Do good brand to do the difficult when strong investment captures
ã€€ã€€Editor\’s note: In Chinese start shooting civilian look forward to is guarded war, ceng Rui benefit points out Wang Xinkui of vice-chairman of countrywide business association: \”Civilian battalion enterprise has 3 roads to go only: One goes, one turns, one dies. \” time is clear proof: Some earlier October moment, dragon of China\’s biggest river of enterprise of printing and dyeing accuses die; Be in almost same inside the month, the brand that collect a source turns to Coke Cola.
Face current day the economic situation with severe increase, we imagine very hard, the brand turns or still how many nation dies. Divide outside turn or dying, \”Go \” also cannot take, probably \” aim at inside need \” it is a means of livilihood. Ao Kang publishs scan widely home market already \” make good brand, make strong investment \” politic, now more and more show its are foreknowledge, sagacious lift…
ã€€ã€€Enter \” danger and machine \” times
Backwater develops in economy not before, obtain employment market bleak, prices rises ceaselessly, purchasing power issues demote continuously below heavy pressure, the life of compatriots already go from bad to worse, and of an arise suddenly \” financial storm \” more the management one disaster after another of the life that lets a lot of compatriots, enterprise.
A variety of evidence show, besides financial industry outside be the first to be affected, the industry such as estate, foreign trade, travel, car, aviation, retail trade, different level land got the influence of financial crisis, government of each country of whole world of as a result must tighten urgent dialog, answer the crisis jointly.
Suffer big environment effect, ao Kang group allotted a theme to be recently \” danger and machine \” file, the requirement leaves make concerted effort on entire company, the difficult when be being overcome in all.
Jeopardy and good luck are pair of twin brother. Not long ago, the State Council already gave the decathlon of exciting economy to weigh pound measure again. A series of investment with certain conference are arranged, preliminary Kuang Suan will be in needed to invest about 4 trillion yuan before the bottom 2010. This to expanding inside need, pull use structural adjustment of economic growth, stimulative industry, will rise to spur action directly.
The enterprise will fall in the action of macroscopical adjusting control, change over to new ways: Aim at home market, adjust industrial structure, optimize brand resource, discreet capital is configured. These already became an enterprise to seek to live on put, the one and only way that seeks progress.
ã€€ã€€ The difficult when capturing, it is difficult to greet and go up
Early two years, wang Zhentao of Aokangji\’s round president ever expressed, we should win on turning point. Professional personage is forecasted, this economic crisis will make global economy goes backwards two years. Below so grim situation, ao Kang is depended on again fully definitely \” contest joins the world \” bosom, win in turning point.
On the brand, except in well-known trademark of the beginning of the year and Italy 10 thousand Liweide (VALLEVERDE) reachs the strategy outside collaboration, ao Kang still will optimize oneself brand, be the same as home actively, outside well-known trademark contest closes.
On capital, the Yong Jiarui abundant that will give priority to initiator with Ao Kang on October 18 is small of loan Inc. hold water, the mark is worn below the dominant that Ao Kang capital will combine a concept in contest, coexist with financial orgnaization in all flourish.
ã€€ã€€ Much brand manages: Ao Kangying lending strength \” the market \”
Before a few months, world brand lab is released 2008 \” China 500 provide value brand pop chart most \” , ao Kang group is worth 5.967 billion a list of names posted up to go up with brand price famous. Compare with the 5.002 billion photograph last year, brand value of Ao Kang increased 965 million yuan, amplitude is 19% the left and right sides. Ao Kang is already successive 3 years a row this a list of names posted up is odd, be in each years show rise substantially trend, become Chinese shoe line of business to have one of value brands most.
Not come singly but in pairs, in by \” times of an ancient name for China \” initiate sponsor, the 30 media your kind effort such as CCTV and broadcasting station of central people broadcast supports \” 30 years, who lives in what change us \” large brand is released reach prize-giving celebration to go up, the shoe wins Aokangpi took \” the brand that changes Chinese life 30 years \” award.
