Wang Zhentao: The Business Rule Of The King Of Shoes.

If you want to win, you can make a small difference.

A lot of time to step back to enter the two step, Wang Zhentao still has a breath of grass.

In the eyes of a management consultant in Peking University, this is a very unusual Zhejiang boss.

At that time, Li Gang, a project manager of Peking University, was leading the team to help AOKANG's AOKANG group make strategic planning.

When they finally handed a thick pile of reports to the king, they waited anxiously for their response.

Wang Zhentao didn't look at it, turned around, and pulled out a thick pile of money from the next drawer and stacked it on the table. "I think you've worked too hard. Here's one hundred thousand yuan. I'll give it to you personally."

The king said frankly.

He never encountered such a boss before.

When the general consultation project is finished, the client will try every means to find an excuse for not ending up, and where will he give the other party extra bonus?

Such sincerity deeply touched Li Gang.

This is not a special case. Zhang Kejian, the producer of "Chinese all over the world", is lucky enough to meet this "boss".

At that time, he was seeking sponsorship for his documentary. "I only saw him for 15 minutes.

He went straight to the topic and suggested that you speak directly.

Tall Zhang Kejian recalls Wang Zhentao.

As a result, a 3 million advertising fee came to Zhang's account in a few days.

Wang Zhentao, one of the representatives of Wenshang, has never been short of a smart mind.

When he was young, he did well in his studies.

Later, when he was in high school, he dropped out of school, and that year he was only 16 years old.

After dropping out of school, Wang Zhentao studied carpenters and sold electrical appliances, valves and shoes.

Up to today, there are probably not many people in China that can surpass me in leather shoes.

Wang is full of confidence.

Even now, he is still looking for every opportunity to learn. After reading the EMBA of China and Europe, he goes to the Yangtze River Business School.

Wang Zhentao, like most of the Wenzhou bosses, is not very educated.

But after years of unremitting learning and active communication with the outside world, his thinking has reached a very high level, and Kotler and Schultz can also have an equal dialogue.

One of Wang's friends was very impressed.

However, there are so many intelligent people in the world that Wang often wants to attribute his success to character and character.

"China's top ten planner" is the most authoritative and highest award in China's intelligence industry.

In June 26, 2004, Wang Zhentao became the only Zhejiang entrepreneur who was awarded the title and the only representative of China's footwear industry.

At the same time, he also won the "heavyweight" entrepreneurs in different industries such as Zhang Ruimin, Wei Jiafu, Niu Gensheng and Ni Runfeng.

This is undoubtedly a good opportunity to improve the image of the company and its boss. After being informed of the news, the company's publicist intends to report the news at the first time.

At 9 a.m., the publicity staff have made preparations.

According to the situation provided by Wang's entourage at the prize presentation ceremony of the Great Hall of the people in Beijing, Mr. Wang, speaking as an award-winning representative, aroused applause from nearly 1000 spectators at the scene, and the atmosphere at the scene was very favorable for the operation of the news.

However, when the entourage passed the photo to the publicist at the scene, Wang suddenly changed his mind. He immediately asked the attendant to call the propaganda office by telephone. We must be modest and not propagandize.

The matter was not understood by the Propaganda Department, and the Wenzhou evening news and many portals were immediately published in the afternoon, but they were to withdraw the manuscript.

In this award conference, there is a Wenzhou sibling entrepreneur who won the award for second days to report the news. As soon as AOKANG published the manuscript on the day, the company will lose the opportunity to publicize it. It is the enterprise of Wenzhou to take into account the feelings of others.

The first thing to do is to be a man first. Although this is the highest honor of the intellectual industry, I treasure it, but if we read it on the same day, the brotherhood of other awards will be hard to report on the second day. It is wrong to look at ourselves and ignore others.

Afterwards, Wang Zhentao seemed calm when he talked about it.

In a marketing conference, Wang Zhentao summed up his 15 experiences. One of them was: "to win, a small place may be allowed."

A lot of time to step back can enter the two step.

In late February 2003, AOKANG Group International Trade Department received an order from Italy merchants. The two sides agreed that the unit price of the product was $23 and signed a purchase and sale contract.

But when the product was put into production, they found that the production department calculated the cost of leather materials too low. If the actual cost was calculated, the export price should be increased by a dollar at least for each pair of shoes.

Knowing the news, Italy merchants said they must abide by the contract strictly and have no intention of conceding.

When the two sides were deadlocked, the head of AOKANG International Trade Department reported the situation to Wang Zhentao and asked whether he would continue to negotiate with foreign businessmen about the increase in price. Wang said: a dollar is a trivial matter. Business reputation is a major event.

