The New Path Of Internationalization Of China'S "Shoe King"

"The shoe industry in China is catching up with the European market."

This is an industry insider's judgment of the global shoe market.

It seems that as a corroboration of this statement, the opening of the 2008 was from VALLEVERDE, Italy's fashion capital Coriano (Cory Arno), and held in Shanghai with AOKANG group from Wenzhou, a vibrant city in China.

According to the agreement: AOKANG group has VALLEVERDE global brand management rights. Its global brand marketing and product manufacturing are all operated independently by AOKANG. VALLEVERDE provides product development resources, provides technical personnel and provides legal support.

In addition, VALLEVERDE will assist AOKANG group to set up R & D center at its Italy headquarters, providing venues, equipment and production resources, and sharing the development results.

At the same time, the first VALLEVERDE China image store after the cooperation between the two sides was officially opened in Huaihailu Road, Shanghai.

From the perspective of CO opetition, the "Chinese made" dilemma was solved in 2007.

After the successful listing of BELLE international in HKEx, it became the largest mainland retail listed company in Hong Kong stock exchange.

After 1 billion 600 million yuan acquisition of the group, BELLE came up with 1 / 4 raise funds to raise the domestic market share and expand the two or three market share, from high-grade to mid-range, from occupation to leisure, from fashion to sports.

At this time, AOKANG, a supplier of leather products for Beijing 2008 Olympic Games, has also cast its eyes on the world after completing the domestic investment layout of the "western capital", "southern city building" and "Central Street".

Since 1980s, the focus of world footwear industry has shifted from Europe and North America to the Far East.

China has become the focus of the world shoe industry pfer.

At present, China is already the world's largest footwear producer, exporter and consumer country, occupying 68% of the world market.

Over the past 20 years, the accumulation of industrialization in China's inland areas, especially in the eastern region, has brought Chinese enterprises to a new platform with the ability of global industrial chain layout, especially the Chinese shoe enterprises, which have the capability of global sourcing and global sales.

But Europe is aging rapidly because of the gradual aging of society.

Take Spain, the shoemaking kingdom, for example, in 2004, there were 2 more than 200 enterprises and only one left in 2005.

The vast majority of enterprises are concentrated in the scale of 10 or 30 people.

By comparison, the number of employees in China's footwear industry has reached about 2200000, and only one AOKANG has nearly 20 thousand people.

After the industrial relocation, Italy did not give up industrial upgrading and brand building. Its shoe making technology and footwear brand were still synonymous with the most high-end shoes in the world.

Against this background, the Chinese and western footwear industry is facing a new game situation.

"The future footwear industry in the world will move from competition to competition."

AOKANG has focused its attention on the international market on competition.

From "competition" to "coopetition", the difference of one word is behind AOKANG's thinking and trial in recent 20 years.

Wang Zhentao, chairman of AOKANG group, repeatedly stated his views on different occasions: "internationalization is not just selling several pairs of shoes."

In fact, the simple export of trade can not fundamentally change the position made in China.

On the contrary, the massive export of low prices brings about the pursuit of anti dumping and anti circumvention.

From the perspective of "coopetition", the largest market in the world will be able to find a new way to the world brand by using international first-class production capacity and the largest marketing network system and collaborating with international brands.

"Europe, which has been occupying the high end of the industry, is in fact weak in competition, and the shoe industry in China is catching up with the European market. It can be further said that with the strong potential of the Chinese manufacturing industry, Chinese enterprises are catching up with the world class."

Yan Feng, a professor at Shanghai Jiao Tong University, said: "this is clearly an excellent opportunity for Chinese enterprises to achieve internationalization."

A handshake across Europe and Asia 40 years ago, a young man in Italy walked along the road to the factory as usual.

Suddenly, he stopped and noticed that the grass on the roadside was so different at that moment: dew was condensed on it, slowly disappeared in the sunlight, while the leaves were still breathing fresh air.

What a vivid "breathless".

