Aokang brand shoes revealed inside story of the marketing strategy – 1470nm diod
In the increasingly competitive Chinese shoes industry, led by Wang Zhentao, Aokang Group is undoubtedly a dark horse. Of 3 million yuan in 1988, some 10 workers started to develop into more than one billion yuan of net assets, more than 12,000 employees, annual production value of 2 billion yuan. Aokang Group, the rapid development of an alarming rate, market share, ranked second in the same industry, the first in Zhejiang Province. Our main products Aokang shoes, casual shoes Kang Long, Marie Claire senior fashion shoes were named "national exemption product", which was awarded China Famous Brand Aokang brand shoes, famous trademark title.
Aokang Group, the secret of the rapid development of what?
Aokang concern, we found this business leaps and bounds, and the changing Aokang people often closely related to new marketing ideas. Aokang Group, 17 years in the development of the occasion, I approached this business, trying to marketing mode, terminal management, logistics management, marketing planning and the future trend of the five areas to explain the rapid development of Aokang 17 years of mystery .
"Aokang interpretation of marketing strategy," one of the
Marketing mode: No unusual way to go
Wenzhou is known to be good at doing business in the world, Aokang's when the family Wang Zhentao had also had access to outstanding sales people second China "GTA" Sales Manager Award for the highest prize, with "China Marketer past." Development since 1988, Aokang group experienced in the marketing model on four stages.
The first stage of the wholesale system – an extensive stage of production and marketing Separation
Wang Zhentao with the army of Wenzhou, together with thousands of salespeople, travel extensively to promote their own products. Dealer with money to purchase Aokang point of sale, purchase and then brought to market, shopping malls on sale. This time the marketing model, low-volume manufacturers for the production of profits, loss of the network resources.
The second stage is the joint system manufacturer
Wang Zhentao 1986, began his career selling shoes. At that time, variable quality Wenzhou shoes on, he mainly medium and low, can only be "to spread the goods", it is difficult to enter the regular mall. Wang Zhentao stop and analyze the market situation, that the business is mainly goods of no confidence in Wenzhou, afraid of taking risks, affect their business reputation. If their production, quality assurance, and then the "registered trademark" play the advantage of Wenzhou shoe style will certainly open the door to major shopping centers.
When Wang Zhentao back their leather shoes to return to familiar shopping centers in Wuhan to find his manager, the manager not only for the production of shoes and his admiration for the young man's dedication and moved. But due to the "state" institutions and the way supply and marketing limitations, the manager is still undecided how to accept this "private" shoes. At this time, Wang Zhentao in a timely manner like a good idea to have already made, he would lease the counter, self-production and marketing, and pay rent in advance before fees, not to shopping malls risk. After some persuasion, managers before they agreed to lease him a semi-counter first try. One-month trial, he was a counter sales of more than 10 shopping malls counters also high. This reassured the manager.
Wang Zhentao person behind the counter, listening to customers on the style, make code, color and quality of advice and timely information back to the factory to adjust production plans, usually 35 days, the customer's requirements can be implemented on the counter, more and more popular businesses . In this way, Wang Zhentao daring to break the original shopping system, a direct extension of the tentacles of information to the market, the implementation of "joint venture company," started the "lead plant into shops," the first shot. Later, in major shopping malls in the country set up shop counter once and the dealer shop and distribution system as Aokang marketing of "two legs." So far, Wang Zhentao have been set up in shopping malls around the country over 800 shops and counters in various stores for Aokang of primitive accumulation, expanding the scale of reproduction, increase brand awareness has played a very active role.
The third stage is the franchise system – into chain stores
Up to 1997, as market competition intensifies, consumer products, style, service and brand awareness have put forward higher requirements. In this way, the original implementation of the "joint venture company", and "multi-level distribution" of the marketing strategy, especially as "multi-level distribution," but the cost too high, and brand protection ills have been difficult to clearly not suited to the market requirements. Must have a new marketing model, to establish a marketing network to adapt to market requirements and marketing to a new round of competition in the upper hand. In this case, Aokang Group President Wang Zhentao the situation and decided to open the domestic footwear counterparts, pioneering the introduction of "McDonald's style" sales model franchise, boldly into chain stores, an earlier commitment to the exploration and practice of franchising .
January 1998, the first official appearance Aokang chain stores on the Town, Yongjia County, Zhejiang Province, which is the first Chinese shoes store chain, opened the same day caused a great sensation in the local sales hot. Since then, Aokang's marketing monopoly chain embarked on a new road, rolled on the fast track business development. So far, Aokang Group has established a nationwide more than 30 provincial branches, opened more than 2,000 chain stores, also Italy, the Netherlands, Spain, and Indonesia set up five overseas branches, forming a what each other then, the south and north dragnet-like sales patterns.
Aokang driven in a surge of Chinese leather shoes in the chain of wind blew the market rapidly. Currently, a variety of large and small shoes brand stores blossom everywhere in the country, making Chinese leather shoes Market smoke everywhere, showing's crowded situation. The chain stores in the network marketing model rapid reproduction, the brand to enhance both play an important role, especially manufacturers to obtain a secondary profit, profit of existing products, but also brand profits. Phase IV is a multi-brand management system.
In the new century, the increasingly fierce market competition, leather shoes, market segmentation has become increasingly evident. A business advantage in marketing is gradually weakening. Facing the new situation, the need for timely adjustment of marketing strategy. This time, brand extension seems to have become fashionable. Many large companies in an industry is almost done, start with the advantages of the original brand, an extension to a new industry. In Wenzhou, some enterprises had to do shoes, but start with the clothing; some of the original clothes business, but start with the shoes. In stock and brand extension of the hot air once is spreading, but surprisingly Aokang choose one way over another brand management.
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