Korean Professors Are Hard To Promote AOKANG International Brand

< p > < a href= "http://sjfzxm.com/news/index_p.asp" > AOKANG international < /a > won the tenth annual clothing brand conference in China last year, and has the leading edge in the experience shop, design concept, fashion, quality, technology and so on. However, AOKANG international is facing not China but international sales. Although hiring Korean professors has Asian influence, inviting domestic first tier celebrities to endorse fees between 2 million yuan and 3 million yuan, the inviting professors have reached the level of tens of millions RMB yuan. From AOKANG International's failure to disclose specific charges, it is likely to exceed 15 million yuan.

The question is, can you attract a large number of female fans to buy AOKANG international brand shoes? I believe that Korean professors can hardly enhance AOKANG's international brand, according to the following.

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< p > first, AOKANG shoe industry has not penetrated the penetration of European fashion to the footwear industry. The complex trend has become the popular style this summer, while AOKANG's women footwear industry shows a simple style.

Although there are various colors, but with the women's shoes on the market are the same, do not see the design of the unconventional card, there is no sense of zero women at the moment.

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< p > Second, < a href= "http://sjfzxm.com/news/index_cj.as" > AOKANG shoe industry < /a > also has no tendency to butt up European fashion shoes, such as shoe heel shape and color are very backward. For example, female shoe heel lipstick, cremation, cartoon, pparent patterning, flashing and so on, such as overpolish of shoe upper, can be metal plate, jewellery, emerald, pearl, sound, vibration and so on, can further improve sales price.

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< p > AOKANG shoes men's shoes reached second in the whole country in 2010 and second in East China. In 2012, the revenue reached 3 billion 400 million yuan, an increase of 16% compared with the same period last year, and the return on net assets was 18.5%.

However, in 2013, revenue was only 2 billion 796 million yuan, down 19.07%, of which the net profit attributable to shareholders of listed companies was 2.74%, a sharp decline of 46.57% compared with the same period in the previous year.

Last year, AOKANG earned 11.52% of men's shoes, 30.37% of women and 7.75% of leather goods.

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< p > in the first quarter of this year, AOKANG's revenue was 742 million yuan, down 11.21%, of which the net profit of shareholders belonging to listed companies was about 100 million yuan, down 20.31% from the same period last year.

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< p > < strong > from the above information, the sale of women's shoes is rather poor, and last year's performance has steadily declined. Why? < /strong > /p >

< p > I believe that the design of AOKANG is derailed by international standards, and in addition, it has not reached a higher level.

Since it is an experiential shop and zero inventory, why can't we develop high-end women's shoes? So this is a mistake for AOKANG's strategy.

The main reasons for AOKANG's failure are AOKANG's shoes and leather products.

The two is AOKANG's lack of think tanks or comprehensive research experts. Scholars and professors mostly sell knowledge of past research, while research experts can sell the frontier research intellectual property rights. Therefore, from the perspective of enterprises advancing with the times, men's shoes, women's shoes, leather goods and other products need to be guided annually according to international and domestic counterparts, global consumption trends, global economic trends, and other industries' economic development.

Bosideng's internationalization was like this and failed in London, the United States and even Europe.

The three is the lack of fast fashion awareness of AOKANG. A product can not be supplied with unlimited quantity and needs limited edition supply.

Four, I do not agree with the practice of the shoe Free International Pavilion, because the products of ordinary people can not be produced through the experience shop, so the cost is too high, resulting in no sale of goods for the experiential Museum. This is a waste of resources. I believe that only high-end, atmospheric, super foot yards and special hobby styles can be customized through the yard foot code. If the popular low-end shoes are customized, although there is no stock, the pace is too slow.

For example, when there is no order, the shoemaker rest. Now that the International Pavilion requires low-end limited edition men's shoes and women's shoes, it is equal to letting shoemaker workers improve efficiency, while the AOKANG International Pavilion also improves the yield. Due to limited edition, there is not much quantity, so there is not much stock.

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< p > inventory is generated by unlimited sales. Because the real limited edition has various thresholds, such as celebrity signature, founder or celebrity portrait, unique design style and so on, it is difficult to generate inventory.

In addition, never discount, but also raise the price.

This is now in the era of discount luxury brands are reverse operation, unconventional licensing.

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Through the above analysis, the author believes that there are many problems in AOKANG international, 1, the efficiency of the International Museum and shoemaking workers, 2, only limited products, no fast fashion limited edition, 3, the design of women's shoes and European women's shoes derailment, 4, the design of women's shoes and European fashion derailment, 5, in the style of shoes is monotonous, no long tube boots, in fact, in the long cylinder boots, the external decoration of various jewelry, jade and other accessories, will greatly enhance the AOKANG shoes grade, fast fashion, 6, in the sales channel is still rigid, the cost is too high, the franchise store is not necessarily effective, there are a lot of problems in the sales channels, experience museum is beautiful, hard to profit. < p >

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To sum up, the author believes that AOKANG international chairman Wang Zhentao asked South Korea Kim Su Hyon "Professor Du" cost is not a problem, if not the product pformation, then become a problem, for last year's 60 million advertising expenses, if this year according to the author's strategy planning to innovate, then teach 15 million to 20 million yuan is investing in the knife, and also need to quickly launch innovative women's shoes, signing only one year's endorsement time to quickly and constantly use, do not waste time, and Europe this summer complex wind, Wang Zhentao has to hurry to grasp, time and no wait, grab before the end of June to launch a large number of new women's shoes, is the key to AOKANG international brand. < p >

Complex and fast fashion has gone, so we will lose the opportunity.

If Wang Zhentao just handed AOKANG brand to Professor Du, so that she can buy a lot of AOKANG shoes, so I think Korean professors can hardly improve AOKANG's international brand. However, there is still time to save, and the strategy can be successfully saved within the first month.

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< p > > the author's brief introduction: < a href= "http://sjfzxm.com/news/index_p.asp > > Wu Donghua < /a >, a well-known economic expert, forecasting the first trend of Euro American trend, the first economic integration expert, India economic expert, foreign trade expert, world economic expert, former Economic Research Fellow of the Ministry of Commerce, China International Economic Cooperation Society, the former Ministry of Commerce, the consultant of Chinese enterprise going out research center, and establishing the theory of" purchase and purchase "to eliminate the theory of" merger and acquisition ", and put forward a series of integration methods of the fourth carriages, so as to improve the industrial integration and product profitability of the industrial zone.

Enterprise and government strategy master, Silicon Valley giant strategy is the only nemesis.

All kinds of strategic articles Baidu can search how Chinese entrepreneurs can surpass Silicon Valley, and small businesses lead to too many inventories, save the property market is stupid, "Qingming Riverside" can save the market, "department stores and supermarket convenience stores will face a big crash", "watch out for entrepreneurs to be licensed to play die", and "8 sales success of outlets".

Wu Donghua has guided dozens of international and domestic agencies such as the US embassy in China, ARM international in London, and Der Spiegel in Germany.

Enterprises and governments are welcome to invite guidance, let difficult enterprises be reborn, or be invited to build small and medium-sized enterprises into first-class enterprises.

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