"Three Carriages" Drive AOKANG Standardization

Standardization is the basic element of generalization and scale.

In the era of investment economy to consumption economy, standardization of consumer experience and consumer experience based on differences is the key element to enhance the core competitiveness of retail enterprises.

Services: Sales of "standardized smile" 300 college graduates, after the "stewardess" service training, assigned to the AOKANG national store as a store manager, the original copy of the service standard.

This is the core link of the "stewardess" terminal service system that AOKANG, a leather goods supplier of Beijing 2008 Olympic Games, is implementing.

The purpose of AOKANG chain Monopoly terminal is to build a stewardess service to enhance the AOKANG terminal service to a higher level, so that every customer who comes to AOKANG store can enjoy the service of "five stars".

Jiang Xinghua, executive director of AOKANG University, said that since 2003, AOKANG has been implementing "consultancy" service in chain stores. AOKANG has been committed to the high level and high standardization of services.

To pfer these "standardized smiles" to every consumer, the channel is undoubtedly the core of a retail enterprise like AOKANG.

In March 20th, "the Olympic Games for AOKANG fortune express and AOKANG group 2008 annual Pan Pearl River Delta regional large-scale investment fair" will be held in Dongguan, Guangdong.

More than 200 agents in the Pearl River Delta region will witness another change of AOKANG group's leading marketing mode of China's footwear industry: in 2008, AOKANG will implement the "1+N" business model in some important regional markets.

1 stands for flagship space or single brand flagship store, N stands for multiple stores.

In fact, from the manufacturer alliance to the first chain monopoly mode, from chain store to famous brand space, from the famous brand space to the more than 2000 square meter shopping mall, 20 years of AOKANG marketing terminal mode innovation has made AOKANG have a mature chain monopoly operation system in the whole country -- nearly 4000 franchised network all over the country, forming AOKANG's unique core competitiveness.

In January 8th this year, AOKANG gained the global management rights of Italy's famous brand Wanli Wei, which is one of AOKANG's goals, which is supplemented by the sales channel resources brought by Wanli Wade.

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

AOKANG group spokesman Zhou Wei said: "the great benefit brought by AOKANG to AOKANG is to 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.

At present, AOKANG group has 5 shoe brands under operation.

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

Manufacturing: production "industry standard" in January this year, the national shoe Standardization Center issued a "China standard innovation contribution award" to AOKANG, which is the highest honor award in the leather shoes industry standard area.

"Three stream enterprises sell products, second class enterprises sell brands, first-class enterprises sell standards" is AOKANG's business philosophy.

In addition, AOKANG has actively participated in the drafting of national standards and industry standards in addition to establishing enterprise standardization system based on technical standards. At present, AOKANG has drawn up 3 national standards and 1 industry standards.

At the same time, it has also participated in the standard verification work of leather shoes industry, and has approved more than 40 leather shoes industry standards, and put forward many rationalization proposals.

In 2003, AOKANG and Shanghai Leather Research Institute jointly drafted the Shanghai local standard of DB31/203 - 2003 "leather shoes logo". In the standard, it required production to label the upper material, so that consumers could clearly consume it, effectively protect the legitimate rights and interests of consumers, get the favor of consumers, win the market share, and enhance brand awareness.

In 2004, AOKANG and China leather and footwear industry research institute and other units jointly drafted the QB/T 1002 - 2005 "leather shoes" standard, the standard incorporates adhesive shoes, vulcanized leather shoes, sewing leather shoes and molded leather shoes, avoiding the duplication of these standards.

At the same time, AOKANG also serves as the standard examination expert of the National Standardization Center, taking part in the national standard "leather shoes heel binding test method", the industry standard "daily leather shoes line", "footwear product identification" and other national (industry) standards.

AOKANG's standard technical experts also participated in the compilation of the "eleven. Five" industry standard plan.

AOKANG integrates advanced shoemaking technology into the standard, laying a good foundation for improving the core competitiveness and industry status of the brand.

Standards are not only the technical basis for enterprises to organize production, but also become an important means to improve product quality, promote trade and accelerate circulation.

New product development is the top priority of enterprise development.

With the increase of new product styles, the variety and specifications of raw and excipients will be greatly increased. If we do not control reasonably through the standardization work, we will let each other go its own way, which will inevitably lead to a variety of raw materials and specifications, and the quality of materials is uneven. It not only increases the workload of purchasing personnel in the procurement department, but also affects the quality of products, and is also likely to cause inventory backlog and increase management costs.

Through the standardization work, AOKANG streamlined the duplicated, approximate or backward varieties of products, greatly simplifying product varieties, reducing technology, reducing warehouse inventory, and effectively shortening the development cycle of new products.

At the same time, it has pointed out the direction for developing new products and accelerated the process of new product development.

Innovation is an important factor for AOKANG standardization to take the lead in the industry: 1. Modular product mix design is adopted on the basis of product serialization and generalization. 2, through the standardization work of accessory parts, the management of general parts is improved.

In this way, when developing new products, we only need to design some special parts, save design time and speed up the design process; 3, standardize raw materials, simplify material varieties and specifications, shorten material preparation time and reduce inventory; 4, use CAD to design and develop, reduce development costs and speed up development.

