AOKANG Group'S Olympic Marketing Strategy

Next summer's Olympic Games in Beijing seem to be out of touch with the rich and vibrant industrial city of Wenzhou.

In fact, Wenzhou is 1300 miles away from Beijing, located in the windy southeast coast of China.

However, this place was born with a group of outstanding local entrepreneurs.

One of them is AOKANG group, the leader of Wenzhou shoe makers, whose sales last year were about $280 million.

The company is officially designated Olympic leather product supplier.

The link between the company and the Olympic Games is almost everywhere.

The Olympic flag flies alongside the Chinese flag and company flag before the company's headquarters.

The homepage of the company's website shows the Olympic clock.

The company's freight trucks are marked with Olympic symbols.

The footwear (non sports) manufacturer even advertise on aircraft seats.

Wang Zhentao, founder and President of the company, said: "the Olympic Games will be an opportunity for us."

He ranked 263rd in Forbes's list this year with $280 million in wealth.

AOKANG's efforts reflect how many Chinese entrepreneurs, not just big state-owned giants, are striving to boost their brands through the Olympic Games.

The other two companies are also sponsors or suppliers of the Chinese rich list this year: Chinese Tangyuan producers Miss food limited and the Internet news portal Sohu.

AOKANG's industry has great potential for development.

According to the data of Satra Technology Center, in 2004, the average Chinese bought only 2.3 pairs of shoes per person, while Japan had 4.8 pairs and the United States had 7.3 pairs.

But using all the opportunities to use the Olympic logo is not necessarily the best way to raise public awareness of the Olympic Games.

"Most sponsors fail to benefit their products from the Olympic Games," said Tom Doctorff, President of Greater China in JWT, an advertising giant in Shanghai.

He doubts AOKANG's efforts so far.

When AOKANG was founded in 1988, there are hundreds of small footwear manufacturers in China, and there are unlimited business opportunities.

But Wang Zhentao said global protectionism disrupted the development of the company and led to mergers and marketing.

He said, "the era of big fish eating small fish is over. Now it's like a close fight."

AOKANG is a strong survivor. It sells shoes in more than 3000 stores with four brands.

All these shops are marked with Olympic symbols to capture Olympic business opportunities.

Wang Zhentao said: "we want to let people connect us with the Olympic spirit before the Olympic Games, and hope that they will remember us in the future."

As part of the plan, AOKANG also sponsors sports events and organizes public welfare activities for poor Chinese. These people will not be able to hold an international event in Beijing.

However, non Olympic sponsors who are more directly related to sports may benefit from the Olympic Games at a very low cost.

Retired gymnast Lining's fortune rose to $1 billion 200 million from $438 million a year ago, and clothing companies and other sporting goods from the same company.

Anta's stock price earnings ratio has reached an astonishing 100 times in mid October, and its two founders have also joined the rich list.

Wang Zhentao also has his own listing plan.