Brand’s perception in China: from coolness to substantiality

If customer – target for luxury segments in China is much bigger than its counterpart in US , it means that society is still growing up towards new era for consumptions that makes two different middle classes facing with the market : approximately 110 millions of chinese are going to represent the new upper middle class with specific “commercial identity” that’s clear representation of new awareness about products and quality in particular in terms of substantiality.

It’s like how we are passing from the commercial equation for middle class that was used to say “foreign brand = cool = prestigious = not for all = I must have it” toward much more consciousness for foreign products and in particular for their ” substantiality” as crucial point to define characteristics like quality, tradition and luxury.

That’s why two specific ways of doing advertising and promotional campaigns are characterizing the commercial scenario in China for those segments that concern fashion, luxury and design for example.

  1. Regular promotion for middle class that is mainly focus about spreading logo’s attractiveness through digital marketing with discount and special campaigns and some offline events in department stores with parallel events to promote special offers doing brand and product placements in strategic location
  2. Innovative promotion for upper middle class, which make on focus the “characterization” of brand going beyond the “logo-strategy”. It represents a competitive solution for those corporate that got something to educate about. That’s what upper middle class is looking for: values, imagination and charm

If we are choosing as potential target the new upper middle class (that according with McKinsey’s analysis  is growing for 12% on annual base and it  registers as household income more than 35.000 dollars x year) we should consider that we are dealing with mature customers with international vision and high-competence in purchasing. This segment will go probably over 160 millions in the next five years and it will improve household income reaching peaks of 40.000 dollars.

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They are people aware of their status,  and their style is basically going toward  something of “well characterized”. Maybe they discovered european brands in some multi brands stores during their leisure travels in Asia (Hong Kong, Singapore, Macao, Japan, Korea) and now they are much more interested to buy products that have something to say beyond the logo. It represents a good opportunity for those operators that maybe even they got good placement on international commercial scene with specific distribution they for sure didn’t have the funds to be a well-known world-wide label.

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Of course foreign nature of brands could be a plus (however it’s not always the best selling point for this target  ‘cause they also like chinese style,  in particular when the product is result of research and commingling with exotic influences from external scenarios) but this target wants to understand them now not only enjoy the equation “foreign brand is cool and it’s definitely for nice people like us”

History, own identity  but also care about renovation of distinctive features in step with time’s changes are elements which strategical plan for marketing  toward upper middle class must be focused about.

Certainly the “regular” middle class is still majority and it’s embracing, in particular in second tier’s cities ,  the boom for brands in department stores and  before that they are used to follow with  big interest the “foreign sounding”  of some advertisements and online commercial campaigns (sometimes it doesn’t matter if the brand was originally born in Italy or not but it’s the communication’s strategy used to make the brand featured with international elements as distinctives to make it a cool brand)

I don’t want to say that the importance that chinese people gives to “name” and “logo” is going to disappear but we have for sure to consider as new and mature commercial perception is becoming part of their behavior. How can this influence on functional way the marketing strategy of high level’s brands to improve sales? As follows some tips that should be added on marketing agenda of things to do

  • The history of brand means something to tell to your customer. In China it’s used to say “business got eyes”, it means that besides the quality of the product, first of all the value of the goods is emanation of human skills, vision about particular style or way of living, adaptability with social needs. Make your advertising like an educational tour in your group’s history, show your competence and why not the challenges you joined, it doesn’t matter if you’ve been the loser for some particular choices, what you’ve done is part of your commercial charisma
  • Make your target sure that you are really into to talk with people who are conscious of their status and are abel to understand your message. Try to communicate with them before making them your clients. They are looking for brand that can create such cultural and emotional liaison
  • Events. The scenario where upper middle class is proud to show and communicate own goals is the world. If you are not part of this world you cannot be part of their life. Don’t waste time of improving distribution’s channel if you are not ready to support him being present beyond the campaign to launch new products. We’ve already seen a lot of “cathedrals in deserts” in China, some investments for launch of specific brand or nee jv with chinese potential distributors never followed by specific and intense mission aimed to be in the market with consciousness of communicate own features.
  • Be yourself but take care of chinese taste. We don’t have to configure all our style elements in function of chinese mass target. The Upper middle class wants something different by us. And if we served them in periods when they still was “regular” middle class we should show that now we are aware of their new status and needs (some players are going to diversify their brands keeping on mind that they are talking with mature segment that maybe will not continue of being client if not satisfied on way that respect such awareness)

Our Made in Italy is for sure good horse to ride but now more than ever we need to show that’s not only a “logo” if we want to be one of favorite purchases by chinese middle class.

