Wang Zhentao: God Bless AOKANG

Wang Zhentao, chairman of AOKANG group, "the ten biggest figures in China's private economy" and "Wenzhou business God" in 2004.

How to improve brand?

What Chinese enterprises need to travel on the road of internationalization is a window that their products are familiar to the world.

The upcoming Olympic Games in Beijing will undoubtedly be an excellent opportunity.

Since 1980s, the footwear industry in developed countries in Europe and the United States has gradually developed new production and processing bases overseas due to the fact that footwear production takes up a lot of labor, labor costs and profits are gradually decreasing.

Therefore, the focus of world footwear industry has shifted from Europe and North America to the Far East, and China has become the focus of the world shoe industry pfer.

This kind of industrial pfer is the law of market economy development under the global economic integration.

As a trade remedy tool, the European Commission should look at the current situation of footwear trade between China and Europe from the perspective of the development of the global footwear industry, and promote the full competition and cooperation of all parties on a fair stage to promote the sustainable development of the global footwear industry, which will make it more viable.

"From the perspective of the EU or China, the EU's anti-dumping on Chinese shoes is unwise."

Wang Zhentao, chairman of AOKANG group, said that in Spain, for example, the size of its shoemaking enterprises was mainly concentrated in 3 to 5, 10 to 19 or 20 to 49 people, and there were few enterprises with more than 200 people.

At present, the number of shoe making workers in China has reached about 2200000, and only one AOKANG has 15000 people.

The anti-dumping on Chinese shoes will not only affect the employment of millions of people, but will also have a great impact on the European Union, because anti-dumping will directly increase the cost of purchasing shoes by buyers and consumers of EU Member States, especially the upper and lower reaches of the EU shoe making industry, such as shoe making enterprises, and they will lose the market of the world's largest shoe making country in China.

Therefore, only cooperation is the best way for China EU footwear industry to be mutually beneficial.

The EU has a good R & D center with strong brand advantages, while China can provide excellent workmanship and low manufacturing costs.

In fact, the European Union also has many famous brand leather shoes have chosen to set up factories or sales in China.

With the EU's anti dumping "fight", let Wang Zhentao taste the bitterness and bitterness of the internationalization of enterprises, so he is determined to build a truly internationalized enterprise with the help of the Olympic Games.

"In terms of internationalization, Chinese enterprises are struggling. What is the reason?"

The fundamental reason is that Chinese shoe products lack strong brands. "

Wang Zhentao said, "how to improve the brand?

There is no doubt that the most important thing for Chinese enterprises to travel on the international road is a window that allows their products to be familiar to the world and a commanding height to establish brands for their international counterparts.

The upcoming Olympic Games in Beijing will undoubtedly be an excellent opportunity. "

Fortune favors those who are prepared.

In those days, Wang Zhentao wanted to register his leather shoes as "Olin" and vowed to carry forward the Olympic spirit of struggle.

Although he was later told that Olin was publicly owned by the international community, he could not be registered as a trademark. But enthusiastic businessmen and workers gave him a suggestion: instead of "AOKANG", that is, to carry forward the Olympic spirit and develop healthfully.

19 years later, AOKANG officially became associated with the Olympics. In the spring of 2007, AOKANG finally became a supplier of leather products for the 2008 Beijing Olympic Games.

For this result, Wang Zhentao, chairman of the board, thought it was expected: "we are not the biggest in terms of scale, but we are most persistent in the Olympic Games."

The dream of the Great Olympics is held on March 2007 3 - 5. The annual meeting of China entrepreneur forum is held at Yabuli, the ski resort of Heilongjiang.

As a sponsor of this annual meeting, AOKANG Group employees were busy distributing chairman Wang Zhentao's new book "Shang Hai Wang Dao".

A snowy night, a reporter and Mr. Wang Zhentao took a ride from the forum to the hotel on the way to talk about the Olympic Games. I never expected Wang to have a mysterious face and say, "Zhang journalist, I have disclosed a good news for you. AOKANG will become a supplier of Beijing 2008 Olympic Games, and it will be announced soon."

At that time, I had an appointment with Wang Zhentao, and when he announced the news that AOKANG became an Olympic supplier, he accepted my interview.

In March 22, 2007, the news was published in the Great Hall of the people.

Wang Zhentao then devoted himself to the global promotion of the Olympic brand.