Every year, we develop more than 3000 new varieties and keep AOKANG group's products in the forefront of the trend and win the trust and market of consumers.

Adopting international and foreign advanced technology standards is an effective way to promote technological progress, improve product quality and speed up international integration.

In international trade, besides the basic trade conditions such as quantity, price and delivery time, the buyer should implement advanced standards both at home and abroad.

Enterprises can only produce high-quality products in line with the international market demand in accordance with the production of modern international and foreign standard organizations, so as to enhance the competitive power of enterprises, eliminate foreign trade technical barriers and expand export trade, so that the quality of the products produced can surpass or exceed the standards of international standards and advanced foreign standards, so that the products occupy a certain share of domestic and international market share.

AOKANG has targeted to collect international and foreign standards, and comprehensively promote the enterprise's bidding work, changing from "I want to take the bid" to "I want to take the bid".

In 2003, AOKANG introduced Italy's advanced footwear standards to guide design and production, and to take the opportunity of international brand production to meet itself according to world-class standards, and comprehensively enhance the connotation of its own brand.

At the same time, we actively adopted the advanced standards of international brands such as Payless, Buddha and so on, and found the gap with the current implementation of footwear standards in the industry, formulated the company's internal control standards in terms of wear resistance, flexural strength and peeling strength, and determined the target of tackling key problems. We invested huge sums of money to introduce more than 20 world-class production lines and advanced detection equipment from Italy.

After a period of efforts, various technical indicators have been raised, so that all the indexes of the produced products reach and exceed the requirements of the international standard, and have passed the technical appraisal of the national footwear inspection center, and a number of indicators have reached the international advanced level.

It has provided rich experience for enterprises to earn foreign exchange for export, promote foreign trade and occupy market share both at home and abroad.

Management: how to create standardization system to make standardization run through all fields and links of enterprise's management, production, technology and marketing is the life of enterprise's standardization execution.

AOKANG believes that in order to achieve the ultimate role of standards to improve the quality of operations, it is necessary to establish a scientific enterprise standard system, integrate all kinds of standards and organically, and dynamically track and manage it.

In 2001, AOKANG set up an enterprise standardization committee, which is responsible for the revision and implementation of enterprise standards.

According to the requirements of GB/T15497 - 1995 "enterprise standard system requirements", the "enterprise standardization management measures" and "enterprise standard system table" have been worked out, and a comprehensive enterprise standard system with technical standards as the core and management standards and working standards as the supporting standard has been established.

The standards of enterprises are divided into quality, production, marketing, administration, finance, remuneration, safety, hygiene, environmental protection and human resources, and all kinds of standards are coded at the same time, so as to facilitate the standard filing management.

Because of the large number of standards used, in order to ensure the advanced nature, applicability, compatibility and coordination of standards, and effectively implement standards, AOKANG uses ISO9001 and ISO14001 management system to ensure the implementation of standards through routine supervision and inspection and internal and external audits.

Standardized management of products from market research, process documentation, raw material procurement, manufacturing, testing, testing, packaging, storage and pportation, sales and after sales services.

In order to get the relevant standards and industry information of new products in a timely manner, AOKANG has actively become a member unit of the national footwear Standardization Center, and has acquired a number of relevant basic standards of the footwear industry in a timely manner. At the same time, it has maintained close contacts with the Zhejiang provincial Standardization Association and Wenzhou quality and Technology Supervision Bureau, and actively purchased relevant standard documents and standards for publicity and implementation materials, so that it can timely use and manage standards and achieve the standard "rolling" management.

In order to strengthen the control of standard data, the standard office carries out registration and registration of the standards issued, and seals the "standard charter", and promptly reclaims the obsolete standards, and marks them up and obsolete, so as to maintain the timeliness of the standards.

According to the actual situation of enterprises, AOKANG has formulated product internal control standards, and strictly organized production and inspection.

Internal control standards can give full play to the strengths and strengths of enterprises, and control and improve certain necessary project indicators on the basis of national standards.

In view of the improvement of the level of scientific and technological innovation in enterprises, the product standards should be revised in a timely manner, and the standard technical indicators should be improved.

At the same time, we must strictly design and organize production according to the product standards. From raw material procurement to every link of production, the raw and auxiliary materials that are not up to the standard will not enter the factory, and the products that are not up to standard will not be manufactured.

The strict control and effective implementation of the standards have made AOKANG shoes the leading domestic level for many years and become the fashion trend leading the footwear industry.

The pursuit of excellent performance and timely introduction of the criteria for excellence performance evaluation has become an important tool for AOKANG's self improvement.

As early as 2001, AOKANG set up a leading group for excellence performance. The group evaluated the leadership, strategy, customer and market, resource management, process management and business results according to the requirements of the national quality management award evaluation criteria (the predecessor of the performance excellence criteria), looking for gaps and deficiencies.

In the production and operation, we focus on satisfying the customer demand and establishing the core values of "customer centered and customer satisfaction as the responsibility", leading enterprises to constantly adapt to the market, satisfy the market and find the market.