Now that the contract is signed, it is a loss, and this business is going to continue.

The news spread to Italy businessmen's ears.

I heard that AOKANG made a concession voluntarily. He was moved at the same time, and offered to add another dollar to the price.

But Wang Zhentao declined graciously.

Wang said: it is not important that he earn a dollar and earn a dollar.

Italy merchants are very touched.

He immediately decided to increase the order and increase the original order of $about 200000 to $about 1000000.

A few months later, AOKANG received another $2 million order from the Italy client.

In May 2003, the war in Iraq and SARS accelerated the reshuffle of the domestic shoe industry.

During this period, because of the sharp drop in the flow of shop owners, most of the shoe making enterprises that rely on the sales of the shopping centres were in trouble.

And Wang came to the front line and promoted sales activities with more than 2000 independent stores across the country. While attracting customers, he continued to introduce new models that his peers could not launch.

In advertising, it also strengthened the efforts of TV commercials and greatly enhanced the popularity of the brand.

And the fuse of marketing war was ignited by Wang Zhentao himself.

The plan, which involves tens of millions of Yuan budget, was originally challenged by many people in his company. But Wang Zhentao's unique vision and decisive action made him win this battle beautifully.

The success of AOKANG is related to Wang Zhentao's personal charisma. It also relates to the company culture that he created by himself.

After 15 years of factory operation, more than half of the old employees were still staying in AOKANG, and the first day of the new employees came to feel a sense of intimacy: because there are many outdoors people, the canteen is divided into 3 windows, namely, "Wenzhou", "Sichuan" and "other provinces" according to the degree of spicy food.

This is the president who, while creating benefits for his employees, also earmarked hundreds of thousands of dollars a year for the families of excellent employees to visit relatives and play in Wenzhou.

Wang Zhentao aims to be the world shoe king.

However, the low-grade image of domestic leather shoes in the international market has been perplexing Chinese enterprises.

According to the National Bureau of statistics, although China is the largest footwear manufacturing base in the world, the annual output of footwear is about 6 billion pairs, of which 2 billion 400 million pairs of leather shoes are produced annually, accounting for 51% of the world's total footwear production.

But 85% of domestic footwear output is medium and low grade.

From the export price, the average export price of French leather shoes is 35 US dollars, while China is only 5.5 US dollars, even lower than Vietnam's 18 US dollars.

Wang Zhentao told reporters that as early as two years ago, AOKANG was constantly trying to cut into the overseas market, so that foreign consumers could become familiar with AOKANG brand as soon as possible.

AOKANG started exporting in 2001, and now it is mainly exported to Europe, the Middle East and the United States. Now Italy, New York, France and other places have set up exclusive stores.

It is undeniable that in some countries, such as Russia and Vietnam, the brand image of China's leather shoes is very poor, so we must stick to the high-end line so that consumers in developed countries know that China can also make shoes.

We have been there in America, Japan and Australia.

But the cost is too high.

We tried to set up our own direct store in Rome, but there was a pfer fee of 70 million yuan for a 400 square meter store.

So it is very important for us to choose a good partner.

Wang said frankly.

In 2000, AOKANG set up a branch in Italy, Holland and other countries. In September, nearly 10000 pairs of AOKANG leather shoes were shipped to Sydney. An Olympic Games made the world know AOKANG.

In the meantime, the AOKANG store, which is located in the bustling SOHO District of New York, is officially opened. This is the first AOKANG store opened abroad.

In 2003, AOKANG worked with GEOX, a famous shoemaking company in Italy. The marketing of GEOX's products in China was fully responsible by AOKANG. The products and auxiliary design of GEOX's sales to Asia and Europe and the United States were held by AOKANG.

At the same time, the two sides sell network resources sharing, which is the first time that Chinese made products have been allowed to enter the 50000 world-class sales outlets in 55 countries around the world.

AOKANG still uses its own brand.

This mode of cooperation is not only a way of thinking, but also a way of thinking innovation.

Wang Zhentao thinks that the views of international marketing expert Milton Kotler are very inspiring to him.

Milton Kotler recommends that if AOKANG invest in overseas brands will be very large, there is a good way to acquire chain retail brands.

Because now the market economy in Europe and the United States is declining and the pressure of funds is heavy, some well-known chain stores with good distribution networks are looking for partners.

Through acquisition, you have your own channel, then you can take those shoes from Brazil and European shoes down the counter and sell your brand, that is to say, "at the best time, achieve the best results with the least cost and get the best interests."

However, there are so many intelligent people in the world that Wang often wants to attribute his success to character and character.