Under The Financial Crisis, &Nbsp, Kangnai, France, The French Shoe Store Is In The Opposite Direction (2).

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.

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"Actually, it's not difficult to go out, but the key is how to blend in."

Zheng Xiukang said that millions of dollars, or tens of millions of stores in foreign countries, I believe many domestic.

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, while foreign consumers have to try 10 or more to buy a pair of shoes.

These seemingly inadvertent details were used by Zheng Xiukang in the training of shopping guide skills.

Reporter's notes

From exporting products to exporting brands

We have seen too many "MadeinChina" products on this trip to Europe, but few have seen China.

For Kangnai enterprises and more private enterprises in Zhejiang, brand export is a necessary path for enterprises to become bigger and stronger.

As an exportation Province, Zhejiang has always been unable to get rid of the low end impression. To a large extent, our enterprises are putting up others' brands when they go abroad.

We don't have to say much about the story of "Bobbi dolls".

The reality is that when our labor force and other factors can no longer support our low cost, the international economic environment has a little bit of trouble, which will make our enterprises shudder.

Trade disputes, export tax rebate policy, RMB appreciation and foreign market demand.

Any change of factors is enough to push down a large number of enterprises.

To fundamentally change this situation, we must export the brand and seek a higher profit link in the industrial chain.

As Zheng Xiukang said, turn yourself into a wolf and enter other people's territory.

Whether for Zhejiang's economy or China's economy, the real strength of the economy and the promotion of its economic status largely depend on how many brands you have in the world.

Moreover, the competition of the two economies will eventually rise to the competition of large enterprises and big brands in the economy, rather than a simple GDP digital dispute.

Therefore, from this level, the practice of Kangnai's overseas stores obviously has a deeper social significance.