Wang Zhentao: The "Chinese Shoe King" Running All The Way.

In response to the EU anti-dumping, Wang Zhentao recently "traveled thousands of miles" and went to Spain to make a keynote speech for Chinese shoes. At the beginning of the month, he joined the 5 "real leather shoes kings" of the country to discuss anti-dumping measures in Mount Lu.

People who don't know whether to make shoes are faster than others. Anyway, Wang Zhentao's impression is that.

Wang Zhentao, who looks like Dong Jianhua's face and looks like a doll, likes to "run".

Every time he interviewed him, he was on the road to go - except for the founding ceremony of the Sino Swiss consortium in Wenzhou.

In June 15th this year, at the invitation of Calvo, chairman of the European footwear Federation, and represented the sole representative of Chinese footwear enterprises at the Spanish footwear industry forum held in Alicante, Spain, Wang Zhentao not only won the bonus for Chinese shoes with a powerful and powerful voice, but also accumulated the strength to deal with the anti-dumping duties of the Chinese shoe enterprises for many years.

On June 24th, Wang Zhentao, President of AOKANG group, was elected the first "Chinese charity ambassador" in Beijing's Great Hall of the people "2006 China commonweal Development Conference and China public welfare personage commendation conference".

In July 2nd, Wang Zhentao, together with the 5 leading brands of leather shoes, such as sun Da, Kangnai, golden monkey, Fu Wei bird and Mu Lin Sen, discussed the Countermeasures of anti-dumping in Mount Lu.

Wang Zhentao, a private entrepreneur from this salesman, runs fast and stands in the forefront of China's shoes with brand posture.

"Access" is good enough to run fast.

Many of Wang Zhentao's experiences have been widely known today. When he was young, his family was poor, he dropped out of high school, studied carpenter, worked as a salesman, and started 30 thousand yuan.

But perhaps few people know: in the end, what is Wang Zhentao's "one seal and one throat"?

3 years ago, Mr. Milton Kotler, the world's marketing guru, visited Wenzhou, not only visiting AOKANG group headquarters, but also having a long talk with Wang Zhentao.

Such a dialogue, let a person appreciate a "grassroots" entrepreneurs marketing wisdom.

It is true that Wang Zhentao realized the power of marketing from the "street to house" in the past, and then embarked on the road of entrepreneurship -- the $30 thousand capital plus the network of connections and promotion, which is a very thin venture capital for Wenzhou enterprises.

Coincidentally, reporters have interviewed Wang Zhentao and other "shoes king", but the difference is: Wang Zhentao sword "channel is king".

"The outside world has a saying that AOKANG's core competitiveness is your marketing genius.

Indeed, many of your marketing tactics are very beautiful - for example, in 1999, you fired fake AOKANG shoes in Hangzhou's Wulin gate, which is already famous for Wenzhou leather shoes, and has also made AOKANG's brand.

For example, in March 15, 2001, on the day of this consumer, AOKANG store opened the way to Nanjing road in Shanghai. In 2003, the shoe market of Western China was built in Chongqing, and the intention was to make AOKANG shoes go to the international market through the marketing network of Italy GEOX.

What kind of insights can we tell about the success of these strategies?

In the face of reporters' questions, Wang Zhentao said, "Wang Gu said to him," my hobby is driving and swimming.

Driving fast is stimulating.

So how can we drive fast? I think road patency is the first priority.

Few words reveal Wang Zhentao's personal interest and marketing strategy.

In fact, Wang Zhentao is the first person to win the highest prize in the leather industry in China.

In 1988, the first franchised chain store was opened in Shang Tang in Yongjia. By 2001, millions of yuan per year went to Nanjing road in Shanghai. "AOKANG" learned from the operation mode of "McDonald's (micro-blog)" and combined with practice.

So far, AOKANG has set up more than 30 provincial companies, more than 3000 franchised stores and 5 foreign branches throughout the country, thus building a vast market access.

The "Stamina" is enough to run fiercely.

"Generally speaking, the development of enterprises has a period of rapid development and appropriate adjustment, and your business has heard that every year has maintained a growth rate of 66.7%. Is it against certain economic laws?" in the face of Wang Zhentao, reporters could not help questioning his theory of rapid development.

Wang Zhentao has a famous saying, "let no enterprise mature".

In contrast, the momentum of rapid development of enterprises has always been maintained.

He said: "once speed slows down, people's enthusiasm will disappear and vitality will diminish."

Therefore, enterprises should always remain young and energetic.

In order to maintain this vitality, in order to get the stamina of enterprise development, Wang Zhentao worked hard in two ways of specialization and diversification.

First look at his specialization strategy.

When AOKANG shoes picked up the "China shoes king" laurel, Wang Zhentao took precautions against the problem of industrial pfer.

In May 2003, westward into Bishan, Chongqing, to build the "West China shoe capital Industrial Park".

3 years later, the West shoe market, which covers a total area of 2600 mu, has successfully completed the first phase of the project. It has also brought more than 30 shoemaking and footwear enterprises into the industry. In the industrial park, the largest shoe material trading market in Western China has been established, with an annual turnover of nearly 2 billion yuan.

