Analysis Of AOKANG'S Success: The Chinese Shoe King Standing On The Ruins

On the afternoon of December 15, 1999, a blaze broke out on an open space in the village of Hangzhou. In the face of media reporters and hundreds of onlookers, more than 2000 counterfeit AOKANG shoes were seized from all over the country.

The initiative is the head of AOKANG group, which has just passed the presidents of Wang Zhentao.

Wang Zhentao excitedly told reporters here: "I waited for this for 12 years.

"Wang Zhentao's move stems from a fire 12 years ago.

12 years ago, on August 8, 1987, the Hangzhou city's Wulin gate square was packed with people. The joint operation of Zhejiang's industry and commerce department brought more than 5000 pairs of cheap Wenzhou leather shoes from all over the country.

This action is a normal law enforcement action to standardize the market order for the state industry and Commerce Department. It aims at educating those who violate the rules of the game.

But because the shoes burned out of Wenzhou are from the private sector of Wenzhou, we have the heroes and heroines of our stories and stories today.

Zhejiang province is a cradle of Chinese private enterprises. In the late 70s and early 80s, workshops in Wenzhou, Taizhou, Ningbo and Yiwu were nurtured.

Among them, Wenzhou is also the most intensive and active place of Chinese private enterprises.

Up to now, more than 20 000 private and private businesses, which account for more than 90% of Wenzhou's industry, still create 80% of Wenzhou's GDP and 80% of local taxes, which has become a major landscape of China's economy.

The greatest characteristics of Wenzhou people are market awareness, hardship and cooperation spirit.

At the end of the 70s, they looked at the necessities of daily necessities, such as leather shoes, clothing, glasses, lighters, and so on with low investment, low technology content and quick returns, and established small family workshops.

Market consciousness and hardship spirit have enriched the people of Wenzhou. In a sense, it has also promoted the development of China's market economy.

But at that time, a number of "smart" Wenzhou people also drilled policies and market imperfections. Fake and shoddy Wenzhou goods had harmed consumers and disrupted the normal market order.

The news that Wenzhou shoes were fired by the media quickly spread all over the country. The chain reaction is the nationwide encirclement and suppression of Wenzhou's leather shoes.

Shopping malls in dozens of big cities such as Shanghai, Wuhan, Nanjing and Shenyang refused to sell Wenzhou shoes. Wenzhou became synonymous with inferior products.

This fire destroyed the footwear industry in Wenzhou and destroyed the reputation of Wenzhou's private enterprises. It also burned the spirit of Wenzhou people.

But it was this fire that gave birth to a young Chinese shoe king, forging a well-known private enterprise.

The fire in the Wulin gate square, which is responsible for the business, is also responsible for a number of illegal businessmen in Wenzhou. At the same time, it greatly dampens Wenzhou people who are rich by labor.

For them, this is a humiliating fire. The whole image of Wenzhou has been smeared all over the country.

For those who were born in Wenzhou, who were born in the west, honest and honest, there are more than life grievances, besides grievances and warnings.

Because at that time, the footwear industry in Wenzhou was quite prosperous. Large and small shoemaking enterprises and family workshops had solved some of the local labor employment. Many people, even many families, lived on shoes or shoes.

That year, our hero Wang Zhentao, who was just 22 years old, was learning to sell leather shoes in Wuhan.

He was the son of a poor farmer on the Nanxi River in Yongjia County of Zhejiang province. He was forced to drop out of school because of family poverty and just went to high school. As a squad leader, he had no choice but to destroy the ambition of a scientist. He wanted to earn a living by selling his shoes with his diligence and wisdom. Now, even the cost of living and the livelihood of his family are being taken away overnight. This is even worse for Wang Zhentao and his family.

Young people are very aggressive. "Wenzhou people can't do well with their shoes. What else can they do?

"Wang Zhentao returned to his hometown in a complex mood, looking at the shoemaking enterprises that had been closed down, looking at the heavy and helpless look of his parents. After a lot of thinking, he made a move that shocked his family, friends and industry predecessors. He wanted to run factories when others were in a state of depression.

