Wang Zhentao Talked About Kim Su Hyon's Endorsement.

　　 "All professors" Endorsement fee Tens of millions of dollars

　　 Reporter: AOKANG signed the "all professors" Kim Su Hyon, which is very popular. We are concerned about how much money AOKANG will spend on this alien.

　　 Wang Zhentao We are listed companies and are relatively sensitive to numbers. The endorsement fee is several times that of the first tier stars in China, but tens of millions of dollars are needed.

　　 Reporter: who is the proposal for signing Kim Su Hyon? Can you introduce the story behind the scenes?

Wang Zhentao: it's not my personal meaning. To tell you the truth, because of the limited time, I only read a collection of you from the stars. I have to finish reading these days. I am not his fans. I am his uncle. The reason why we chose him is our consumer and company executives and other staff suggestions that Kim Su Hyon is more consistent with AOKANG's brand positioning "fashion, comfort, technology." We have tried various channels, such as brokers, satellite TV, print media and so on, and have given feedback to us, saying that we should not waste time, not money reporters' questions, but 35 enterprises have the intention to ask him to speak. Later, we flew directly to South Korea and his brokerage firm to talk about it. As a result, they were more sincere. When we did not know it, we went to several stores in our country to know the situation. Then we searched the Internet and made a comprehensive analysis. Of course, during this process, we also had a lot of communication and communication. At last, the other side replied. If you want to do it, the first one is to cooperate with us. This is what we did not expect at that time. This confirms a line in the star from you: if it is necessary to meet, it will eventually meet.

　　 Reporter: it is said that this endorsement fee is the most expensive one of AOKANG's spokesmen in recent years. How will AOKANG reflect the value of this investment?

Wang Zhentao: please. Image spokesman It can arouse the attention of consumers and turn attention into sales force. In addition, with such an image positioning, from the product point of view, the R & D personnel should be transferred around the product and injected into fashion awareness. Otherwise, the brand is aging to a certain extent. If you want to bring it back again, the cost is very high. We choose Kim Su Hyon, in addition to seeing his popularity, we find that he attaches great importance to public welfare undertakings, especially charity. A few days ago, a shipwreck occurred in South Korea. He donated 300 million won, and later donated 200 million won to some Chinese charitable foundations. This is consistent with our constant emphasis on social responsibility, and coincidentally, he was born in 1988. Just in that year, I founded AOKANG, which is a coincidence.

　　 "All professors" after May 20th, how to arrange "array"?

Reporter: it is thought that Kim Su Hyon has been signing a Kim Su Hyon for a year because of a big red drama. It is a trial of water for the first time, and his current popularity is a one-time consumption of AOKANG.

Wang Zhentao: the signing date for a year is due to an uncertain factor. He has to do military service in South Korea. If he does not have to be a soldier, the time of signing a contract can be prolonged rather than a lack of confidence in his future star road.

　　 Reporter: netizens believe that the overall brand image of AOKANG is partial to business and expensive, while Kim Su Hyon's fans are more than young women. Ask him to endorse, is it really in line with your positioning?

Wang Zhentao: with the development of AOKANG over the past few years, there is still a little difference between the fashion of products and the international first-line brands. Compared with AOKANG men's shoes, women's shoes are still our short board. Kim Su Hyon is favored by female audiences, so we do a differentiated marketing, so that male stars can promote women's shoes. This case is very common in Korea.

　　 Reporter: many fans care about Kim Su Hyon's "Wenzhou" (Wenzhou dialect) project.

Wang Zhentao: it was a good day in May 20th. He came to Wenzhou for 2 days. This is his first visit to Wenzhou. Apart from giving our name experience Museum ribbon cutting and participating in AOKANG's autumn and winter new products, he also offered to take part of the endorsement fee for public donations. This is not the meaning of a brokerage firm, but his personal will, which shows that he is very caring and different from other stars.

　　 Wen is no longer eager to speak.

Why is AOKANG coming backwards?

　　 Reporter: besides being a businessman, you are also the vice chairman of the municipal CPPCC. Chen Yixin, Secretary of the municipal Party committee, has repeatedly suggested that Wenzhou should build a brand new "fashion capital". Kim Su Hyon is undoubtedly in line with the city's positioning. Then, is this purely commercial operation or is there any other meaning?

Wang Zhentao: This is purely considering the brand business operation of the enterprise. But coincidentally, this also fits Wenzhou's current strategic vision. Secretary Chen proposed to create the "fashion capital". I answered him a sentence: "AOKANG goes first." We want to build such a city brand. Besides contacting the fashion stars, I think we need to connect with some fashionable international cities and bring fashion elements to Wenzhou. The government needs to take the lead in this area, such as holding fashion exhibitions, creative exhibitions, fashion news conferences, fashion product launches and so on. Wenzhou's light industry is well-developed, and I think it has the right time, the right place and the right people. But what I understand is not fashionable clothes. "Fashion capital" should include the taste of the city, the external image, and the upgrading of the quality of the urban population.

　　 Reporter: at the moment, many enterprises are no longer enthusiastic about inviting spokesmen. Why does AOKANG go against it and enjoy it?

Wang Zhentao: I remember a year when all the enterprises in Wenzhou invited 50 celebrities to speak for themselves. This momentum is now down, and I analyze for several reasons: 1, the market itself is relatively low, and the economic strength is difficult to maintain. 2, some enterprises think that the image is well maintained, and it feels good. 3, some enterprises have asked the spokesperson to find that the investment is disproportionate to the output, so they do not stick to it. It is also unrealistic to ask every spokesperson to give you an ideal return. And the spokesperson is also a double-edged sword. Please do well and enhance the image of the company. If you are not good, the negative impact will be greater. For example, like Li Daimo, some people dare not take this risk. The reason why we insist on doing this is to make differentiated competition. When others think that the situation is not good, I think it's an opportunity. When the market is depressed, consumers are watching too. At that moment, when their brand rings, they go shopping there first. There are many people who doubt this. I think this is different from the point of view of journalists. I think opportunities are reserved for those who are prepared, whenever you are prepared. When the market is weak, we will seize the opportunity and do better when the market looks good.