Wang Zhentao: Ideas Determine The Way Out

At the age of 15, Wang Zhentao was already a small boss of a rice mill. At that time, many of the bosses of the rice mill were trying to figure out how to make more rice in 100 Jin rice, and after playing 80 Jin, they wanted to play 85 Jin.

But Wang Zhentao is different. He always plays only more than 70 Jin rice.

When everyone thought he was losing money in doing business like this, in fact, he had made a lot of money.

The mystery is that when people pursue quantity, quality becomes more scarce, and scarcity and integrity are embedded into each other quickly.

At this time, Wang Zhentao rubbed his motto: the way of thinking decides the way out.

This sentence has been posted on the wall of AOKANG office building. On every issue, he strives to make far-reaching plans for a series of practical results.

On August 8th, 1987, more than 5000 pairs of Wenzhou inferior shoes were burned in Hangzhou Wulin Square.

For a time, the National Mall carried out the "clearing out of Wenzhou goods", which is the eternal shame of all Wenzhou people, including Wang Zhentao.

At that time, Wang Zhentao was selling leather shoes in Wuhan. Although the shoes he sold did not have any quality problems, they were confiscated because of their origin in Wenzhou. This disaster made Wang Zhentao lose nearly two years' savings.

From then on, Wang Zhentao decided to run a shoe factory and produce reliable Wenzhou shoes.

In March 1988, Wang Zhentao borrowed 30 thousand yuan from the East and borrowed money to buy production equipment. He invited experienced shoemaker to find a few dads who were not afraid of hardship, and AOKANG was born.

The shoes were made, but the reputation of Wenzhou shoes was not good, and the products were not well sold. Wang Zhentao personally stood at the counter, listened to the customers' opinions, and promptly returned the information to the factory.

Because his AOKANG shoes are of good quality and new style, business has gradually opened up.

In the shoe cabinet of a shopping mall in Hanyang, AOKANG shoes haven't been noticed for half a month.

Wang Zhentao was quick in his mind and posted an announcement in front of the counter: "this is not the Wenzhou leather shoes that should be burned, but the durable leather shoes. The quality period is 6 months, and the quality problem is two to one."

Finally, a male customer bought a pair after thinking for a long time.

Wang Zhentao handed a pen at once, and said to him, "please leave your name and address. You will be an honorary customer of AOKANG forever.

If AOKANG can grow bigger in the future, you will always wear AOKANG for free! "

After more than 10 years of arduous pioneering work, AOKANG group, which was founded by Wang Zhentao, finally made a brand name by relying on its excellent product quality and ranked among the "ten real leather shoes kings of China". The market share of products is at the forefront of peers.

With the popularity of AOKANG shoes, some illegal traders are competing for counterfeit products. A large number of fake AOKANG and fake Wenzhou shoes are flooding the market.

In December 15, 1999, 12 years after "burning Wenzhou shoes", it was still in Hangzhou. Wang Zhentao ignited second fires of shame, and more than 2000 counterfeit AOKANG shoes collected from all over the country were burned.

In these second fires, the shoe industry of Wenzhou has been reborn, which is a hard effort and a long wait.

During the wait, some shoe companies that were forced to live in harsh domestic environment chose to go overseas, while AOKANG chose to climb in China.

Wang Zhentao, a salesman, knew the value of the channel. He began to encircles the city from the two or three tier cities, and finally built a market network including more than 2000 chain stores and more than 800 shop outlets. The high coverage market network brought AOKANG's annual growth of over 60%, and also won the favor of GEOX, the biggest shoemaking enterprise in Italy.

In February 14, 2003, AOKANG signed a cooperation agreement with GEOX: AOKANG was a foundry of GEOX and provided a sales network, while GEOX provided AOKANG with technology and overseas sales channels.

In Wang Zhentao's view, this two-way approach is the shortcut for China's footwear industry to cross the primary stage of product export and truly internationalize its brand.

The cooperation between GEOX and Wang Zhentao has reduced the concussion brought by the EU anti-dumping to AOKANG, and the deep cooperation between the two sides and deeper capital cooperation show that both the domestic market and the overseas market have always been consistent with the idea of "channel winning".

In March 22nd this year, AOKANG group held the launching ceremony of the "first brand project". It announced that 50 million of the first brand special award fund was set up for the recognition of outstanding agents in the project to inspire morale and create the first brand in the domestic shoe market.

Wang Zhentao, EMBA, is now at the EMBA of the Yangtze River Business School.

In 1988, Wang Zhentao raised 30 thousand yuan of self financing to start his own business and set up "Yongjia Olin shoe factory".

In 1990, Wang Zhentao returned to the leather shoes Market in Wuhan and other places with a registered trademark "AOKANG", and challenged the origin of Wenzhou. He was confident that real gold was not afraid of fire.

In 1991, he persuaded his relatives and friends to start the first scale and top grade production expansion in the form of share cooperation.

The output value of that year exceeded 1 million yuan.

In 1992, the company raised second times to expand its factory buildings, focusing on recruiting young people with cultural skills.

In 1993, he joined the joint venture with foreign businessmen to set up a Sino foreign joint venture AOKANG Shoes Co., Ltd., and the factory buildings, equipment and personnel began to have a modern enterprise scale. In that year, he was named the "best economic efficiency of Zhejiang industrial enterprises".

In 1995, Wang Zhentao began climbing to the peak of "shoe king".

He successfully operated more than 10 enterprises and formed a group company.

In 1997, it became a national large regional group company with an annual output value of about 400 million yuan.

1998, Wang Zhentao boarded the position of China leather shoes king, and AOKANG became king in ten years.

In 1999, Wang Zhentao bought a thousand pairs of fake AOKANG shoes collected from the whole country and made a name for Wenzhou.

In 2001, he first took the lead in the first chain store of Zhejiang shoes in Shanghai Nanjing Road, China's first street, and sounded the horn of Zhejiang shoe enterprises to march into Shanghai.

In May 2001, he founded the AOKANG love foundation.

A total of $about 300000 has been accumulated, and more than 80 people have been funded, amounting to 200 thousand yuan.

In 2002, Wang Zhentao won the "National Labor Medal of May 1" and became one of the first four private entrepreneurs in the country.

In the past few years, he has also offered about 23000000 yuan to subsidized the public welfare undertakings of education and poverty alleviation in his hometown.

In 2002 alone, he donated 10 million to the Zhejiang university student aid fund to help poor college students complete their studies.

In 2004, Wang Zhentao joined the nine leading companies of different industries in Wenzhou, the first private regional consortium established in China, which opened the operation of the Sino Swiss consortium and promoted the evolution of the "Wenzhou model".

With 1 billion yuan to build 2600 acres of China's western shoes city, the world's first shoe brand GEOX, the Chinese footwear industry shocked him; he was selected as "the ten largest figure in the second China planning", is the only elected Zhejiang entrepreneur.