Happy Mickey through long-term market cultivation. In the future, children's industry will develop in the direction of personalization, science and technology and health. I believe that Happy Mickey will be able to stand the test of the future market with the remarkable brand identity of technology and health products. ?
The production of high-quality products needs strong rear support, and the strength of the production line directly affects the supply and replenishment speed of products and the responsiveness of enterprises to the market. To this end, Qi Kangfeng expanded the production workshop, improved productivity, and adjusted a production line for quick replenishment, so as to meet the product richness, improve the market supply and replenishment speed, and keep up with the fast pace of fashion. Products determine the market, and rapid market response and delivery speed are also important contents of product upgrading.
Besides, what does Qi Kangfeng think? Internet plus? In the era, especially under the premise that the profit of a single store is impacted by the Internet, it is particularly important to integrate Internet resources. ? I have been thinking about how to solve the profit problem of a single store, whether O2O can be used to solve the problem that stores can be opened after closing, and combine physical store sales with online sales, so that O2O terminal experience can be skillfully integrated into brand terminal upgrade. This aspect will be worth our further exploration. ?
Idealism, low-key and pragmatic
Boss impression
As a Wenzhou native based in Jinjiang, Qi Kangfeng not only inherited Zheshang? Good choice, ambitious? Cultural genes, how many merchants are there in Fujian? Dare to win? Personality characteristics of. From coming to Jinjiang alone to make children's shoes and brands, to seize the opportunity to take the lead in entering the children's health shoes industry and take a differentiated route. Ideal, low-key and pragmatic? It is also a pertinent evaluation of Qi Kangfeng by many people who are familiar with him.
Let the ideal shine into reality, we must rely on constant struggle and hard work. With what? Provide more and better health products for children in China? Under the guidance of this lofty ideal, Qi Kang Peak is leading Happy Mickey on a steady road. Although it will take time for the market and consumers' cognition to settle down on this road, at least one thing is foreseeable: the future of children's foot health shoes market can be expected.
Qi Kangfeng plans the development track with a forward-looking vision, and Happy Mickey gains popularity and reputation with his unique concept of health science and technology, which is a true portrayal of his years of struggle in children's health care industry. For him and the children's health shoes industry, every development is the result of silent cultivation under the guidance of ideals.
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