AOKANG: Let'S Make A Brick And Draw A Hand.

In AOKANG's corporate history, there is an indelible imprint of the Olympic Games.

Many years ago it was a pity, but now it is a coincidence.

"August 8, 2008 is just 20 years old for AOKANG.

Our initial trademark is "Olin", because it conflicts with the Olympic Games, so it is changed to "AOKANG".

Wang Zhentao, the chairman of the board of directors of AOKANG, has become the best part of AOKANG's involvement in the Olympic Games.

If you use Baidu or Google to search for "AOKANG", you will be surprised to find that the official website on top of the list has a long string of strong driving Keywords: "Wang Zhentao, brand value 2 billion 500 million, west shoes city, China shoes King......"

What surprises you more is that at the front desk of AOKANG, Wang Zhentao's news report has been compiled into a thick anthology. It is thick and thick, recording Wang Zhentao's work in detail. It corresponds to the TV special topic Promo and various brochures that can be seen and played.

20 years of rebirth, from Olin shoe factory to AOKANG group, Wang Zhentao, who is extremely rich in marketing thinking and attaches great importance to brand promotion, will not miss the Olympic Games.

The Olympic chess game in Sanyuanli, near the railway station in Guangzhou, is a paradise for businessmen. There are more than a dozen or 100 large or small leather cities on the streets, which are slightly outdated.

Due to a heavy rain just now, leather goods business is not good, and pedestrians are in a hurry, so no one is interested in shopping.

The four floor of China Hong Kong Leather City auxiliary building is neatly cut into large and small office areas, and the corridor is winding and winding.

Walking along the corridor to the end, you can see a huge Olympic logo and a brightly decorated company on the door.

Yes, this is AOKANG's leather world.

With the gold card of the Olympic Games, the old brand tries to embark on a new journey.

July 13, 2001 is a day of tears for many Chinese people. The camera lens is frozen at an exciting historical moment.

People's excitement has not yet settled down from the good news that the 2008 Olympics brought to Beijing, a group of sensitive people who have begun to think about the commercial significance of this historic moment.

At that time, Wang Zhentao recalled the difference and astonishing coincidence that many years ago. He was somewhat excited, but more excited and arrogant.

With the constant Association of Olympic Games, Wang Zhentao suddenly discovered the commercial value behind him.

At the celebration party held on the same day, Wang Zhentao issued a bold statement: "when the Olympic Games were held in Beijing in 2008, AOKANG would play the role of the world shoe king in the Olympic Games." before that, Wang Zhentao, who had a solid foot in the field, would be moved by the song "pop the Quartet" of pop singer Han Lei, so that he changed AOKANG's advertising slogan into "wearing AOKANG and walking the Quartet".

In the middle of the 1990s, this inspirational song gave birth to people's imagination of entrepreneurship, but the brand of its age was very strong. It seemed to bring people into the era of shortage of material, fake products and fish in the market.

Because of Wang Zhentao's preference for this slogan and widely disseminated in CCTV and other mainstream media, the "four way" corporate culture is deeply rooted in AOKANG's bones.

However, in the winter of 2002, the constant feedback of market information made Wang Zhentao realize the seriousness of the problem: AOKANG's simple and rough brand personality lacks fashion sense and affinity, which made many consumers mistaken that this is a local low-grade brand. Some consumers think that AOKANG's Phoenix pattern is too close to competitors and looks a bit rustic.

Everything is explaining a problem: AOKANG's brand loyalty is decreasing, brand added value is declining, raising prices and opening up the gap with competitors is more difficult.

In the era of war and chaos, we can kill a sky by means of hard weapons such as channels, models, prices, etc., but to become a strong leader of "a small list of hills," the brand culture is the treasure of the towns and enterprises that are proud of the world and look up to the masses.

If you are smart as Wang Zhentao, you will understand this truth.

Wang Zhentao, who is willing to play the Olympic Games, naturally takes the brand personality and corporate culture as a breakthrough point, and carries out a soul cleaning for AOKANG.

In March 22, 2007, it was a good day to plan the Olympic Games. In the Great Hall of the people of Beijing, we announced that AOKANG became the supplier of leather goods for the Beijing Olympic Games in 2008 and won the "admission ticket" for Chinese enterprises to join hands with the 2008 Olympic Games.

In the blog, Wang Zhentao's voice is calm but hard to conceal.

Wang Zhentao is lucky.

Fortunately, AOKANG not only defeated many competitors at the last minute, but also became the fifty-second and last sponsor of the Beijing Olympic Games, and AOKANG finally stood on the same stage with the most powerful enterprises in various industries such as Bank of China, Sinopec, Air China, Lenovo, Haier and so on.

