Wenzhou Shoe Enterprises Seek New Path Of "World Brand"

In January 8th, AOKANG group, a shoe-making enterprise, formally signed the global strategic cooperation agreement with VALLEVERDE, the famous footwear brand in Italy.

Founded in 1969, Wanli West has three categories of products: Breathing shoes, electrostatic shoes and air conditioning shoes, which sell well in 26 countries and regions, and have 2300 stores in the world.

After 20 years of operation, AOKANG has become a famous brand in China. Now it has three major shoe production bases, about 20000000 pairs of leather shoes annually, and more than 3000 chain stores in China.

According to the cooperation agreement, AOKANG takes over the management rights of Wanli Wade global brand, while wanwade provides product R & D resources, technology and legal support.

In addition, Wanli Wade will assist AOKANG group to set up product research and Development Center at its Italy headquarters, and provide venues, equipment and production resources. The development results will be shared by both sides.

In January 9th, after the cooperation, the first Wanli China image shop opened in Huaihailu Road, Shanghai.

According to AOKANG's plan, 3 months later, 80% of Europe's airports will have 25 such stores and 300 Asian ones.

At the same time, AOKANG also needs to use Wanli Wei's shoe making technology, so that breathing shoes "enter" AOKANG brand, air conditioning shoes "enter" AOKANG's Kanglong brand, and another brand to "enter" electrostatic shoes.

This will enable AOKANG's own brand to be "localized overseas" and gradually pform its brand from global marketing to international R & D.

Since 1980s, the focus of world footwear industry has shifted. China has become the world's largest footwear producer, exporter and consumer country, occupying 68% of the world market.

After more than 20 years of experience, Chinese shoe enterprises have the capability of global sourcing and global sales.

Some enterprises are beginning to think about turning from "competition" to "coopetition", hoping to cooperate with international brands by using the already first-class international production capacity and marketing network system, so as to find a new way to the world brand.

AOKANG started the global marketing strategy in June 2007, and opened offices in the United States and India, all of which employed local staff to work, thus spreading the blueprint for localization and expansion abroad.

According to AOKANG's thinking, there are three ways to expand the international market: the first is to use the brand sharing strategy, that is, franchising.

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

The three is to adopt brand acquisition strategy.

AOKANG President Wang Zhentao said, "in the future, in the international market, AOKANG will sell some international brand shoes in addition to selling its own shoes."

In fact, the internationalization of Wenzhou shoe enterprises has already begun.

In 2001, Kangnai opened its first overseas franchised store to Paris, the first step in "brand output" in the same industry throughout the country.

In 2004, they invested 10 million yuan to set up a world-class footwear laboratory in China, which accords with the SATRA certification standard of the world authoritative footwear research organization.

In 2006, three core technologies, such as "double skin breathable microcapsules", "moisture absorption and shock absorption soft bottom" and "vector shoe last fit", were adopted to launch "business shoes", which is welcomed by high-end consumers at home and abroad.

In the same year, Kangnai's overseas flagship store, with an area of 280 square meters, was unveiled in the golden section of downtown Paris.

In 2007, Kangnai opened such flagship store in Rome, Italy, Holland and Hague.

At present, Kangnai has 120 stores abroad, and its average price of leather shoes is 70 euros, and Kangnai brand has entered the mainstream business circle outside the country.

With the increasing influence of Kangnai brand overseas, their speed of sprint to world famous brand is also accelerating.

Zheng Xiukang, chairman of the group, said: "if we do not create the brand of Chinese shoes that can be heard around the world, we will always be at the low end of the industrial chain.

International brands should not only be turned around at home, but must dare to go global market.

As a result, Kangnai made it clear that by 2010, the size of Kangnai's overseas stores / cabinets should reach 1000.

More and more Wenzhou shoe enterprises, in order to integrate themselves into the international industrial chain as soon as possible, are "strong and strong" in various ways.

In 2007, Dongyi shoes company began to manufacture in Russia, and established its own sales and monopoly network in Russia.

Augustus footwear industry and Japan's third largest footwear importer HUSKY company jointly develop antibacterial shoes.

Kangnai group and Jixin group jointly established the first overseas Industrial Development Zone in Russia -- the Far East Cong Industrial Park, and now there are many Wenzhou shoe companies entering the park.

By the end of 2007, the number of shoe enterprises with annual sales income of more than 500 million yuan in Wenzhou reached more than 10, with more than 20 yuan or more.

According to the latest figures of Wenzhou entry exit inspection and Quarantine Bureau, the export price of leather shoes exported to Wenzhou from the US $7.97 / double increased to 9.03 US dollars / double last year, up 13.3%.

"The brand and influence of China's footwear industry are expanding in the international market. With the strong potential of" made in China ", the competitiveness of Chinese enterprises will continue to improve.

Shanghai Jiao Tong University professor Yan Feng's words, let us look forward to Wenzhou shoe enterprises.