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China, UK and Italy: A bridge from London, the chinese way of investing in EU

Chinese direct investments in Europe are reaching a peak in terms of volume and definition of specific sector of development. The target market has been recognized as UK and the operative frame for investing operations are for sure real estate and infrastructure fields.

china_1876897aComparing with Beijing, London is still cheaper as long as one of most dynamic markets for those aspects may concern financial services, M&A operations and fiscal benefits for foreign investors inside EU area. China has defined the perfect place to create a network of big players involved on mutual business.

The Industrial and Commercial Bank of China for example  is going to invest more than 650 millions of pounds to create new business district near Manchester’s international airport: the project that inaugurates new direct flight from Manchester to China and viceversa, includes 500 thousands sqms of offices, shops and park.

The chinese way of making something concrete from theoretical base follows usually a pilot-scheme: if investment’s plan or structural reform or whatever put in pro-active agenda for chinese operators  will have be done with successful results according with preliminary expectations, for sure there will follow more operations on the same way, going to create a perfect standard of action.

The dynamism we are seeing around UK represents an intense pilot-action for direct investments towards a country and for those particular fields that are functional for chinese strategy:  they are boosting concrete presence with well framed operators from key-sectors in Europe.

An important building constrution’s company like the  Advanced Business Park, is investing in London nearly 1 billion of pounds to build the new HQ of the chinese group in Royal Dock near the city airport: so the equation is pretty clear: they are chinese companies working for chinese groups on foreign markets.

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As happened for some korean jaybol in the recent past, UK represents the perfect scenario for chinese holding companies to launch a concrete bridge on relocating profits and savings towards manufactural and strategical business opportunities in continental Europe. As long as shares are  hold in UK, the chinese asset for trading can be for easy managed through network of operators in Europe (some sister companies); and cash pooling through London allows the holding to re-place the liquidity of the group to different branches or countries-

Italy is the second manufactural player of Europe after Germany, and it’s also one of most important area about twinning projects for R&D in Europe and ToT (transfer of technology) for China (ranked as third european country on transferring technology towards China).

Milano EXPO got crucial role in terms of building a  common interest from chinese investors about Italy (China Entrepreneur Club is only one of most recent example), and the connection between Shanghai EXPO and Milan EXPO is still part of institutional speech for the chinese class-action about commercial and development’s opportunities in our country.

It’s for sure important to say that something is changing in chinese perception about Italy recently: governative actions are going to made developments that are “welcoming foreign investments” and political reforms are looking much more at “european dimension” with its specific parameters of operation; even if China has been always an active player to sign bilateral agreements much more than regional agreements (so they’ve been always interested to consider case by case specific actions according with contingent situations of each country in Europe than mediate with EU as geopolitical and economical institution) recently they are moving from Import- dimension (as requested by Party in last Five Years Plan) to wide strategy for direct investments worldwide in strategical assets. That’s why London represents the gate for continental Europe.

750_dettaglio2_Chairman-ICBC-Jiang-Jianqing--1It’s news of few days ago the making operative of branch of ICBC – The Industrial and Commercial Bank of China in Rome, after Milan; they are going to be concrete support for financial and commercial operations in south of Europe for chinese clients and they’ve chosen for Italy as place to be to make that bridge from London longer towards strategical area in the centre of Mediterranean. (before Italy the ICBC already made operative more than 15 branches in Africa).