You know, any sponsoring enterprise will be strictly examined by the International Olympic Committee market development committee to ensure that products meet the requirements of environmental protection and health. This is undoubtedly a great recognition for AOKANG products.

The details of negotiations and the specific amount of sponsorship are unknown to the outside world. For Wang Zhentao, who is committed to making brand names, it is unnecessary to calculate the input output by calculating the abacus. The important thing is that AOKANG has confirmed its strength and has won a rare opportunity in a hundred years.

For AOKANG, sponsoring the Olympic Games can not only play a positive role in its brand, internationalization and staff morale, but also because of the exclusiveness and uniqueness of Olympic sponsorship, AOKANG has no rival in its products, thus forming an absolutely strong position.

In the excitement, Wang Zhentao began to think calmly about the Olympic road that AOKANG will take. "When I get this ticket, I am thinking about what AOKANG really can do for the Beijing Olympic Games and what to do for AOKANG consumers."

A quiet meeting began to uncover the veil on the morning of April 24th, a month after getting the ticket.

May 10th, Zhejiang Hall of the Great Hall of the people in Beijing.

Because of the arrival of 6 Olympic champions such as Ma Yanhong, Gao Min, Qian Hong, Wang Junxia, Yangling and Tian Liang, Wang Zhentao, who has the dual status as master planner and philanthropist, is very proud.

Now, the veil has finally been unveiled. Wang Zhentao has summed up the connotation of AOKANG's dream activities: adhering to the spirit of "Humanistic Olympics" and helping the Olympic champion to realize their "commonweal dream".

The specific measures are: through the AOKANG Dream Fund, to provide support for Ma Yanhong's "retired athletes rehabilitation program for spine rehabilitation", Gao Min's "Beijing Sport University Gao Min scholarship", Qian Hong's "open water rescue project", Wang Junxia's "Western ten thousand people's healthy running plan", Yangling's "Olympic light - cataract children rehabilitation plan", Tian Liang's "Tian Liang love Ward - congenital heart disease children rehabilitation project" and other Olympic champion's public welfare undertakings.

The commercial value of the event is obvious. It cleverly integrates Olympic stars, charitable activities and brand promotion. By using the influence and appeal of the Olympic stars, they turn them into an integral part of AOKANG's public service strategy.

From the point of view of communication, this is much more cost-effective than sponsoring non public participation in public welfare undertakings.

In fact, as early as 3 years ago, at the Athens Olympic Games, Wang Zhentao applied this to the extreme.

In that event, Wang Zhentao, in the name of the AOKANG all star Athens Olympic Games cheer group, sponsored 8 former Olympic champions to Athens, Greece, to cheer the Chinese Olympic athletes on the field.

Like this "dream" activity, Wang Zhentao, who is smart, did not forget to add a slogan of AOKANG: "dreams come out."

"Dream activity" is only part of AOKANG's activities around the Olympic Games, and another big move, which has been created and named as the "elegant demeanor plan", is also in full swing.

According to the requirements of "Green Olympics", the plan releases information to the whole world and tender for green business shoes.

If the "dream activity" is a public welfare activity to publicize the corporate image, then the "demeanor plan" is a thorough commercial speculation, which aims to publicize the "green" and "environmental protection" of AOKANG products worldwide. This is part of Wang Zhentao's ultimate goal of achieving "world shoe king".

Internationalization is a more pragmatic goal of Olympic sponsors, such as Lenovo, Bank of China and so on.

For AOKANG, who is already the leader of China's footwear industry, it is only icing on the cake to enhance brand awareness. The more important thing is internationalization.

In Wang Zhentao's mind, the dream of the world shoe king has never been obliterated: "internationalization has always been my dream.

At present, AOKANG has established five sales centers in Japan, the United States, Russia, Italy and Spain, and has established shoe design centers in Milan.

Nevertheless, our internationalization is only at the initial stage of trial. "

Wang Zhentao has a very clear understanding of Internationalization: "internationalization is not just a slogan.

The first is the product going out, followed by the product marketing network going out, then the brand going out, and finally the whole national craft going out.

There is no doubt that the most important opportunity for Chinese enterprises to travel on the international road is the opportunity and the upcoming Olympic Games in Beijing. "

If he makes a comprehensive analysis and interpretation of his views, internationalization is actually a tentative step by Wang Zhentao.

Does sponsoring the Olympics allow AOKANG to step abroad?

At least not yet, according to Wang Zhentao's four step logic, AOKANG now does not have time, place, and harmony.

Internationalization is not a matter of overnight success, nor is it accomplished by heroism.