What are the opportunities and most critical aspects of the Chinese market regarding businesses that represent the excellence of Made in Italy? courageously invested in years of promotion, only obtaining somewhat positive results after much time had elapsed. Results that were, however, penalized as the result of the economic crisis and anti- corruption policies that slowed down the consumption of luxury goods. The lack of a systematic approach penalized Made in Italy in favour of countries like France and Germany. However, luckily, today, a number of China’s new class of wealthy consumers are increasingly brandaware meaning that they are constantly in search of high- quality but not necessarily luxury product and healthy food from uncontaminated areas. New opportunities for the expansion of our companies are emerging ls Made in Italy potential still a strong
value? Most definitely! And this is where the problem lies! We are the worst ambassadors of ourselves: first and foremost, we Italians should recognize our intrinsic value and exploit it as a marketing tool. The same applies to Chinese investments in Italy: the format which I myself have successfully experimented with is to get China to finance the process of internationalization while continuing to maintain Italian ownership. Rossella Di Conno with Tian Guoli, President of the Bank of China
and they must not allow this historical opportunity to slip through their fingers.
In the past, in China, Made in Italy was the prerogative of big- name brands who