Kangnai Went To Paris, France, With Its Price Concessions And Quality Assurance.

In January 18, 2001, Kangnai The first overseas store is in the fashion capital of the world - France. Paris Zone nineteenth Bustling Downtown opened. This is the first brand store opened by Chinese shoe industry overseas. As a result, Zhejiang manufacturing began to take root in the fashion capital of the world.

After opening its first brand store in Paris in 2001 and embarking on its own brand, Kangnai opened a store in the major developed countries of the world. At present, there are nearly 20 in Paris. Exclusive shop And they are all located in prosperous commercial blocks.

Apart from Paris, France, the reporter saw Kangnai's stores in these cities when they were shuttling in the streets of Rome, Italy and Athens. According to the briefing, Kangnai has opened more than 200 stores in major European and American countries.

In the winter of 2008, the cold spell of the global financial crisis which started in Wall Street spread rapidly. Europe It affects France. The successful success of Kangnai group, a shoe making enterprise in Wenzhou, in the US and Europe, has been in the cold winter.

According to the briefing, the financial crisis has had a certain impact on the performance of the whole Kangnai group, but Kangnai's French store has taken off against the wind and has made amazing achievements. Many brands in Europe and the United States have cut sales and sales. atrophy At that time, sales of Kangnai's French stores increased by 35%.

"The reason is very simple." Chi Yu said that because of the economic downturn, the purchasing power of the French has declined. The Frenchmen who were keen on buying famous brands used to live in abacus, instead of those that were good quality and affordable. And this just caters to Kangnai's market positioning.

Chen Yuye, manager of Kangnai's overseas development department, said Kangnai was able to stand out in the highly competitive French market because of its distinct positioning: high quality, low and medium price. As a manufacturer of leather shoes, Kangnai attaches great importance to technological spanformation and product innovation in this industry. In the shoe making industry in Wenzhou, Kangnai was the first to introduce advanced international manufacturing equipment and technology. It was also the first enterprise to develop high-grade leather shoes, and has become one of the main manufacturers of high-end leather shoes in China.

"Price advantage, no quality assurance, maybe only for a while, but certainly not for a long time. In the face of other European and American brands, the reason why Kangnai can remain confident is its excellent product quality.

It is for this reason that the euro zone debt crisis has no negative impact on Kangnai's exclusive stores in Europe. The depreciation of the euro is about 15% relative to the RMB, which has a certain impact on the sales profit of Kangnai in Europe, but it has relatively high profit because it is the independent brand out of sales instead of helping others. Therefore, the effect of the depreciation of the euro on Kangnai is not very big.

Chen Yuye said that in a sense, the financial crisis and the debt crisis in the euro area are indeed an opportunity for Kangnai to expand overseas. Kangnai's remarkable performance in France confirms this. He also took this. encourage More Chinese footwear enterprises open their own brand stores abroad to build Chinese brands.

Enter the wolf of others' territory

"Why can't there be a Chinese brand store in Paris's prosperous commercial center?" "why can Chinese enterprises only have a share in the lower reaches of the industrial value chain?" "after China's entry into WTO, foreign wolves come." Then why can't we become wolves and enter other people's territory? "

Such a passionate tone, even a little crazy, made reporters feel a little out of breath. Surprisingly, Zheng Xiukang, the chairman of the Kangnai group with the same name and elegant appearance, has such an effect in Wenzhou.

However, Kangnai's development in France did not seem so smooth. Kangnai initially wanted to enter some large shopping malls and shopping centers in France, but compared with other European and American shoe brands, the history of Kangnai shoes was too short, and the general French people were not optimistic about "made in China", so Kangnai was rejected by many shopping malls. In desperation, Kangnai decided to open its own store. No one had thought that the decision that had already been made had made Kangnai flourish in France.

In 2001, Kangnai's first overseas store opened in the 19 district of Paris, France. This is the first time that the Chinese shoe industry has opened its own brand store abroad. The top 150 leather shoes sold for $150 are sold out on the same day. The local people exclaim: products that match Italy's hand-made leather shoes are so cheap! But where do they know that the price of US $150 can sell at least 5 pairs of shoes to Chinese general shoe factories.

Localization is the first homework that many multinationals have to do when they come to China. In fact, when Chinese enterprises go out, how to integrate into each other's culture and achieve localization on other people's sites is also crucial.

"Actually, it's not difficult to go out, but the key is how to blend in." Zheng Xiukang said that many millions of domestic businesses or tens of millions of foreign stores have opened stores abroad. But it is not easy to have a long-term foothold and earn money.

In order to overcome the climate, Zheng Xiukang read a lot of books, understood the local customs and habits, and surveyed them in the field. He found that apart from some superficial problems, there are also great differences between Chinese and foreign in terms of service and consumption psychology.

For example, the habit of shopping guide in China is usually the salesperson's greeting, saying, "Hello, welcome," while foreign shopping guides usually greet time according to "good morning", "good afternoon", "good evening" and so on. When trying shoes, Chinese consumers, especially men, will have 70% to 80% chance of success if they are willing to try shoes. Consumer Try 10 or more pairs before buying a pair of shoes. These seemingly inadvertent details were used by Zheng Xiukang in the training of shopping guide skills.