AOKANG: International Channel Reform Mode

< p > as the first brand to open up shoes chain stores in China, AOKANG has always been a pioneer in channel exploration.

In January 2013, Wenzhou five Horse Street, AOKANG changed the traditional form of shop opening, launched a new marketing channel mode - AOKANG International Pavilion, set up the 9 brands of self and agent, upgrading the shopping experience of consumers.

The opening of AOKANG International Pavilion in Baoshan, Shanghai, achieved sales of 140 thousand yuan in one fell swoop.

In the month of May, sales of 4 upgraded international pavilions climbed to the top four in more than 5000 stores in AOKANG.

According to statistics, compared with the ordinary stores, the volume of AOKANG International Pavilion has increased by more than 30%, and the gross profit margin has increased by 2%-5% on average, and sales profit has increased by 2%.

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< p > under the current market downturn of shoes and clothing industry, such data have to be seen.

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< p > < strong > traditional marketing mode is restricted < /strong > < /p >.

"P >" with the entry of famous foreign brands and the rise of new brands, the footwear industry at home and abroad is becoming increasingly competitive. If shoes and clothing industry still hopes for the past business model, it can only wait for death.

Only by innovating the business model can we turn crises into opportunities.

As for why we should pay attention to the innovation of business mode, Wang Zhentao explained that the current business environment has undergone tremendous changes, and the way of shopping and consumption demand of consumers are constantly changing.

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< p > the rise of e-commerce has subverted the traditional way of shopping. It only needs a little bit of ease to buy products that are lower than those of physical stores. Consumers are more rational, personalized consumption and experiential consumption are more and more; the entry of famous foreign brands and the rise of new brands, the rise of costs and the downturn of economic environment have also increased the difficulty of brand participation in market competition.

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< p > > a href= "http://www.91se91.com/pioneer/" > Wang Zhentao < /a >, for example, AOKANG has been innovating continuously in its 25 years of development.

The first 12 years of AOKANG's marketing relied on production and wholesale start, while the second 12 years relied on brand chain stores. AOKANG's marketing has made remarkable achievements.

In the current traditional marketing mode has encountered "ceiling" at present, if we still hope for the past business model, we can only survive hard, and innovative business model, catering to the new consumer demand, we can have a dawn.

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< p > < strong > create a one-stop shopping platform for footwear < /strong > /p >

< p > consumer lifestyles and consumption patterns have changed with the development of society and the improvement of income level. Shopping is no longer a single motive behavior, but has become a way to experience life and experience brand.

Only by discerning and meeting the needs of consumers can we improve sales.

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< p > "AOKANG International Pavilion is not simply to integrate small shops into large stores, and upgrade the shops. The birth of it is a change of shoe marketing mode."

Wang Zhentao stressed that AOKANG International Pavilion will become the leader of the footwear market less than a href= "http://www.91se91.com/news/index_c.asp" and channel brand /a, becoming the main battleground for AOKANG to meet other brands.

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< p > as a brand new mode of store operation, AOKANG International Pavilion has introduced famous international brands such as MARTINELLI, SGARIGLIA, VALLEVRDE, MEIRIE "S" besides its own brand AOKANG, Kanglong and so on.

Unlike traditional brand stores and integrated stores that distinguish brands from the past, the display of AOKANG International Pavilion is divided into elegant business district, holiday leisure area and fashionable boutique area according to the lifestyle of consumers. Consumers can choose their own international brands according to their lifestyle and consumption level, ranging from 500 yuan to 4000 yuan.

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< p > in addition, in order to meet the personalized needs of consumers, AOKANG International Pavilion also provides one-stop high-end customization service, creating a multi fashion experience era.

As long as the customer walks on the foot type measuring instrument, the computer can simulate the product in thirty seconds according to the foot shape of the customer, and can choose leather materials, accessories and shoes according to his or her preference, and within a week, he can receive his own customized shoes.

In addition, in order to improve the level of sales and service, AOKANG also invited aviation etiquette training company to professionally train international shop assistants, so that consumers can experience honorable service.

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< p > < strong > < a > href= > http://www.91se91.com/news/index_c.asp > > AOKANG < /a > should be fast fashion > /strong > /p >

< p > especially noteworthy is that in order to match the expansion of one-stop shopping platform, AOKANG has put forward the "fashion line" featuring "fast", that is, 24 hours of research and development, 3 hours of production, 24 hours of logistics, 30 days of shelves, ensuring that the most fashionable and the most fashionable products are provided to consumers.

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< p > this requires AOKANG to have a very strong market sensitivity. It should not only shorten the production cycle with the requirement of "fast" of the whole operation ecological chain, but also ensure product quality and ensure the positive image of the brand from the source.

In addition, to achieve smooth operation of the "fashion line", we can not do without the support of logistics system, and we must greatly enhance the speed of product circulation.

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< p > Wang Zhentao believes that for footwear companies, products, customers and pricing are highly convergent, and the key to competition lies in the speed of competition.

Therefore, he proposed to "sell shoes like fruit," and divided the traditional four seasons into eight seasons, designed and developed new products according to the characteristics of each small season.

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< p > but fast fashion is by no means an overnight move. With AOKANG's "eight season" new product, this means that the number of stores will increase, the cost of storefront will increase, and the selling price of single products will be reduced, which may affect the overall gross profit.

That is to say, the fast fashion "fast" test is the ability of a company to grasp the market as a whole. It shortens the product development cycle, requires enterprises to be extremely sensitive to the market, and extracts the fashion messages at the fastest speed and embody them in the products. This puts forward higher requirements for the production of products. At the same time, it must have strong logistics system support and greatly improve the circulation speed of products.

In addition, "fast" also involves price control capability, sales forecast and supply chain reaction speed.

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< p > if we can really achieve rapid marketing, we can naturally raise the turnover rate of capital and reduce the cost of inventory.

Wang Zhentao said: "selling products can earn ten yuan, selling brands can earn one hundred yuan, and making capital operations can earn ten thousand yuan."

Making fast fashion and improving capital utilization is the strategic direction for AOKANG's future operation.

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