Kangnai Shoes Enter Rome City Hall

Kangnai store in Paris street, France

In 2001,

Stores open overseas markets

Kangnai group was founded in 1980.

In order to change the impression that "made in China" has always been left to foreigners, the Kangnai group's bold idea of coming out of the country soon came into being.

"If you want to build an international brand, you can't just rush at your own door. You can't win the international brand in the domestic market. You must go out and compete with the international brand.

"Kangnai Group Chairman Zheng Xiukang said.

With the idea of going abroad, Kangnai began to look for people in Italy and France, search for stores, and advertise in many famous magazines abroad.

However, Kangnai's overseas road is not going smoothly.

At first, Kangnai wanted to enter some large shopping malls and shopping centers in France. Compared with other European and American shoe brands, the history of Kangnai shoes was too short, and the French people were not optimistic about "made in China". Kangnai was rejected by many shopping malls.

In desperation, Kangnai decided to set up its own independent store.

In January 18, 2001, Kangnai opened its first overseas exclusive store in the downtown center of nineteen blocks in France.

In the next 10 years, Kangnai has stepped into the more than 20 countries such as Holland, the United States, Italy and so on, and has opened more than 200 stores, and the consumption group has also changed from the overseas Chinese to the foreigners.

"Unexpectedly, the decision to open a monopoly shop at that time was an inevitable decision and made Kangnai's overseas development.

"Zheng Xiukang said.

High-end brands into development goals

Not long ago, Tang Da, chairman of Italy footwear retailers Association met Kangnai Group Chairman Zheng Xiukang, even thumbs up sigh: "Rome City Hall officials are wearing Kangnai shoes, Kangnai is amazing!" this shows that Kangnai is gradually developing into high-end brands abroad.

In the early days of Paris's opening up, Kangnai shoes store was once subjected to distrust from foreign customers.

French consumers, who have long been accustomed to the high price of European and American goods, can hardly believe that Kangnai, which is relatively cheap, can have high quality.

However, many customers will choose to shop in Kangnai store after comparison.

"Europeans and Americans tend to buy expensive or not cheap, but the quality of Kangnai shoes is not to be choosed.

"Over the past year, after the outbreak of the financial crisis, the sales volume of many European and American local footwear brands has shrunk rapidly, while Kangnai's French stores have made impressive sales growth of 35%.

Sticking to the overseas strategy and finding a new growth and development point for Kangnai, Kangnai is leading more small and medium-sized enterprises in Wenzhou to "go out".

Zheng Xiukang said, "China must have a group of internationally renowned brands, which is the only way to enhance the overall image of Chinese shoes and change the status quo of" big but not strong "footwear industry in China.

We would like to be a pathfinder, but we hope more colleagues will follow up.

"It is reported that Kangnai will launch KENOL top grade leather shoes in October this year to achieve" high-end manufacturing "to" high-end brand "promotion.