When China shoes were exported from pure products to networks and brands, Europeans began to exclaim: Dragon, it's really coming! "The real intention of the EU is to be afraid that China leather shoes will enter the high-end market. Two years of anti-dumping will delay your time. In fact, it is only a matter of time before China leather shoes enter the high-end market in the EU. " On the first 10 day when the European Union imposed 16.5% anti-dumping duty on China leather shoes, the head of a well-known shoe enterprise shouted loudly. After that, Aokang also caused a sensation in the world by announcing an anti-dumping lawsuit against the EU. China is a big shoemaking country, and will gradually transform into a powerful country. China 1240 shoe enterprises are facing the employment problem of two or three million, and they advocate a harmonious society. Harmony begins with a stable job and a stable family of two million. Since 1980s, the focus of the world footwear industry has shifted from Europe and North America to the Far East, and Chinese mainland has become the focus of the world footwear industry. This kind of industrial transfer is the law of market economy development under the global economic integration. As a trade remedy, anti-dumping can only make the footwear industry more dynamic by promoting full competition and cooperation on a level playing field and promoting the sustainable development of global productivity. "The purpose of Aokang and other China shoe enterprises suing the EU is to promote the healthy and sustainable development of the footwear industry in China and the world." On March 30th this year, at the seminar on the Green Paper of EU Trade Remedy Tools sponsored by the Fair Trade Bureau of the Ministry of Commerce of China, the representative of Aokang Group was the first to make a direct suggestion to Winige, Director General of the Trade Remedy Department of the European Commission, and others: "Complaining is not confrontation or accusation. We seek the interpretation of relevant laws and principles and seek a clear answer, which will directly affect the whole industry and other industries in China. "
Earlier, shortly after Aokang and other China shoe enterprises filed anti-dumping lawsuits against the EU, the European Commission issued a Green Paper to reflect on its trade remedy measures.
In fact, as early as June 2006, when the European Union imposed provisional anti-dumping duties, Aokang was invited by Calvo, president of the European Footwear Federation, to attend the Spanish Footwear Forum and pointed out that cooperation was a win-win game. Although cooperation is risky, giving up will be even more risky. Therefore, instead of passively waiting for others to pry the cake, it is better to share the cake with them. In international competition, we should relax our mentality, learn tolerance, get rid of narrow national consciousness and competitive consciousness, and learn to learn from each other. Under the background of internationalization, "learning to integrate domestic and international localization resources to the maximum extent is the way out for China's manufacturing industry." Wang Zhentao thinks.
Cultural strength: "Steady", "A auto Fast" and "Aokang" give me a nearly perfect feeling. Aokang is very concerned about employees. Their accommodation is very good, with air conditioning and TV. As a foreign employee of Aokang, I feel honored and moved to see that the company I work for is so kind to its employees. After returning home, I will tell my compatriots everything I saw in Aokang. "This is a sincere confession sent by Sankif verma, an overseas employee of Aokang, to his companions after visiting the headquarters.
"Globalization should have the strength of globalization, both soft and hard. From a soft point of view, you should have your own corporate culture and advanced cultural concepts to convince them that you must first identify with your culture. " Wang Zhentao summed up a unique "mental method" of cultural management. The role of culture is gradual, but it is the foundation of globalization. "Steady" and "fast" are typical dialectical relations.
In 2003, Aokang invested 654.38+0 billion yuan to move to the west to build a shoe capital in western China. At the same time, the central part will build a city and build Huanggang Aokang Commercial Pedestrian Street to complete the industrial layout of the entire domestic market. Stand firm in the domestic market and test international marketing. At the same time, Wang Zhentao set off a marketing "accelerated" revolution: Aokang's shoe last machine was successfully developed.
"We combined it with the Internet, and Aokang added 3,000 stores nationwide overnight." Wang Zhentao believes that Aokang will use the power of the network to achieve the "three zero" goals of "zero inventory", "zero distance" (with consumers) and "zero cost (opening stores)". This is a new change in marketing channels and marketing terminals brought about by the digital revolution.
Second, make use of the Olympics: create beauty for the world.
"Our employees wear Olympic numbers, and cooperation with the Olympic Games will reflect dedication. This spirit can't be bought with money. The closer we are to the Olympic Games, the more our country will participate. Aokang's Olympic marketing will take public welfare marketing as the starting point to create a better world. "
Aokang became a supplier of leather products for the 2008 Beijing Olympic Games. Aokang immediately said: "The Olympic spirit transcends national boundaries and languages, which is undoubtedly an excellent opportunity to show the brand of China to the world. The self-confidence of China enterprises gives us every reason to believe that the Olympic Games will not only launch a large number of star athletes' names, but also launch a large number of China brands. "
Before and after becoming a leather goods supplier for Beijing 2008 Olympic Games, Wang Zhentao, president of Aokang Group, mentioned 1984 Los Angeles Olympic Games and Nike, a sports shoes brand, on different occasions. The classic story of Olympic marketing, Nike surpassed Adidas, the industry leader at that time, from an industry rookie by participating in this Olympic Games. Aokang's goal is clear: Aokang achieved the success of Nike in 2008. In his plan, with the help of the Olympic Games, in 2008, 20-year-old Aokang not only surpassed the homogenization of the domestic market, but also achieved a qualitative leap in the international market. Xu Yong, chairman of china leather Industry Association, commented on the significance of Aokang becoming a leather product supplier for the Olympic Games. "Aokang's affinity with the Olympic Games advocates care regardless of national boundaries and races, which is conducive to the wider integration of leather products into people's lives. China leather industry actively participates in the division of labor and cooperation in international trade, creates its own competitive advantage while giving play to its comparative advantage, and establishes its position as a world leather producing country. "
At present, Aokang has established five sales centers in Japan, the United States, Russia, Italy and Spain, and a shoe pattern design center in Milan. Wang Zhentao believes that globalization is first of all about products going out; Secondly, the marketing network goes out; The third is the brand going out; Finally, the whole national craft went out. "We should not only cater to the international market, but also make China's products lead the international trend. Shoes are not only comfortable and durable to wear, but also closely related to people's aesthetics, which is the vane of fashion. "
Obviously, after sharing the manufacturing opportunities brought about by the restructuring of the global footwear industry chain, Aokang plans to get opportunities and ways to catch up with European fashion pioneers in design.
In 2007, aokang international R&D Center was moved from Oubei, Wenzhou to Dongguan. Unlike Wenzhou, Dongguan is not only a manufacturing base, but also an information base-the first hub for China's footwear industry to receive world information. Designers of aokang international R&D Center all employ localized talents. Obviously, the purpose of moving south is to get close to the shoe-making capital of southern China. Compared with Dongguan, Guangdong, Italy is closer to the starting point of fashion. Designers and craftsmen of Aokang Milan R&D Center shuttled between Wenzhou and Italy, bringing new technologies, new materials, new design concepts and styles to Wenzhou quickly.
"In Italy, Guangzhou, Wenzhou and Chongqing, there are a steady stream of new leather shoes every day. From the studio of international designers, from the world-class production line, with creativity and inspiration, with dreams and smiles, we met you unexpectedly ... We are Aokang, and we are producing beauty for the world. "