/ Asahi/August 17, 2022 Guangzhou - In recent years, the wave of new domestic products has swept the consumer market, and consumers are no longer only favored by "foreign brands", but pay more attention to Chinese brands, making domestic products gain unprecedented attention. Behind this, in addition to the enhancement of cultural confidence, it is also inseparable from the self-reliance of Chinese brands. In the shoe and clothing industry, Made in China is transforming into a Chinese brand, to seize the mind of consumers in the new era with strong products and excellent brands, Aokang is one of the representatives.
On August 8, 2022, Aokang participated in the 16th Annual meeting of China Brand Festival as a special guest. Ding Xiongjun, chairman of Moutai, Yan Zhi, chairman of Zhuoer Group and other well-known Chinese entrepreneurs spoke for the brand. Aokang Chairman Wang Zhentao on behalf of the men's shoes industry said: Chinese leather shoes foot feeling is soft, Chinese brand strength is hard. The 8th of August was also Okang's 34th birthday. Growing up with a generation, Aokang has more than 2,500 stores in the country and won more than 100 million people to choose, becoming the first Chinese men's shoes brand. 34 years, focus on men's shoes research and development, leading the industry out of the old pattern, to the new competition. < b> Build a solid foundation: The growth history of the first Chinese men's shoes brandThis year's brand festival, Lang Zhizheng, academician of Chinese Academy of Quality Sciences and former counselor of The State Council, awarded Aokang the honorary title of "China Comfortable Men's Shoes", Lang Zhizheng spoke at the meeting: "Now Aokang has gone abroad, to the world, Aokang has gone to the world!" Said the Aokang men's shoes highly recognized. For Aokang, product is the foundation, brand power is the power to take off. On top of the popular concepts of "national tide" and "domestic products", "Chinese brand" is a larger concept, which carries the vision of the strategic development of the enterprise. How high the vision of the enterprise stands also determines how far the brand can go. Looking back on the brand history of Aokang, we deeply bind products to the brand. Based on China and looking around the world, we have a deep brand foundation.
In the summer of 1988, Olin Shoe Factory, the predecessor of Aokang, was established in Yongjia, Wenzhou. The "Ao" which continues to represent the spirit of "higher, faster and stronger", and also represents the vision of the company that wants to bring the brand to the world. In the past 34 years, Aokang has been focusing on the development of leather shoes, from "Top Ten leather Shoes King of China", to the supplier of leather goods for the Olympic Games in 2008, and to the "First stock of men's shoes in China" in 2012. Aokang has been firmly in the top position of men's shoes in China. And in the rapidly changing commercial market, shoulder the industry responsibility. During the six years from 2006 to 2012, I represented Chinese leather shoes and fought against foreign enterprises, and won the anti-dumping lawsuit against the European Union, which enhanced and guaranteed the right of discourse of Chinese brands in international trade. In the industry, it has become a standard setter in the shoe industry, established the first footwear science and technology research institute in the industry, presided over and participated in the formulation of 2 international standards, 5 national standards and 7 industry standards. All kinds of actions, can see Aokang to "Chinese brand" as the mission.
2022 is the actual year of Aokang brand strategic transformation. In the view of Wang Zhentao, the leader of Aokang, both shoe companies and clothing industries are facing the opportunity of reshuffling, and the head brands that have been precipitated in the years of business war are more likely to seize the opportunity. Now, after 34 years of precipitation, Aokang has accumulated more than 3 million foot modulus data with 166 patents and licenses, such as comfort penetration and micro air conditioning, in-depth analysis of Chinese foot shape characteristics, so as to make leather shoes more suitable for Chinese foot shape. With the mission and vision of "Chinese brand", we practice "make a good pair of shoes, make a good pair of shoes".
< b> Hard strength: from the "Oscar men's shoes" see Aokang deep cultivation more comfortable
In the Chinese brand festival, Aokang as the Chinese brand festival official designated shoe brand, the scene to obtain the favor of entrepreneurs.
