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Kangnai Builds High-End Brand AOKANG Starts Network Marketing

2010/4/10 14:22:00 28

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When the whole industry is facing a depression or crisis, some brave people have made some attempts.

Meanwhile, the government's main leaders also introduced some policies in a timely manner, hoping to help Wenzhou's traditional industries out of the predicament. Kangnai and AOKANG took another path to pform and upgrade rapidly.

Kangnai: go to the airport to study customers and create high-end brands

After the economic crisis, Kangnai decided to build a high-end brand. Marketing companies began to conduct detailed market research in airports in Beijing, Shanghai and Guangzhou last year.

The report shows mixed feelings and worries that the original customers are losing a lot, and foreign brands monopolize most of the high-end market in China. What's more, it is not that consumers voluntarily abandon national brands, but Kangnai's R & D and production are not keeping up with the needs of consumers in time.

Kangnai began to actively adapt to the market demand.

Before long, the concept of "Kangnai high-end manufacturing" appeared frequently in the major media.

Sales orders also increased significantly over the same period.

AOKANG: after 70, lead three post-80s, start network marketing.

AOKANG's network marketing department should be the youngest Department of the whole group.

"We are one after 70 leading three 80 after work."

Lu Zhongyang, manager of network marketing department, said.

AOKANG is the first shoe marketing enterprise in Wenzhou to build Internet marketing.

In 2008, AOKANG spent about 3000000 yuan to build "AOKANG online mall" on the Internet, ready to develop towards e-commerce.

In fact, Lu Zhongyang's work began 5 years ago.

"In 2005, we have opened online stores on Taobao and other websites."

At first, even Lu Zhongyang's colleagues in a big office did not understand what the four young men were doing.

"They see that we are always busy taking photos, and they are still staring at the computer all day, for a while, giggling, typing, and not getting to work on time."

It seems that this is a maverick sector, even with the habit of "advocating freedom" in the Internet world.

However, these four "weird" people have created a miracle of AOKANG's sales.

Now the sales volume of AOKANG online mall is over ten thousand yuan, and last year's sales volume reached 4 million yuan.

This is almost equivalent to the sales volume of a AOKANG store in one year.

"Our network sale has greatly reduced the manpower and material cost of the traditional business process, so our profit is at least 3 times more than that of the physical store."

Such success, in addition to the development of e-commerce in recent years, AOKANG's more than 3000 chain stores across the country have also provided a platform for AOKANG's Internet sales.

"When buyers place their orders online, we assign them to the nearest stores, which is the fastest logistics distribution."

Lu Zhongyang said.

This year, Lu Zhongyang and his three partners have come to a more arduous task, and the total sales volume of the network will reach 10 million.

However, in the eyes of a group accustomed to communicating with customers at 1 o'clock in the morning, it is not a legend to accomplish this task.

Government moves: build Wenzhou leather shoes

Regional brand

In the eyes of Wenzhou's politicians, the shoe leather industry has been given more symbolic meaning.

"This is the traditional light industry in Wenzhou, which is labor-intensive. If the industry can succeed in pformation and upgrading, then the Wenzhou economy will really achieve" breakout ".

Ma Jinlong, a well-known local economist in Wenzhou, explained.

During last year's national "two sessions", Shao Zhanwei, Secretary of the Wenzhou Municipal Committee, put forward the view that "Wenzhou should take the lead in breaking through", which has aroused widespread concern in the media.

Subsequently, the Wenzhou municipal government promulgated some policies to revitalize the industry.

The most famous number is "industry".

321 actions for pformation and upgrading.

"Some of the policies promulgated by the government now basically focus on the" 321 actions ".

Chen Xijun, director of the Research Office of Wenzhou Federation of industry and commerce.

As for the shoe leather industry, the most notable move of the government is to create Wenzhou leather shoes.

The regional famous brand tries to "combine strong forces with small ones".

Last year, the "Wenzhou (International) shoes capital" Zhejiang regional brand was officially awarded.

In the last month of 2009, the Wenzhou municipal government specially convened representatives of shoe enterprises and trade associations to mobilize the use of "Wenzhou (International) shoes capital" Zhejiang regional brand.

To the boss who sat on the stage, they encouraged the party members and vice mayor Zhou Shaozheng, who had just arrived in Wenzhou.

According to the regulations, all enterprises that will get the name brand products above the provincial level will play the brand of "Wenzhou (International) shoes capital".

Now, in order to promote the use of this regional brand, the people of Wenzhou decide that the other shoe enterprises can apply for the logo if they meet the alliance standard provided by the shoe leather industry association.

Expert opinion: classify and reorganize more than 2700 Enterprises

With regard to the future trend of Wenzhou shoe enterprises, even today, there is still room for unlimited imagination.

"The shoe leather industry in Wenzhou will not be emptied. After all, the advantage of the whole industry chain is still there, and the accumulation of design capability is incomparable elsewhere."

Optimists such as Xie Rongfang said.

Pessimistic people think that the shoe leather industry in Wenzhou is just like a girl who is ignorant of walking on expressways. She is in danger and may be faced with a fatal blow at any time.

"This is industrial pfer.

An inevitable trend. "

Ma Jinlong said.

However, as a manager of the industry association, Xie Rongfang has already had a complete set of pformation plan for the shoe leather industry.

In this plan, the reorganization and integration of industries is an important content.

The shoe leather industry association, 4 years ago, assisted the government in the classification of A, B and C for more than 2700 small and medium-sized enterprises, and put forward the key support for A-type enterprises, guided the development of B enterprises, and the C enterprises were allowed to develop their strategies.

According to the plan, we should carry out dynamic management of three types of enterprises in the future, guide enterprises in the industry to speed up the reorganization and reorganization, and focus on guiding 30 brand enterprises to become bigger and stronger, do better, encourage cooperation and merger, and take the road of joint development.

Actively cultivate 20 large scale foreign trade enterprises to expand and strengthen foreign trade export

Business.

The initial idea of integration and reorganization is: led by guild, in the next 3 to 5 years, the leading enterprises with output value of more than 1 billion yuan in a class enterprise will actively choose to integrate the brand enterprises or production enterprises in B enterprises, integrate the end products or production lines in the form of mergers or joint ventures, and further expand and become larger enterprises.

Mergers and acquisitions in the industry have already had precedents in Wenzhou.

Since the beginning of the financial crisis, at least 39 enterprises in Wenzhou have completed the reorganization and reorganization, and another 15 enterprises are restructuring, and 13 enterprises are intent to restructure.

These integrated industries include ships, electric, valves, automobile and motorcycle fittings.

Another signal is that at the two sessions of Wenzhou held last week, mayor Zhao Yide told the chairman of the shoe leather industry in Wenzhou, chairman of Kangnai shoe leather industry, and Zheng Xiukang, chairman of Kangnai group, that he hoped Kangnai could start the restructuring of the shoe leather industry in Wenzhou.