Wang Zhentao's Path Of Shame

15 years ago, the incident of "burning Hangzhou's poor shoes" by the Wenzhou Wulin gate knocked down the cornerstone of the "Wenzhou made" reputation. For a time, the "clearing out of Wenzhou goods" in the shopping mall of the whole country, so that the Wenzhou people, known as "Eastern Jews", had no face and ran around, which was the eternal shame of their hearts.

For 15 years, on the land, a group of responsible postmen, standing under the great humiliation column, began to shoulder the banner of Wenzhou's credibility and quickly created one after another economic miracle in China and even in the world.

This meritorious enterpriser, who will be introduced in this article, has chosen the center of the vortex in the lowest ladder of Wenzhou's prestige ladder, the shoemaking industry as her own starting point. When many Wenzhou businessmen have done the OEM processing for Shanghai enterprises, he has built up the quality from the beginning to the present and held high the banner of "made in Wenzhou" without any wavering.

After 15 years of hard work, his company developed from the small factory of 30 thousand yuan to the largest private shoe making group in the country.

He is Mr. Wang Zhentao, chairman of China AOKANG group.

These 15 years, rather than a history of the development of AOKANG, are rather a history of Wang Zhentao's vengeance for Wenzhou people and for Wenzhou's credibility.

He is the pride of Wenzhou people.

The first time of starting a business venture: carpenter apprenticeship, salesman, the first time of business venture: 1988 yuan, the business name of the company: 30 thousand yuan RMB, the name of the enterprise: AOKANG group of China, the predecessor of the enterprise: Yongjia County, Olin shoes factory, personal honor: the National Labor Day Medal, China's ten largest management talents, China's shoe industry meritorious entrepreneur, China's private industry leader, China's marketing Golden Award, business scale: 2002, the competitiveness of China's private enterprises is 500 strong, 115th, and the sales volume of 2002 group is 10. Wang Zhentao, born in May 1965, was educated in Yongjia County, Wenzhou, Zhejiang.

700 million yuan, 3 years of China's real leather shoes Wang, the market share in the second place.

Wang Zhentao has been focusing on shoemaking for 15 years. What is his complex?

Wang Zhentao said: "shame!"

15 years ago, Wenzhou shoes broke the reputation of Wenzhou, and where they fell, they got up.

A cup of green tea, a few times of wandering, a few chatting, igniting the vicissitudes of the past half century.

Wang Zhentao in front of reporters always wears his consistent smile of Maitreya Buddha. He said: in a summer of scorching sun, it is appropriate to write a sense of shame about fire.

When Wang Zhentao was young, his parents looked at the child's face, and found the famous fortune teller in the village to calculate his future, so as to make some auspicious remarks.

Sure enough, sir, exaggerated: "this child's face is broad and broad, and the hall is bright. He will become an official in the future.

Parents asked happily, "how many officials can you make?"

Sir, he pinched his finger: he is at least a village head.

Parents are relieved.

After many years, Wang Zhentao said with a smile, "I will do business only. This is the natural disposition of Wenzhou people, and can not be changed."

Wang Zhentao was born in a rural family in Yongjia County of Zhejiang province. Her family was poor. She lived on the spot only for a fraction of her life. With the arrival of her 3 siblings, it was even worse.

When he read Gao Yi, he saw that his family could not support him. Wang Zhentao, the eldest son, had left school.

In 1982, when he was 17 years old, he left his hometown and went to Wuhan with his uncle to start a carpenter.

Every day, Wang Zhentao holds a small wooden card with "playing furniture" to stand in the street to do business, and how much sun and rain and cold words he has.

When Wang Zhentao was young, he dropped out of school because of poverty.

How many years later, he has contributed about 23000000 yuan to all parts of the country, of which about 15000000 yuan has been donated to education, and thousands of poor students have been subsidized by him every year for their further study.

In the early 1980s, China was still in a period of economic shortage. As one of the most active regions in China, Wenzhou's products began to sell well all over the country.

The smart Wenzhou people are carrying canvas bags, and they are pouring out everywhere to sell their "baby".

