2010 Wenzhou'S Shoe Making Private Enterprises Are Competing For Success (2)

Marketing network promotes competitive advantage

Brand with market recognition is one of the core advantages of participating in the industry competition. For CHINT electric, technological innovation, marketing network and brand awareness are the most prominent competitive advantages.

The establishment of brand is not a day's work. It needs long-term development and maintenance.

In the past more than 10 years, the company has focused on the development of low voltage electrical apparatus industry, and has developed and established a perfect marketing network.

At present, the sales of CHINT appliances mainly use the dealer mode.

Because low voltage electrical appliances have a large quantity of products,

Through strict authorization and unified guidance, the company realizes the management of distributors, and gradually establishes a cooperative and orderly marketing network with regional offices as the core, distributors as platforms and distributors (two level distributors) as supplement.

At present, in the domestic market, the provincial level and industrial cities are the focus, the city level city is the main body, the county level city is the three level marketing network of the radiation point, and there are 12 regional offices and 2000 distributors at all levels, covering all parts of the country, and fully infiltrating customers in various fields. More than 300 core dealers have completed the operation upgrade, set up an e-commerce platform, docking the SAP/R3 system, and have complete market development, financial operation, technical support, and marketing service system.

By 2010, it is expected that the coverage of distributors in the county level and above market will reach 95%, and the average annual sales capacity of distributors will reach 40 million yuan / household.

In the next few years, CHINT electric intends to introduce direct sales to major customers in various industries, especially the main power supply, machinery matching, and major customers such as steel, metallurgy, petrochemical, appliance and real estate. It will further expand the company's market sales.

In the international market, at present, CHINT electric products have entered the developed countries and emerging markets, such as Europe and the United States, and their products are sold to more than 90 countries and regions. The expansion of the international network market will further enhance the profitability and brand awareness of the company in overseas markets.

From the concept to the operation of the wedding bird, the characteristics of "pure clothing brand" are discussed.

The difference between the wedding bird and other listed clothing companies is that the birds have always been more "pure".

The good news bird is committed to integrating the 5000 years of Chinese culture and ethnic elements with Chinese characteristics into the brand, trying to show the best to the world.

In 1996, Wu Zhize, chairman of the group, began to downplay the color of his family business and try to establish a corporate governance structure suited to the development needs.

National culture creates brand connotation

Looking at the global garment industry, the biggest gap between domestic brands and international brands is neither product nor marketing, but culture.

The phrase "the more the nation is, the more the world" has been in the prominent position of the major media in recent years. Once again, the nationality has returned to the public view, but how to combine national character with the enterprise is a very important proposition.

"Creating an international brand with national characteristics" is an enterprise development strategy of the Phoenix bird. After several years of exploration, it has strengthened the competitive strategy of enhancing the competitive advantage with national characteristics and integrating the national characteristics with the international popularity.

At present, the good news birds draw the essence from the Chinese mainstream Confucianism, will uphold the noble, elegant, refined product style, the visual system, application system, communication system diagram, sound and language strictly unified, create brand culture unique, product style distinct brand new image, in the enterprise publicity brochures, product design are easy to find the imprint of Chinese national elements.

A few years ago,

In order to further highlight the core competitiveness of the brand, good news birds use the national brand "storytelling", in the product design, organize a series of Chinese elements every year, use the Chinese knot or dragon, 2009 is the end of a small dragon shirt, the use of Chinese elements is widely recognized.

In addition, the Chinese knot is made into a button, red and red, representing happiness and auspiciousness.

On the elbow of the suit, the buttons are designed as a bow, while in the store furnishings, the Chinese classical style cloisonne and Chinese knots are decorated.

The good news birds insist on men's formal dress products. In the steady development of western style clothing products, they adapt to the development trend of casual dress, appropriately increase the proportion of leisure products, change to the comprehensive clothing brand, give the brand national cultural connotation, and further deepen the brand image.

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De familial pformation operation mode

In August 16, 2007, the news birds successfully opened the door of capital and listed on the SME Board of the Shenzhen stock exchange.

Following the successful listing of Fujian seven wolves in 2004, it is the second private clothing company listed in Shenzhen.

The news bird has also become the first public offering of stock in Wenzhou and the first private footwear enterprise listed on the main board in China.

After the news birds were listed, the group completely completed the pformation from family businesses to public companies.

Listing is an innovative capital management mode and system. The implementation of diversified and internationalized business can promote the optimization and upgrading of industries.

The clothing industry should respond to the challenges of globalization with a global vision and concept, and promote the two leap of the garment industry.

Wu Zhize, chairman of the news bird group, believes that family businesses are more suitable for the early stage of enterprise development, with high management efficiency and low cost of communication and trust.

With the expansion of company scale, the drawbacks of family businesses are gradually emerging. For example, imperfect governance structure, imperfect organizational mechanism, and difficult internal management can not attract talents to join.

Once the listing is turned into a public company, the external supervision force can be introduced, the corporate governance structure should be perfected, the organizational mechanism should be straightened out, and the internal management should be strictly controlled.

It can also be said that the change of corporate governance structure is the biggest demand of private enterprises reporting birds.

In order to seek listing, in 2001, news bird set up a joint stock company.

In the same year, the news bird group completed the shareholding system reform.

For listed companies, the continuous improvement of governance structure is the development strategy of enterprises, strengthen internal control, promote professional management, and create hundred years brand.

Successful listing and financing will lay a good foundation for the follow-up development of the news bird brand.

Timely birds use the funds raised by the listed companies to pform their "single sales mode" - franchising.