Even if there’s big part of political opinion in Italy that is figuring out this operation as chinese colonization of our productive and financial environment, I warmly suggest to these speakers to analyze what’s  happening on international scenario for those aspects concerning commercial agreements (TPP and TTIP), it’s a concrete, wider perspective where Italy as “no-Europe” will never exist anymore: such scene (it doesn’t matter if you like it or don’t) confirm the primary role of China and, in particular, of chinese market on influencing stability of any productive area in the world; chinese investments are supporting (if we can say it in this way) government debts and they have central role for their assets acquisition strategy in many important groups worldwide. I think it would be much more better for us trying to understand this strategy and facing with chinese investments with skillful awareness about the entity of these operations than shouting against new colonizers who will get for some reasons 30% of the world already in terms of assets control and market volumes in approximately 10 years. (in particular if TPP and TTIP will continue on getting delayed).

 

Why does Milano EXPO represent an integrated strategy to relaunch Italy

Recently I started working on some analysis about Italy as most favorite destination for main target of tourists from East Asia in particular chinese, japanese and south korean users. To demonstrate it we should just consider that Italy is 1st country in EU-zone for number of nights spent by asian people (2,8 millions of nights by chinese, 2,8 millions of night by japanese and 800 thousands by koreans – source Unioncamere)

It’s common for marketing advisor to spend some hours x day on researches that may concern strategies on providing business services for specific market’s segments trying to figure out the method which companies consolidate their brand / services with promotion.

I decided to put on comparison some important players involved on services for tourism and I’m not only referring  about tour operators but I’ve also included in my prospect some national agencies (government) that operate in tourism industry like JNTO (Japan National Tourism Association) or Official Korea Tourism Organization.

Usually such kind of public agencies are mainly focused on attraction of foreign tourists toward their countries so they are well specialized on own territorial marketing. But if we consider the contents introduced through their websites about Milano EXPO 2015 in occasion of announcements about delegations or packages for business groups we can understand how promotion of Italy, in particolar of Milan, boosted following some key- value points, has been adopted by these agencies as functional method to make on focus some features of their country.

In particular, using this retrospective method of analysis I would like to explain the functionality that an integrated strategy for national tourism can have if managed with well framed marketing tools based on some specific elements like

1) History: Italy represents for asian users the center of Europe for that it may concern its origins. Rome for example is one of most important cities in the world for chinese political representatives and it’s considered the valid scenario to introduce bilateral issues (China – Europe) due of long history generated by roman empire and chinese dynasties in two part of the world that for long time have been considered like yin and yang of our globe, west and east. Lot of delegations are coming to Milan to present territorial focuses during EXPO and on doing so they are also introducing new cooperation’s opportunities in some specific areas of fresh developed China.

2) Food: italian agro-food’s system dominates the international markets. According with recent research by Coldiretti we got primate of exportation in the world for more than 20 classifies of products and we are in the second and third place for more than other 54 classifies. But pretty interesting is the first place we received thanking innovation, as it has been implemented for biologic production recently by more than 43.000 companies, that represent 17% of european players. These successful results are introduced  in many articles and scientific argumentations posted on some websites of japanese prefectures in the sections that refer to delegations that are joining Milan EXPO 2015,

3) Creativity: Milan is the capital of creativity according with official statement signed by korean ministry for trade and development during important anniversary that celebrated in Milan 150 years of bilateral relations between Italy and Korea (6 june 2014). And when we talk about italian creativity usually we think about arts, design, fashion but in last report issued by ISTAT and Eurostat, Italy is the first country in Europe that adopted creative skills for optimization of dynamics inside corporate governance and to regulate production in innovative and efficient way as well (more than 60% of companies in the survey declared the involvement of creative personalities in their corporate-assets)

We can easily understand as Milan EXPO well combines in its programs and entertainment’s structure some high value elements like history, creativity, quality, and of course food (introduced by main topic of Expo like energy for life and for the planet) that are featured as default’s contents in many strategic plans of companies and agencies specialized in services for tourism.

Thanking of this combination of elements we’ve been able to reach immediately great target of diversified users like those, in particular from East Asia, want try and enjoy Italy in the shape they always studied, imagined or, why not, tasted even only once in their life.

Milano got the big opportunity to experiment how to make this big structure (EXPO) moving ahead for 6 months with participation of well framed operators and cooperation of public offices with private organization and thanking concrete action boosted by all social counterparts for the first time we improved the awareness of potentiality that such diversified structure and skills put in sharing can offer to our Nation and economy.

