Study On Channel Management Model Of Aokang Group: The Perspective Of Dynamic Evolution

With continuously proceeding steps, Chinese shoemaking industry has demonstrated its important position in the world. In the last twenty years, Aokang has opened more than 5000 franchised stores, and occupied the first place in the Chinese shoemaking industry with a market share of more than 30%. The article analyzes and summarizes dynamics evolutions of Aokang's Channel Management Model, and puts much attention on franchisor management model in this process. The results show that (1) One of key factors of Aokang's successful business extension is its correct channel model; (2) Characteristics of Aokang's channel strategy are environment-and demand-changeable; (3) Franchising is critical in Aokang's channel strategy based on traditional franchising experiences, which adopts dual-model with franchised store as well as self-owned ones, starts unique EMS franchising channel model, especially builds relationships with distributors. The decisive strategic thinking is whether Aokang is able to maintain and upgrade its competence relies on its channels, especially in a diversified channel environment of internationalism and internet-base. These studies have strong practical implications to developments of Aokang's channel management, of Aokang Group, and of the same industry and other industries in the future.