Famous brand Aokang: The brand is made like this

Integrity casts the name of the brand

The chairman of Aokang Group, Wang Zhentong, is a young man whose life is distressed. There are four brothers and sisters. As the boss, he had to drop out of school to reduce the burden on the family and spare no effort to provide siblings with schooling.

At first, he followed the church to learn carpentry, and his life was widened. He saw that many of the Wenzhou fellows were selling electrical appliances, clothing, and shoes, and that their income was several times that of their own carpenters. So he decided to change to a shoe sales business.

In 1987, he took steps to start a business. He took a walk south to the north and swam for thousands of miles. His footprints covered every corner of China.

At the time, Wang Zhenlu came to Wuhan with the products of Wenzhou's five shoe factories. However, it was shut out by all the state-run stores. For travelers such as Wang Zhenluo, people couldn’t hold it and couldn’t feel it! Wang Zhenlu used a chartered counter to pay rent in advance to get a half-price counter. In just one month, the sales of his half counter was actually higher than the other 10 counters in the mall.

While Wang Zhenluo's business in selling leather shoes was booming, a 1987 turbulent storm of "Wenzhou shoes" swept the country. Checked Wenzhou shoes in Nanjing, Shanghai, Hubei and other places have piled up. On the square of Wulinmen Square in Hangzhou, a public fired more than 5,000 pairs of Wenzhou shoes... Wenzhou shoes became synonymous with fake and shoddy, becoming a street-crossing rat that everyone shouted. Suddenly, a storm that encircled "Wenzhou Shoes" swept across the country.

Wang Zhenluo was also not spared. He was seized by the Trade and Industry Bureau at the counter that was shared with friends in Wuhan. Shoes worth more than 200,000 yuan were also confiscated. “I have no quality problems with my shoes.” Seeing that the shoes were sold by the industry and commerce department at the price of RMB 5 per pair, Wang Zhenluo was very unconvinced and decided to go to court with the Wuhan Industrial and Commercial Department. Finally, he won the case and could only get 2,000 yuan. Compensation.

The enviousment of Wang Zhenluo was very exciting. He decided to start from scratch, make his own shoes, and be a lover of Wenzhou shoes! Therefore, in March 1988, Wang Zhenlu raised 30,000 yuan in funds, bought a shoe-making machine, invited a few well-crafted shoe-makers, officially opened shoes. The entire building is actually a corner of a house in his home. This is a typical home-style workshop. He thought of a well-registered trademark for his product, Olin. Olin, the Olympics, which was preparing China for the Asian Games at the time, was a well-known name. Later, due to the involvement of international co-brands, it had to be changed to “Aokang”: the Olympic spirit in the field and promote the healthy development of the company.

Aokang brand shoes, made in Wenzhou! Wang Zhen took shoes he produced and returned to Wuhan. The leather shoes that he personally produced were sent to large and small shopping malls in Wuhan, but others did not accept them. Finally, by way of trial sales, the shoes were placed in a shoe store in a shopping mall in Hanyang.

On one occasion, he was anxious and intelligent. He stamped a notice on the counter early in the morning: “This is not a burnt Wenzhou shoe, but a long-wearing Aokang shoe. Shelf life is six months. There is a quality problem, and one loses two. "Finally there was a male customer who bought a pair of cautiously. Wang Zhenlu immediately handed a pen to him and said, "Please leave your address and name. You will be Aokang's ever-honored customer. O'Connell will be able to grow bigger in the future. You will always wear Aokang for free!"

Wang Zhenwei lost his reputation for the first time (although the 1987 fire was not because of his own product reputation), his first success was also his credibility. In 17 years, reputation has been regarded as the lifeline of the company. On the wall of Wang Zhenxuan’s office, there is a banner saying "Be certain to believe, and be effective." This is the motto of Wang Zhenyun, and he is determined to establish a watch brand for Wenzhou enterprises.

Wang Zhenluo, operating in good faith, has won the favor of domestic and foreign merchants, and Aokang Group has thus developed rapidly. According to the report of major economic and technical indicators of key enterprises in the national leather industry issued by China Leather Association in 2003, Aokang Group has six major economic and technical indicators: industrial added value, total industrial output value, sales output value, product sales income, total profits and taxes, and leather shoe production. The overall ranking ranks second in the national leather industry. As a result of its outstanding leadership skills and outstanding operating performance, Wang Zhenyu has won Wenzhou City’s Top Ten Awards for Reform and Opening of the People’s Republic of China, Zhejiang’s first outstanding private entrepreneur, Zhejiang Youth May 4th Medal, Zhejiang Labor Model, and Zhejiang Merchants’ Annual Top ten figures, China's top ten figures, Chinese business masters, China Marketing Jinding Award, National Labor Day Medal, China's top ten outstanding young people and many other honors.