The Ao Kang that implements much brand strategy already had Ao Kang, Kang Long, beautiful beautiful woman, flourishing at present bird and 10 thousand Liweide 5 old brands, home market is had lead before be being achieved with the industry in the whole nation 2.
Before this, with \” two-way borrow \” means, ao Kang and Italy the first shoe kind brand GEOX has had the collaboration that is as long as 5 years, together with this year the beginning of the year \” take-over \” 10 thousand Liweide (the global right of administration that VALLEVERDE) is as long as 10 years, plant through this \” outside buy \” the strategy of the brand, ao Kangxue reviewed the world\’s advanced shoemaking management experience and brand are held accuse a concept.
Aokangji is round 5 old brands have distinguishing feature each: Ao Kangshen person shoe the eye with internationalization, be full of inspirational design grade, the customer that invites China is experienced at any time can as fashionable as international tide is synchronous; Fixed position of shoe of idle of health Long Xiu travels for the masses recreational shoe, this revealed brand nature, healthy, recreational instinctive quality; Beautiful beautiful woman, it is to be city female to admire made high fashion female shoe only, leading vogue the quiet and tastefully laid out agitation of the bound; 10 thousand Liweide (VALLEVERDE) already had history of nearly 40 years up to now, its product with \” if barefoot walks at green meadow kind \” and \” the double base that gives you mount \’ air conditioning \’ \” consumption experiences and celebrated.
In the light of Ao Kangshen female shoe of vogue of person shoe, beautiful beautiful woman, Kang Long lies fallow the much brand strategy such as the shoe, system of uncle fine horse (note: Many branches are in Ao Kang cent of the Xian Baijun on all success inside two weeks of time of the portion sold a system in October 2005) defined regulation of one or more product code for each brand, every code regulation can use completely different encode kind, allow coexistence of system of regulation of new old code, facilitate the management of many pairs of brands is mixed upgrade. In the meantime, the demand that Aokangkegen occupies management and analytic data defines a variety of commodity attribute adds with many commodity attribute, undertake the classification of clear diversity to commodity, for data the analysis provides more analytic measures.
Much brand strategy of Ao Kang and to it the information system of conjugate, in refine a client group on the foundation, the sale detail expands each business operates link, made as can seasonable as the data of pertinent information implementation that supplies catenary to go up exchange, make administrative platform of Ao Kang covered each link of company interior management not only, and expand upriver supplier, downstream cent sells business, client and partner to wait.
The although having,is fashionable youth design only so like beautiful beautiful woman, Kang Long brand in Ao Kang\’s brand, but fashionable men and women however not very self-identity, they feel Ao Kang\’s style still slants \” hard \” , not quite fashionable. But the Olympic Games of photograph of abstruse Kang Liang on current Olympic Games is formal with the shoe, let people sees and agree with the one side of vogue of Ao Kang leather shoes.
Regard aggrandizement as the important step of grade of vogue of Ao Kang shoe, ao Kang still rolled out 3 when for Liu Xiang the quantity makes personally \” circle in the air \” series product, it is respectively circle in the air farsighted, fly He Yuxiang. \”Circle in the air \” series draws the outline of an Ao Kang \” circle in the air \” the feeling with paragraph shoe light elegant spirit. Ao Kangxi hopes to pass the masses of fashionable to Liu Xiang grade approbate, gradually and perception and the fashionable grade that agree with Ao Kang shoe also are outstanding.
ã€€ã€€ Reporter: Someone says, ao Kang is not the countrywide brand on real significance, to this, ginger chief inspector (Jiang Yihan of chief inspector of center of program of Ao Kang brand) do He Li to solve?
ã€€ã€€ Jiang Yihan: Really, we are selling instantly northwardly sell as south field is so fervent, but this does not belong to national brand on behalf of us. Be in at present southern it may not be a bad idea, northward, of Ao Kang famous spend and beautiful praise spending is very tall, they know Ao Kang. It is this is planted only national famous spend and beautiful praise degree want change to sell a network into what spread all over the whole nation, need a course.
