2023-11-12 19:39:23
We know the France that shines, that shines, that sits at the top of the world hierarchy. These are cosmetics, luxury, wine, cheese, foie gras, literature… All these things that we do better than everyone else, in an (almost) objective way. Headliners that we find without surprise at the Salon du made in France, which is being held until this Sunday in Paris.
But far from relying on these great classics, other stands have the ambition of a Napoleon or a Charlemagne, with the desire to follow the standards of other Nations. Pasta, beers, jeans, furniture, watches… We asked these conquerors how to sell a product already affiliated with another flag. All without the classic arguments “support the French economy”, “create jobs” and other “let’s favor short circuits”, certainly valid but too long awaited. Come on, let’s go for five Austerlitzes.
Lustucru pasta versus Italy, for the love of good shape
The opponent: Attention, big piece from the outset with one of the only countries that looks us straight in the eye in terms of gastronomy. It’s difficult to create a more iconic duo than pasta and Italy. Especially given the variety offered by La Botte – penne, tortellini, spaghetti, gnocchi… The student dish par excellence, but also a must in restaurants or quality cuisine.
L’argument made in France du stand Lustucru : “There is a whole French know-how and tradition in pasta, it’s not just Italy. For example, Lustucru has been around for 112 years. We have exceptional ingredients with French wheat – one of the best durum wheats in the world – and quality eggs made in France. Above all, the French prefer other shapes – or designs – in their pasta than the Italians. MIF pastes (made in France, please follow) therefore often hit more accurately. Shells, for example, are adored. A Proust madeleine for many, even though they are quite unpopular and little known in Italy. »
The Triple Bieres’n’Roses versus Belgium, for a little sweetness
The opponent: The Belgian Triple is world famous, particularly its standard bearer, the Tripel Karmeliet – Tripel K for short. A reference drink, undoubtedly the best known of strong beers (8.4% alcohol in the case of 3K, take it easy kids, consume in moderation), the Belgian Triple partly explains the reputation of the country in terms of drinks.
The made in France argument of the Bières’n’Roses stand: “Unlike Belgian or American beer, which relies almost exclusively on strength, we offer a very powerful beer – 9% alcohol (more than triple K, dude) – but also with a lot of sweetness on the palate. That’s the whole principle of Bières’n’roses, mixing beer with French elegance. The palate will feel less attacked than with a Belgian beer or an American IPA, thanks to lighter and surprising notes, notably cucumber. »
Jeans from the Tuffery workshop versus the United States, in the name of the past
The opponent: If France remains fairly well off in the clothing and ready-to-wear market, it is difficult to compete with the United States on jeans, the most iconic pants in the world, which will have passed from workers Americans to almost the entire world population.
L’argument made in France du stand Tuffery : “Our jeans also have a history and experience. In particular, we pay tribute to the workers who worked on the French railways in the 19th century and wore jeans. There is a pocket for watches from the period, as well as a rear pocket split in two, which allowed you to change only the bottom of the pocket worn by tools and hardware. It is for these kinds of details regarding our past that we must buy French.”
Glulu furniture versus Sweden, for solidity
The opponent: If you are over 25, you have a 67% chance of having already spent a Saturday or Sunday in the aisles of an Ikea. The statistic rises to 98% if you moved in with your spouse. The Swedish giant reigns supreme on the furniture market, with its 63-step instructions that are not always obvious, its extra screws and its fairly unbeatable quality/price ratio.
The made in France argument of the Gllu stand: “France has massive woods of exceptional quality, notably oaks and chestnuts, renowned internationally. Compared to furniture from a certain Swedish brand, which will break at the first move, we are talking here regarding the typical wood of the good old grandmother’s chest of drawers which is 200 years old – the chest of drawers, not the grandmother’s. The one that is unbreakable, unboltable. There is also a whole history of carpentry in France, notably Louis XV furniture. »
The Julien Louis watch versus Switzerland, because we can beat them (quite simply)
The opponent: The strongest of this quinté? We do not know. But the classiest, certainly. The perfection of Swiss watches, the know-how and precision of the country’s watchmakers… This is now the stuff of legend. Rolex, Patek Philippe, Audemars Piguet and Omega seem unattainable.
The argument of the Julien Louis stand: “It’s not just the Swiss who can make watches, there are also great watchmakers in France. And compared to a Rolex, we are in another price range. We are more accessible, while having a quality and standing worthy of France. There is therefore an unbeatable quality/price ratio. »
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