Now we have to continue to consider that to re-launch Italy we needs definitely an organic system for tourism and hospitality in general where cooperation with strategic segments can be a fundamental base to provide high level services and meet international needs.

As consulting company and no profit organization i’m in charge of we are following this perspectives on two different ways. About business solutions we are developing marketing events inside some prestigious hotels in Milano making as main target of the program international guests.

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We are selecting operators from food and tourism industry and we are arranging calendar of contents that we are going to communicate on social networks and online using directly some interfaces well known in Asia and not so common in usual online campaigns. It’s important for us to associate online marketing tools with concrete offline occasions to promote and meet potential clients. At the same time the companies are joining the project can receive special visibility as creators of promotional event in Milan during Milano EXPO.  http://fuoriexpo2015.eventsmilano.com

At the same time we are boosting international participation for those aspects may concern creativity as key value for italian economy in particular for Milan city. Recently we produced international cross cultural contest in cooperation with Milano Expo and during the Gala Night for the assignment of the awards we introduced a new board aimed to concentrate and develop proposals about youth international creativity in Milano.

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This group of creative personalities joined for the constitution of Charter of Values for Youth Creativity that has been presented to the institutions which are aware of our intentions for creation of cooperation’s network on this theme.

We are already planning calendar with productions and contents starting by september 2015 and we’ll follow the mentioned strategy to assure  international participation as featured characteristics of our agenda.

E-commerce in China: when platforms support to master the market

E-commerce in China is for sure becoming literally a boom-phenomenon.  It’s like the first fast crazy running we got towards East at the end of 90’s  when everybody was looking at China as new economic power in the world.

And it must be so when we are facing with the biggest market in the world in terms of demand and wideness for online sales.

According with recent analysis we are going to overpass 600 millions of internet users until 2015 and around 150 millions of users in 2010 have been confirmed as already frequent buyers online; but more interesting to know,  the number of buyers should grow till approximately 520 millions of users before the end of 2015: effectively an incredible result if we consider that in Europe according with Statista© we will be able to reach approximately 190 millions of buyers at least in the same period.

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Usually when we think about e-commerce in China we could be stunk referring to complicated and un-protected system to develop online selling platforms. I think that problems concerning property rights and copycat’s risks should be pointed out as first element of the matters, but I would like to remind you that “the democracy of buying whatever you want” is one of most important perspectives followed strongly from 2010 by central Government and in general the legal system and also the awareness of consumers on buying original brands are bringing investors and developers to enjoy more safe and equilibrate environment.

Let’s check what kind of de-regulamentation nowadays represents a concrete step ahead for the development of the e-commerce environment in China

1500px-Flag_of_the_Peoples_Republic_of_China.svg_– 2010 with the  shangzizi 2010 n 272 the online sales are accepted as regular and natural prosecution of usual commercial activity for foreign companies so also  foreign investors are now allowed to make their products on sale online without any particular requirement as involvement of chinese co-investor and without any particular approval or distinctive business license issued by MOFCOM

– Then if you are not service provider for other operators but if you want to sell throughout your online platform your goods you don’t have to apply for specific ICP (internet content protocol) as it’s compulsory for providers that create online stores in name of  third operators

The second point is very interesting and represent a boost for online businesses: if you are a foreign company with base in China you can immediately open your e-commerce service without any other specific approval or license.

I’m used to suggest to follow this way to my clients ‘cause it represents a great system to educate customers to approach specific brand or production enjoying in particular sharing opinion’s tools and crossing information through social networks. I really think that even if volume of sales are one of most important goals for an online-store, we have to remember that in China the access to information through browsers represent the first step to get well detailed info and in particular comments from other users.

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Even if it seems more easy and quick try to being represented by third platforms like some services that T-Mall (owned by giant Alibaba) in particular when the company doesn’t present any legal entity registered on chinese market, we should remember that in this cases it’s more difficult to guarantee legal safety against fraudulent dynamics and payment is required oat of the times in foreign currency by exporters (due of absence of corporate- presence on chinese market) and it’s not always easy to pay for common users.

