Jointly Launched "IP", "Elf Treasure Dream" And Other IP Launched Joint Shoes, "Elephant" AOKANG Turned Around.

"Bai Ze", "Wen Lei Yu", "nine tail Fox" and "Luan bird", in November 23rd, AOKANG took The Classic of the Great Wilderness's "four great beast" in the Imperial Palace to hold a fashion show "fashion master" joint shoes.

This year, it is exactly 31st anniversary of AOKANG's birthday.

From the shoe capital of Wenzhou, AOKANG International (603001.SH), which is known as "the first shoes of men's shoes", is changing in the 7 years of listing. It is changing from the beginning to the beginning of this year. It has joined hands with the "elf treasure dream" IP, to the eleven national day and the "people's daily new media" to jointly launch the "70 tides", and then to the "fashion master" the Imperial Palace show, even with the well-known IP "man Wei". AOKANG is no longer simply in the framework of "business men's shoes".

In mid November, the economic report reporters visited the AOKANG thousand stone Industrial Park in Yongjia, Wenzhou, in twenty-first Century.

At the scene, Luo Huirong, vice president of AOKANG international, told the twenty-first Century economic news reporter, "before AOKANG emphasized the development of the whole category, the front line shops were more dispersed. Now we want to know what kind of crowd we want to reach and focus more. We have identified the IP joint strategy, and we are working with" IP "," people's daily new media "and" fashion masters "to create a more youthful and dynamic brand new image.

Joint with the four largest IP

AOKANG international, an advertising poets who "wear AOKANG and walk the Quartet", has gone through thirty-one spring and autumn periods since its founding in 1988. In April 2012, it ushered in the highlight of A share market.

In the past 7 years, individuals still perform well under the background of the lack of strength in the footwear industry today. AOKANG's overall performance has been developing steadily.

In 2016, AOKANG implemented a multi brand strategy with AOKANG as its main brand, Kanglong and Cage.

This year, AOKANG adjusted its strategy and launched the four joint IP.

In the view of AOKANG brand executives, "AOKANG and many IP cross-border cooperation is to further activate the brand vitality, so that brands continue to be younger, and get rid of consumers' inherent impression of AOKANG's" old domestic products ".

The head of AOKANG product introduced the process of cooperation with IP. "From July this year, we went to Shanghai man Wei company for several times, and planned the product according to AOKANG's brand tonality. The image of the main brand AOKANG was Spiderman and iron man. The image of Kanglong is the hulk and the captain of the United States."

In twenty-first Century, the business reporter reported that at the scene, compared to the AOKANG shoes with a partial business style, a CEO series leather shoes with iron man theme were inlaid with elements of iron man in the upper and sole, and skillfully blended into the leisure style in business.

For this COE series leather shoes, the person in charge is very confident, "this will be the biggest explosive product of our leather shoes next year!"

In addition, AOKANG has jointly launched the "70 tide" tooling boots, which is the main leisure sport style, with the new media of the people's daily. In twenty-first Century, the business reporter reported that the vamp was quoted with the "70 and tide" characteristic fire pattern logo, decorated with newspaper layout and words, trying to "explode" with the "newspaper" section.

As AOKANG's largest casual footwear brand, Kanglong brand leader elaborated Kanglong's pursuit of brand younger process.

"Homogenization is serious, which is the biggest pain point for the shoe industry to fall into the" cold winter ". The person in charge told the twenty-first Century economic news reporter that "most of the shoe companies in China used to be lip service brands, and they were copied from Guangzhou and other places. The product market is heavy, lacking originality, which is not conducive to the brand's sedimentation and development. This is the shackles that we urgently need to break now. "

"Therefore, we made strategic adjustments in 2016 to layout the whole category and enhance originality. With differentiated products and brand culture, we will start our brand campaign in the fierce market competition. The person in charge said.

