The Government Of Italy Has Launched. "Made In Italy" Exclusive Label Helps Local Brands Protect Their Rights Globally.

The Ministry of economic development of Italy has issued the exclusive trademark of Italy's local products in order to "protect the national historical trademarks with high land value and related production and jobs".

This trademark covers a brand and enterprise that has a history of over 50 years and has a history of excellence in its specific production areas.

In addition, in order to ensure that the products manufactured in Italy are actually produced in Italy, the Italy government has also launched the "Made in Italy" label.

According to the EU regulations, the label will only be used outside the European market, and the Italy brand can apply spontaneously to add the label to the product.

These policies to protect Italy's local brands and Italy's manufacturing were first introduced in February of this year. The draft was submitted to the government for examination in early April this year.

What is the policy background of the Italy government's successive releases of this series aimed at protecting local brands and manufacturing Italy?

What are the actual effects of Italy brand and local manufacturing industry?

"Made in Italy" is troubled by counterfeiting.

According to a recent study by the world economic cooperation organization and the European Union's Intellectual Property Office, the total value of counterfeit and pirated Italy made products sold in the world is around 32 billion euros in recent years, which is close to 4% of the total global sales of goods produced in Italy.

This phenomenon is particularly prominent in the luxury goods industry.

Despite these years, the Italy government has actively introduced policies to help local brands carry out global activism, but little effect has been achieved.

Why has Italy become a serious area of counterfeit piracy?

Experts say that as the birthplace of European Renaissance, innovation and imagination have always been the most precious quality of Italians.

Strong sense of design and excellent technology have become the impression that most of the products made in Italy are left to consumers. It is also the brand image of Italy industry.

In this sense, "made in Italy" is a brand in itself and has its own uniqueness.

Textile and clothing industry is a traditional industry with a long history in Italy. It is also a pillar industry in Italy's national economy. Italy's innate creativity has made Italy a global textile and garment producer and exporters.

For a long time, "Made in Italy (made in Italy)" has always been synonymous with "high quality + high tone".

"Made in Italy" is promoting Italy's craftsmen's spirit and creativity from all fields, which is also its unique values.

In addition, 95% of the enterprises in Italy are small and medium enterprises, and small and medium sized light industry enterprises represented by textile and clothing are numerous and widely distributed.

They are small but very compact, and can still sell their best products.

At present, SMEs play an important role in Italy's economy. Nearly 70% of GDP is created by these enterprises, which is called "the kingdom of small and medium-sized enterprises".

Another 5% of big enterprises are also committed to global expansion.

This is also a feature made in Italy.

So how did it happen?

According to the relevant professionals, many luxury goods manufacturers in Italy choose their fabrics and styles to participate in bidding when they choose to start factories. However, they only choose the factories with the highest efficiency, the best quality output and the actual price.

Products that are not received by brands are pported to the market in an abnormal way. For example, some opportunistic manufacturers will re label the rejected goods with labels similar to those of the original brand, and sell them all over the world through the Internet and offline channels with the help of a strong storage base. The poorer products appear in the street vendors.

What's more, some illegal processing factories are buying genuine products for high imitation and labeling fake products.

It is regrettable that, because luxury goods in Italy have the dominant fashion in the world, many consumers will choose to buy even fake fakes.

For this part of consumers, the true and false are not so important, but the brand logo that is the first sight.

Some people will buy these counterfeit products because of the high price of "made in Italy". They feel that it is not worth paying too much for the high premium of the brand.

This directly led to the appreciation of Italy's local brands and Italy's manufacture of fake markets, which caused them to suffer deeply.

Government support for initial results

It is worth mentioning that, according to the new deal promulgated by the Italy government, enterprises that meet the exclusive trademark of Italy's local products, if they plan to build production facilities in overseas areas, we must ensure that the original manufacturing land of the brand is the main production area of Italy, otherwise they will lose the exclusive right to use the trademark.

Overseas investors can build production facilities in other countries after acquiring the Italy brand, but they must ensure that Italy's local production will not decrease.

Some people interpret this policy in order to revitalize Italy's manufacturing industry and ensure that Italy is not replaced by other countries.

In recent years, a number of luxury goods groups in Italy have chosen to layout in Florence and even in the whole Tuscany area.

In addition to the large area of Tuscany, the area of Vito has grown into an eyeglasses manufacturing industry cluster. Kering group and LVMH group have set up their eyeglasses manufacturing business here.

Valenza, as a traditional industrial cluster of gold and silver jewelry in Italy, has also ushered in a revival.

In the year before last, Italy's luxury jewelry brand Bvlgari's new production plant was completed in Valentine, and spent tens of millions of euros for 17 months. It is Europe's largest jewelry processing plant.

Recently, another luxury jewellery brand Damiani in Italy has pformed the exhibition center in valentine to pform it into a brand production and Exhibition Center.

The Italy Footwear Manufacturers Association said it supports Italy's proposal to reduce labor costs and make Italy more competitive.

According to Reuters recently reported that in April this year, Italy's manufacturing PMI rose to 49.1, the highest since December last year, which shows that Italy's support for local manufacturing industry has been effective.

The chairman of the Italy Fashion Fashion Association (Milan fashion week sponsor) said publicly: "the overall sales volume of Italy fashion industry reached nearly 90 billion euros in 2018, and has been restored to the level before the financial crisis in 2008.

Of course, the industry can recover in 10 years and the support of the Italy government.

If the government does not pay enough attention to the fashion industry, it will be devastating for the whole industry. "

The former chairman of the Italy state Fashion Association added: "the government's help and support are crucial to the development of the industry, because most of the fashion enterprises in Italy are small and medium-sized enterprises.

Large luxury groups are still able to cope with the crisis, but it is not easy for smaller businesses, so the help from the government is very important.

It is reported that the whole supply chain of fashion industry in Italy covers more than 6.7 enterprises and employs more than 620 thousand people.

Local official statistics show that in terms of textile and garment industry alone, Italy's sales volume reached 66 billion 700 million euros in 2018, accounting for about 74.4% of the whole fashion industry, which was 3% higher than that in 2017, and the second quarter sales growth was particularly evident.

In 2018, the export volume of Italy's textile and garment industry increased 4.3% to 52 billion 240 million euros, and the trade surplus reached 18 billion 700 million euros.

During the period from 2016 to 2018, the government of Italy specifically approved the allocation of investment amounting to 520 million euros in value for "manufactured in Italy", amounting to 135 million euros (26%) for the fashion industry.

Recently, the Italy luxury industry association released the "global luxury industry consumer insight results" report shows that in the eyes of consumers in 10 countries, "Italy made" luxury goods are more attractive to consumers, 29% of respondents prefer Italy made luxury goods, while 23% of respondents prefer "made in France" luxury goods.

"Made in Italy" products were particularly strong in clothing and accessories (footwear and bags), and 32% and 40% of respondents said they liked it.

The report also shows that consumers pay more attention to the value of luxury goods that they really feel in the past than ever before, which makes Italy brand and local manufacturing more competitive.