As researcher on marketing strategy for China I well recommend to place own brand or group of brands through e-commerce platform after registering own WOFE into chinese market , not only because it would be for real a concrete internationalization’s goal but also due to head for more well framed condition to boost own identity and at the same time to speed the realization of direct online store in safe and well guarantee condition without any specific additional business license.

as i’m used to say, chinese market follows specific P’s to ensure successful results on sales then

– Products: quality and distinctive features must be mediated with concrete perception of what chinese consumer is looking forward; and sometimes such elements cannot be put on focused so much through general e-commerce portal not directly managed by own management and partially created with third operators.

– Popularity: being online doesn’t mean only be sold on the web. The strategy of “word of mouth” needs to be boosted through social networks and specific promotion about brand and production that sometimes needs more intensive effort than general information  summed up in general categories of multi brand online sales.

– Price : information without price it’s not so attractive for chinese customers. They need to feel they are enjoying special bargain (it doesn’t matter if we are talking about middle level products or luxury). In particular if we have something to sell that fits with medium target, the announce of special sales are really attractive among young customers, otherwise the placement of products with high price for luxury field should be successful among specific senior targets

– Passion: chinese people loves to join shengyi (business) on both sides, as sellers as long as clients; being present in the market make us more aware about chinese culture and market’s needs. I think that e-commerce can express for real such passion on doing business into chinese market as more as you can be aware about what does China represent not only as producer but also as commercial operator who choose to invest in China.

I think that chinese law’s system will proceed on more concrete and responsible way to protect property rights against copycat’s actions and government will do all the best to boost  development for one of crucial factors for contemporary chinese economy like online businesses.

 

If Alibaba starts to be strategic partnered service platform for italian brands are we sure to get ready soon for that?

Last month we got first Matteo Renzi’s institutional mission as italian prime minister during official visit in Beijing. And after France and UK it was our turn to sign specific agreements for mutual development on key sectors, and talking about chinese market, as I’m already teaching for executive master programs in NIBI for Internationalization of Businesses on Eastern Asia Markets (New Institute for International Business in Milan), we need first of all to keep on mind how nowadays is very important the role of online sales for import-brands in China.

That’s why the first interlocutor for our Ministry of Economic Development  Mrs. Federica Guidi was Alibaba, main player for online sales that is boosting two specific platforms like Tmall and Taobao for B2c dynamics also for imported products.

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As clarified in presence of chinese prime minister Li Keqiang, some brands as made in italy’s production, have been already introduced some years ago on Alibaba but comparing with other products and brands they are still few and needs more promotion.

In particular it’s really necessary to develop some specific strategies to make on focus features of italian productive’s excellences cause most of the times even if chinese market is pretty interested to buy foreign high quality’s products online, they are not well aware about brands, own distinctive features as much as they’ve never been in Italy before or well familiar with specific products.

In addition if also we should consider how communications strategy and publicity are on continuous development in China, where recently there’s going on get structured well framed scenario for promotion, marketing and PR than before, but comparing with western professional tools of doing business communication they cannot be used as entry-keys for the market,  to facilitate sales of specific brands with high level’s distinctive features, first of all it’s important for foreign brands to be represented as “available” products. So Alibaba is really good choice to start on doing that.

The hardest point on dealing with big group as Alibaba for small medium company  consist of some barriers on company’s registration and access to its services for manufacturers, cause usually in the past Alibaba allowed chinese distributors or whole sellers only as contractors for own specific online sales platforms for b2C  (like Tmall and Taobao).

We needed political and institutional introduction to sit down at negotiation’s table with Mr. Jack Ma, patron of Alibaba, and the strategy of our government seemed having sense in this step: made in italy means excellent quality, small production comparing with potential of chinese market and companies with familiar or low managerial trust’s asset (cfr Francis Fukuyama’s definition about italian corporate system) so the first way to consider internationalization should be get preliminary access on online sales platform as facilitate dimension of entry as follows

– even if the company is still present in Italy without any particular official JV with chinese whole seller / distributor

– simple contracts to get access to services offered by Alibaba

– dedicated team taking care of italian brands

– cooperation for defense of intellectual property for italian products

Even if the agreement represents a new important step ahead it still remains to understand in which way our SME will be able to join such preferential assistance for promoting on Alibaba, the costs of the service and in particular who will manage selection of brands and in which terms (the agreement specifies particular interest for luxury and  high level’s products).

