Wang Zhentao: Taking The Olympic Games To A Higher Level

Reporters from the two weeks before the Olympic Games began to contact Wang Zhentao, in the middle only through a telephone, he was on the way to see two international new customers.

All Chinese enterprises want to be able to take some light in the "Olympic Games at home" and rush to the goal of "world brand".

Before the opening ceremony of the Olympic Games, when the thick Wenzhou people stood beside Liu Xiang and spoke "2008, watching China's footsteps" in less standard Putonghua, AOKANG's brand had already appeared to the world.

In order to make full use of the potential, Wang Zhentao started a bit "ruthless": from winning the qualification of Olympic leather suppliers to a series of promotional activities later, invited Liu Xiang as spokesperson and Olympic advertising investment, and invested more than 300 million yuan.

The average price of a pair of shoes is 300 yuan, which is equivalent to selling 1 million pairs of shoes.

Generally speaking, after the Olympic Games sponsor qualification, the enterprise's follow-up investment is about 3 times that of the former, and AOKANG has actually far exceeded this proportion.

"Although it is not possible to recover this investment in the short term, the survey released by China Brand Research Institute last year shows that our brand reputation has increased by 8.63%."

Luo Hui Rong, director of AOKANG group's brand planning center, said.

Branding also requires consumers to have a wider consumption channel.

Recently, AOKANG group has opened the first online shopping mall of Wenzhou shoe enterprises, AOKANG online shopping mall, so that Wenzhou shoes will be promoted for the first time.

Last year, Wang Zhentao put in 3 million and developed a shoe measuring device, which is made of tailored shoes.

Wang Zhentao imagines: one day, AOKANG shop only put a computer, the customer has a good foot type, choose the shoes style, color, material, customized door-to-door.

"As long as there is a foot store, customers who consume it will be able to choose shoes online."

It is understood that at present, because of the high cost, the shoe measuring device is only tried at AOKANG's individual stores, but the online shopping mall has been vacated and ready to greet guests.

Wenzhou shoe leather industry association responsible person said, Wenzhou shoe enterprise sales mode has gone through several stages, from wholesale to development, to manufacturers joint venture, franchise system, import chain monopoly.

The online shopping mall founded by Wang Zhentao can be regarded as the highest stage of marketing, and Wenzhou shoes have entered the era of three-dimensional marketing since then.

"Let tens of millions of feet of foot data remain in AOKANG's computers," Wang Zhentao said. "Let their owners become lifelong customers of AOKANG. This is the most valuable asset I want to get."