In 1985, Wang Zhentao joined the marketing force.

Without capital, he chose to buy electrical appliances and valve products without prior purchase. He returned to Hubei with samples and product catalogues. After ordering samples, customers returned to Wenzhou manufacturers to get the order and get the price difference.

Wenzhou is the shoe capital of China. The footwear industry has a long history. As early as fifteenth Century, Wenzhou shoes paid tribute to the imperial palace.

In the era of cloth shoes and big leather shoes, fashionable shoes of Wenzhou have always been a hot commodity in the market.

Wang Zhentao, who has been selling for more than a year, realizes that selling shoes can be cash in cash, and capital accumulation is fast.

With his good reputation in promoting the industry, he sold the first batch of leather shoes from 5 shoe factories to Hubei, Ezhou, which was relatively familiar with the market.

It is impossible to rent a good area, and the state-owned shopping mall is not allowed to enter the private sector.

After several days of searching, the counter remained untouched.

Wang Zhentao returned to the hostel with a gloomy face and fell asleep.

When you get up in the morning, you can open your bag and look at it. Muddled, you can get more than 110 thousand yuan in cash overnight!

Look again, no, the bag is the same style, but it is not the one of its own, the other occupant of the roommate is gone.

Wang Zhentao immediately estimated that the man had picked up the wrong bag when he left the shop.

It is very useful for Wang Zhentao at that time. It is no problem to rent a bright facade for 110 thousand years.

Wang Zhentao didn't even think about it. He rushed out the door with his bag and looked for the careless man.

After a series of twists and turns, he finally returned to the original owner, who was so grateful that he became a friend.

When chatting, Wang Zhentao talked about his difficult problems. The man listened and said, "I am a manager in the shopping mall. I'll talk about it."

With the advance payment of rent, the mall manager finally made an exception and promised to give him a half and half counter.

Wang Zhentao's counter is full of colors. It is unique in the black background of the local shoe store, and sells a pair of leather shoes at a price of 18 yuan, which is more than half cheaper than other stores.

A few days before the opening, there was a long queue in front of his counter, and there was a total income of three thousand or four thousand yuan a day.

He also creatively named different styles of shoes as "boss shoes", "presidential shoes" and "bodybuilding shoes", making his counters quickly become the weathervane of leather shoes, and even the consumers of neighboring cities and counties are coming.

At the end of the month, the sales of Wang Zhentao 1.5 counters were higher than the total sales of other 10 counters.

He quickly lost the amount of credit and brought in more goods on credit.

In this way, Wang Zhentao's original capital began to precipitate in the rapid flow of products.

Wang Zhentao said: "my definition of fake and inferior commodities is low quality, low price, high quality and high price. They are not fake commodities.

For example, the slippers in hotels do not require too much quality, they can wear for a few days, the price is very low, and they are not called fake commodities.

Only selling low-quality goods to high quality prices and shoddy products is fake and inferior commodities.

The shoes I entered are all genuine leather and the price is cheap. How can I make sure that the shoes I sell are inferior products?

For the first time, Wang Zhentao began to think about regional credibility.

In the Wulin gate incident, a boat of Wenzhou people fell into the water.

Domino went down one by one, but Wang Zhentao struggled up after the last piece.

In August 8, 1987, this auspicious day is doomed to burn forever in the hearts of all the people of Wenzhou.

On this day, more than 5000 pairs of Wenzhou leather shoes, which were found from all over the city, were burned in Hangzhou's Wulin gate square.

After public opinion's follow up, overnight, Wenzhou leather shoes became the pronoun of "cardboard shoes" and "worship shoes". Consumers began to avoid being afraid of Wenzhou shoes.

Subsequently, large shopping malls in dozens of big cities in Shanghai, Nanjing, Shenyang and other countries launched a comprehensive encirclement and suppression campaign against Wenzhou shoes. In order to attract customers, they issued a notice of safety at the entrance of the shop: our shop does not sell Wenzhou shoes.

The Wulin gate incident directly led to the avalanche of the reputation of the footwear industry in Wenzhou.

