Learn Nike AOKANG Show "International Fashion Brand"

As a sponsor of the 2008 Olympic Games, AOKANG hopes to copy Nike's model and achieve its own breakthrough with positive Olympic marketing strategy, making AOKANG a fashionable international brand.

In the past, some consumers reflected that AOKANG's style was too tough and not fashionable enough.

But when AOKANG made the Olympic ceremonial shoes in July 1st, people suddenly saw and recognized the fashionable side of AOKANG leather shoes.

Taking Nike as a teacher

The pace of the 2008 Olympic Games accelerated and AOKANG's marketing speed was accelerating.

AOKANG hopes to fly like the Nike of the 1984 Losangeles Olympic Games with the help of the Olympic Games.

AOKANG responsible person recently told reporters that AOKANG, who had a deep Olympic complex, wanted to be named orolin when it first started registering, because it did not meet the relevant regulations. Finally, under the suggestion of others, the meaning of "Olympic health" finally came into being today's name.

After winning the sponsorship status of the 2008 Olympic Games, AOKANG is ambitious to set two goals for itself this year: first, to enhance its brand value and to create a high-end market image; the two is to promote the brand to the world and gain recognition on the international stage.

Under such a goal, AOKANG has made a lot of appearance, including the delivery of Olympic ceremonial shoes to the Beijing Olympic Organizing Committee, and the setting up of the Olympic Dream Fund to help the Olympic champion realize her personal dream of public welfare and invite Liu Xiang to become the spokesman of AOKANG.

In particular, the latter has caused a great sensation in the society, and people have been probing into the situation of AOKANG at that time.

Liu Xiang's endorsement brand is famous for its large and famous enterprises both at home and abroad. But by sponsoring Liu Xiang, AOKANG has successfully left behind the impression that AOKANG stands shoulder to shoulder with the major brands in the public mind.

If AOKANG wants to become a Chinese version of Nike, then Liu Xiang may be the Chinese version of Jordan in their minds.

At the sales terminal, AOKANG's strategy is also closely related to the Olympic Games and Liu Xiang's launching. It has held a campaign of "wear AOKANG, win Olympic tickets and cheer Liu Xiang" in 10 cities across the country.

Since 1984, Nike has developed from an inhumane shoe factory to an international shoe magnate. Many people are watching and waiting for AOKANG to reproduce such a historical track.

Showing the other side of fashion

According to introduction, at present, AOKANG group has AOKANG, Kanglong, red Firebird, beautiful beauty and the five major brands that focus on international wanwade.

However, after a reporter's investigation, it was found that although AOKANG's brand was designed for fashionable young people like beautiful ladies and Kanglong, fashion men and women didn't agree with them very much. They felt that AOKANG's style was still "hard" and not fashionable enough.

It was not until July 1st that AOKANG formally unveiled the Olympic ceremonial footwear made by AOKANG before people began to identify with the fashionable side of AOKANG shoes.

According to the introduction of Xu Jianliang, President of AOKANG footwear technology research institute, its design inspiration comes from the main building of 2008 Olympic Games: "bird's nest" and "Water Cube", and the white tone is used to highlight the lightness of women's shoes and the steadfast of men's shoes, which explains the Olympic spirit very well.

Industry experts believe that the display of Olympic ceremonial shoes is an excellent opportunity for AOKANG. It presents the design concept and style of AOKANG shoes to the public, to a certain extent, reversing the old impression that AOKANG shoes do not have a sense of fashion.

Sometimes impression is the key factor of a brand's success or failure.

AOKANG said that we should seize this opportunity to develop a new fashion style of AOKANG shoes "aesthetics plus technology".

As an important step to enhance the fashionable taste of AOKANG shoes, AOKANG recently launched three "Xiang" products tailored for Liu Xiang, namely, Xiang Rui, flying and Yu Xiang, which outline the feeling of light and elegant.

AOKANG hopes to approve the fashion taste of Liu Xiang through the public, which shows that AOKANG's fashionable taste is also outstanding.

Try new marketing mode

Insiders pointed out that "so far, AOKANG is not considered a complete national brand. Although AOKANG's official website points out that there are more than 5000 sales outlets in the country, AOKANG is rarely seen in the north, especially in Beijing, because AOKANG's market is mainly concentrated in the South and northeast."

Indeed, although AOKANG can achieve sales of 200 million to 300 million yuan a year in Shanghai, it has suffered "acclimatization" in the north.

The reason is that experts believe that AOKANG is pursuing a chain store mode.

Most consumers in northern cities such as Beijing are mainly shopping malls. They like this atmosphere of bustling and three goods. This is also the main reason why AOKANG's reputation in Beijing is far from loud. It is hard to see AOKANG's brand in major shopping malls.

Through a series of consumer surveys, AOKANG also found problems, and promptly adjusted strategies, specifically targeting the northern market to implement new marketing strategies, products more stationed in shopping malls.

At the same time, AOKANG also put forward a new idea of "big shop".

It is understood that this is also derived from the idea of Wang Zhentao, President of AOKANG group. In the future, every big shop will reach hundreds or thousands of square meters, and combine the characteristics of hypermarkets and chain stores.

In addition, AOKANG also proposed to establish "AOKANG online shopping mall", that is, not only have a physical store, but also carry out marketing business independently on the Internet.

In Wang Zhentao's words, there are thousands of stores on the ground and thousands of shops in the air.

Although the initial investment is very large, in the long run, the online shopping mall, which crosses the middle channel business direct selling mode, will be a new marketing mode with the most cost saving and the most potential development.

AOKANG executives foresee that AOKANG's future will go up with the Olympic Games.