Kangnai Group, a shoe company originating in Zhejiang province in China, plans to build about 35 new stores abroad in 2010, said Zhou Jinmiao, the Vice General Manager of the group.

The name “康奈”, or Kangnai, originated from the Chinese phrase “健康发展，其奈我何”, translated literally as “develop healthily, no one can stop me”. The face that can be seen on the logo is not of a specific person but is merely an image meant to stand for sustainability, honesty, and pragmatism.
Kangnai was one of the first Chinese shoe brands to enter into global markets. They opened their first overseas stores at a time when other competitors in the industry were still concerned about how China’s acceptance into the WTO would affect their business. Zheng Xiukang, Kangnai’s founder, saw it as an opportunity to promote their Chinese brand shoes abroad. Kangnai set up its first overseas store in 2001 in Paris. Since then, Kangnai has opened over 200 stores in Rome, Milan, Paris, and New York, and 3,000 stores in total worldwide.
Kangnai has performed well in foreign markets thus far, although 90% of their revenue still comes from domestic sales. Their successful brand internationalization is mainly due their high quality and low price shoes at a time when many consumers are restricting their spending. The brand also has a long-term commitment to international consumers by researching and developing desirable products that are customized for each market that they operate in. Specifically, Kangnai owns a studio staffed with designers from China, Italy, and Spain to produce styles that suite consumer tastes in different parts of the world. These features show that Kangnai brand is trying to think globally and act locally.
Interestingly, Kangnai has not significantly adjusted its name and logo for international markets. They use the pinyin version of the Chinese name (the Chinese name spelled with English alphabet) with the same image of a face above it. At first glance the visual identity does not look like it would be appealing to consumers in western countries. This may be something the brand needs to look into to ensure their success abroad.
Kangnai also caters to domestic markets to guarantee sustainable growth. Last July, three items, including a model of its first overseas flagship store, were collected by the Chinese National Museum, since they reflect "achievement of Chinese private enterprises' internationalization strategy", according to museum officials.
Let’s keep an eye on this local Chinese brand to see whether they succeed in building their international shoe brand.
(Read about other Chinese brands going international: Lining, Anta)