The First Chinese Men'S Shoes, AOKANG'S Second Spring.

In April 26, 2012,

The development history was rewritten at this moment.

With the sound of golden gong, AOKANG international has officially landed on the main board capital market of Shanghai stock exchange, and has filled the gap of domestic men's shoes in the A share market with "the first share of Chinese men's shoes".

After 24 years of speeding up AOKANG's lead, Wang Zhentao, chairman of AOKANG shoe industry, gave the answer: seeking listing and introducing AOKANG to the capital market.

Lion wars in capital era

According to the announcement, AOKANG international has issued 81 million shares.

In April 18th, the issue price of IPO on AOKANG international was 25.5 yuan per share.

It is reported that AOKANG international raised funds will be invested in three projects, namely, marketing network construction projects, information system construction projects, R & D center technical pformation projects.

In 2007, BELLE went public, and turned from "China's largest female shoe manufacturer" to "the largest mainland retail listed company on the market capitalization" of the Hong Kong stock exchange. Wang Zhentao deeply felt that the pattern of China's footwear market was no longer "big fish eating small fish" and "fast fish eating slow fish", but entered the era of "lion tiger competition".

"Future competition must be a competition between strategy and strategy, rather than a pattern.

Enterprises must pition from product management to brand management, and ultimately achieve the pition to capital management. "

Wang Zhentao repeatedly quoted his famous three black bear story to inspire executives.

"If you just want to get rich, AOKANG won't need to take risks to go public. We need to look at development.

Listing can not only attract more high-end talents for AOKANG, but also reduce the probability of business failure, and also greatly enhance brand reputation and popularity.

More importantly, it can provide enterprises with more convenient conditions and platforms for mergers and acquisitions, and provide bargaining chips to the international market.

In addition, the exposure of listed companies is more, which can increase sales volume while reducing brand investment.

When AOKANG develops shopping mall channels, it can provide more support and services to department stores. "

In the face of external doubt, Wang Zhentao answered frankly and sincerely.

stay

In the eyes of the future, it will be the difference between listing and non-listed company, not the difference between state-owned enterprises and private enterprises.

"To do business, we must learn to look at trends and learn to prepare for rainy days."

Three dimensional expansion plan

At present, AOKANG international is mainly engaged in R & D, production, distribution and retail of leather shoes and leather products.

In recent years, the company has realized the rapid expansion of the channel scale through the sales mode which is mainly distributed and supplemented by direct sales.

According to statistics, in the 4 years from 2008 to 2011, AOKANG's international channel composite growth rate reached 18.4%, and the increase in direct investment after the listing is bound to further enhance the influence of AOKANG brand.

As of 2011, AOKANG international has 4512 outlets nationwide.

The 876 million yuan of the fund raised is also used to open 348 stores, including 12 direct flagship stores, 36 direct battalion stores, 120 straight run standard stores and 180 shopping mall stores, with 139 opening in 2011 and 209 in 2012.

From 1988, Wang Zhentao opened the first Monopoly chain store in Shang Tang in Yongjia. By 2001, it entered Shanghai Nanjing road with an annual rent of millions of yuan. In 2003, it built Chongqing shoes in Western China in Chongqing. In 2010, it acquired the ownership of the first brand of Italy shoes, Wanli Wade Greater China, which led AOKANG to enter the international market.

Wang Zhentao recently quoted third party survey data that AOKANG men's shoes market share ranked first in 2011 and the first goal in the next 5 years.

Women's shoes occupy the twelfth place in the country. "The market share of women's shoes will be increased in the next few years".

Besides, AOKANG international also has plans to expand the Asian market such as Southeast Asia.

Three dimensional shop expansion plan will win more opportunities for AOKANG international.

According to the data released by China industry and enterprise information center, AOKANG in 2011 is male.

Occupancy has ranked first, at 6.49%.

Multi brand array

The brand planning mode of AOKANG international is to differentiate the brands of AOKANG and provide guarantee for the development of multi brands.

AOKANG international segmented the market, established target markets and customer groups, understood the needs and expectations of different customer groups, and then targeted differentiated product categories and brand categories to ensure that products and services continued to meet customer requirements.

Today, Wang Zhentao has a clear queue for its brand teams: "AOKANG" is the main brand, Kanglong, "red bird", "beautiful beauty", "Wanli Wei" brand as a subsidiary of the multi brand management strategy, around the different consumer needs of different needs to meet the principle of differentiation, through differentiated brand style, product design, price positioning and other initiatives and marketing activities to meet the needs of the market segments.

Whether shareholders or investors, whether employees or customers, what is more important is the innovation capability and development potential of the enterprise.

AOKANG will promote product innovation with R & D and technology, vigorously develop digital research and development, explore new growth points of enterprises, and enhance core competitiveness.

In the speech on the day of the listing, Wang Zhentao said.

In AOKANG International's plan, integration begins with R & D.

Taking "fast + fashion" as the center, AOKANG has established a global 24 hour R & D mechanism, making full use of the advantages of foreign resources such as Italy, Spain and the United States to share R & D results.

At the same time, AOKANG also plans to build 8000 square meters of digital research and development base, all devices digitalized management.

"Efficient ordering, fast logistics, and multi channel win" are both the guiding cards and the purpose of AOKANG's sales integration.

In Wang Zhentao's plan, AOKANG will implement information-based logistics for three years, establish six major logistics centers nationwide, and integrate six brands of multi brand resources to drive the seven regions.

"Selling shoes like selling fresh fish", at the national marketing annual meeting, Wang Zhentao pointed out the speed of logistics he wanted to all participants, and also explained the requirements for "zero inventory".