Apocalypse Of AOKANG Marketing In The Past 20 Years

Recently, Bill Gates, who came to Beijing to watch the Olympic Games, took off to Hongkong and published a speech entitled "innovation in the next 10 years". He thought that 10 years later, you could set up a TV station of your own and choose to collect your favorite TV programs.

10 years later, can AOKANG be imagined as such a free and novel space?

In the 1988-2008 20 years, from the wholesale business to the state-run shopping mall, from the chain monopoly to the customized monopoly, from the brand name space to the "1+N" mode, from the "no shoes" shop to the online shopping mall, AOKANG's marketing mode has undergone continuous changes and innovations.

From the end of the 1980s to the early 90s, China's life and materials were scarce. During that period, it was no longer a time for shopping by tickets, but shopping was still not easy. Buying all kinds of necessities had to go to state-run shopping malls.

In a sense, the manufacturers in that era want to gain some profits, and entering the state-run shopping mall is no doubt a way out.

With its presence in state-run shopping malls, factories far away from thousands of miles away are only ten miles away from consumers.

In the past, AOKANG did not miss this good road. It chose the marketing mode of "factory affiliation, introducing factories into stores", and sold the counters at the state-run shopping malls to produce and sell itself, and then opened "shop in shops" and "counters".

But many state-run stores do not accept the new mode of "vendor pool", which makes AOKANG market more difficult to expand.

At the same time, shopping malls are places where products are gathered.

Although it is convenient for consumers to choose after entering the state shopping mall, there are so many products available in the state shopping mall that AOKANG has to find another way out.

In the mid and late 90s, the market matured, and the consumers put forward higher requirements for the style, richness and sales service of the products.

They do not know how to choose in the state-run shopping mall where goods are mixed up.

At the same time, many state-run shopping malls are declining due to the sluggish industry. Their role in the circulation channels has obviously weakened, and the wholesale channels have also shrunk.

At that time, most of the dynamic state owned shopping malls were in a difficult situation. If they were still selling in this mode, the fate of the private enterprises, which had spent a lot of money and could not be squeezed in, would be completely linked to these shopping malls.

Obviously, finding a new marketing mode is imminent.

What exactly is the mode that can fully display AOKANG's brand culture and product style to facilitate consumers' choice?

In January 1998, Wang Zhentao, chairman and President of AOKANG group, proposed a chain store.

At that time, all the vice president of the company did not agree. The reason is simple: the existing sales mode is making the sales volume steady increase, and there is no precedent for chain stores in the industry. What's more, AOKANG brand is far from achieving a high reputation.

However, Wang Zhentao must try, and he disagrees. He decides to open a store in his own name, if successful, expand it in a large scale.

In January 1998, AOKANG opened its first chain store in Yongjia County town. After a few months, it was successful and caused a sensation in the industry.

In late March this year, AOKANG group held a "Pan Pearl River Delta region large-scale investment fair" in Dongguan, Guangdong.

The Investment Promotion Association also sent a signal to the industry: only by innovating and changing the marketing mode can we remain unbeaten.

Turning to the pformation of this marketing mode, Wang Zhenquan, vice president of AOKANG group, outlined two models: the "1+N" mode and the "zero risk" agency mode.

The meaning of "1+N" means that "1" stands for flagship space or single brand flagship store, and "N" stands for multiple stores.

And "zero risk" agency is to adopt the way of "bottom guarantee plus business commission" to ensure that the agent does not take any risks.

Agents are mainly responsible for store leasing and maintenance of local public relations, and the rest are responsible for the completion and cost of the business.

AOKANG is fully integrating all kinds of resources, spreading the marketing channel in a comprehensive way, pulling the net closer to the consumers, to the greatest extent, making it convenient for consumers to choose.

Wang Zhentao, President of AOKANG group, revealed that five years ago he conceived a "store without shoes", that is, no samples needed to be displayed in the shop. Customers could choose the leather shoes freely and freely through the computer.

The "foot shoe-making machine" made by AOKANG group and Zhejiang provincial science and technology department and Zhejiang University made this idea a reality.

Wang Zhentao said that the birth of "shoe measuring machine" symbolized the shaping of AOKANG's new "network marketing mode".

Because tailor made changes the situation that customers could only choose the style of leather shoes passively.

It is reported that the "shoe machine" has been put into operation, providing customized services for celebrities and stars. The price of customized shoes is not less than 800 yuan per pair.

With the mass production of the "foot shoes machine", its cost is expected to fall from 200 thousand yuan to 30 thousand yuan. In 3-5 years, it will be popularized in more than 3000 chain stores in AOKANG.

At that time, the price of customized shoes will return to the level of popularization. When ordinary consumers can enjoy the independent choice brought by this high-tech, script src=>