In twenty-first Century, the business reporter learned that this year, Kanglong launched the main orange brand theme color, including the logo logo, the brand display of shoes, the display of the terminal image of the shop, and the unified style. In addition, Kanglong's official website and Baidu Encyclopedia also made corresponding adjustments.

In the 10 national Kanglong new image display stores nationwide, we can see an orange small dinosaur "Kalou", which is also a detail of Kanglong's interpretation of the new image.

"Mobile phone shells, dolls, T-shirts and other surrounding areas, we will also make drainage products to solve the problem of meeting consumers."

In the interview gap, he took out a pair of old man's shoes based on the green giant image, for example, "for example, this year's popular daddy shoes, Kanglong has designed 12 soles, 12 matching colors matching the young people's aesthetic, and matching acrylic shoe boxes, hoping to win the welcome of young people".

In his view, "brand transformation requires two legs to walk together." The old image is a moat for sale, and a new image is an incubator and a brand. "

"From the first half of this year to the 7-8 month of this year, my work is basically focused on this matter," he said. "The focus of this year's work is to build up the basic framework of Kanglong's brand and build up the framework, and then rush ahead next year."

Behind the joint name of AOKANG and IP, it means more investment in research and development.

Data show that in the first three quarters of 2019, AOKANG international investment in R & D was 40 million 130 thousand yuan, an increase of 15.86% over the same period last year.

Closer to young consumers

Fashion transformation, AOKANG electricity providers have more words.

Into AOKANG electric business, twenty-first Century economic report reporter found that in a busy scene, "90 after" is the biggest highlight here. It is understood that AOKANG has a total of more than 260 electricity suppliers, of which 90 percent accounted for 70%, vitality and creativity has become the best pronoun of AOKANG business.

AOKANG electric business division official told reporters that today, "after 90" is already the main force of the electricity consumption era. If we want to be close to these young customers, we must start with the "post-90s" and let young people's collision sparks to drive the new development of e-commerce.

Referring to the change of AOKANG this year, he introduced, "whether it is product structure or interactive services, we have carried out a subversive change. Take "double eleven" as an example. This year, the style of 80%-90% on our line is all the latest shoes in 2019, and these new models are the most attractive and attractive hot shoe models after we have screened and screened many employees after 90 years. This seems to be very challenging in the e-commerce shoe industry, which aims at clearing stocks.

According to the data provided by AOKANG, this year, the new line of electricity providers has reached 826 new models, accounting for 54% of the total, accounting for 60.6% of the total sales volume. Among them, the proportion of the post-90s consumption group is as high as 49.31%.

In addition, AOKANG has opened a new way of playing with goods this year.

On the four floor of the electricity supplier's building, the lighting of AOKANG Taobao live room is at 8 o'clock every night until 11. Three hours of live coverage will always be fruitful.

"As the most important sales growth point of this year's electricity supplier, Taobao's live broadcast will also be an important starting point for us in the future." The person in charge told the twenty-first Century economic news reporter that "the live shopping is actually a shopping guide accompanied by professional shopping guide, but it can break through the restrictions of time and space, demand is more focused, and sales are more flexible."

This kind of traffic across the normal time interval brought by Taobao live broadcast has not brought AOKANG online customer service difficulties. As early as the beginning of this year, AOKANG has invested in the use of intelligent customer service "Ao Xiaomi", ignoring time and space. It can touch more than 1000 consumers in an instant, reducing labor costs and greatly improving work efficiency.

In twenty-first Century, the reporter of the economic report learned that this year, the number of customer service of AOKANG electric business has been reduced from 400 in 2017 to 120, and 70% artificial reduction has increased the service efficiency of 80%.

It is not difficult to find that the current consumer demand is changing from standardized products to experiential goods. More people are no longer simply paying for goods, they are paying for services. In terms of electricity providers, the upgrading of services is the core of future development.

And for next year's focus of AOKANG's electricity supplier, he hopes to create millions of double sales of explosive products.