Aokang Company takes shoemaking as its main business, and is involved in commercial real estate, biological products, financial investment and other fields. The annual output value of the enterprise is more than 4 billion yuan, the profit and tax is more than 600 million yuan, and the brand value is 65.438+06.592 billion yuan. The Group implements the management system of parent company and subsidiary company, and governs 18 subsidiaries and business divisions at home and abroad. The company has more than 20,000 employees, three major footwear production bases and five major footwear brands.
More than 30 provincial companies, more than 3,000 chain stores and more than 800 stores have been established nationwide. The leading product "Aokang" brand leather shoes has successively won the titles of china leather Leading Shoes King, China Famous Brand Product and China Well-known Trademark, becoming the only iconic brand in China leather shoes industry.
Now, Aokang leather shoes, Kanglong casual shoes, beautiful women's shoes and flamingo shoes under the group are all rated as national inspection-free products by AQSIQ. According to the information released by the National Bureau of Statistics, the company ranks first among the top ten industrial enterprises in China for three consecutive years.
Extended data:
The first stage is the wholesale system, which belongs to the extensive stage of separation of production and marketing.
Wang Zhentao and his 100,000 sales force traveled all over the north and south to promote his products. Dealers take money to Aokang's point of sale to purchase goods, and then sell them in markets and shopping malls. At this time, the marketing model, manufacturers get low production profits, but lose network resources.
The second stage is the joint venture system of manufacturers.
Aokang people personally stand at the counter, listen to customers' opinions on style, size, color and quality, and feed back the information to the factory in time to adjust the production plan. Usually in three or five days, customers' requirements can be realized on the counter, and business is getting hotter and hotter.
In this way, Aokang people boldly broke the original shopping mall system, extended the tentacles of information directly to the market, implemented "joint venture between manufacturers" and fired the first shot of "introducing factories into stores". Later, he opened stores and counters in large and medium-sized shopping malls across the country, and once distributed goods with dealers, making it the "two legs" of Aokang's marketing work.
Up to now, Aokang people have set up more than 800 stores and counters in shopping malls all over the country, which has played a very positive role in Aokang's original accumulation, expanded reproduction and improved brand awareness.
The third stage is franchise system, which introduces chain monopoly.
By the end of 1997, with the intensification of market competition, consumers have put forward higher requirements for product styles, services and brand awareness. In this way, the original marketing strategy of "joint venture between manufacturers" and "multi-level distribution", especially the disadvantages brought by "multi-level distribution", such as high cost and difficult to guarantee brand effect, obviously can not meet the market requirements.
We must have a brand-new marketing model, establish a marketing network and marketing methods that meet the market requirements, and gain the upper hand in the new round of competition. In this case, Wang Zhentao, president of Aokang Group, sized up the situation and decided to take the lead in domestic footwear industry, introducing McDonald's franchise sales model, boldly introducing chain monopoly, and devoting himself to the exploration and practice of franchising earlier.
The fourth stage is the multi-brand management system. Since the beginning of the new century, the competition in the leather shoes market has become increasingly fierce, and the market segmentation has become increasingly obvious. An enterprise's advantage in marketing is gradually weakening. Facing the new situation, we must adjust the marketing strategy in time. At this point, brand extension seems to have become a fashion. Many large enterprises have done almost the same thing in one industry, and began to take advantage of their original brands.