ã€€ã€€ Reporter: Are each next year big below Ao Kangqi how will be the brand pushed?
ã€€ã€€ Jiang Yihan: Through effort of these 8 years, below division of Ao Kang group 5 old brands had new color. Next year, will continue according to market trends, the market that has just right extends program. For example, we give \” prosperous bird \” fixed position is \” quick style \” , the hope carries more substantial price \” with pledge and measuring score a success \” .
ã€€ã€€ Reporter: Be afraid next year is a very difficult year. Below limited advertisement funds, how to make effective transmission?
ã€€ã€€ Jiang Yihan: In fact, ao Kang brand is already enough resonant. But how does brand of company of this kind of enough canorous transform brand of enough canorous product, this is the centre of gravity that the coming year works. The funds utmost favourable geographical position with our not will much henceforth meeting is used on the effective transmission of product brand.
ã€€ã€€ Diversity invests: The Ao Kang that help strength passes \” cold winter \”
ã€€ã€€Go up month, on news conference of Asia-Europe head conference, wen Jiabao of national prime minister points out, china has broad country, have broad western area, difference of urban and rural development and area development difference are bigger, need to still very great potential can be dug inside, the market still has very large space. Want our policy correct only, can maintain economy to develop more quickly smoothly certainly.
Be in early in January 2003, ao Kang group was certain western the market, make an appointment with actively with autograph of county of hill of Chongqing a round flat piece of jade with a hole in its center, joint development builds industrial garden division.
Bi Shan already was judged to be \” China western shoe \” , the 4th China that held here on May 18 this year western again and again of the great achievements on fair of international shoe line of business, attracted come from in all domestic and international ginseng of more than 2500 travelling merchant is exhibited, reach investment autograph to arrange a project 15, investment amount achieves 19 billion yuan. It is reported, attend shoe rich this to meet more it is Chinese the eastpart part and brand of southern shoe line of business, even international brand appears in succession, if magnate of Brazilian shoe line of business sends Nuo,cover a company.
\”Ao Kangzhi chooses to invest in Bi Shan so, it is Ao Kang the trend that line of business of shoe of straight face China changes by Dong Xiangxi, those who greet fetch to compete from home and international is strategical adjust \” , aokangji is round denounce endowment 1 billion, ask for the ground to make China 2600 mus western shoe, it is Wang Zhentao several years \” thoughtful \” the move that the industry takes situation hind to implement lead consciousness and daring and resolution extremely.
Wang Zhentao expresses, 8 years since, cost of whole of shoemaking course of study rises than last year 20% , below the circumstance that did not rise apparently in leather shoes retail prices, the cost pressure of the enterprise is greater and greater. And compare with photograph of foreland of the eastpart part, in Chongqing Bishan produces a pair of shoes, enterprise about but leave out the cost of 20% , ao Kang gives an industry to transfer pace because of be being stridden ahead of schedule and obtained new development.
Ao Kang marchs in a large-scale China western beginning, a lot of shoemaking enterprises of local halloo \” the wolf came \” , but factual proof, force a day of better than Aokangji of a day is round not only not right western shoe line of business carries death warrant, took a good deal of fund instead, advanced administrative concept, top-ranking manufacturing technology, with the life manner of vogue, forward position; Commendable is, \”Wolf \” enter halt, drive thousands of enterprise to be centered at western shoe, more the obtain employment good opportunity that place brings more than 50000 people.
Up to now, western shoe of hill of a round flat piece of jade with a hole in its center is formed produce per year leather shoes 60 million double, annual produce 4 billion yuan industry dimensions. \”In whole western area progressively to industrial times from traditional resource times the big setting of fast push forward falls, a function all ready, form a complete set is group of perfect, industry, rich characteristic, be full of opportunity of survival and vigor western shoe group of industry of line of business of Jiang Bishan shoe is pushed to times forward position \” , media is evaluated so.
The investment strategy of Ao Kang diversity, early already came on stage before a few years and carry out, after introducing Keerni\’s more scientific investment strategy to plan, besides make China western shoe outside, still plan to make 100 commerce shopping mall in the whole nation.
