AOKANG'S Layout Is More Than Just Selling Shoes.

This article introduces the layout of China's international + online and offline layout. Let's look at it together.

How did you change the way you sell shoes?

"The price of pork has risen recently, and our cost has gone up."

Zhou Wei, vice president of AOKANG International (603001.SH) jokes.

However, his boss, Wang Zhentao, chairman of AOKANG international, has been very busy recently. After he returned from the US in July, he immediately made a strategic cooperation with the China general agent of the second largest footwear brand of the United States (SKECHERS), and intends to open 1000 new stores in five years.

This also marks the entry of the main business men's leather shoes business into the sports sector.

On the other hand, despite the announcement of a typhoon sudeo approaching, in August 8th, Wang Jianzhong, vice president of Light In The Box, went to AOKANG international headquarters in Wenzhou to discuss how to cooperate with the new owners in the area of electricity suppliers and integrate resources. This is the 27 year since AOKANG was founded.

Layout of domestic sports shoes and clothing market

Founded in 1988, AOKANG international is mainly engaged in R & D, manufacturing, distribution and retail of footwear and leather products.

It has many well-known brands, including AOKANG, Kanglong, beautiful beauty, red Firebird and Italy brand VALLEVERDE, and there are thousands of chain stores at home and abroad.

Reporters learned that although it has been focused on leather shoes, seemingly never involved in sports shoes and clothing plate, but the company seems to have been "eyeing the sports market".

When the 2008 Olympic Games were held in Beijing, AOKANG became a supplier of leather products for Beijing 2008 Olympic Games.

Wang Zhentao admits: "sports shoes are big players in the footwear market.

AOKANG has always had a share of the idea.

It has been revealed that AOKANG's plan to enter the sports shoes and clothing section has been "deliberate for a long time", only because the domestic sports shoes and clothing market has been sluggish after 2008, and thus no formal intervention has been made.

Fortunately, however, Wang Zhentao and his team found that two years ago, the market of sports shoes and clothing was getting warmer and warmer.

Since 2014, the design style of AOKANG's Kanglong casual shoes has been showing signs of moving closer to outdoor sports.

By the end of 2014, Kanglong had played the slogan of "wearing Kanglong to travel".

Wang Zhentao said that the cooperation with Skech was officially raised the banner of marching into the sports plate, which has made up the product category of AOKANG in the field of footwear marketing, and is bound to have a certain impact on the original domestic sports shoes market structure.

"AOKANG chose to cooperate with Skech because we have noticed that domestic consumer demand for leisure fashion products is surging.

The traditional veteran sports brand ADI and Nike began to appear brand burnout period, and the products are too athletic, and the Cage products are fashionable and casual. Now the actual situation is that sporting goods are being abandoned by the market and fashion leisure products are on the rise.

Wang Zhentao told reporters that AOKANG has been committed to the research and development, production and sales of footwear, such as business dress shoes, fashion shoes, outdoor casual shoes and boutique women shoes for many years. However, sportswear plates are rarely involved. Choosing to cooperate with Cage is making up for this short board, which can help AOKANG build the whole industry chain of footwear industry in an all-round way.

Cheng Weixiong, a marketing expert in apparel industry, believes that although he entered China in 2007, Skech's development in the Chinese market is insufficient, and its popularity has not been as good as that of Nike and ADI.

But AOKANG originally did not have sports shoes, and wanted to get a share in the market. Now, finding a brand that is not so strong, and not building a new brand by oneself, is a mutual help between the two.

Wang Zhentao expressed confidence in the interview that the company has complementary advantages, and Skech is expected to become a new profit growth point for AOKANG in the future.

It's not only easy to sell shoes.

The reporter noted that the company listed on A shares in 2012 has been making frequent moves in recent years.

In June 2015, AOKANG International announced that it would spend $77 million 344 thousand to acquire the 25.66% stake in LITB.NYSE, the world's leading cross-border electricity supplier, and become the largest shareholder of AOKANG.

At that time, relevant analysts pointed out that the leading enterprises in the global cross-border e-commerce were obviously referring to the international shoe and clothing market, aiming at the strategic layout of globalization.

In August 8th, Wang Zhentao also said in an interview that AOKANG's investment in the potential of Lanting Pavilion can pform the Internet and mobile Internet to traditional industries, and ultimately achieve cross-border sales of AOKANG brand on the Internet, and open the international market.

This will help to promote AOKANG International's investment and acquisition activities and international brand cooperation in the domestic and foreign markets, and help the company expand its existing business scope and channel extension, in line with the long-term planning and development needs of the company.

"AOKANG has long been interested in cross-border electricity providers. Lanting Pavilion is not the first related company to contact, but because of the same idea and complementary capabilities, it finally concluded the paction."

Referring to AOKANG's investment in the gathering of Lanting Pavilion, Wang Zhentao told reporters in August 8th that he hoped to combine the resources advantages of both sides in the traditional industries and the Internet, and work together to create the traditional industry's "Internet +" strategy.

On the one hand, through the pformation of the Internet and mobile Internet to traditional industries, we can help AOKANG brand cross border sales on the Internet and open the international market accordingly.

According to the 2014 earnings report, AOKANG's overseas sales amounted to 123 million, accounting for only 4.19% of its total sales.

On the other hand, with the investment in Lanting Pavilion, AOKANG also hopes to promote investment and M & A activities in its internal and external markets, as well as cooperation with international brands, so as to expand its existing business scope and channel extension.

In fact, as early as in 2009, AOKANG realized the vast space of e-commerce in the future, then set up an e-commerce department to create an official shopping website. Thereafter, the annual sales volume of e-commerce platform has increased year by year.

In the 2014 fiscal year, its electricity supplier's annual income was 400 million, an increase of 11%.

But with the gradual decline of Internet traffic dividends, AOKANG noted that the growth of e-commerce business, including traditional industries and Amoy brands, is slowing down.

"Icing on the cake" is not as good as "complementary advantages". Wang Zhentao said: "Lanting Pavilion is gathering momentum."

It is more professional, and also has the advantages of the technical resources of the international market e-commerce business, and the marketing ability of the big domestic monopoly stores is the advantage of AOKANG international. This integration has great complementarity, and it will also produce huge market effect.

Online action is not enough to explain AOKANG International's ambition.

Reporters learned that the company is actually planning the "domestic + International + online + offline" full market channels.

"One of the things we will do in the future is to shift from small shops to big stores."

Wang Zhentao told reporters.

In AOKANG's stronghold Wenzhou, you can even see five or six AOKANG international brand stores on one street, but such a single store only 2 million ~300 million shop has been unable to meet the vision of Wang Zhentao and its enterprises.

Previously, he took a team of people to visit various business models in Japan and the United States.

As a result, in October 2015, the new shop called AOKMART was about to open.

"The area is about 4000 square meters, in addition to our AOKANG and Cage brand, and Adi, Nike and other brands."

Wang Zhentao told reporters that in addition to shoes and clothing, people have to sit down to relax, intend to introduce a small amount of food and beverage, "such as Starbucks."

He predicts that the sales of such a brand integrated store will reach 80 million or even 1 hundred million in the future.

However, he also frankly said that finding the right area of property is a "pain spot". It is hard to find such a large building in the first tier cities, and the rents are very expensive.

He said there was no large-scale operation.

Plan.