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AOKANG Brand Strategy In The Era Of Crisis

2012/2/15 10:51:00 42

The world brand laboratory released the list of China's 500 most valuable brands in 2008.

AOKANG

The group is famous for its 5 billion 967 million list of brand value.

Compared with last year's 5 billion 2 million, AOKANG's brand value increased by 965 million yuan, an increase of around 19%.

AOKANG has ranked the list for the three consecutive year. Every year it is on the rise. It has become one of the most valuable brands in China's footwear industry.

Aokang Group

Li Haijun, the head of the Ministry of foreign trade, said that their enterprises insisted on taking the road of strengthening foreign trade instead of going abroad, insisting on positioning high-end products and implementing the globalization strategy of AOKANG brand.

Under the pressure of stagnation of economic development, gloomy employment market, rising prices and declining purchasing power, people's lives have gone from bad to worse, and a sudden financial storm has made many people's lives and businesses run worse.

Influenced by the environment, AOKANG group recently issued a document entitled "danger and opportunity", requiring all companies to work together to overcome difficulties.

Danger and opportunity are twin brothers.

Not long ago, the State Council has reissued ten weightier measures to stimulate the economy.

A series of investment arrangements identified by the meeting will be estimated to cost about $4 trillion by the end of 2010.

This will play a direct role in stimulating domestic demand, stimulating economic growth and promoting industrial restructuring.

Enterprises will change their minds under the role of macroeconomic regulation and control: Aiming at

domestic market

We should readjust the industrial structure, optimize the brand resources and carefully allocate the capital.

These have become the only way for enterprises to survive and seek development.

Implementing multi brand strategy

AOKANG

At present, it has five brands, including AOKANG, Kanglong, beautiful beauty, red Firebird and wanwade, and its domestic market share ranks the top two in the same industry nationwide.

Li Haijun said that AOKANG will continue to take the middle and high-end line this year.

At present, AOKANG's customers are mainly in Europe.

Last year, after the EU lifted anti-dumping duties on Chinese leather shoes, AOKANG's orders grew very fast, like AOKANG's largest customer in the European Union, GEOX (the top five of global casual shoes). Orders for last year increased by more than 50% over the previous year.

Sixty, Camens and other brands from Italy and Germany are discussing this year's cooperation with AOKANG, and expect orders to grow by more than 10%. In addition, AOKANG is developing new customers in North America and Southeast Asia and striving to enter the mainstream market.

"No matter how the European and American market is changing, the high-end consumer groups still exist, and some enterprises can not help but quit.

AOKANG

We can get these shares a little bit. "

Li Haijun said that at present, the price of AOKANG's leather shoes export is about $20 / double, which is twice the price of other leather shoes export enterprises in Wenzhou.

It is hard for us to imagine how many national brands will turn away or die.

In addition to turning or dying, it is not advisable to "walk away". Perhaps "aiming at domestic demand" is a way out.

AOKANG has already introduced the strategy of "branding and strong investment" in the domestic market. Now it is increasingly showing its foresight and wisdom.