Chapter 95 SynTao 94 wins the brand war

The essence of business: Tom Peters, a well-known American brand strategy expert, has a famous saying: "Brand is the first." Now Wenshang is no longer satisfied with small troubles, but spends great efforts to create its own brand. Brand is benefit . The CEO of Coca-Cola once proudly declared to the media: "Even if all the Coca-Cola factories in the world are reduced to ashes overnight, I can rebuild this brand into a new Coca-Cola dynasty!" The value of this brand can attract investors from all over the world to build new production bases for it.It locks the hearts of all consumers.This shows the magic of the brand.Because of this, all enterprises with goals and pursuits are striving to build their own brands.

In the past two decades, many businessmen in Wenzhou have cut corners and produced thousands of counterfeit and shoddy goods in order to maximize profits and compete for the market.Especially in the leather shoe industry, many consumers have been fooled by Wenzhou's "open brand" and "broken bottom brand" leather shoes. The poor product quality not only hurts the hearts of consumers, but also makes the companies that produce these fake and inferior products experience market shrinkage. bitter fruit.Seeing that the booming Wenzhou market was on the road to depression and desolation, Wenzhou businessmen really understood the feeling of harming others and eventually harming themselves.

As a result, Wenshang, who rose from failure, began to start with quality and recreate the brand of "Made in Wenzhou".After experiencing the survival of the fittest and fighting for integration in the initial stage of commercial investment, Wenzhou businessmen are also facing a new problem - the issue of brand efficiency.With a keen sense of business, Wenzhou businessmen realized that they have created high-quality products by relying on hard work, hard-working management, extraordinary talents, advocating knowledge, and improving the technological content of products. , but the matter is not finished, and success is still far away—because the problem is obvious: the income brought by Wenzhou businessmen from the wholesale of hundreds or thousands of sets of clothing is not equal to the return from the retail of a set of international famous brand suits.This is exactly: "It's better to be surprised than not to know." This situation is indeed embarrassing and puzzling.

The Wenzhou businessman, who was calmly reflecting, concluded that on the basis of quality and quantity, only by following the road of branding and constantly strengthening consumers' impressions of the brand he created can the business last forever.In this regard, Wang Zhentao, the winner of the National May 1st Labor Medal and an entrepreneur from Yongjia County, Wenzhou, has a deep understanding. Founded in 1988, Wenzhou Aokang Group has won the market with its brand.Today, Aokang leather shoes chain stores are all over the country's major and medium-sized cities. At the beginning, when Wang Zhentao, the boss of Aokang Group, was selling leather shoes in various places, all the big shopping malls only recognized "Shanghai products" because customers recognized "Shanghai products".Some shrewd Wenzhou leather shoe companies have "joint ventures" with Shanghai, and the same leather shoes can be unimpeded if they are affixed with the trademark of the Shanghai manufacturer.Therefore, Wang Zhentao has a new understanding of the passport of the "brand" market, and also has the idea of ​​creating his own "brand".

Later, he saw many reports that Chinese products were exported to foreign countries, although the quality was similar to that of world famous brands, but they could only be sold at 1/10 of their prices.Consumers would rather pay high prices for famous brands than to buy cheap ones.How magical and incredible the charm of famous brands is! Brand is not only a product image, but also a corporate image. It is not only a market behavior, but also a cultural accumulation.Establishing a well-known brand is often much more difficult than creating an enterprise.Many well-known brands at home and abroad have been established after decades or even hundreds of years of hard work.

Wang Zhentao became very interested in the brand, constantly collected brand information, learned some companies' experience in brand operation, and started his own brand strategy. The first is to completely change the primary mode of extensive production of family workshops in terms of production methods, and take the road of development of large-scale, intensive and modern enterprises.The idea is correct, but the realization is difficult.Building factories, importing equipment, and attracting talents all require money. Where does the money come from?He thought of engaging in a joint-stock cooperative system.

In 1991, with his personal reputation and the prospect of enterprise development, he persuaded some relatives and small business owners to start the first large-scale and high-grade production expansion in the form of joint-stock cooperation.The output value exceeded 1 million yuan that year. In 1992, the second expansion of the new factory building was carried out, and the recruitment of employees was mainly to recruit educated young people. This time, another 2 million yuan was raised to complete the expansion of the new factory building and the reconstruction of the old factory building.

In 1993, "Aokang" stepped onto a new stage and established a Sino-foreign joint venture Aokang Shoes Co., Ltd. with a foreign company. The plant, equipment and personnel have begun to take shape in a modern enterprise. In that year, it was rated as "the best industrial enterprise in Zhejiang Province" Economic benefits" first place.Wang Zhentao's deeds have also attracted widespread attention from all walks of life. He was named a model worker in Wenzhou City. In 1995, the ambitious Wang Zhentao united more than a dozen small and medium-sized enterprises to form a group company, and became one of the leading figures in domestic leather shoes worthy of the name. In 1997, the group's output value was as high as 180 million yuan. The company has more than 2,000 employees and more than 20 subordinate branches, and it was awarded the national non-regional large-scale group company.Taking advantage of the good momentum of the company's progress and development, Wang Zhentao made a special trip to Italy to study and learn. The advanced technology and advanced management methods of the world-renowned shoe industry kingdom have strengthened Wang Zhentao's confidence in forging ahead.It is precisely because of this confidence that at the end of 1999, a factory building with a complete set of modern shoe-making advanced equipment covering an area of ​​40,000 square meters and a construction area of ​​450,000 square meters was put into use. "Aokang Shoes" has formed a real brand at home and abroad so far.