The soul of quality forging brand In 1999, in the suburb of Hangzhou, in the suburbs of Hangzhou, after several years of hard work, Wang Zhenyao, who has earned Aokang a reputation in the market, and the leaders of Zhejiang and Wenzhou, lit up the land where Wenzhou people were ashamed—Hangzhou. The second fire burned fake Wenzhou shoes collected from the country. Wenzhou people are famous, but also for Wenzhou is famous. This fire was included in the history of Wenzhou's economic development. At the same time, Wang Zhenlu raised Wenzhou to create this banner and advanced into the beach. In the 1980s and 1990s, individual Wenzhou companies did not dare to label Wenzhou on their products. In order to reshape the image of Wenzhou people, in March 2001, Wang Zhenyu made a move that shocked his colleagues: On March 15th, O'Connell resolutely raised the banner of “made in Wenzhou” and opened the store directly to China. First Street -- Shanghai Nanjing Road. And 10 years ago is also in this street, many businesses have actually made such a sign: This shop does not have Wenzhou goods. Today O'Connell is eager to enter this market. What is the risk? A store with a floor space of less than 70 square meters has an annual rent of more than RMB 1.6 million. O'Connell took this step by relying on strength and firm belief, because in Wang Zhenwei's opinion, the brand name would shine no matter where it was left off, and there would be no market exclusion zone. They want to prove to the world that through the window of the international metropolis in Shanghai, Wenzhou shoes have “take the initiative to stand up”.

As a result, Wang Zhenyu got a lot of rewards: Aokang Leather Shoes entered the Shanghai market soon and it was favored by consumers for its exquisite production and novel styles. In early May, at the Shanghai Municipal Government Procurement Center, the Shanghai Municipal Public Security Bureau publicly ordered 50,000 pairs of police shoes for public bidding. Aokang Leather Shoes won the bid in one fell swoop; in June, the Supreme People's Procuratorate designated Aokang as the designated point for the production of police shoes for the national procuratorate system. Manufacturer. Aokang Brand Group's share of consumer spending has been rising...

In Aokang, any violation of the quality regulations will be severely punished regardless of the job title. In July 2000, Aokang Group dismissed eight high-level personnel, five of whom were the head and deputy director of the Group's branch. The reason is that the quality of leather shoes they are responsible for is unqualified. When the quality control department rejects them, they believe that these products basically meet the requirements of various processes, if they are fully qualified in other shoe factories. Aokang’s top leaders, after learning of the situation, believed that these managers relaxed their requirements for quality and decided to dismiss their positions and destroy the shoes.

When the reporter later asked Aonang’s president Wang Zhenyu, he said: “What I fear most is the poor quality awareness of employees. Now that Aokang has more than 10,000 people, quality is not guaranteed and everyone will lose their jobs. Whoever caused us to lose our jobs, we will Whose bowl is to be found first."

In Aokang Group, there are still stories of Wang Zhentong's two shoes being cut.

The first time the shoe was cut occurred in 1998. At a trade fair and ordering meeting, a foreigner who had been in front of Aokang's booth for a long time seemed to have some doubts. Wang Zhenlu stepped forward and said hello enthusiastically: "Sir, you are welcome to give more opinions on our company's products." Foreigners took up a pair of leather shoes and asked: "Is this leather?" Wang Zhenyu replied: "Please rest assured. It is definitely leather.” Foreigners shook their heads and said in the tone of the old expert: “The leather can't do this effect...” Wang Zhenwei, apart from anything else, got a pair of scissors, three times five, two, and cut the pair of leather shoes. He said, "Sir, you are a connoisseur. Do you help me identify it and see if it is genuine leather or fake leather?" The foreign businessman looked at him in surprise and took the shoes and scrutinized it carefully. Nodded and said: "Leather, leather! Made with leather, this effect is remarkable. I'll order with you." Then a large number of merchants flocked to...

One day in 2000, Aokang Group produced a number of leather shoes for a famous domestic company. Due to the fact that some of the trademarks were not standardized enough, many people thought that this was not a problem. After hearing of this, Wang Zhenyu did not hesitate to scissor the scissors and cut more than 180 pairs of high-grade leather shoes. They were displayed in the industrial park and were visited by all employees. Many workers lost their tears. However, Wang Zhenluo said: Cut off the shoes, only a few money is lost, but Aokang is not short of money, for Aokang, the most valuable is the trust of consumers, is the "Aokang" brand. Defrauding consumers is actually deceiving themselves. We must not do anything to kill chickens and eggs. This is the case in China, and it is the same in cooperation with foreign countries.