Not long ago, aokangji is round in the whole nation \” make 100 commerce shopping mall \” the strategy had new process again, the shopping mall of commerce of Ao Kang of full any of several hot spice plants that denounce endowment makes 500 million yuan has laid a foundation. This is afterwards yellow ridge the 3rd shopping mall after shopping mall of commerce of shopping mall of Ao Kang commerce, in relief Gu Aokang.
Before before long, lukewarm state of Ao Kang combination is other 9 enterprises, the lucky abundant that held water to face medium and small businesses to borrow money is small loan Inc. . This is Aokangdi 2 sortie banking industry, regard civilian battalion as the enterprise, business of sortie bank credit, ao Kang waited more than 4 years full.
Analysis of the personage inside course of study says, developing bourg bank is not Ao Kang\’s purpose probably, ao Kang is hope have the aid of this platform, enter commend bill, entrust the business domain such as loan.
In addition, what invest build by Ao Kang is medium edifice of Ou business affairs also is by October held the ceremony that seal a top. As we have learned, this building dish be located in Ou north to press down side of sunshine highway north, dragon bridge road is faced east, on the west edifice of adjacent king government office, project construction accumulates 5987.16 ãŽ¡ with the ground, total program floor area makes an appointment with 18450 ãŽ¡, cubage is led 3.082, building density 37.66% , greenbelt is led 7.31% . This project is proximate Ou river, the environment is beautiful, establishment of form a complete set is perfect, it is current Ou north office building of the first commerce, develop prospect cannot set limit to.
ã€€ã€€ Reporter: Wu Zong (Wu Shouzhong of vice president of Ao Kang group) , current China western shoe build a case, can you introduce simply?
ã€€ã€€ Wu Shouzhong: In local government support energetically below, below the effort of concerned job comrade, western shoe construction of industrial garden first phase is finished already, total put into production runs more than 40 shoemaking and company of form a complete set, 2 period plant area of 1000 mus many 40 business is built be about to comprehensive complete, 3 period project \” the skin provides box to include treatment base \” also been about to have started through expert group reasoning.
ã€€ã€€ Reporter: At present Ao Kang in all investment projects, where piece is done the most successfully?
ã€€ã€€ Wu Shouzhong: Ao Kang\’s real estate invests, unlike certain the landed operation that sells a house to build a house only. Our cultured is \” people gives me one party ground, I am returned people a city \” . For example, we are in Bi Shan is investment builds factory building not just, should build material of production of collect shoe line of business, shoe to trade however, finished product commerce, content flows store carry, quality detects, information information, talent grooms, design of research and development, business lives form a complete set, vogue shops the city of industry of contemporary shoe line of business that is an organic whole. Again for instance, we are in yellow ridge and other places also is not just remove a street to come to build, what we value is to build how to after rising, flourish it. The item that Ao Kang makes landed investment is finite, but we strive for the investment item that has makinging every together to be done truly, in gain while, benefit people.
ã€€ã€€ Reporter: Face global economy crisis, many enterprises choose contractive investment strategy, and is the sense that Ao Kang gives a person it seems that to should continue outspread?
ã€€ã€€ Wu Shouzhong: Economic crisis is influential also to Ao Kang, in investment field so we will be met henceforth more careful. Next year our first job is, concentrated force quantity is doing a project had been done at present. Of course, this does not mean us craven not before, have good project, we still want to do. King of no less than always says, face the crisis, we cannot too passive, hit out actively sometimes, can strive for instead answer the crisis, active advantageous position that resolves difficulty.
ã€€ã€€ Brief summary: From some kind of meaning, we can regard the brand the aegis that is an enterprise, investment regards the lance that is an enterprise. Management brand need is thick, can of the calcination of withstand fire, arrow wear shoot; Made investment wants capable and vigorous, can all-conquering, invincible. Adopt pair of Ao Kang brands and investment strategy unscramble, the concept of strong lance hard aegis can make a reader more clear, Anacreontic probably. (Article ï¼ Deng Yan flies)