Acquisition Of Wanwade AOKANG Is Intended To Channel

Ever since AOKANG announced the "alliance" of Italy's famous men's shoe brand wal Wade, the debate over AOKANG's intention has intensified.

A few days ago, Zhou Wei, director of the AOKANG group's administrative center, who was in charge of the business, told reporters that Wanli Wei's global management rights, apart from what the outside world said were easier to enter the international market, AOKANG attached importance to the supplement of the sales channel resources brought by Wanli Wade.

Zhou Wei believes that the global management and production rights of Wanli Wade will bring benefits to AOKANG in three aspects: brand, sales channel and enterprise internationalization.

"In fact, this cooperation shows the formal change of AOKANG, and AOKANG will focus on becoming a comprehensive shoe brand operator in the future."

Zhou Wei said: "we will launch a multi - brand operation, the market will be further subdivided to further improve the brand structure, such as AOKANG will take the middle and high-end routes, and Wanli will focus on the high-end market."

It is reported that at present, AOKANG group has 5 shoe brands under operation.

"Another great advantage of wanwade to AOKANG is that it can greatly enrich AOKANG's sales channel resources."

Zhou Wei disclosed that "AOKANG's terminal channel has always been relatively single based on exclusive stores."

And the brand management power of Wanli Wade will help change this situation.

Because shopping malls usually do not allow low-priced brands to enter, so the sales channel shopping mall based wanwade will help AOKANG group to open up shopping mall channels.

In response, analysts pointed out that the alliance between AOKANG and Wanli Wade was not an accident, in connection with the cooperation between AOKANG and GEOX, another world-renowned shoe brand, and its termination of agency relations with GEOX in August 31st this year.

"For a long time, the advantages of the sales network are important chips for AOKANG group to discuss agency cooperation with foreign enterprises. Before they could act as agents for GEOX, GEOX valued their huge number of high-quality franchised store networks and the ability to quickly build up sales networks.

Therefore, the cooperation with GEOX and the acquisition of Wanli Wade's global management rights are probably also due to the consideration of the sales network. "

The person said, "in the shopping mall, into the global market and enrich the channel resources, the agency relationship with GEOX seems to be very difficult to meet the needs of AOKANG, and GEOX has introduced new requirements for the Chinese market after the introduction of the Chinese market, and the space for their cooperation in the field of sales is getting smaller and smaller."

Zhou Wei was reluctant to comment on AOKANG's cooperation with GEOX in stopping sales.

He stressed that the relationship between the two companies was not broken due to the termination of the cooperation in the field of sales, and the cooperation in related production areas, that is, AOKANG, has not changed the status quo of GEOX shoes.

But Zhou Wei admits that the acquisition of Wanli Wade's global management and production rights is a clear signal issued by AOKANG. In the future, AOKANG will start multi-channel operation besides brand management.

In the cooperation with foreign enterprises, the models adopted in the past are also being updated.

According to anecdotal analysis, the acquisition of brand management rights is often a kind of brand acquisition, which is not able to achieve the overall purchase option, but it is often the beginning of brand ownership acquisition.

"If there is no accident, after AOKANG's cooperation with Wanli Wade, AOKANG will immediately be a complete acquisition of the overseas brand, which means that AOKANG may show more" active attacker "image in the future.

Analysts pointed out.

With the global influence of Wanli Wade, AOKANG will be able to rapidly open channel resources in China and even around the world, and accelerate the internationalization of enterprises. Other brands in the group will benefit from it.

In response, Zhou Wei said: "at present, AOKANG has made and strictly implemented some targeted market plans and development projects according to the specific circumstances of wanwade.

But more specific content is not convenient at the moment, and I believe you will see changes in the future.