In late February 2003, the Aokang Group's International Trade Department took over an order from an Italian merchant. Both parties negotiated a product unit price of US$23 and signed a purchase and sales contract. However, when the product was put into operation, they found that the production department had calculated the price of leather as an excessively low price when calculating the cost. If calculated according to the actual cost, the export price would increase by at least one US dollar per pair of shoes. When the person in charge of the Aokang Group's International Trade Department reported the situation to the company’s president Wang Zhenyu and asked if he would negotiate a price increase with foreign businessmen, Wang Zhenyu said: Since the signing of the contract was a loss, the sale would have to be done.

The Italian merchants were very moved after hearing this and offered to increase the price by 1 US dollar. However, it was rejected by Wang Zhen, president of Aokang Group. Wang Zhenluo said: It is not important for Aokang to earn 1 US dollar to earn 1 US dollar. The important thing is that we must abide by the credit. The Italian merchant immediately decided to add additional orders to increase the original order of more than 200,000 US dollars to more than one million US dollars, and also expressed that it would establish a long-term relationship with Aokang Group.

Expansion into the international brand

An important factor in the internationalization of Chinese enterprises is the internationalization of brand image. This view has now been recognized by more and more domestic industry giants. For Aokang shoes, many consumers are most impressed by the phrase "wearing Aokang and taking the Quartet" as the advertising slogan and the "Chinese leather shoes king". However, Wang Zhenlu thinks that this ad slogan born out of the late 80s clearly shows the desire of a brighter tomorrow for people who are striving for a happy new life in the era of reform and opening up. Reflected in the lack of material, counterfeit products in the unordered commodity market, consumers have a strong concern for product quality. Obviously, this is not an advertising slogan that is born on the predominantly consumer-oriented status and has not been adapted to the current market demand.

In October 2003, the new brand of Aokang Leather Shoes advocated "dreams, is to come out" and officially met with the vast number of consumers. This brand-new brand image rewrites the old image of O'Connell's shoes "wearing Aokang and taking the Quartet" in the past. It also bears the typical image of the 80s in the 1980s and infuses Aokang with more emotional factors and characteristics of the times. Active spirit and distinctive personality pursuit.

It is an indisputable fact that one in every ten people in the world wears leather shoes made in China. However, after the tide is doomed to fall, after experiencing more than a decade of glory and honor, China's footwear industry is inevitably facing an extremely severe "development bottleneck." To this end, in 2003, Aokang completed two crucial strategic deployments: opened the “western project” of the “Western Shoes Capital” of Shaoshan, Chongqing, and completed the transition from a professional shoe-making enterprise to a management industrial chain; In cooperation with GEOX, the first brand of Italian footwear, it successfully opened its first store in Huaihai Road, Shanghai, and successfully seized the commanding heights leading the fashion trend of China's footwear industry.

On January 9, 2003, Aokang invested RMB 1 billion in signing a contract with the Chongqing Daishan County People's Government to build a 2,600-acre “Western China Shoes Capital”—a giant that has been branded with a deep “Aokang” mark. The project opened the prelude of the eastern entrepreneurs investing in the western construction. On the day of the commencement of the project, leaders from the State Council’s Western Development Office, the State Administration for Industry and Commerce, the State Administration of Quality Supervision, the China Light Industry Council, the China Leather Industry Association, and Chongqing’s four teams visited the site and placed high hopes on Wang Zhenyu.

In the short span of two years, the first phase of the western footwear capital was officially completed. The southwest footwear trading center, one of the major projects, had a daily turnover of 500,000 yuan. After the entire shoe is planned, it will bring hundreds of millions of funds to the west. It also solved 50,000 employment opportunities for the local people. More importantly, it created a new pattern of development of the western region combined with common development. In the short term, a huge scale of benefits has been formed.

After the successful completion of the “Western layout”, on February 14, 2003, Aokang cooperated with the first brand of Italian footwear company GEOX. According to the agreement, Aokang Group was responsible for the production, sales and network construction of the GEOX brand in the Chinese market, and at the same time Aokang With the help of GEOX brand production, sales and network construction in the Chinese market, Aokang also uses Geox's global marketing network to market its products to the world. In November 2004, Aokang International Brand Industrial Park was completed, which means that GEOX's first production base in China was completed.

GEOX, headquartered in Venice, has a history of more than 300 years, and her amazing breathable performance makes its product sales rank first in Europe and eighth in the world. O'Connell was the last one among the eight bidders selected by GEOX in China and eventually won the favor of GEOX.

There is no permanent friend in the market. Some people questioned Wang Zhenluo in introducing the wolf into the room. Some people think that the Chinese and foreign double wolf fights the front and the future is not good. Wang Zhenlu thinks that, further, think about it. "Cooperating with risk is a risk. Giving up on it and allowing it to cooperate with others is even more risky. Instead of passively waiting for others to shake the cake, it is better to share the cake together." In fact, two-way travel is a win-win game.