When he met Wang Zhentao at the end of April 2007, he appeared in front of the public with a series of charitable activities. After he was elected as "China Charity ambassador" in 2006, he launched the "Wang Zhentao charitable foundation". He also won the "special contribution award" in the "good deeds world China Charity list award ceremony" in 2007.

After "May 1", AOKANG combined the Olympic Games with the public welfare action: through the help of the Olympic champion to realize the personal "public welfare dream", the "2008 dream of public Olympics" was officially launched.

The dream fund, which is dedicated to public welfare, is also established.

6 Olympic champions, such as Ma Yanhong, Gao Min, Qian Hong, Wang Junxia, Yangling and Tian Liang, made their debut in May 10, 2007, becoming the first "ambassador to dream".

The total cost of the dream fund is about 30 million yuan in cash, Wang Zhentao said. "This money will be managed and implemented by a non-governmental professional fund organization through a certain procedure.

The 6 Olympic champion is the first "dream ambassador". After the 2008 Olympic Games in Beijing, more Olympic champions will join in and become a new group of ambassadors.

This is perhaps the first step for AOKANG to take part in the Olympic public welfare marketing.

At a hotel in Haidian District, Beijing, Mr. Wang Zhentao, a suit dressed in leather shoes, finally sat down with me to talk about his dream of the Great Olympics.

On the back of the Olympic ticket, Wang Zhentao played the Olympic idea in 2004. AOKANG group sponsored the AOKANG all star Athens Olympic Games cheer group. 21 lucky viewers were selected through the CCTV sports channel's "All Star conjecture" program and the Sohu website click activities, and 40 people with 10 former Olympic champion, 5 journalists and AOKANG members, the lineup is very strong.

"Internationalization has always been my dream, and it is also a common dream of Chinese enterprises.

At present, AOKANG has established five sales centers in Japan, the United States, Russia, Italy and Spain, and has established shoe design centers in Milan.

Nevertheless, our internationalization is only at the initial stage of trial. "

Wang Zhentao said.

Internationalization is not just a slogan.

The first is the product going out; the second is the product marketing network going out; the second is the brand going out; finally, the whole national craft goes out.

And the Olympic Games will play a positive role in enhancing the image of Chinese national products and brand building.

In terms of internationalization, Chinese enterprises are struggling. What is the reason?

The fundamental reason is that Chinese shoe products lack strong brands.

"Wang Zhentao said," how to improve the brand?

There is no doubt that the most important thing for Chinese enterprises to travel on the international road is a window that allows their products to be familiar to the world and a commanding height to establish brands for their international counterparts.

The upcoming Olympic Games in Beijing will undoubtedly be an excellent opportunity.

"One side is internationalized and the other is participating in the Olympic Games.

Seemingly two irrelevant themes are linked together in the context of the increasingly integration of the global economy.

Behind the gradual progress of the 2008 Olympic Games in Beijing, China's enterprises are eager to enter the international market.

What does Olympic brand bring to Beijing Olympic suppliers and what can it bring to AOKANG?

This is a seemingly simple question but needs to be answered with care.

In fact, it is probably too simple to understand Chinese enterprises' enthusiasm for participating in the Olympic Games as an impulse to drive profits and to make enterprises bigger and stronger.

AOKANG's ambition is more than that. Wang Zhentao said, "AOKANG can become a supplier of leather products in 2008 Beijing Olympic Games." I believe it is a fate, and it is a spirit of the same spirit and a common dream to link AOKANG with the Olympic Games.

Wang Zhentao said.

"Olympic pursuit of" faster, higher, stronger "spirit, its most important purpose is not to win the championship, but to participate in the whole society and promote social development.

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.

Since March 2007, it has announced that it has become an Olympic supplier. Wang Zhentao has received many good news from abroad: the boss of Italy manufacturers who supplied AOKANG shoes for shoes manufacturers saw the news that AOKANG became an Olympic enterprise on the plane, and went back to tell their employees, "our machines are used for the Olympic Games."

The staff of the shoe machine factory was very proud, and AOKANG's partners in India were also excited by the news.

Wang Zhentao said, "these are all feelings that can't be bought at any cost."

At present, AOKANG has formulated the "elegant demeanor plan" for the Olympic Games, and has begun bidding for the green Olympic business shoes and footwear samples from all over the world.

As a supplier of leather products for the 2008 Beijing Olympic Games, AOKANG has set up a specialized R & D institution to set up a benchmark for Chinese leather shoes and leather products with the most advanced international technology and resources as the platform.