AOKANG Shoe Industry Is Positioned To Build China'S Leading Retail Service Operator.

< p > in the 2012 annual report of China's first male a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > Brand Company AOKANG shoe industry, AOKANG shoes will position the company's future development as "building China's leading retail service operator".

The author noted that in AOKANG's latest corporate profile, AOKANG footwear is also known as the "retail service operator".

In the past few years, AOKANG shoe industry has always called the enterprise the largest private shoe manufacturer in China.

Every move of the industry leader has the meaning of commercial weathervane.

The orientation change of AOKANG shoe industry from "shoemaking enterprise" to "retail service operator" reveals the trend of business change, which is worthy of attention by industry enterprises.

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In the past few years, the change of business environment has brought unprecedented pressure of pformation to manufacturing enterprises. < p >

Production oriented Wenzhou enterprises obviously feel this situation.

With the increase of production costs, overcapacity and the weakening of foreign trade demand, the profit margins of manufacturing enterprises will drop and fall again.

Under such circumstances, the strategy for enterprises is to introduce meticulous production internally, reduce costs and ensure small profits through scale production, while enterprises that have achieved scale effects extend the industrial chain to invest in sales terminals.

At the same time, with the emergence of new channels such as e-commerce and shopping centers represented by commercial complex, it also provides a chance for manufacturing enterprises to start with commercial enterprises at the same time.

These trends have been reported frequently by news media in recent years that Wenzhou enterprises can develop fine production, develop e-commerce, create "brand names", and set up new sales outlets.

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< p > indeed, Wenzhou manufacturing enterprises, especially shoemaking enterprises, should be stronger and bigger in the future. There will be no big development without new positioning.

In the peak period of manufacturing in 2007, the number of shoes and clothing enterprises in Wenzhou exceeded 1 billion yuan a year.

Now, in the past 6 years, the output growth of many enterprises has slowed down significantly, and there may be some enterprises hovering at 1 billion yuan.

Does this mean from one aspect that in the new historical period, enterprises should start from their own strength and cater to the changes in the business form so as to achieve a new leap in new ideas.

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< p > in fact, shoemaking enterprises are positioned as "retail companies".

BELLE, the famous footwear brand in China, is located in the "BELLE international", which is positioned as a "retail service provider". It has 17564 self operated stores in mainland China.

BELLE international not only sells footwear products, but also runs related sports "a target=" _blank "href=" http://www.91se91.com/ > dress "/a", and also acts as a well-known international brand.

As a big brother in the shoe industry, BELLE international revenue reached 32 billion 800 million yuan last year.

And AOKANG shoe business income last year is more than 3 billion 400 million yuan.

It can be seen that there is still a certain gap between AOKANG shoe industry and international leading industry.

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Nowadays, the hot market of e-commerce and the emergence of new technologies that enable enterprises to understand consumers' needs seem to have a tendency to reshape the business ecosystem. P

Some scholars say that today is ushering in the "customer economy" era.

From the initial production end to the later commercial intermediaries, the industrial value gradually shifted to the customer side.

On the one hand, customers have more tools and means to identify and acquire products and services that they want at reasonable cost.

On the other hand, in the face of customers, producers must genuinely "give their best."

If producers want to invest in customers, they must narrow the distance from customers. This will lead to a cross-border trend.

Manufacturing enterprises pform into commercial retail enterprises.

This analysis may theoretically explain the era background of retailers positioning shoes.

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< p > of course, Wenzhou manufacturing enterprises are concerned about the above trend, not that manufacturers should change to retailers.

Enterprises in different stages have their own different missions, and have not yet reached the scale of production enterprises, of course, the pursuit of scale effect.

Concerned about this trend, I think its significance lies in observing whether Wenzhou enterprises will usher in a historical opportunity to achieve leapfrog development.

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