When Wenzhou shoes become a rat in the street, he has to sell the real leather shoes of Wenzhou.

Many years later, when Wang Zhentao talked about the feeling of starting a business, he said frankly that this was done to wash the humiliation of Wenzhou people, and the two is to solve the problem of food and clothing.

In March of 1988, Wang Zhentao and a few friends from Yongjia raised 30 thousand yuan of funds, housing as a workshop, and founded the Olin shoe factory of Yongjia county (later, because "Olin" is the world's cultural property, and the industry and commerce did not register, instead of "PEAK"), it implied that it was "the spirit of Orin PEAK" to make shoes, and to come up with a sense of shame.

AOKANG trademark takes the first two letter "AK" of AOKANG's two character Pinyin as the theme, extending to the left and right images of two phoenix.

Phoenix "set fire to incense and return from ashes," symbolizes AOKANG's new life after fire, and spreads its wings to fly.

It is destroyed by quality and quality.

The shoe industry in Wenzhou is destroyed by quality and only by quality.

In pursuit of zero defects and aiming at the peak of quality, Wang Zhentao became the front line for Wenzhou's economy.

Wenzhou shoes originate from the inferior quality of Wenzhou shoes. Especially when a considerable number of Wenzhou shoe factories ignore the quality of products in pursuit of profits, Wenzhou's regional reputation is hurt.

As a young Wenzhou man, Wang Zhentao could not bear to see the frustration of the local economy. He could not bear to see that his hometown's reputation was tarnished.

He understands that consumers are the most fair quality inspectors and judges, and the credibility of Wenzhou is destroyed by quality, so the revitalization of Wenzhou's credibility is only through quality.

As the saying goes: the public indignation caused by Wenzhou products is not one day, so it is a lasting and arduous war for Wang Zhentao to build up the reputation of Wenzhou shoes by the efforts of his own enterprises.

It is this hard battle that shows Wang Zhentao's tenacity and perseverance.

The general rule of market competition is the price, the quality, the quality and the price.

But at the end of the 70s, China's consumer market and consumers' consumption concepts were not yet mature. Consumers chose the Wenzhou goods at first.

Wang Zhentao understands that to rebuild the image of Wenzhou products, it must conform to consumers' pursuit of cheap and beautiful consumer psychology and produce new, high-quality and cheap products.

So at the beginning of AOKANG's business, it established the business principle of "win the trust of customers with high quality, and compete with rivals at a low price".

According to the traditional concept, shoemaking is a labor-intensive industry and does not require too much technical input. Especially the family workshops in Wenzhou, most of them are born out of the small-scale peasant economy. Due to the constraints of capital, technology and environment, and the constraint of quick and quick gains, they do not make fake and shoddy products, and their styles and quality are also old and rough.

Especially in the early 80s, China's private economy was still very weak. Brand and leading trend were only symbols of the products of state-run enterprises.

Although the number of shoe factories in Wenzhou is large, it is a nobody in the shoe making industry.

But Wang Zhentao is different from others. He bears responsibility and has lofty ambition. From the very beginning, he has positioned the enterprise in the position of competing for the upper reaches of the industry.

At the beginning of the venture, the fund was in short supply. Wang Zhentao spent about 5000000 yuan to buy 4 advanced production lines from Taiwan, so that the starting point of AOKANG was different from others. The style of the shoes was the key to attract consumers to buy. First, the industry must first come out with new styles. Wang Zhentao dare to dare to do it. In 1993, he hired designers from developed areas, and first built a shoe Research Institute in Wenzhou private enterprises, and organized the design staff to carry out research and development of new products.

This research institute maintains the speed of developing a new variety every day, which was a pioneering work in Yongjia and even Wenzhou at that time. AOKANG's products began to attract attention.

The completion of a pair of shoes has to go through dozens of processes, and every process defect will affect the quality of leather shoes.

For this reason, AOKANG has recruited more than 100 professional and technical personnel from the developed areas such as Shanghai, Sichuan, Guangdong and Taiwan with favorable conditions, so that the company has reached a grade in all aspects of management, design, production and marketing.

