AOKANG'S Acquisition Of Wanli Wade To Achieve Pnational Cooperation

From agency to ownership, from strategic cooperation to mergers and acquisitions, AOKANG officially launched China in Shanghai.

Transnational cooperation

"In January 8, 2008, I still vividly remember this day: when I signed the cooperation agreement with Armando, chairman of Wanli Wade, I hugged that moment.

Excitement? Excitement? I don't think so. It's a vague worry. "I remember the mood of signing a contract in Shanghai two years ago," Wang Zhentao, chairman of AOKANG, told reporters.

Because we are exploring and exploring the way to make Chinese brands abroad, and there is no ready way to go. "So I often tell my team, do not blindly imitate and follow, and find a suitable international cooperation mode for AOKANG."

In fact, AOKANG has been exploring for more than two years.

In terms of brand positioning, combined with China's consumer market and Wanli Wade's own product demands, the target consumers are locked in 35-45 year old elites. They are influenced by Chinese traditional culture and have rich experience in their life. They appreciate the low-key connotation and appreciate the high quality brought by details. This is exactly the crowd positioning of wanwade.

A brand must move to the core and the most precise channel to spread the brand image, so Wanli Wei brand attaches great importance to the consumption experience of VIP customers.

In addition to offering discount cards, consumption points, gift giving and other promotional activities, there will be activities similar to high-end private parties.

This way of offline communication pays more attention to customer experience, which is a typical way of word of mouth and experiential marketing.

In product research and development, AOKANG takes full advantage of the research and development advantages of wanwade, sends special people to Italy Wanli Wei R & D base, invites Wanli Wei's R & D experts to teach regularly to AOKANG, analyzes and designs the fashion style, materials, shoes accessories and footwear of the international market.

Two years of exploration and practice, AOKANG handed out a satisfactory answer: in nearly 200 national high level shopping malls, sales performance has doubled.

Faced with this achievement, everyone wants to know what the secret behind the answer is.

"In recent years, our cooperation with international brands has proved that we fully have the ability to operate and sell international brands.

We tentatively start from production, processing and agency to the ability to operate independently of its core technology and brand, which is like walking on a smile curve, with both ends of the curve being technology and brand.

But most enterprises only see the value of foreign brands, ignoring the other side of the technology.

If you want to imagine that the smile curve is short of the other half, how to walk is a downward slide.

Starting from this theory, Wang Zhentao expressed his confidence in the prospect of AOKANG's acquisition of Wanli Wade.

AOKANG's formal acquisition of Wanli Wade will buy out its ownership in the Greater China region, from R & D, manufacturing to brand marketing.