The "Chinese Shoe King" Who Sued The EU: Wenzhou People Never Get Rich.

As the controller of AOKANG group, China's largest private shoe manufacturer, Wang Zhentao has been chased by domestic and international media in 2006.

On the European Forum, the Wenzhou businessman has spoken out for the dignity of China's shoe enterprises, becoming a "first person" for Chinese enterprises to protest against the Antidumping of EU footwear.

In fact, even in Wenzhou, where China is most likely to breed wealth, Wang Zhentao's story has long been wearing the aura of "legend".

Recently, in Beijing's exclusive interview with this newspaper, the "China shoe king" claimed that he was planning AOKANG's listing. "Wenzhou people never get rich.

The lonely fighter under the big stick of anti-dumping

In 2006, Wang Zhentao became famous because of the EU's anti-dumping case against Chinese footwear.

In October 7, 2006, the European Union formally launched a two-year anti-dumping duty on leather shoes originating in China.

Nearly 16.5% of the EU's high anti-dumping duties hit China's shoe companies, and Wenzhou's shoes exports to the EU decreased by 1/3.

Faced with the anti-dumping stick, most domestic enterprises chose silence or concession avoidance or adopted other rescue measures, but Wang Zhentao made a counterattack in half a month.

In October 23, 2006, AOKANG group formally decided to initiate a lawsuit against the first instance court of the European Union, suing the EU Council for issuing 16.5% of the anti-dumping duties.

Due to less than 10 litigation companies, the pnational "marathon" lawsuit was called "thin counterattack" by the media at that time.

However, the pessimistic argument that comes from the face can not destroy Wang Zhentao's morale.

"Many enterprises believe that the EU's anti-dumping has many political implications, and the government and trade associations should play a more important role.

In fact, from start to finish, enterprises are the main force to deal with anti-dumping.

Enterprises should not shirk or pfer responsibilities, but should be good at learning from every international trade friction. After all, internationalization of Chinese enterprises has a long way to go. "

A big fire woke up the Chinese shoe king.

"In fact, Wenzhou people have a spirit of winning and winning."

Wang Zhentao said.

It has been counted that one in every 120 people in China is wearing AOKANG shoes, and Wang Zhentao is also known as "China shoe king".

But many people will not think that Wang Zhentao's business legend is almost built on the ruins.

As early as the 70s of last century, commodity awareness sprouting from countless family workshops in Wenzhou, which included excellent commercial culture with diligence and courage, and many Wenzhou people were too smart to be in danger.

In 1987, Wenzhou produced a lot of fake and shoddy leather shoes. Overnight, "Wenzhou shoes" became synonymous with "plague shoes".

In August 8th of that year, the Zhejiang Provincial Bureau of industry and Commerce concentrated the Wenzhou shoes collected in various places in Hangzhou's Wulin gate square.

But the result of this "just move" by the Zhejiang industry and Commerce Bureau far exceeded the expectations of the people.

This fire, which shocked the whole country, made the "made in Wenzhou" nail on the humiliation column, and also made the Wenzhou people, known as "Oriental Jews", almost become "rat crossing the street".

At that time, more than 4000 pairs of leather shoes sold by Wang Zhentao were sealed up in Wuhan. Although they were not fake and shoddy, they were auctioned at a price of 5 yuan and a pair, with a loss of about 200000 yuan.

For this reason, Wang Zhentao fought for a long time in Hubei, but only paid 2000 yuan in compensation.

"But the fire actually woke me up."

Wang Zhentao said.

This is also an opportunity. Many Wenzhou shoe owners changed their flag.

"But my blood may be born with an adventurous spirit."

Wang Zhentao told reporters that when he returned to his hometown, he patrolled 30 thousand yuan together, set up his own shoe factory and enlarged his wealth dream in the vacuum period of Wenzhou shoemaking.

In December 15, 1999, in Hangzhou, AOKANG burned more than 2000 pairs of fake AOKANG shoes.

"This fire is the name of the whole Wenzhou shoe."

After waiting for 12 years, Wang Zhentao made a vengeance on Wenzhou shoes with a carefully planned marketing.

Business example is Samsung.

Wang Zhentao, 42, was born in Yongjia County, Zhejiang province. He was the oldest among four siblings. When he was 16 years old, his family was poor. Wang Zhentao chose to drop out of school to support his younger brothers and sisters in completing their studies.

After dropping out of school, Wang Zhentao studied carpenters and sold electrical appliances, valves and shoes.

"But I have never complained about anyone."

Like many other enterprises in Wenzhou, Wang Zhentao's AOKANG group is based on the rudiments of family businesses.

According to public information, family businesses account for over 80% of the more than 300 existing private enterprises in China, and family businesses are not uncommon among the top 500 in the world.

However, in today's AOKANG group, the last trace of family businesses has disappeared.

In 1994, Wang Zhentao proposed separating shareholder ownership from enterprise management and management. Shareholders are no longer the managers of enterprises. Relatives withdraw from the top of the enterprises and break up "inbreeding". The "AOKANG" trademark is valued at 480 thousand yuan to Wang Zhentao.

"Those are the most painful years for me."

Wang Zhentao's "cost" is almost deserted.

However, a large number of senior management positions were vacant, allowing AOKANG to open its doors to foreign talent for the first time, and Wang Zhentao thought that talents would become the driving force of enterprise innovation.

