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China's Centennial Brand And Global Trend: AOKANG Shoe Industry Nine

2011/5/24 15:19:00 196

China Brand AOKANG Shoe Industry

In 2007, Liu Xiang became the "AOKANG shoe" brand ambassador.


For the Chinese footwear industry, which has no difference in technology and quality with developed countries in the world, these two years are indeed troubled times, and many ethnic shoe enterprises have experienced the pain of brand internationalization. However, the hesitant people are still trudging on the ground. The forerunners are flying in the air. The Beijing Olympic Games are drawing near. No one has ever thought that Wang Zhentao, the godfather of leather shoes, who is famous for her "creative business", has led the AOKANG group through the deep ploughing industrial chain, and made a series of masterpieces of Beijing Olympic Games 2008 leather products supplier admission ticket and the AOKANG Olympic Games.

 
A few days ago, the Beijing Olympic Sports Center's news hall was glitering, and more than 100 media reporters witnessed another peak moment for Chinese footwear industry leaders to attack high-end international brands: the "Asian flying man" of Liu Xiang, an official of the AOKANG shoes, formally joined hands with the AOKANG group, the leader of AOKANG shoes, and became a special ambassador for AOKANG's Olympic dream action, helping the Olympic Games champion's dream activities launched by AOKANG group. The news spread all over the world. Just before that, Liu Xiang has just signed a contract with Cadillac, the world's top brand.

  
  

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    The king's covenant did not have any news beforehand.

       
If asked, which sports star is most desirable in 2008? Many people will think of Liu Xiang. Although in the 2007 season, Liu Xiang did not create a new world record as well as the 2006 season, but he was the winner of the world championships, the best in the year and the refreshing of the indoor Asian record.

        
Since the birth of the 12 second 88 record, Liu Xiang's basket of cooperative gold eggs will go to anyone's questions. As we all know, Liu Xiang is almost harsh in choosing cooperative brands: "I will choose a larger company, the company itself is better, and also has to match my own image. I will not choose a lot. If there are 30, I may choose only 3 to 4 of them. If there are more enterprises, how can I have time to attend the activities?

       
According to the analysis, from today's gold medal in the Athens Olympic Games, the "Asian flying man" endorsement has risen to more than 50% geometric multiplier per year. This is another "soaring speed" created by Liu Xiang outside the 110 meter hurdle. Signing Liu Xiang is half the success of big Olympic marketing. It is the dream of brand marketing for many enterprises. Nike, VISA, Erie, Amway Nutrilite, Cadillac... Looking at the brands that have been signed with Liu Xiang, it is easy to see Liu Xiang's influence in the global business.

       
Liu Xiang signed AOKANG without any warning in advance, but the news that "the leather shoes boss spent billions of dollars to start the Olympic high-end marketing market" was interrupted. After the announcement of the formal signing of the two sides, people, after a brief surprise, can not help but celebrate the flagship brand of the national footwear industry and the applause of the national flying athletes. Although there are no more sensitive content disclosures, such as "negotiation process" and "endorsement price", there are some sources who say that Liu Xiang's professionalism and professionalism of "let me be who I am" and "I am an athlete", and AOKANG group, the 2008 Olympic leather product supplier, is a seamless connection between high-end brand image and "dream is coming out".

        
Speaking of this cooperation, Liu Xiang said: "at the international fashion capital, the shoe design center has been set up, and the global sales center covering the US and Europe has been established. The international strength and speed of AOKANG brand is impressive. I also like AOKANG's robust and tough business style. I am very proud to be able to join hands with the leading brands of China's national footwear industry. "But Wang Zhentao said:" we appreciate Liu Xiang's strong temperament and self confidence and professionalism that constantly surpass himself and give up to others. Liu Xiang's characteristics coincide with the pursuit of AOKANG brand. Today, AOKANG group is working hand in hand with Liu Xiang. We will fully support him in the 2008 Beijing Olympic Games. "In the face of many media reporters, the shoes on the rostrum" and "hurdling king" are sympathetic and tacit understanding, which imply that the negotiation process of the "King's appointment" has been surprisingly smooth.

        
According to the insiders, AOKANG joined hands with Liu Xiang not only to strengthen the positive significance of AOKANG group as a supplier of leather products for Beijing 2008 Olympic Games to promote the 2008 Olympic Games, but also to show the strong strength of AOKANG group as a Chinese private enterprise, and prove that the Chinese footwear industry has the strength and determination to enter the international high-end brand. Lenovo's announcement of a series of Olympic champions' dream action by AOKANG group and the news of "leather shoes boss spending hundreds of millions of dollars" circulated by the industry all seem to imply that China's footwear giant, which has won the leading position in the world and has made great success in the world, is embarking on a vigorous effort to implement its plan to rob the international high-end market.