In February 1998, Wang Zhentao finally realized his dream. "AOKANG" leather shoes were appraised as "China's real leather shoes king" by the China Leather Industry Association (ten).

The title of Chinese real leather shoes is Wang Zhentao's affirmation and encouragement. Ten years of efforts have made AOKANG complete its original accumulation, and AOKANG shoes have been gradually accepted and recognized by consumers.

But Wang Zhentao is not satisfied. He has greater responsibilities and goals.

The goal of the world famous brand leather shoe salesman's experience and insight, as well as his natural persistence and savvy, gave Wang Zhentao his unique vision and mind.

"AOKANG's production management must be strict with China's famous brand, even the high standard of international brand names, especially the quality of products, even if it is a little defective.

"This is Wang Zhentao's request for himself and for his employees. He wants to make leather shoes as crafts.

他毫不猶豫地將利潤投入再生產，接二連三地做出了更大的舉措： ◎1997年10月奧康率先在全國鞋業界通過ISO9002國際質量認證； ◎1999年通過國際互聯網公開向全球鞋機商招標，一次投入2000多萬元從意大利引進6條國際一流的高檔女鞋生產流水線，此舉改寫了溫州鞋業重男輕女的歷史； ◎為了使奧康皮鞋緊跟、引領時代和世界潮流，公司相繼在廣州、上海和意大利建立三個鞋樣設計開發中心，每個月向公司生產部門提供市場信息，并提供不少于500個新款投入生產；由這個中心開發設計的皮鞋，自1998年以來，連續四次榮獲中國皮鞋設計大賽一等獎，二次榮獲浙江省皮鞋設計大賽特等獎、一次一等獎； ◎2000年底，投資100多萬元，從臺灣高鐵公司引進皮鞋品質檢測設備，此舉使奧康皮鞋檢測從傳統的經驗型上升為數字型、科技型； ◎2001年初，奧康以百余

The annual salary of 10000 yuan is hired from Italy, the famous designer Mario and the famous craftsman Jay Sai Bi, making their products conform to the world. In 2002, AOKANG Group signed an agreement with the second shoe design center of Italy, Verona shoe design center, and invited three famous shoe designer of the center to design shoes for AOKANG shoes. At the same time, the enterprise standard was continuously raised, so that the product's unqualified rate and customer complaint rate were reduced to 1 per thousand.

In order to further ensure the quality of leather shoes from the source, AOKANG set up the supplier evaluation committee and launched a series of supplier performance evaluation system to evaluate the performance of raw material suppliers. The company classified the grade according to the evaluation results, and the unqualified suppliers will be disqualified from the supplier.

According to the actual processing practice, 122 reward and punishment standards have been worked out. The winners of quality management are rewarded, and those who fail to meet the requirements are punished, so as to standardize the production behavior of each employee.

The product is of good quality and has a certain degree of social popularity. AOKANG shoes have become the target of other people's counterfeiting. Wang Zhentao does not want others to sully his brand.

In order to maintain brand reputation, since 1997, AOKANG has set up a special legal department to crack down on counterfeit products, investing about 1000000 yuan a year to safeguard brand equity.

Thus, the scene of AOKANG's anti counterfeiting rights at the beginning of this article appeared.

The failure of honesty and credit has become a fire of integrity 12 years ago. On the surface, it seems that the inferior shoes of Wenzhou are burned. In fact, the market is spurned by some Wenzhou businessmen who are immoral and dishonest.

Some people cheat and cheat, resulting in the entire region of Wenzhou products and even Wenzhou people in the hearts of consumers nationwide lost trust.

After burning inferior Wenzhou shoes, Wang Zhentao's deepest feeling is "making shoes first."

Honesty has become a new front for Wang Zhentao's reputation in Wenzhou.

Wang Zhentao's motto, inspiring the office, is hung with a motto: "believe in words and do everything".

This is not only his encouragement, but also the motto of all the staff of the company.

AOKANG people understand that only by speaking honesty can enterprises find a foothold in the market.