A: The reason why we identify the CHIC as the cooperator, on which we should pay a lot of attention for the development of our strategy in the market, was because we found that it was necessary for Italian Trade Commission (ICE) and Italian companies to identify a platform on which we could invest. And our head office in Rome, consider it is a reliable trade fair organizer.

 

Having observed in the market for several years, we have taken part in some fairs in many sectors and fields. Many organizers are pretending to organize some important exhibitions and fairs, but most of them could only go ahead with one or two editions. This was not good for the market development strategy of the Italian companies.

 

We also have observed some exhibition fairs in the second-tier cities out of Beijing, but we thought the approach to the Chinese market should start from the capital. From the capital, we could see the dynamic development of the taste, purchasing power, education and culture of the people.

 

Because we knew that we are not going to sell the necessary goods to the consumers in China, but we knew that the Italian products are going to be a satisfaction of desire, to provide some kinds of sentimental desire. It was important to have the environment in the capital of China.

 

But we insist on the fact that the ICE are looking for such kind of fair organizer, with an event that would last for many years. It is very important.

 

Having chosen the CHIC, we know that the Italian companies could have a systematically plan of the development for the years to come. We have to book the booths, to communicate with the Italian companies, we knew that very single year, just like an appointment, the Italian companies could prepare for this market, and to fit into their calendar.

 

All the elements made us in the position to decide in favor of the CHIC.

 

 

A: Of course, in our strategy we do have the selection process, which is acting by passive and active action. Passive action is that for the Italian companies, they do realize their strategy, and they do realize that to approach a certain market, a market like China, they need to have certain qualities and certain elements, or we could say the inner qualities.

 

So in the certain way, if we open the exhibitions for any Italian companies which wish to come to China, they must have the caution that they have prepared well and be ready to come to China. China is a challenge.

 

On the other side, by working together with other relevant associations, companies, organizations and groups, we transfer the news, the information and the elements about the Chinese market, so there is a kind of self-selection among the companies.

 

We are acting every time, particularly when there is a process of applications, we do make some kinds of selections, basing on the qualities of the companies and the prospects of the company for this market. We cannot afford, particularly now, to spend money for the company that is not fit or suitable for the Chinese market. Combined with the self-selection, the Italian is very smart in making some strategic decision.

 

On the other side, in the headquarter in Rome, people in charge of the selection, through their action, they will carry out very strict selection, in order to improve the return for the investment that we make.

 

 

A: Many people would concern more about the possible economic downturn and the possible changes. In my opinion, every time we have this kind of changes, quality prevails. According to the fact, the fame and reputation of Italian goods and products are based on quality. And I do think the Italian goods are not going to suffer from any possible casual attitude by the buyers. 

 

In addition, in China, consumers are shifting from the quantity-concept to quality-concept. When consumers are purchasing one product, they would care more about the quality, rather than the quantity. This happens when the market become more mature.

 

In this particularly moment, Chinese consumers are becoming more and more demanding. If they are becoming more demanding, we are there! This is what we are waiting for. Italian goods and products are going to enjoy a better situation.

 

What we could offer to the Chinese consumers is not only the limited number of the top-end worldwide well-known brands, but also the goods, products and brands the Italians are consuming.

 

Till now, more and more Italian brands are going to penetrate the Chinese markets, some of the brands are competitive in price, and some of them are even more suitable for the Chinese taste. That’s why we are confident on the fact that the economy is going very well, and the consumer are becoming more and more conscious about the quality. We foresee the possibility that for Italian goods there will be more and more development spaces in Chinese market. 

 

 

A: We are already doing this. In fact, the purpose is not only helping them enter the Chinese market, but also, the strategy today, is going to help them explore the second-tier cities in China. 

 

In our strategy, CHIC would be one of the focuses. Besides, we also organize some events in the second-tier cities, just like in the cities of Chengdu, Chongqing, Hangzhou, Dalian, in order to bring the Italian taste to there.  

 

Today we are more and more convinced that the marketing strategy would strengthen the promotion in the cities like Beijing and Shanghai, and pay more attention, much more than the past, to the second-tier cities in China.

 

But this is a challenge, we want to promote the Italian brands in Beijing, we also want to help explore the market, especially in second-tier cities in China. Because we believed that this is the market for the future, a market for them to conquer.

 

A: CHIC is like a school, or academy. Yes, this is the real statement from our Italian companies. We knew nothing about China. After CHIC, they know many things: the Italian companies know what Chinese people want, they could know what the exhibitors want, they know what kinds of color would be on trend, they also could know what kinds of shapes Chinese are fond of, they also could know what kinds of materials they would use, and at the end they could have the idea of what kinds of pricing they should practice. This is CHIC for us. That is why we will be there every single year.