    

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    Who will give us the courage to bet?

       
About 20% of the world's advertising is endorsement marketing, and this method does pay off. Data show that in the first year when Jordan was the spokesman, Nike sold about $one hundred and ten million of Jordan series basketball shoes and other equipment. At present, the cost of AOKANG's endorsement of AOKANG is still unknown. It is said that the starting price of Liu Xiang's endorsement by the field management center is twelve million, while that of Liu Xiang's Amway Nutrilite is twenty million. Taking these figures as a reference, plus TVC, marketing promotion, network interaction and other tens of millions of yuan, the spread cost of spanmission, also let some people feel that AOKANG at this stage hand in hand Liu Xiang is a passion of unlimited winning the championship. Of course, more industry insiders pointed out that the information conveyed by Liu Xiang to the public at the best of AOKANG group is only the tip of the iceberg of the international high-end strategy of "China shoes king" layout. "Helping Asian flying men to win the title in 2008" is just one of the goals of AOKANG group, but it is definitely not all. Look at the history of AOKANG group. "After signing ceremony, an insider inadvertently revealed" the Chinese shoe king "dare" to bet on the bottom gas.

        
Liu Xiang established his grand slam in the world track and field: an Olympic champion, a world champion, a world record, and a world youth record. Like Liu Xiang, who dominates the "Hurdles", Wang Zhentao has been a leader of Chinese private entrepreneurs from a selling rice teenager, and has been on the road of making continuous progress. Wang Zhentao spent 20 years developing a family workshop into the largest private shoe making enterprise in China. Over the years, he has successively created the first Chinese footwear industry: first to open up the first chain store in China's leather shoes industry; first to open up new brand cooperation models at home and abroad; in the face of the European Union's anti-dumping stick, he has no fear and actively runs away, and has taken the anti dumping sword of the European Union without hesitation to become the "first person" of Chinese enterprises to protest against the EU's footwear anti-dumping. As a successful businessman, he has not forgotten the social responsibilities of entrepreneurs, set up the first charitable foundation of Chinese private entrepreneurs - the Wang Zhentao charitable foundation; in August 2006, China's first "shoe measuring machine" was born in AOKANG; in March 2007, AOKANG group became a supplier of leather products for the 2008 Olympic Games.

       
Everyone familiar with Wang Zhentao knows that he has a strong Olympic complex. Time retrogression 20 years, if it is not because the registration requirements do not allow registration and "Olympic" overlapping trademark, 20 years later, the best-selling AOKANG will be replaced by the "Olin" of the year, whenever Wang Zhentao mentioned the past events of the enterprise, the eyes will become dignified and firm. In order to support China's sports industry, AOKANG group has sponsored ten thousand pairs of leather shoes in 2000 Sydney Olympic Games. In 2004 Athens Olympic Games, AOKANG group set up the Athens Olympic Games "AOKANG cheer group" specially, organized hundreds of people to go to the scene to cheer for the Chinese athletes. In March 22, 2007, AOKANG group finally became a supplier of leather products in the Beijing Olympic Games in March 22, 2007, and officially opened the door to the 2008 Olympic Games in Beijing. No one knows how hard it is to win the final Olympic ticket: no long-term insistence on the dream, no continuous innovation of brand competitiveness, and no long cherished social mission. AOKANG group is hard to win the entrance ticket to the International Olympic stage after the Bank of China, Sinopec, Air China, Lenovo and Haier.

        
In the media interview before the signing ceremony, a reporter asked about the situation and expectations of Liu Xiang's Olympic preparations. A brilliant and confident smile appeared on Liu Xiang's face: "thank you for your concern. I have been training very hard, and I have been doing a lot of work recently. I am very busy and very hard. I want to finish my activities in the few remaining hours this year, and I will concentrate all my energy on training next year. I would like to take this opportunity to tell all my friends who are interested in preparing for the 08 Olympic Games. Liu Xiang is very diligently and hopes that everyone will continue to support me. It's nothing else. Thank you so much. Train well and play well. "

       
"The signing of AOKANG group Liu Xiang, it can be said that at the level of the enterprise will bear a certain commercial risk. It is known to all that random accidents happen frequently in sports fields. Whether Liu Xiang can win the champion of the 110 meter hurdles of the Beijing Olympic Games in 08 years, there is no way for saints to predict the answer ahead of time. But as a representative of the AOKANG group, a Chinese private enterprise that is infinitely complex about the Chinese sports industry and the 2008 Beijing Olympic Games, I would like to encourage Liu Xiang to win another success with his own practical actions. Success and miracles need strong backing to support them. I believe Liu Xiang will show himself well, just as I believe China will show the most successful sporting event to the world in 2008. "Wang Zhentao answered why reporters chose to sign Liu Xiang's questions at this time.