For talent, Wang Zhentao has always been "generous". Last year, he ordered a batch of BMW to give his employees. The about 400000 yuan car was set at 10 cars.

"My business example is Samsung."

Wang Zhentao told reporters that Samsung is the fastest growing enterprise in Korea. It has not only become the largest conglomerate in Korea, but also surpassed SONY as a leader in the industry.

All this is the result of its insisting on innovation.

Wenzhou enterprises are queuing up this year.

Wenzhou, Zhejiang, is the Mecca of China's light manufacturing industry. Before AOKANG, "capital business" has been absent from Wenzhou's development mode.

"Before 1992, people in Wenzhou were very timid, afraid that the Wenzhou model was hit, so many people made money and moved their money abroad. But I would not grasp the hard earned money."

Wang Zhentao told reporters that his money was spent on expanding reproduction, "I want to build a hundred years of business."

Wang Zhentao believes that if Wenzhou's private economy is to carry out industrial restructuring, improve corporate governance structure and enhance corporate social image, listing is an important way.

Wang Zhentao told reporters that his listing plan is in the process of planning.

"Last year at the Shenzhen entrepreneurs forum, several investment groups were always staring at me and asking if we had any intention of going public to help us."

"In the future, there will be many listed companies in Wenzhou, far from one family."

Wang Zhentao said that according to his understanding, there are already more than 60 enterprises listed in Wenzhou.

Real estate, fried oil, fried state owned enterprises...

Wenzhou capital has gained prominence in recent years. However, Wenzhou people's understanding of capital always appears to be speculative. Wenzhou's industrialists are indifferent to capital markets.

So far, there are few listed companies in Wenzhou.

In this regard, Wang Zhentao said that Wenzhou enterprises did not want to be listed before.

"In the past few years, the domestic stock market is not stable, and more importantly, the concept of entrepreneurs has not changed, especially in private enterprises. They fear that the enterprises they are working hard to establish will become public and the brand will not be their own.

The management of private enterprises is not very standard at present, which requires a process.

However, "this is not knowing what has been done."

The era of "capital business" of Wenzhou enterprises is opening.

In the future, the Wenzhou version of China's concept stocks may also trigger global competition.

"The greatest wealth of Wenzhou is Wenzhou people".

Reporter: how is the anti dumping case now?

What is the biggest difficulty in the anti dumping "defense war"?

Wang: our lawyer is still following up. This is not a short-term problem.

The biggest difficulty for Chinese enterprises is the serious prejudice that many European countries have because they do not understand China.

Antonio, chairman of the Elche Footwear Association, once thought that Chinese shoes had affected the development of local footwear industry and should drive Chinese shoes out of the Elche market.

But later, after visiting China's footwear industry, he admitted that the development of China's footwear industry far exceeded what he had imagined before.

Reporter: what are your expectations for the result?

Wang: EU countries have joined the WTO very early. In addition, their market can develop to this day. They know better what the justice and fairness of the law mean to the future. So I believe they will take this matter seriously.

Reporter: so much attention to this anti-dumping case, do you think internationalization is the only way for Wenzhou enterprises to become stronger?

Wang: the door is international.

Because the Chinese market is also part of the international market and is a very important part.

However, once we choose internationalization, we must focus on the long term and dare to give up our immediate short-term interests.

This time the EU anti-dumping lawsuit, many enterprises voluntarily gave up because of the cost problem and the strangeness of the international rules of the game.

However, after two years of consideration, litigation is necessary.

Reporter: do you think that the society still has an established and unfair view of Wenzhou businessmen?

Wang: in fact, Wenzhou's economy is the economy of "Wenzhou people". Wenzhou's greatest wealth is Wenzhou people.

There are four distinct characteristics of Wenzhou people: first, they want to make a fortune in their dreams.

There is no time to play mahjong, walk fast in the daytime, and make dreams of making money in the evening.

There is a saying in Wenzhou: "millions are not rich, but only a few must start."

Two, we want to eat steak.

The wheat cake is a feature of Wenzhou. In the Ming Dynasty, there was a book called "vegetable root Tan", which said: "those who bite the root of a vegetable must do Pepsi."

But the Wenzhou people were not satisfied with eating the barley cake, so they traveled all over the world to eat the steak they wanted.

Three, we are afraid of being beaten behind.

When you see others develop, you want to catch up.

A new product in the world has come out. In a few days, people in Wenzhou will digest it.

Wenzhou people have an idea that entrepreneurship is endless.

Four, gambling is not about losing.

Dare to take risks and innovate.

Wenzhou people can break the narrow regional concept.

The mainland people have 100 thousand yuan, the most dare to take out 70 thousand to do business, and Wenzhou people have 100 thousand yuan on their hands, but they need to do 1 million business.

Without exception, entrepreneurs in Wenzhou have gone through the process of "becoming rich and poor", but the difference is that some people have gone through some detours in the process of "becoming rich and poor", and even caused adverse effects on Wenzhou.

It is undeniable that at that time, there were many poor quality products in Wenzhou, which led to the "Wenzhou counterfeiting" legend.

But in Wenzhou there is a spirit of winning and winning.

Now, the people of Wenzhou have proved by their own efforts that they are indeed "legitimate businessmen".