Many entrepreneurs in personal wear Okang cloud series products have said that Okang shoes, not only soft feet comfortable, more stylish, this is our Chinese shoes. Some entrepreneurs immediately decided to reward their male employees with Okang shoes as an employee benefit.
At the beginning of 2022, Aokang Breathable series won the global "shoe industry Oscar", the second FNAA China Shoe Achievement Award for the original Chinese shoes. Aokang as the award-winning leather shoes brand, and a number of international well-known brands on the same stage, together with the award, it shows that Aokang breathable series of leather shoes high gold content. In the era when the boundary between Chinese brands and international brands is gradually blurred and the upgrading speed of new brands and old brands is accelerating, Aokang has been thinking about how to base on products, practice internal skills, do deep and thorough "more comfortable", and become the first choice of consumers.Do a pair of comfortable shoes is not simple, the quality of the leather material, the process of grinding, the design of the shoe last, after layers of levels in order to produce a pair of good shoes. Aokan in the country's three major production bases, a piece of carefully selected calfskin, fetal cow skin from all over the world, in 168 hours, more than 300 processes refined, through the Italian pure manual color, black grass antibacterial technology processing, just the birth of a pair of good shoes. And breathable series, on the basis of the use of "comfortable through" national invention patent, leather shoes inside per square centimeter has more than 100 million microholes, the black technology film penetration technology, can circulate fresh air at the same time filter block water molecules, always keep the feet dry and comfortable, is easy to sweat the feet of the Gospel.
In Wenzhou, the shoe capital, there were more than 9,000 shoe companies 30 years ago. Now there are less than 4,000, and many of them have changed or closed their shops. It's rare to find someone who has focused on men's shoes for 34 years like Okang. Standing in the big era, it is the continuous improvement of product power that enables Chinese brands to seize the opportunity to shine. Aokang, which has experienced the process of "rise - growth - change - renewal", always stays true to its original intention and brings new footwear consumption into a big era of high quality growth with "quality upgrade" and "technology upgrade".
Soft power: burning the fire of brand Aokang Nirvana rebirth
This annual meeting of the brand festival, Aokang together with brand Alliance, Gree Electric Appliances, TCL, Aier Eye, Tong Ren Tang, Causeway Bay Group jointly ignited the fire of Chinese brands. This fire means that Chinese entrepreneurs will make concerted efforts to promote "made in China" to "Chinese brand", so that this fire will light up the road of "Chinese brand" to the world and open up a new era.
On the historical node of Aokang brand, the blazing fire has always been the background of the change point, symbolizing the brand road of Aokang like phoenix nirvana, rebirth, break through the old appearance and welcome the new appearance. This brand fire, Aokang proposed a new strategy: more comfortable men's leather shoes.
Around the new strategy, in addition to the upgrade of products with black technology, the image of the whole brand, has also been greatly changed.
This year, Aokang has opened black crystal flagship stores in Hangzhou, Ningbo, Changsha and other first-tier cities. On the opening day of the flagship store, it specially invited popular stars to serve as "one-day store manager". The image upgrade of Aokang not only won the support of various stars, but also won the network of popular coffee card stores, planting grass in order to attract more young consumers into the store. In the increasing volume of sound propagation to achieve the brand out of the circle.
The new flagship store image is based on the concept of "real leather", through the marble grain, leather element shelves, wood color and dark color store background, the overall image reveals a simple and senior sense, to create exclusive VIP shoe shopping experience, leading consumers to immerse into the "comfortable shoes kingdom".
< /p>Such a high-level atmosphere of the flagship store also reveals the high-end brand road of Aokang, and in the wave of brand youth, whether there is a sense of going against the trend, the answer is no. Youth and high-end are not in conflict. Consumers in the new era prefer to spend money to buy good products and reject cheap products in the face of a variety of categories. Brand and consumer mutual achievement, quality brand not only brings high quality products, but also the sense of identity. It is based on this market insight that the brand renewal of Aokang is not only to catch up with and please young people, but also to lead the current young people to choose higher quality products? This is also the brand connotation of Aokang - a pair of more comfortable leather shoes, bring more comfortable life.
