China'S Centennial Brand And Global Trend: AOKANG Shoe Industry Six

AOKANG shoes: R & D is to better open source.

In the early morning of March 8, 2009, when people were still enjoying their leisure time in the weekend, the AOKANG shoe high market research group had no rest and fatigue for many days. Along with the first twilight of the south, they continued to start from Shenzhen.

First came to Longgang Ping Di Town Yao Qun Industrial Company.

Yao group may be a strange company for us or many consumers, but it is very familiar with Daphne, Qian Baidu, sun Da, Baidu and so on.

Yao group is doing behind the scenes work for the design and production of these brands.

It is understood that the company currently employs tens of thousands of people, and the proportion of skilled personnel in management and design is very high, about 15%.

In the product room, a variety of upcoming spring and summer products will be displayed in a concise but orderly fashion.

The inspectors nodded from time to time about their strong R & D team and unique design capabilities. They also realized that the company was in urgent need of improvement in research and development.

Then, after inspecting the market in Humen and Dongguan, and around the theme of R & D on how to serve enterprises, President Wang Zhentao held a special conference on R & D at AOKANG Dongguan R & D center.

Other members of the delegation and all the R & D personnel of the centre attended the meeting.

At the meeting, Gu Feng, deputy director of the international R & D center, elaborated on how to ensure the effectiveness of product planning, AOKANG brand positioning and R & D process.

President Wang asked every group of executives of the entourage to change positions, and assumed himself as the person in charge of the R & D center to express their views.

R & D is the lifeline of a company's core competitiveness and future development. It should grasp the initiative of R & D, so as to avoid allowing others to walk blindly with a rope.

"Product independent research and development is to promote market sales, and to successfully implement it must form its own specific style. Only by persisting in maintaining its own research and development characteristics will it be possible to win the favor of the market and succeed."

"Product development process is also a process of communication. It is hard to succeed if designers are just behind closed doors and do not understand and collect feedback from the market.

Therefore, we should add another job function on the basis of the existing commodity purchasing department, that is, when we place orders for R & D, we should understand the positioning of our main products, communicate with R & D personnel in a timely manner, and summarize the style supply that the market needs.

The senior officials of the group have expressed their views, or implicit or sharp, but they have only one aim. That is how to raise the level of R & D to a new height.

"In the current external economic downturn, enterprises must find ways to save money and open source.

While reducing costs from all links, we must also pay attention to open source work.

R & D is a part of the company's urgent need to upgrade, and can not be ignored.

It is a shortsighted performance to cut down R & D investment in order to save time cost. It is very important for an enterprise to be strong and strong in research and development.

President Wang said in concluding remarks, but he also stressed at the same time: "we must improve efficiency, we must deal well with the relationship between input and output. Open source does not mean blind investment in spite of cost. Instead, we must take measures to increase the proportion of output under certain inputs."

Decisions are always produced in detailed market research and intense ideological collisions.

After many days of market research and special discussion, the development direction and specific measures of AOKANG shoe industry at the next stage are becoming clearer and clearer.

AOKANG shoe industry takes the opportunity to upgrade a 100 meter hurdle race with technological innovation.

In the year 2007 alone, AOKANG has declared as many as 50 patents for its products, which have been used in AOKANG's 2008 Olympic Games etiquette shoes, shock absorbing shoes and other functional footwear.

Technological pformation is one of the main ways to break the cost barrier of AOKANG.

A few months ago, AOKANG put forward the concept of the Olympic season.

"The Olympic Games will be held today. All Olympic partners, including non Olympic sponsors, will focus on the August Olympic Games. In the face of many powerful competitors and advertisements, we have been playing the concept of" Olympic season ".

Liu Xiang, the brand manager of AOKANG group, said: "during the Olympic season, we will make good use of the Olympic Games and the two brand resources of these two brands to maintain the continuous brand and promotion influence, so that the promotion effect can be maximized."

"The biggest feature of the Olympic season is AOKANG's lower air advertising. It's about preparing more power to turn to the terminal."

According to the Research Report of the China Brand Research Institute, AOKANG's reputation increased by 8.63% in 2007 through Olympic marketing.

"What we need to do now is to pform the brand reputation into sales volume," Jiang said.

Magic weapon 1: technological innovation

With manufacturing costs rising by nearly 20%, the issue of survival has become the most talked about shoe business in Wenzhou this year.

At the end of July, more than 60 executives of AOKANG group began their annual "think week" activities after 10 whole days' visits to 34 branches nationwide.

"AOKANG, like other manufacturing industries in China, is facing many challenges. Under the influence of RMB appreciation, labor costs, raw material costs, export tax rebates and EU anti-dumping intensification, corporate profits decline is inevitable. If we do not face up to these problems, we will enter the besieged situation."

President Wang Zhentao said.

"Thinking week" is AOKANG's "Zunyi conference". We have been sticking to it for 8 years, with different themes and forms every year.

Wang Zhentao said, "when we shift the perspective from the enterprise to the whole industry and pfer to the current economic environment, we may be able to see it better."

With the appreciation of the RMB exchange rate, the decline in export tax rebates, the adjustment of processing trade policies, the rising cost of raw materials and labor, and constantly eroding the meagre profits of labor-intensive enterprises, the age of cost advantage is gone forever.

Technological pformation is one of the main ways to break the cost barrier of AOKANG.

It is understood that AOKANG's two high-end footwear technology is declaring patents: one is the "foot series", which integrates high-tech into two millimeter insoles, so that the insole can be automatically cooled or heated. It seems that a mini personal air conditioner is installed on the sole of the user. The other is "comfortable bottom" technology, which integrates high-tech into the insoles, and the insole radian is completely fitted to the foot curve of the human body, and it is comfortable and comfortable to walk, and it is easy and effortless to walk.

In the year 2007 alone, AOKANG group has declared 50 patents, including inventions, utility models and designs, which have been used in AOKANG's 2008 Olympic etiquette shoes, GPRS positioning shoes, breathing shoes, shock absorbing shoes, and telescopic high heels.