AOKANG Has To Go Beyond Nike Brilliance!

A few days ago, AOKANG group, a leather goods supplier of Beijing 2008 Olympic Games, successfully handed over the ceremonial shoes produced by the Beijing 2008 Olympic Games to the Organizing Committee of Olympic Games. It is reported that its design inspiration mainly comes from the Olympic stadium's main building bird's nest and water cube.

In March 22, 2007, AOKANG officially became a supplier of leather products for Beijing 2008 Olympic Games.

Later, AOKANG set up the "AOKANG Olympic Dream Fund" to help the Olympic champion realize the public welfare dream of the public character. He signed a contract with Liu Xiang to invite Liu Xiang to be the ambassador of the Olympic Games for AOKANG. At the same time, in May of this year, AOKANG launched the "Olympic season" campaign to send tickets to the Olympic Games for the customers.

What kind of promotion and promotion can the Olympic Games bring to AOKANG's brand?

What brand concept does AOKANG Olympic marketing follow in the end?

How should marketing be sustained after the Olympic Games?

With these questions, the reporter interviewed Wang Zhentao, chairman of AOKANG group.

Reporter: if the anti dumping lawsuit initiated by AOKANG group in 2006 and the European Union's leather shoes is to show the world the image of Chinese enterprises in the atmosphere, norms and pursuit of fairness, then what will the 2008 Beijing Olympic Games show to the world?

Wang Zhentao: in 1984, the Losangeles Olympic Games and the sports shoes brand NIKE, the classic Olympic Games marketing story, NIKE is through participating in this Olympic Games, from one industry rookie to the industry boss ADIDAS at one go.

In 2008, AOKANG is to achieve the success of NIKE, which will witness the true charm of China's leather shoes brand.

The 2008 Olympic Games is a new golden opportunity for China, especially for Chinese enterprises, an opportunity to make world brands.

Reporter: before many Olympic Games, Chinese enterprises have intervened in various ways.

But basically in the form of marginalization, the real opportunity to keep pace with some multinational enterprises is not.

As a private enterprise, you have succeeded in winning the Olympic Games. What is the secret here?

Wang Zhentao: the sponsorship of the Olympic Games by private enterprises is different from the sponsorship of some large enterprises.

Olympic marketing is not a simple marketing mix of "Olympic + enterprise". In the whole process of Olympic marketing, the marketing planning and action of the system, the selection and control of every marketing node, and the mining of marketing points related to Olympic Games and sports coincide with enterprises are all concerned by the Olympic marketing enterprises.

To become an Olympic partner, we must first have the opportunity to prepare for the Olympic Games as a supplier of leather goods.

Secondly, we need to know how to operate and match the Olympic spirit, not utilitarian.

For AOKANG, the purpose of Olympic marketing is to achieve the dream of consumers.

Olympic sponsorship is not a hammer deal.

We should play the Olympic card in our hands and let the Olympic Games improve our products, services and so on.

The Olympic Games will become the turning point for us to win the market after it is used well.

Reporter: at present, AOKANG is launching a series of marketing activities around the Olympic Games. It can be said that AOKANG's Olympic marketing has a theme and is systematic.

At the end of the 2008 Olympic Games in Beijing, AOKANG will realize the dream of dozens of Champions one by one, and more people will benefit from this dream.

What will AOKANG do in Olympic marketing after the Olympic Games?

Wang Zhentao: Olympic marketing is a systematic project. If we combine the Olympic Games, brands, products and signs alone, it will be of little significance.

The most important thing is to inject the Olympic spirit and connotation culture into the brand, and vigorously carry forward the Olympic spirit through the platform of spreading the brand.

AOKANG has already completed the first stage of the "dream making action", and has helped Wang Junxia and Gao Min and other six Olympic champions complete their dreams.

Now we are carrying out a series of "Olympic season" activities. For example, we are now conducting the selection activities of the Liu Xiang cheer group in 10 cities across the country, communicating the spirit of the Olympic Games to consumers through activities, and truly achieving "everyone's participation and everyone's benefit".

Before, we just handed over the more than 400 pairs of Olympic ceremonial shoes to the Olympic Organizing Committee.

At the same time, we are now preparing to cooperate with the London Olympic Games in 2012. As I have said before, where the Olympic Games go, AOKANG will follow where the Olympic Games are and how far the AOKANG will be.

Reporter: how does AOKANG sell in the post Olympic era?

Wang Zhentao: Post Olympic Era: it is not the end, it is just beginning.

Olympic marketing is actually a complex system project, but it is by no means an excuse for marketing.

For AOKANG, it is more important to conduct after-school marketing after a series of Olympic marketing.

AOKANG's post Olympic marketing includes a longitude, a backyard and a latitude era.

The so-called backcourt, of course, refers to AOKANG's enterprise strength.

A few days after the formal signing of the Olympic Games, AOKANG launched a huge campaign to change the logo. All outdoor advertisements, brochures, business cards and store images changed overnight.

This is a costly, cumbersome and complex system engineering, which may take several months to replace other enterprises, but it will only be completed in a few days in AOKANG.

The rapid response and quick execution style at the beginning of entrepreneurship has been well extended in AOKANG.

But AOKANG's sponsorship of the Olympic Games is not just to show the strength of the team and do some advertising.

Sponsoring the Olympic Games is not just to promote the brand image by promoting the Olympic Games. Instead, it aims to realize the four integration and upgrading of corporate culture, brand core value, technological innovation and brand marketing by means of Olympic sponsorship, and then achieve the upgrading of the overall strength of enterprises. This is the long-term layout of AOKANG.

Later, for AOKANG, it needs a more forward-looking marketing vision.

After all, we have been on the Olympic train, and we should dig out the gold mine as much as possible.

Speaking of AOKANG, it will mainly focus on three main lines: Olympic marketing, sports marketing and public welfare marketing.

After the Beijing Olympic Games, the road of combining AOKANG with sports will continue to be implemented. The highlight of AOKANG is to continue to help athletes complete their dreams after the Olympic Games, not only that, but also promote and publicize their personal experiences and moving stories throughout the country.

For us, the closing of the Olympic Games is not the end, but a new beginning.

We are not only concerned about the 2008 Beijing Olympic Games. We are already in touch with the Organizing Committee of the 2012 London Olympic Games. Europe is the big shoe market.

At present, AOKANG is planning the EU and Japanese markets.