2010 AOKANG In The Cloud

Wang Zhentao is going to give himself 3 years to go to the top road.

"Today, we witness that this foreign daughter-in-law is officially married to the Chinese giants." In May 18th, at the ninety-eighth China footwear and leather goods fair in Shanghai, China, on the testimony of peers, channels and associations, AOKANG officially married Italy's brand, Wanli, which had been in love for more than two years, gained its ownership in the Greater China region, realized the dream of acquiring international brands, and made a successful conclusion for this transnational love affair.

From agency to ownership, from strategic cooperation to mergers and acquisitions, AOKANG officially launched the international high-end brand strategy of Chinese shoe enterprises in Shanghai, and formally announced the new mode of international cooperation of Chinese shoe enterprises.

international cooperation

"In January 8, 2008, I still vividly remember this day: when I signed the cooperation agreement with Armando, chairman of Wanli Wade, I hugged that moment. Excitement? Excitement? I don't think so. It's a vague worry. "I remember the mood of signing a contract in Shanghai two years ago," Wang Zhentao, chairman of AOKANG, told reporters. Because we are exploring and exploring the way to make Chinese brands abroad, and there is no ready way to go. "So I often tell my team, do not blindly imitate and follow, and find a suitable international cooperation mode for AOKANG."

In fact, AOKANG has been exploring for more than two years.

In terms of brand positioning, combined with China's consumer market and Wanli Wade's own product demands, the target consumers are locked in 35-45 year old elites. They are influenced by Chinese traditional culture and have rich experience in their life. They appreciate the low-key connotation and appreciate the high quality brought by details. This is exactly the crowd positioning of wanwade. A brand must move to the core and the most precise channel to spread the brand image, so Wanli Wei brand attaches great importance to the consumption experience of VIP customers. In addition to offering discount cards, consumption points, gift giving and other promotional activities, there will be activities similar to high-end private parties. This way of offline communication pays more attention to customer experience, which is a typical way of word of mouth and experiential marketing.

In product research and development, AOKANG takes full advantage of the research and development advantages of wanwade, sends special people to Italy Wanli Wei R & D base, invites Wanli Wei's R & D experts to teach regularly to AOKANG, analyzes and designs the fashion style, materials, shoes accessories and footwear of the international market.

Two years of exploration and practice, AOKANG handed out a satisfactory answer: in nearly 200 national high level shopping malls, sales performance has doubled.

Faced with this achievement, everyone wants to know what the secret behind the answer is.

"In recent years, our cooperation with international brands has proved that we fully have the ability to operate and sell international brands. We tentatively start from production, processing and agency to the ability to operate independently of its core technology and brand, which is like walking on a smile curve, with both ends of the curve being technology and brand. But most enterprises only see the value of foreign brands, ignoring the other side of the technology. If you want to imagine that the smile curve is short of the other half, how to walk is a downward slide. Starting from this theory, Wang Zhentao expressed his confidence in the prospect of AOKANG's acquisition of Wanli Wade.

AOKANG's formal acquisition of Wanli Wade will buy out its ownership in the Greater China region, from R & D, manufacturing to brand marketing.

High end

On the same day, with the "marriages" Wanli Wade at the same time, there are also AOKANG's high-end brand strategy Launching ceremony.

It is understood that in addition to the Italy lineage Wanli brand, AOKANG also has introduced high-end women's shoes beauty brand from Taiwan.

In order to ensure the beauty of the beauty brand, the company introduced 6 professional women's shoes production lines from the Italy la la Na company, and hired the Italy craftsmen to undertake the research and development design. It also pioneered the terminal mode of private self-help shoes hall in the industry. The speed of products in this private shoe hall is two times that of the general shoe shop. It aims to provide customers with "fresh fruit and artistic value shoes", and the limited edition designer DIY handmade shoes, couple shoes, luminous shoes and other special products are also available in the shoe hall.

AOKANG also set up a team to operate the two. brand 。 "We are totally different from other brands of AOKANG from the personnel composition to the operation mentality. We are more internationalized, facing consumers and competing brands are relatively unique, and the channel is more concentrated in high-end shopping malls." The team leader, You Xianyong, general manager of AOKANG's two international brand business division, said.

After years of running in with Chinese consumers, two brands have been recognized by the Chinese market and their performance is also improving.

"More than 20 years of accumulation have been made. Chinese Enterprises A new platform has been set up: Chinese enterprises have the ability to layout from the global industrial chain, especially the Chinese shoe industry has the ability of global sourcing and global sales, "Wang Zhentao said." since the outbreak of last year's financial crisis, many traditional shoe manufacturers in Italy have found us to seek cooperation or express their desire to be bought. This is a good time, but it also requires Chinese shoe companies to treat them cautiously and build up high-end brands in China. Besides their pure blood, their own foundation is more important.

After studying the background of Wang Zhentao's remarks and linking with the trend of AOKANG in recent years, we can see that the smile curve he has said is becoming more and more perfect.

In August 20, 2009, with the support of the Ministry of Commerce and the joint exhibition sponsored by the Wenzhou Municipal People's government and China general merchandise business association, AOKANG and Shanghai Bailian, France Auchan, Dalian big business and other 5 shopping malls formed "AOKANG shopping mall alliance strategy". The 5 shopping malls will provide consultation and set up green light for AOKANG's brand presence.

Recently, the news about "AOKANG will set up the first digital research and development base for shoes industry" also spread like wildfire. According to industry sources, AOKANG has invested most of the budget in research and development every year. In addition to actively seeking cooperation between enterprises and enterprises, AOKANG has introduced a large number of talents in human science, mechanics and foreign R & D personnel to seek research and development breakthrough.

There are shopping malls, today, the consumer demand standards are higher and higher, to the development of shopping malls also put forward higher requirements. "Therefore, we need to introduce technology brand, international brand, fashion brand, high reputation and high reputation brand such as Wanli Wei to meet the high standard demand of consumers, enhance their competitiveness and maintain sustained development in the new round of economic competition."

"We give ourselves 3 years, and we must make Wanli wade a competitive high-end brand in the Asia Pacific region at this time." Wang Zhentao said.