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

Chinese shoe companies innovate international M & a mode

"Today, we witness that this foreign daughter-in-law is officially married to the Chinese giants."

In May 18, 2010, Shanghai, China, the ninety-eighth China shoe industry and leather goods fair, with the witness of colleagues, channels and associations, AOKANG officially "married" and "love" for more than 2 years, the first brand of Italy shoe industry, Wanli Weed, achieved its right in the Greater China, realized the dream of acquiring international big cards, and made a full stop to this pnational love.

From agency to ownership, from strategic cooperation to mergers and acquisitions, AOKANG officially launched the international high-end brand strategy of Chinese shoe enterprises in Shanghai, and formally announced the new mode of international cooperation of Chinese shoe enterprises.

China shoes King explores a new international cooperation mode -- "Smiling Curve".

"In January 8, 2008, I still remember this day clearly: I signed the cooperation agreement with Armando, chairman of Italy shoe industry's first brand Wanli Wade.

Excitement?

Excitement?

I don't think so. It's a vague worry. "

Recalling the mood of signing two years ago in Shanghai and Wanli Wade, Wang Zhentao told reporters that the attitude towards the cooperation was cautious.

Because we are exploring and exploring the way of Sinicization of foreign brands. There is no ready way to go.

"So I often tell my team," do not blindly imitate and follow, we must find a suitable international cooperation mode for AOKANG. "

In fact, AOKANG has been exploring for more than 2 years with Wanli Wade.

On the brand positioning, combined with China's consumer market and Wanli Wade's own product demands, the target consumers are locked in 35-45 year old elites, who are influenced by Chinese traditional culture and have rich experience in their life. They appreciate the low-key connotation and appreciate the high quality brought by the details.

This kind of dress and attention to detail, but not deliberately, is the crowd positioning of wanwade.

A brand must move to the core and the most precise channel to spread the brand image, so Wanli Wei brand attaches great importance to the consumption experience of VIP customers.

In addition to offering discount cards, consumption points, gift giving and other promotional activities, there will be activities similar to high-end private parties.

This way of offline communication pays more attention to customer experience, which is a typical way of word of mouth and experiential marketing.

In product research and development, AOKANG made full use of Wanli Wei's research and development advantages, sent special people to Wanli Wei De R & D base in Italy, invited Wanli Wei's R & D experts to teach AOKANG regularly, and analyzed and designed the trend of fashion, materials, shoes and accessories and shoes in the international market.

Two years of exploration, two years of practice, AOKANG handed out a satisfactory answer: nearly 200 national high level shopping malls, sales performance has doubled, AOKANG and the first shoe brand in Italy - Wanli Wei De love, very happy.

Faced with this remarkable achievement, everyone wants to know what the secret behind the answer is.

"In recent years, our cooperation with international brands has proved that we fully have the ability to operate and sell international brands.

We tentatively start from production and processing and agency, and have the ability to operate independently with its core technology and brand. This is like walking a smile curve, both ends of the curve are technology and brand.

But most enterprises only see the value of foreign brands, ignoring the other side of the technology.

If you want to imagine that the smile curve is short of the other half, how to walk is a downward slide.

Starting from this theory, Wang Zhentao expressed his confidence in the prospect of AOKANG's acquisition of Wanli Wade.

AOKANG's formal acquisition of Wanli Wade will buy out its ownership in the Greater China region, from R & D, manufacturing to brand marketing.

Oku Yasushi in high-end brands

On the same day, at the same time as marrying Wade Wade, there was also the launching ceremony of AOKANG's high-end brand strategy.

It is understood that in addition to the Italy lineage Wanli brand, AOKANG also has introduced high-end women's shoes beauty brand from Taiwan.

In order to ensure the beauty of the beauty brand, the company introduced six professional women's shoes production lines from the Italy la la Na company, and hired the Italy craftsmen to undertake the research and development design.

It also pioneered the terminal mode of private self-help shoes hall in the industry. The speed of the products in this private shoe hall is two times that of the general shoe shop.

In addition, limited edition designer DIY handmade shoes, couple shoes, luminous shoes and other special products are also available in the shoe hall.

After years of cooperation with Chinese consumers, two brands have been recognized by the Chinese market and their performance is also improving.

Considering their international lineage, AOKANG set up a team to operate the two brands.

"We are totally different from other brands of AOKANG from the personnel composition to the operation mentality. We are more internationalized, facing consumers and competing brands are relatively unique, and the channel is more concentrated in high-end shopping malls."

The team leader and general manager of AOKANG's two international brand business department, Youxian Yong, told reporters.

To be sure, the AOKANG international brand strategy launched this time is obviously more than Wanli Wade.

"The accumulation of over 20 years has made Chinese enterprises stand on a completely new platform -- Chinese enterprises have the ability to layout from the global industrial chain, especially the Chinese shoe enterprises have the ability of global sourcing and global sales."

Wang Zhentao said, "since the outbreak of last year's financial crisis, many traditional shoe manufacturers in Italy have found us to seek cooperation or express their desire to be bought.

This is a good time, but it also requires Chinese shoe companies to treat them cautiously and build up high-end brands in China. Besides their pure blood, their own foundation is more important.

After studying the background of Wang Zhentao's remarks and linking with the trend of AOKANG in recent years, we can see that the smile curve he has said is becoming more and more perfect.

In August 20, 2009, with the support of the Ministry of Commerce and the joint exhibition sponsored by the Wenzhou Municipal People's government and China general merchandise business association, AOKANG and Shanghai Bailian, France Auchan, Dalian big business and other five top shopping malls formed "AOKANG shopping mall alliance strategy". The five shopping malls will provide consultation and set up green light for AOKANG's brand presence.

Recently, the news about "AOKANG will set up the first digital research and development base for shoes in China" also spread like wildfire. According to industry sources, AOKANG's annual investment in research and development is the main budget. In addition to actively seeking cooperation between enterprises and enterprises, AOKANG has introduced a large number of doctoral candidates in human science, mechanics and foreign research and development to seek breakthrough in research and development.

"Nowadays, the demand standard of consumers is getting higher and higher, which also puts forward higher requirements for the development of our shopping malls.

Therefore, we need to introduce technology brands, international brands, fashion brands such as Wanli Wei, high-end brands with high reputation and high reputation to meet the high standard demand of consumers, enhance their competitiveness and maintain sustained development in the new round of economic competition.

The mall representatives who participated in the launching ceremony of AOKANG's high-end brand strategy also expressed their views on that day.

"We give ourselves three years, and we must make Wanli wade a competitive high-end brand in the Asia Pacific region at this time."

Wang Zhentao's almost swearing tone shows us the confidence and determination of China's footwear industry to take the high-end road.