This mode is more suitable for the needs of brand growth. However, with the growth of news birds, franchising has gradually been unable to adapt to the company's continued development. The reason is that its control over sales channels is not strong enough, its response to market demand information is not fast enough, and the unified planning of brand image can not be fully implemented.

After listing in 2007, it gradually changed the channel of relying solely on franchising, and built chain marketing network with 100 million yuan, including the establishment of centralized management system and 6 direct flagship stores and 15 direct store landscape stores.

At present, the news birds choose 178 cities and shops in 500 cities, including 98 reporting birds shops and 80 St. Jie Luo stores. In some cities, they have direct outlets and joint stores through purchase or lease, and have opened stores in some cities.

In addition, the birds also raised funds to raise the production capacity of high-end suits and invest in the "brand design and R & D center technical pformation project".

The company that has been growing rapidly over the past decade is undergoing pformation, all of which depends on the support of the capital market.

AOKANG diversified industrial layout paving the way for listing

Recently, the news of the listing of private enterprises in Wenzhou has frequently been reported in newspapers. Since the early, CHINT electric appliances located in Yueqing, Wenzhou were listed successfully. This move seems to have opened the floodgates for private enterprises in Wenzhou.

It is also a rising star, including the Hong Kong international brand and the Saturday shoe industry, which have the brand of 100 billion, and also listed on the Singapore Stock Exchange and Shenzhen Stock Exchange in 2003 and 2009.

But what is puzzling is why AOKANG has not been listed yet.

Acquisition of the first brand of Italy footwear industry

In May 18th, Zhejiang's AOKANG shoe Limited by Share Ltd, the largest private shoe making enterprise in Shanghai, signed an agreement with VALLEVERDE, the world's first shoe brand Italy shoe, to acquire the ownership of the latter in Greater China.

This is AOKANG's first acquisition of overseas brands.

In the 2009 "Pierre Cardan takeover battle", AOKANG, which had always been interested in international brands, was once considered a powerful contender. However, it failed to see its action. Now the answer is announced, aiming at Italy's Wanli Wade.

The predecessor of AOKANG group is Yongjia Olin shoe factory, founded in 1988. It is a national top 100 private enterprise with leather shoes as its main business and involved in commercial real estate, biological products, cross industry and cross regional development.

Founded in 1969, wanwade mainly produces "breathing type" functional shoes. It is Italy's "time-honored brand" shoemaking enterprise. It has more than 2300 stores in the world, and its ownership in Greater China involves mainland China, Taiwan and Hongkong.

It is understood that as early as January 2008, AOKANG and Wanli Wade signed the global strategic cooperation agreement, and acquired the brand management right of the Asia Pacific region for 10 years with a US $22 million.

Wanwade provides product R & D resources, technology and legal support, and its brand marketing and product manufacturing in the Asia Pacific region are operated by AOKANG.

Subsequently, AOKANG implemented a series of innovations on Wanli Wei's brand positioning, marketing channels and product research and development.

Wang Zhentao, President of AOKANG shoe industry, said that the use of licensed brands, agents to obtain ownership and independent operation are "natural".

Wentiwade has intended to sell the company as a whole, but AOKANG, considering the imminent listing, is hard to digest, "temporarily as long as the Greater China's brand ownership."

And "plan to invest 5 - 600 million yuan, in 3 years to become the most competitive high-end brands in China and the Asia Pacific, in more than 300 domestic high-end stores."

According to the introduction, "AOKANG will set up an international team to carry out packaging planning and variety development for Wanli Wade.

It is different from the existing low-grade private brands such as AOKANG, Kanglong, red Firebird and so on.

In May 18th, AOKANG launched the international high-end brand strategy.

AOKANG's series of actions will be a beneficial supplement to the high-end brand market. It can be predicted that the first brand of Italy's footwear industry will be a part of AOKANG's pre market preparation.

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Multiple breakthroughs in real estate pharmaceutical shoes

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 AOKANG's adjustment.

As for why the final choice of biopharmaceutical and real estate is AOKANG after years of development to explore the "test" results.

It is understood that before the biopharmaceutical, AOKANG also chose to do other industries. After trial, it was found that biopharmaceutical and commercial real estate is feasible for AOKANG.

From the current situation, AOKANG's diversified portfolio is feasible.

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

The past world financial crisis has made AOKANG shoe industry face unprecedented economic cold winter. It is understood that AOKANG's biological vaccine has been planned for mass production, which is also a new profit growth point beyond the footwear industry.

Similarly, AOKANG is not doing real estate for real estate, but 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.

In May 21, 2010, Quanjiao AOKANG commercial pedestrian street was openly invited to invest 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 brand shoes, which is why AOKANG only makes commercial real estate.

As early as 2007, the listing of peer BELLE enabled Wang Zhentao to deeply understand the necessity of listing. He once publicly stated that "the era of shoe integration has arrived, and only by making use of the capital operation of the listing society can enterprises grow and strengthen, so that they can continue to survive in the market."

At this point, AOKANG is accelerating the pace of listing, it is understood that AOKANG is "on the road to catch up", and the two subsidiaries of shoemaking and bio pharmaceuticals are "on the way to the market."

Undoubtedly, AOKANG's diversified industrial layout is beneficial to the listing of enterprises.

Listed companies are directly involved in capital market competition. Market risk requires that listed companies must have sufficient financial support.

And AOKANG will seek diversified industrial breakthroughs before listing, which will surely bring sufficient financial support to enterprises in the future.