Discussion On The Future Development Path Of Italy Manufacturing

　 Use the "unparalleled" Italy model to move to the "distinctive" Chinese market.

From October 22nd to 25, after the first exhibition successfully held in Beijing, China MILANO UNICA Italy textile. Fabric exhibition Under the cooperation of the Italy Foreign Trade Commission, 124 exhibitors (30% increase over the first time) exhibited the 2013~2014 autumn and winter products of Italy top fabrics, accessories and accessories at Intertextile Shanghai (China international textile fabrics and accessories (autumn and winter) exposition). MILANO UNICA takes the form of exhibition in Shanghai, and the exhibition hall forms a relatively closed space. Only the invitation of Italy organizers or certified visitors can enter the Italy textile fabric exhibition area. It is reported that the pavilion was designed by Misa Poggi, a famous architectural designer in Italy. She previously designed the exhibition hall in Ideabiella and Milan Shirt Avenue, with a total area of over 2500 square meters.

Massimo UNICA, general manager of MILANO UNICA in Italy, explained to reporters: "MILANO UNICA (Italy Milan fabric and Accessories Expo") means "unparalleled Milan", founded in 2005, every year at the same place and at the same time. In 2008, due to the European financial crisis, the European textile market was impacted. At that time, the organizers thought the Chinese market was an emerging market. All of them tried to move the exhibition to China and held the first exhibition in Beijing in March last year. Therefore, we are prepared to continue the Expo in China. "

In the hosting and co operation of the MILANO UNICA exhibition in Italy, we saw these names: Italy economic development department; ICE, Italy Foreign Trade Commission; SMI, Italy textile and garment Federation; ITEMA, a 150 year old Association specializing in the production of high-tech textile machinery; DHL, Italy's national and international express industry leader; INTESA SANPAOLO, Italy's largest banking group, which is also among the best in Europe, benefiting from its strategic layout in the Asian market, the group is the first choice partner of all Italy enterprises, especially those who want to increase competitiveness in the Chinese market and have a high reputation in China. This is the power of Italy's integration. Just like Maurizio Forte, the chief representative of the Shanghai Representative Office of the Italy Foreign Trade Commission, "this is not a simple concentration, but a model that will make us bigger and snowball."

"China is a market with great potential for growth." MILANO UNICA, chairman of Italy textile fabric exhibition, Silvio Albini stressed, "but this is a" distinctive "market. The Chinese market is complex, demanding and requires a lot of energy. The market demands deep and professional knowledge and technology. Here, we need to make full use of the strength of the Italy Foreign Trade Commission and the Italy textile and garment Federation (SMI), as well as the assistance of Intertextile international textile fabrics exhibition.

"Through the help of Chinese media, Italy The Foreign Trade Commission and the Milano Unica Italy textile fabric exhibition have organized and organized many industry related publicity activities, and also attracted garment manufacturers from the most important production areas in China. "Riccardo Monti, chairman of Italy Foreign Trade Committee, said," I want to thank all the staff members of Albini and Milano Unica, who know how to perfectly coordinate the team work between private enterprises and public organizations, such as Italy Foreign Trade Commission. This is a very good experience. We also want to apply this experience to other industries made in Italy and take other industries into the Chinese market. " {page_break}

Michele Tronconi, chairman of the Italy textile and clothing Federation (SMI), said: "the relationship between Italy textile and garment Federation (SMI) and Milano Unica Italy textile fabric exhibition is not only halted in one or more activities. Many textile exporters joined our Federation. They also participated in the activities of the Italy textile and clothing Federation (SMI). At the same time, we reached a consensus that only teamwork can overcome the challenges brought by the international market.

Italy makes to maintain its own style, but it also needs to change for China.

In this Italy Pavilion, the reporters interviewed several top Italy fabric suppliers who entered the Chinese market. These fabric manufacturers are very proud of Italy's manufacturing. They are glad to bring Italy fashion to China. They think Italy fabric can open up high-end fashion to Chinese garment enterprises. Of course, on the other hand, they are fully aware of the importance and complexity of the Chinese market. Therefore, they have been working very hard and claim that they can change China in some ways.

According to ERMENEGILDO ZEGNA Marketing Manager Mauro Bellini, they mainly exhibited wool, Cashmere And silk series, terminal products involve men's clothing, women's wear, scarves and other costumes. At present, they have 85 stores and thousands of employees in China. In order to maintain good cooperation with old customers, they have offices in Shanghai, because they are located in high-end, so they do not pursue large-scale production, especially in the past 10 years, they present a relatively stable state.

CERRUTI 1881 managing director Simone Guicciardini is a tall handsome Italian, married a Taiwan wife, so his understanding of the Chinese market is self-evident. For similar fabric enterprises in China, such as sunshine, Hai Lan group and Ruyi group, he thinks that the factories directly under these enterprises are too large, so they will be slow to respond to market changes. Even small details are difficult to adjust. Then, for customers' special requirements, it is very difficult for them to achieve perfection. At the same time, he also admitted that some fabric suppliers in China have already done fairly well, but only if Chinese fabric merchants can invest their money in design and technology research, instead of buying houses or building very beautiful factories, they may develop faster.

CERRUTI 1881 has been in China for 15 years. From the beginning, Chinese customers bought all their ready-made products. Up to now, 70% of Chinese apparel enterprises have purchased their ready-made fabrics, and some customers have begun to customize them. Simone Guicciardini thinks this is a good change. China is changing. Italy needs to prepare for this change. But when the reporter asked if he would transfer the CERRUTI 1881 fabric to China, he answered without hesitation: impossible. Perhaps he realized that he had answered too quickly, and he continued thinking, adding, "it is impossible at the moment. But who knows the future? Just like I came to China 15 years ago, I didn't think that I would marry a Chinese wife. Everything is changing. {page_break}

MIROGLIO TEXTILE is more than a design company. They came to China in 1978. They now have two product lines, all imported from Italy. All the manufacturing resources made in China are made in China, and the design is unquestionably used in the original Italy design. At present, there are 12 people in MIROGLIO TEXTILE's design team, 2 of whom are in China. Marco Borio, general manager of MIROGLIO TEXTILE, thinks that in the field of fabric design, the biggest difference between Italy and China is that Italy can predict the trend of future design, and China is more of a product that meets the needs of customers. In fact, fabric design is logical. As long as we understand this logic, we can predict popularity rather than what is the mystery of fashion trend research as some people think. "In our company, the current design is ready for a year and a half."

At the same time, Marco Borio pairs. Chinese Market He has shown great interest. He believes that the Chinese market is a good platform, but at the same time, the market is very complicated. Many Italy entrepreneurs are arrogant. They don't want to listen to other people's suggestions, but if they take Italy's approach to China, they will not work. Because China is too big and has a long history, we must stick to our style and change for China.