Many shoe companies in Wenzhou have failed to make their voices heard, and those who barely survive have changed their names to Shanghai cards, Guangdong cards and OEM sales.

This credit crisis has gradually spread to other industries in Wenzhou, and even pushed Wenzhou shoes into an awkward situation inside and outside the world.

All over the country, people in other industries in Wenzhou also scold them not only to destroy their own future, but also to catch fish in the pond.

Wang Zhentao also failed to escape the storm.

A report from Wuhan TV station, "Wuhan people's foot 300 thousand Wenzhou paper shoes", has opened the prelude to the Great Purge of the whole province.

One evening, the law enforcement officers of the local industry and Commerce Bureau came up abrupt and broke down the goods that were worth about 200000 yuan at the counter.

When he arrived, the counter was empty.

Wang Zhentao can't figure out how to sell genuine leather shoes. How can they become fake and inferior?

What makes him even harder to understand is that the relevant departments have rented a boat on the Yangtze River to deal with the Wenzhou shoes checked at a low price of 5 yuan a pair.

You can only buy one pair per person.

The sales site was almost out of control, and the people of Wuhan were queued up from the pier to the urban highways.

Wang Zhentao's grievances are not smooth enough: if my shoes are fake, you can destroy them, but you sell them openly, which means that my shoes are all right.

If you can't get rid of a word of "reason", you must get a claim.

After six months of administrative litigation, Wang Zhentao finally won the victory and safeguarded his dignity.

Although the compensation is only 2000 yuan, it is also precious.

This disaster has made Wang Zhentao lose nearly two years of accumulation. After all, he found that the big market has no place for Wenzhou shoes.

There are many shoemaking enterprises in Wenzhou, but they are basically in a state of no brand management.

It is totally impossible to stand firm in the whole nation's boycott of Wenzhou shoes.

Only by practicing hard work and rebuilding prestige on the basis of quality, can we create a brand new, so that leaders can make a breakthrough and reappear the brilliance of China's shoe capital.

In 1988, Wang Zhentao returned to his hometown and watched the collapse of the Chinese shoes. When he was sad and angry, he resolutely established the Olin shoe factory in Yongjia with the remaining 30 thousand yuan, and went on to return to Wenzhou's shoes.

If the heart is in the dream, it will be blind to the future.

Of course, everything is back to the inherent situation of life, and the truth is not in rhetoric.

Like many successful people, Wang Zhentao's business is by no means smooth sailing.

But even harder, he still adheres to the principle of "quality first, reputation first".

The initial business of the company is not so much a factory as a small workshop.

A shoemaker, three like-minded co-workers, and several local shoemaker with good workmanship, in January 1989, the Olin shoe factory in the front shop was officially launched.

It was not long before the company changed its name to AOKANG.

The Wenzhou footwear industry has a good foundation and a good industrial chain. Leather, shoe upper, heel, shoe buckle and other materials are available. Because the shoe industry has been hit hard, the price of shoe making materials is much cheaper, and generally can bulk credit, which is a big problem for the lack of funds Wang Zhentao.

Every morning before dawn, Wang Zhentao went to the leather factory to pick leather on the red Honda motorcycle.

In the evening, the leather materials were returned to the factory to study leather shoes styles with the masters. In less than a month, the first batch of shoes was made.

When everyone tried to avoid the term "made in Wenzhou", Wang Zhentao resolutely made the word "made in Wenzhou" on his product.

He said to several partners: he has never played Wenzhou card, and Wenzhou has never been a leader.

In the spring of this year, stubborn Wang Zhentao, with his own shoes, killed the place where he once fell: Wuhan.

Wang Zhentao's confidence in his own shoes and the quality of his style are all impeccable, but he is still a closed door. Wuhan's large and medium-sized stores refuse to accept it.

It was difficult to put shoes into a shoe cabinet of a shopping mall in Hanyang by trial sale, and nobody was interested in it for half a month.

Wang Zhentao, who is eager to learn from his mistakes, posted a notice at the counter: "this is not the Wenzhou leather shoes that should be burned, but the durable leather shoes. The shelf life is 6 months.