Inspired by the young people, he invited the grass into the shoemaking laboratory and developed a deep breathing and ventilation system based on the principle of bionics.

As a result, the world was born with a "green" brand of leather shoes, VALLEVERDE.

VALLEVERDE pioneered and led a new era of footwear industry in Italy.

Today, VALLEVERDE has already stepped out of the beautiful town, and its products sell well in 26 countries and regions such as Germany, Switzerland, Canada and Australia.

In the world more than 2300 stores, become the "world shoe capital" Italy's reputation and reputation ranked first in the leather shoes brand.

The smart young man was now the head of VALLEVERDE, Armando Arcangeli, a doctor of walking medicine.

In Wenzhou, China's shoe capital, which is thousands of miles away from Italy, there is also an enterprise that considers the whole world to provide comfortable leather shoes products, which is AOKANG group.

After 20 years of development, AOKANG group has become the largest private shoe manufacturer in China with 20 thousand employees, three shoe production bases and five shoe brands.

In the second half of last year, Wang Zhentao, President of AOKANG group, met Dr. Armando Arcangeli in a market survey of "world shoe capital" in Italy.

"Dear friends: if you and I have a pear and we exchange each other, you and I still have a pear each.

But if you have an idea, I also have an idea that we exchange ideas with each other, so each of us has two thoughts.

By absorbing the wisdom of others, you can change from one head to more. "

After the success of the negotiations, Wang Zhentao excitedly sent this short message to all his AOKANG's "comrades in arms".

Internet Internationalization: the way to the world brand. In June 18, 2007, AOKANG Global Marketing Summit was held in Wenzhou.

AOKANG, the United States, India and Hongkong, China's 3 largest international companies launched the same day, planning the high-end U.S. market, the population size of the world's second market in India and the international fashion forefront of the Hongkong market, AOKANG global marketing strategy began to exert force.

The world's second largest populous country, India, and the U.S. market, which are the mainstream high-end market, were captured by AOKANG, which means that AOKANG has already planned 1 / 3 of the world's footwear market.

And entering the Hongkong market is a springboard for AOKANG to turn from "domestic marketing" to "international marketing".

Unlike the past, these overseas companies employ 100% of the local elite.

Employing foreign workers to make Chinese enterprises "go out", AOKANG has launched a strategic blueprint for overseas localization expansion.

From the "home gate is also internationalized", to build the "first brand project" in China, enhance the technological content, improve the traditional sales way, increase the added value of brand, defend the Chinese local market, and today, fully operate the international brand global market, AOKANG firmly grasps the international rhythm and the fire.

As a matter of fact, AOKANG has realized that Internet internationalization is the most fundamental and important part of AOKANG's internationalization strategy.

In the footwear industry, without the internationalization of the Internet, the internationalization of the so-called brand will be "castle in the air".

At present, AOKANG has more than 3000 chain stores in China.

At the same time, AOKANG is making great efforts to build "Wan Dian project" at home and abroad, seeking to have the most complete, the most perfect and the most rigorous leather shoes marketing network in the world.

This is the basis for AOKANG to take over the global market of international brands.

Once we have the mature experience of global market operation, AOKANG will directly set its international R & D center in Italy, take the high point of fashion and complete the integration of R & D and marketing.

In developing the international market, AOKANG takes three ways: first, the use of brand sharing strategy, that is, the way of franchising.

McDonald's opened the store to the Huangpu River to take this brand strategy.

Two is to use the brand agency strategy, cooperate with foreign mature operators, and use their resources and channels to penetrate their products into the high-end market.

The cooperation between AOKANG and GEOX has created the third modes of "Sino foreign cooperation".

The three is to adopt brand acquisition strategy.

Make full use of today's AOKANG's strength and brand influence, and acquire some mature and highly creditworthy brands in the international market.

"In the future, in the international market, AOKANG will sell some international brand shoes in addition to selling its own shoes."

Wang Zhentao said.