Looking back on his hard work in pursuit of product quality and brand building, Wang Zhentao has a lot of emotions.This review naturally made him think of the strategy that as early as 1990, taking advantage of the national encirclement and suppression of "Wenzhou shoes", he moved against the wind and launched the "Aokang" brand, which was an instant success. At that time, the aftermath of the national encirclement and suppression of "Wenzhou shoes" was not over, so he registered the trademark "Aokang", returned to Wuhan and other places, and challenged to mark the place of origin "Wenzhou".His move was not a blind move or fighting spirit, but a battle of courage and wit after careful consideration.At that time, some shoddy manufacturers had withdrawn from the market due to the situation.This is a rare business opportunity.He is confident that the quality and style of his leather shoes will be recognized by consumers. "True gold is not afraid of fire", in this situation, it is a good time to build a brand.His strategy coincides with what is said in "The Art of War by Sun Tzu" "Anyone who is good at fighting will win with justice and surprise. Therefore, those who are good at making surprises are as infinite as heaven and earth, and as endless as rivers."Sure enough, his strange trick won a complete victory in Wuhan.Consumers went from trial buying to competing to buy, and the name of "Aokang" spread like wildfire...

In fact, brand-name products are a magic weapon for an enterprise to participate in market competition at any time.Whoever has a well-known brand can remain invincible in the competition, firmly occupy the market, and win considerable economic benefits. Switzerland is famous for its clocks and watches in the world. For this reason, Switzerland is known as the "Kingdom of Watches and Clocks". There are more than 1,600 watch factories in the country, and 7 watch technical schools have been opened in a country with a population of 6 million. There are many brands of Swiss watches, and many of them have become famous brands, such as Omega, Longines, Girard-Perregaux, Piaget, Patek Philippe, etc., but the most well-known one should be Rolex, which has an annual sales of hundreds of millions of dollars. "Queen of Tables" has been exported to more than 170 countries and regions in the world, and has been known for more than 70 years.

How does Rolex become a leader among famous brands?This is inseparable from its continuous innovation, pursuit of quality and unique marketing strategy. Although the history of clocks and watches has hundreds of years, before the 20th century, most of the portable watches were pocket watches, and no one ever wore them on their wrists.A young man named Hans Wilsdorf, after careful and assiduous research, decided to produce a watch that could be worn on the wrist. In 1905, he decided to open a watch shop in London, England, specializing in selling watches worn on the wrist, which has attracted people's attention since then.For a long time, the watch was hidden in the pocket, but now it can be exposed on the wrist, which is not only convenient, but also plays a decorative role, and has become a status symbol.Wilsdorf's pioneering work fired the first shot for Rolex's future fame. Science and technology has no factory boundaries or national boundaries. When a scientific invention, a technological innovation, or a new product is launched, similar things that are inspired, imitated, or improved will soon follow. After the first small and accurate Rolex watch was sold in 1910, similar products from competitors followed.Faced with this situation, Rolex implements "I am good to others" in its business strategy, and works hard on the accuracy of travel time.In order to minimize the travel time error, in addition to using advanced precision instruments for production, it also uses superior metal raw materials to process parts, and adopts modern scientific management for production.The workshop maintains a constant temperature and humidity, and workers must be disinfected and dedusted when entering the workshop.Smoking is prohibited in the workshop, talking is not allowed in the assembly workshop (so as not to pollute the mouth foam), and female workers are not allowed to use perfume (because the perfume will evaporate, so as not to contaminate the precision parts of the watch), etc.Because of its good quality, Rolex still maintains its unique advantages. With the intensification of competition, Rolex continued to innovate on the British brand, and launched a new type of waterproof watch in 1926, which became a pioneering work in the history of world watches.In addition, Rolex is willing to spend a lot of money to invite "celebrities" to promote itself. For example, the famous Spanish family Du Ming and the outstanding artist Chalini were the spokespersons of Rolex.It is precisely because of these tricks that Rolex watches have maintained their long-term charm and can always win by surprise in the market competition. In today's market, whether at home or abroad, Wenzhou businessmen are all facing the huge impact of Chinese and foreign brand-name products.Because of this, open and bold Wenzhou businessmen not only rely on "stars" in terms of product quality, but also in publicity. The once sensational French school extreme who asked Clinton to be a spokesperson is a representative.It can be said that Wenshang is using all kinds of spells to create famous brands, create more famous brands, strengthen brand awareness, and develop a broad domestic and foreign markets. There is no doubt that a famous brand is the crystallization of entrepreneurial wisdom, perseverance and hard work.Wenzhou businessmen's road to brand creation is difficult and bumpy, but they have won more success after all.