The production base of AOKANG GEOX in Ou Bei, Wenzhou is only about 1000000 orders of GEOX production.

The expansion of the shoe capital in the West has made AOKANG occupy the cost advantage once again; making OEM for GEOX has promoted the overall quality advantage of AOKANG shoe industry.

When it comes to diversification, people will naturally associate the legend of China and Switzerland.

In May 19, 2004, AOKANG and Wenzhou Shenli group and other 9 large private enterprises in Wenzhou formed China's first private consortium, the Sino Swiss consortium, trying to integrate industrial capital and financial capital.

However, the plan for the consortium to prepare the bank was quickly rejected by the regulatory authorities. Next, the financing of the real estate trust was blocked, and several investment projects were left behind.

In response, Wang Zhentao, vice chairman and spokesman of China Rui consortium, is full of confidence but still confident.

"If private enterprises do not set up a consortium, some big projects will not be able to do so, and we should really take the direction of private enterprises' further expansion. Second, the purpose of our cooperation is to learn from each other through such cooperation."

In Wang Zhentao's view, it is too early to say that the Sino Swiss consortium is a failure case for private consortia.

In any case, it is the inevitable path for China's private enterprises to go from single to league and unite.

"Have you ever considered establishing a China footwear development fund on the basis of the Sino Swiss consortium to boost Chinese shoes to the world?" the reporter asked.

"This is a good suggestion."

Wang Zhentao laughed heartily.

Although the Sino Swiss consortium was out of commission, AOKANG still made great achievements in commercial real estate and biopharmaceutical industry.

On the first day of the new year, AOKANG commercial pedestrian street is officially opened in Huanggang, a major town in central Hubei.

This pedestrian street is known as "the first street in Hubei". It collects 100 famous brands in the world, including shopping, leisure, entertainment, gastronomy, sightseeing and tourism.

When the street opened, AOKANG's investment of 200 million yuan had been basically recovered.

In Wang Zhentao's plan for AOKANG, five to ten years later, the proportion of shoemaking to the group's revenue will drop to 30% to 40%, and the rest will be contributed by commercial real estate and biopharmaceutical.

"But no matter how big the group's future scale is, AOKANG has its own system.

"Brand" sound can run far.

In fact, Wang Zhentao, who had done a lot of work and worked as a salesman for leather shoes, was forced to take the road to run his own factory.

Time pushed back to January 1986.

At that time, Wang Zhentao, who specializes in selling leather shoes in Wenzhou, went to Wuhan with the products of 5 leather shoes factories in Wenzhou. She used a way to pay rent in advance to find a half and half counter for testing.

As a result, the sales volume of his half counter was only 10 months higher than that of the mall.

However, such a good day is not long, in 1987.

"What can Wenzhou people do if they can't even do their shoes?" he decided to make shoes himself.

In March 1988, Wang Zhentao raised 30 thousand yuan of funds and started the "Yongjia Olin shoe factory".

He also set a trademark for his products, namely, AOKANG, taking the idea of "promoting the Olympic spirit and promoting the healthy development of enterprises".

12 years later, in December 1999,

In February 14, 2003, AOKANG signed a cooperation agreement with GEOX: AOKANG was a foundry of GEOX and provided a sales network, while GEOX provided AOKANG with technology and overseas sales channels.

In Wang Zhentao's view, this two-way approach is the shortcut for China's footwear industry to cross the primary stage of product export and truly internationalize its brand.

By the end of last year, AOKANG had helped GEOX set up 102 stores in China.

AOKANG has also entered the European and American market through the GEOX channel. Its Limited by Share Ltd in North Zhejiang is a production base of GEOX. Because it is a global supplier, it has also learned a lot of skills.

"In fact, it is the cooperation with GEOX that reduces the concussion brought by the EU anti-dumping to AOKANG."

Wang Zhentao introduced this way.

Both sides' deep cooperation from the Internet to deeper capital cooperation shows that Wang Zhentao's idea of "channel winning" has always been consistent in both domestic and overseas markets.

In March 22nd this year, AOKANG group held the launching ceremony of the "first brand project". It announced the establishment of the first brand special award fund of 50 million yuan for the recognition of outstanding agents in the project so as to inspire morale and create the first brand in the domestic shoe market.

"For AOKANG, the brand's foothold is always terminal.

And the maintenance of terminal advantage lies in talents.

Wang Zhentao, who is studying at EMBA, and now studying at the Yangtze River Business School, has not only become a learning entrepreneur himself, but also actively made the enterprise into a learning enterprise. EM-BA

Starting in July 12th, the company will start a week of "think week" in Jiuzhaigou. Wang Zhentao will send more than 80 senior executives of the group to the scenic Jiuzhaigou to set off the brainstorming of the company's future development strategy.

And such a "think week" campaign, AOKANG has been insisting on 7 years.

Zhejiang Qiandao Lake, Yandang Mountain, Yunnan Lijiang and other Xiushan Lishui place have left the mark of "world shoe king" dream.

"I firmly believe that three to five years later, 70% of foreigners can wear Chinese leather shoes."

Yesterday, Wang Zhentao, who answered the phone on the highway, once again showed his vision of internationalization.