       
The 20 year's effort is only due to the innermost feelings of the Olympic Games and the eternal complex of national sports. It is this eternal complex that has accelerated the process of AOKANG embracing internationalization. There is a popular saying in the industry: if an enterprise spends the same cost in advertising, it can only raise 1% of its brand awareness, and if it sponsors the Olympic Games, it will increase 3%. If you add Liu Xiang, people seem to hear the footsteps of AOKANG sprinting to the world shoe king.

    

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     Dancing with winning, the curtain is about to open.

       
AOKANG people understand that no industrial enterprise in the world can achieve rapid success, and the internationalization of China's footwear industry is no exception. As long as we have a real sense of social responsibility and can continuously create value for the public, success is a matter of course. In fact, before signing the Olympic champion Liu Xiang, AOKANG has been trying to express the enthusiasm of corporate citizens for Chinese sports and national public welfare from various angles.

      
In May 10, 2007, an action launched by AOKANG group for the Olympic champion's dream was officially launched and the sailing of the "public Olympics" was raised. Subsequently, the AOKANG group gradually realized the dream of "a fulcrum for light" - "Yangling AOKANG children's rehabilitation ward" in Yangling. Tian Liang's dream of "showing love and realizing the dream of AOKANG - Tian Liang AOKANG love ward" was the dream of Gao Min's "for the distant call - Gao Min Gao Min Beijing Sport University poor area sports support scholarship", and Wang Junxia's "dream accelerated run - Wang Junxia invited you to run to 2008" dream.

        
Experts point out that the business value of an enterprise should not only be reflected in the sales volume of the market, but also on the potential intrinsic value that the brand is endowed with by the public. The brand reputation is undoubtedly the most appropriate interpretation of this potential value. With the win dance, launched a round of the Olympic Games champion realistic dream of large-scale public welfare activities, not only in time to help those who are badly in need of help, but also a strong stimulant for the improvement of AOKANG group's own brand reputation.

       
"AOKANG group can become a supplier of leather products in the 2008 Beijing Olympic Games. I believe it is a fate. It is a common spirit and a common dream to link AOKANG with the Olympic Games. The Olympic pursuit of a faster, higher and stronger spirit, its most important purpose is not to win the championship, but to participate in the whole society and promote social development. Our AOKANG is also the same. AOKANG does not pursue the largest scale of enterprises, does not care about the wealth, but is willing to shoulder more social responsibilities and serve the progress of mankind while doing bigger and bigger enterprises. "When AOKANG group became a supplier of leather products in Beijing 2008 Olympic Games, Wang Zhentao, who had a 20 year Olympic complex, was filled with emotion. Liu Chuanzhi once said: "the personality of entrepreneurs greatly affects the corporate culture. "Wang Zhentao, who has the dual status of business elite and philanthropist, is leading his shoe industry carrier to realize the constant commitment to the internationalization of China's footwear industry by using the concept of how to nurture society and repay society.

        
The Olympic "faster, higher, stronger" and Liu Xiang's "king of the king" image on the playground has made a deep and rich interpretation of the core brand value of AOKANG's "breaking through progress" for the dream of success. It is said that Wang Zhentao has two dreams, one of which is to expect people to walk around the earth in AOKANG shoes. It is reported that AOKANG group has established five sales centers in Japan, the United States, Russia, Italy and Spain, and has set up shoe design centers in Milan.

       
Since the success of AOKANG's "deep plough industry chain" and the supplier of leather products for the 2008 Beijing Olympic Games, the market has also been constantly increasing the AOKANG brand's efforts to expand its efforts to enter the high-end international market. As for the understanding of internationalization, Wang Zhentao has another interpretation: "internationalization is not just a slogan." The first is the product going out, followed by the product marketing network going out, then the brand going out, and finally the whole national craft going out. There is no doubt that the most important opportunity for Chinese enterprises to travel on the international road is the opportunity. The upcoming Olympic Games in Beijing in 2008 will undoubtedly be the best opportunity for enterprises to truly internationalize. "

       
Facts have repeatedly shown that the strategy of "China shoe king" is effective. After signing Liu Xiang, it has intensified the association of AOKANG in the industry. It is interesting to think that the applause that Liu Xiang won to the Olympic stage will be heard just now. The news that AOKANG will have follow-up actions will continue to spread. After the 2008 Olympic Games, AOKANG will make a huge sum of money for Liu Xiang to set up Liu Xiang Liu Xiang's top ten Olympic champion enlightenment teacher award. There are signs that AOKANG's Olympic marketing campaign is about to start.

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