Under The Financial Crisis, &Nbsp, Kangnai, France, The French Shoe Store Is In The Opposite Direction (1).

The reporter arrived in Paris, where he has just said goodbye to half a month of continuous rain and the sky is blue.

The uniform buildings in the French Revolution during the French Revolution made people walk up the street without looking up.

However, more than a decade ago, Zheng Xiukang, chairman of Kangnai group, was walking on the streets of Paris. But he was not interested in seeing the scenery. When others went abroad to look at the building, he used to look down at his feet.

At that time, looking at foreigners, no one was wearing Kangnai shoes, Zheng Xiukang was thinking about how to change.

Soon, in January 18, 2001, Kangnai's first overseas store opened in the bustling downtown area of the world's fashion capital, France, Paris nineteenth.

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.

Bustling

Before the reporter set off, he inquired into the specific address of Kangnai's stores in Paris through various channels, for fear that when they got there, they could not find them in the shops.

But surprisingly, we didn't plan to start looking for it, and we accidentally met Kangnai in Paris's exclusive store.

At that time, we just came out of Le Louvre Museum, ready to go to the old Buddha market, and suddenly found a familiar "old man" (Kangnai logo) on the street.

"Is this not a Kangnai store?" at first glance, the reporter really had a feeling of meeting old people in a strange land.

At that time, several foreigners were studying a pair of shoes in the window, and there were still consumers coming and going.

The reporter walked into the store and found that there were about more than 100 square meters of leather shoes for men and women.

Chi Yu, the shopkeeper here, told reporters that this is the flagship store opened by Kangnai in 2006, and there is another layer on the ground floor, with a total area of nearly 300 square meters.

When it comes to encountering, Chi Yu is not surprised.

She said that Kangnai started its first store in Paris in 2001.

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.

Sales are increasing by 30%.

In the winter of 2008, the cold spell of the global financial crisis, which began in Wall Street, spread rapidly to Europe, affecting 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.

Sales of Kangnai's French stores increased by 35% when sales of many European and American brands dropped, and sales shrank.

"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 compete in France.

"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 relative to the RMB is around 15%, which has a certain impact on Kangnai's sales profits in Europe. However, because the independent brand goes out to sell, rather than helping others to OEM, it has relatively high profits, so the depreciation of the euro has little impact on Kangnai.

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 encouraged more Chinese footwear companies to open their own brand stores abroad and 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? "