How Does AOKANG Go From "10" To "10000" (1)

Recently, a good news came from the State Administration for Industry and commerce. Due to the remarkable implementation of trademark strategy in many years, the red bean group was identified as the first batch of trademark strategy implementation enterprises by SAIC.

Red bean has also become the only national trademark strategy implementation enterprise in Jiangsu province.

In the early 1997, red beans became the first batch of well-known trademarks in China's apparel industry.

With the further development of economic globalization, intellectual property has increasingly become the strategic resource of national development and the core element of national competitiveness. Trademark, as an important part of intellectual property rights, is playing an increasingly prominent role.

The red bean group, which has been paying attention to brand building.

From the beginning of its establishment, it attached great importance to the cultivation and development of trademarks, and always regarded trademark strategy as an important part of the red bean brand development strategy, and combined trademark strategy, brand strategy and business strategy.

After years of exploration.

The red bean group has gradually formed the trademark strategy implementation pattern of "one body and two wings", that is, trademark protection is the main body, and technology and cultural construction are two wings. The trademark strategy is organically integrated into all aspects of the production and operation of the enterprise. It not only effectively protects the red bean brand, but also makes an extraordinary contribution to the rapid and healthy development of the red bean group.

In 1984, when many products had not yet been named, red beans had taken the lead in the first trademark registration in the whole country, and then made a protective registration.

In order to better manage the trademark, the red bean group set up a Trademark Bureau in early 1990s, arranged for the special person to manage trademark affairs, specifically responsible for the registration, renewal and licensing of trademarks, and unified production, distribution and verification of trademarks of red beans.

At the end of the last century, many of the country's old ones, like Tongrentang, were registered in foreign countries and suffered heavy losses.

Today, the red bean group has been serving 34 categories of commodities and 1L.

This is a set of business formulas that Wang Zhentao himself summed up. According to his logic, "if you make a product to earn 10 yuan, making a brand can earn 100 yuan, and capital operation will make 10000 yuan".

And he is trying to lead AOKANG along such a path.

Judging from this, is AOKANG's diversified portfolio "successful"?

Obviously, the cash flow from the shoe industry can also provide financial support for capital intensive real estate and biopharmaceuticals.

In this financial crisis, when AOKANG shoe industry is facing unprecedented economic cold winter, it is said that AOKANG's biological vaccine has been planned for mass production, which is also a new profit growth point outside the footwear industry.

Wang Zhentao, who likes to be independent, claims that he is also different from his real estate, "not to make real estate for real estate", but to carry out around AOKANG's leather shoes.

On New Year's day in 2006, AOKANG opened its first commercial pedestrian street for 200 million years in Huanggang, Hubei.

At that time, Wang Zhentao said publicly that he would build hundreds of commercial pedestrian streets throughout the country in 5 years.

In May 21st, Quanjiao AOKANG commercial pedestrian street was openly invited in Wenzhou, which is the third pedestrian street built by AOKANG.

According to AOKANG's public information, the pedestrian street project is a modern multi-functional integrated brand commercial street which combines business activities, urban leisure, sightseeing tours and history and culture.

After the completion of the commercial street, AOKANG will introduce Suning, KFC and other more than 100 domestic and foreign brands.

And in these pedestrian street shops, AOKANG will focus on recommending its own

In Wang Zhentao's words, from the perspective of efficiency, real estate has become the most profitable business.

Today, AOKANG's three businesses are operated by professional professional managers, and Wang Zhentao himself has changed from industrialists to investors.

At present, Wang Zhentao is the chairman of these subsidiaries, but he only spend about 1/3 of his time on the work.

At the end of each year, AOKANG will make a budget of second years, and each subsidiary will submit its budget and obtain approval on the basis of its strategy.

"Larger investments must be reported to me, usually within the budget, and within their mandate, they have the final say," Wang said.

Starting from the city of Wenzhou, taking a bus northbound, across the Oujiang River, after more than 1 hours of turbulence, you can reach a small village below Yongjia County, Wenzhou: thousands of stones.

This is the location of AOKANG group.

22 years ago, Wang Zhentao started from here, led by seven or eight workers with 30 thousand yuan in a scrape together. He founded AOKANG's predecessor, Yongjia Olin shoe factory.

Today, AOKANG has about 3000 terminal stores in China, with sales amounting to 4 billion -50 billion a year.

However, Wang Zhentao, who is "restless", is not satisfied with this. He has also stepped in to diversify and try financial investment in order to get higher returns in a faster way.

Pluralistic breakthrough:

Real estate, pharmaceuticals, shoes three Ma Qi drive

In the early morning of May 21st, Wang Zhentao appeared at the International Wenzhou Hotel. Under the title of Wang Zhentao's chairman, it was not only the "AOKANG shoe Limited by Share Ltd of Zhejiang" (hereinafter referred to as AOKANG footwear industry), but also the Sino Ou Real Estate Group Co., Ltd. (hereinafter referred to as Zhong Ou real estate), and Hong Wah Biological Products Co., Ltd. (hereinafter referred to as Hong Wah bio).

In AOKANG's current industry layout, the real estate, biopharmaceutical and footwear industries are neck and neck in three big blocks.

In fact, "7 years ago, AOKANG began to make strategic adjustments", while the low profit of the traditional footwear industry was a reason for Wang Zhentao's adjustment.

As for why the final choice is biopharmaceutical and real estate, in Wang Zhentao's words, this is the result of "trial".

In fact, before biopharmaceutical, AOKANG chose to do other industries, but Wang Zhentao did not want to elaborate on the experience. Finally, they found that biopharmaceutical and commercial real estate is a feasible way for AOKANG.

The famous American enterprise strategist, Arthur A Thomson, puts forward that the success of enterprise diversification can be judged from two aspects: first, whether the new industry will form a competitive advantage with the original industry; and the two is whether the new industry will bring more financial profits.

Trademark registration has been completed in the region.

In addition, enterprises will register with the same pronunciation, similar structure and similar meaning, such as "Hong Dou", "Jiang Dou", "red bean tree" and "lovesickness bean".

Up to now, red beans have registered more than 400 trademarks.

Over the years, the successful implementation of the trademark strategy has earned many honors. "Red bean" was recognized as the first known "China famous trademark" by the State Administration of industry and Commerce in 1997. "Maxima", "lovesickness", "Red Rabbit" and "Yi Di Fei" were selected as "famous trademarks of Jiangsu province", among which the "thousand mile horse" trademark is currently being actively declared "China famous trademark".

At the same time, the five chain of red bean men's clothing chain of the red bean group has been initially built.

So far, the red bean brand has set up more than 1000 franchised chains, which are expected to reach 1000 this year, reaching 3000 in three years.

For the award, the red bean group official said that enterprises will continue to innovate, create excellence and create brand names in the fields of trademark protection, technology, culture, and so on.

According to the introduction, this year, the State Administration for Industry and Commerce has established one or more cities and one enterprise in every province, autonomous region and municipality directly under the central government as a national demonstration city and demonstration enterprise for trademark strategy implementation. It has promoted the extensive implementation of the national commercial strategy strategy by giving play to its advanced typical guidance and exemplary role.

The demonstration period of the national trademark strategy implementation demonstration city and demonstration enterprise is initially set for three years. After the expiration, the demonstration can be applied.

SAIC will give certain support policies to national trademark strategy implementation enterprises, such as providing statistical services for trademark registration information, providing trademark advisory services, increasing registration and protection of trademarks, helping and supporting its solution to the issue of trademark being snatch abroad.