Three Practical Strategies For Brand Marketing Of Shoe Companies

Wang Zhentao's goal is clear: let AOKANG in 2008 recreate the success of NIKE.

In his plan, leveraging the Olympic Games, AOKANG, 20, in 2008, not only achieved the homogenization of the domestic market, but also achieved a qualitative leap in the international market.

In 1988, it started with 30 thousand yuan of funds and 10 workers. Now it has more than 600 million assets and 5000 employees. It has become the largest private shoe making enterprise in China. AOKANG group has spent nearly 20 years.

In late June, 07, in June, Wenzhou launched a new global marketing strategy. From standing firmly in the domestic market, aiming at international marketing, to the Olympic marketing, AOKANG's marketing process is more like a three step. "Next we will consider the issue of listing."

Wang Zhentao, President of AOKANG group, said.

On the same occasion on the same day, AOKANG signed a strategic partnership agreement with Beijing's Zhongyou department store, Shanghai Bailian Group, Chongqing New Century Shopping Center, Hefei department store and Wu Shang Group.

"We will sell leather shoes through two channels in the future."

Wang Zhentao said.

Previously, AOKANG mainly expanded through the form of exclusive stores. It is understood that AOKANG is expanding at the rate of 4 stores a day, and 07 stores will break through 4000 stores in China. In 2010, the scale of 1 000 stores is planned.

In Wang Zhentao's view, through cooperation with high-end shopping malls, we can further enhance the brand of AOKANG.

In 2003, AOKANG built 1 billion yuan to build shoes in Western China. At the same time, Huanggang AOKANG commercial pedestrian street was built in Central China, and the industrial layout of the whole domestic market has been completed.

Wang Zhentao's experience is that different marketing strategies must be applied to all parts of the country to break down one by one.

A few years ago, AOKANG once sent people to develop the Hainan market. "At that time, a young man we sent out looked at it in the past and came back and said," it seems that the Hainan market is hard to develop. The weather is so hot that everyone wears slippers. "

Wang Zhentao said, after listening to the market researcher, he still did not want to give up, and sent a market researcher. "Obviously, the market researcher has more experience. He went to two cities in Haikou and Sanya, and thought that although the leather shoes would not sell well, there was a lot of space for the market of casual shoes."

Now, AOKANG has ranked first in the market share of casual shoes in Hainan Province, and is increasing at an annual rate.

"In fact, sometimes you can occupy the market, the key is to see where you stand."

Localization strategy aimed at the international market, for AOKANG, it can no longer meet the domestic market, and will aim at the international market.

Moreover, even if it is not a specialized foreign trade shoe factory, efforts to deal with EU anti-dumping will also let AOKANG brand "go out" ahead of schedule.

Wang Zhentao believes that globalization is the first step to go out of the product, followed by the marketing network to go out, and the third is to go out of the brand.

At present, AOKANG has established five sales centers in Japan, the United States, Russia, Italy and Spain, and has established shoe design centers in Milan.

At the same day, AOKANG announced the launch of the three major international companies in the United States, India and Hongkong, and all employees were recruited locally.

"Hongkong will be the main marketing center, and overseas companies will mainly accept the management in Hongkong."

Wang Zhentao said.

Despite the fact that AOKANG has only more than 30 global executives, its salary adds up to a salary higher than the salaries of more than 300 executives in Wenzhou headquarters, "5 of which exceed 1 million."

Wang Zhentao said, at present, the most lacking is international talent, because no matter how much it costs, it doesn't matter.

With the help of Olympic marketing in March 22nd 07, AOKANG became a supplier of leather products for the 2008 Beijing Olympic Games.

And the close contact with the Olympic Games also made AOKANG feel the real benefits.

"First of all, I feel that the spirit of employees is different. Secondly, although it is now off-season, many colleagues complain that shoes are not good enough to sell, but at present, our sales profit has increased by 40%.." Wang Zhentao said that Olympic marketing can enhance the reputation and popularity of products to the greatest extent. AOKANG will further increase the laying of Olympic equipment stores, so that AOKANG and Olympic Games will be closely linked.

Wang Zhentao's goal is clear: let AOKANG in 2008 recreate the success of NIKE.

In his plan, leveraging the Olympic Games, AOKANG, 20, in 2008, not only achieved the homogenization of the domestic market, but also achieved a qualitative leap in the international market.

According to his plan, AOKANG's Olympic marketing will start with public welfare marketing and expand its influence through a series of public welfare activities.