Personally speaking I think that ITA (Italian Trade Agency) directly linked with Ministry for Economic Development, will have important role about such dynamics  and the key person of this joint-program was first of all Fu Yixiang vice-president of Italian – Chinese Chamber of Commerce in Rome, whom introduced Jack Ma on considering this cooperation’s perspective with our Government.  So the match starts as political / institutional agenda.

I think that “the red card” ( or rather political involvement on boosting business issues with chinese counterpart) is totally good strategy (as whoever works with China well knows the importance of political action on market’s issues) but the matter now is represented by orientation’s scheme for brands and companies that would be introduced on online sales maker in China.

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Indeed doing online business in China is totally different than in Europe, USA or Japan and it needs specific training cause probably most of italian SME still don’t have “fully equipped” departments to realize as this step is really internationalization’s matter.

Some successful companies like YOOX for example, if we think about fashion’s brands, put on feature the lack of skills for our brands on approaching online sales in China from 2008 and prepared the best way to get internationalization’s tools for products before promoting them online. It’s great news to know that by now we’ll be able probably to facilitate the access of more brands in sustainable way on chinese online sales market but it’s urgent to prepare SME making them operatives on right way to develop elements about management, production, communication, research and strategic planning that could match with new perspective of meeting chinese clients online.

Management: International vision is a must, cross cultural skills needed, awareness about chinese social networks and online scenario cause they represent parallel market.

Production: Tmall and Taobao are global markets inside national market with high performance of success for sales towards well framed targets (different regions, different cultures, different styles)

Communications: managing team that operates into online businesses are sometimes really different than usual ex so enterprises or usual main trading companies which we were familiar to do business with, timing of doing business online needs specific attention, tools used to communicate with chinese counterpart (stop email – ok instant massaging) must be well selected

Research and Strategic Planning: publicity, online communities, competitors and  investments for online presence,  (around 10% of annual investments for maintenance and develop of business from companies in China is for online publicity) needs dedicated team to sustain planned objectives.

If will be able to assist italian companies not only on getting sustainable entry for online platforms but also on providing for them specific skills and preparation to manage diversified tools that such scenario constantly involves, in addition with cross cultural  vision that I think will always represent “distinctive  plus” for people whom wanna doing business in China

 

Looking for new business opportunities on shopping online in Asia? Get a chance on Vietnam

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There is a real Vietnam’s booming for new perspectives on business development’ opportunities.  It’s time to consider that if relocation of production and supply chain is already growing a lot,  on doing that we are introducing society and workers into new era of consumptions:  the on line sales. Even if we cannot compare the consumers from Vietnam to chinese users for that it could concern skills and experience about do shopping online or access to credi card’s payment methods   (about 35% of population now got complete access to the web and approximately 32 millions of people represent potential market for online sales) we have to admit that the potential of this growing market is really big; in fact big operators from Asia like Rakuten is already investing on promoting their online selling platforms on vietnamese web scenario.

According with Dezan Shira’s research, VECITA ( Vietnam’s E-commerce and Information Technology Agency ) affirms that by 2015, 40-50 percent of the country’s population will be online and will spend around US$150 per capita on e-commerce purchases.

Cause the 73% of users are under 35 years old marketing online is basically focused on specific communication’s strategy that  involves and make young users really interested on promotional campaigns and brand-stories introduced on social networks.

Clothes, shoes and cosmetics represents more than 60 % as most popular categories bought online, followed by technology and electronic products that represent 30% of the whole online sales. About business opportunities for operators on this field for sure we should consider IT companies specialized on online secure – payment’s methods as web developers with particular skills and experiences about creation and management of online stores.

Cause the country seems to lack of skilled labors with experience on such contents the government is investing on internship programs to introduce students in international projects developed in cooperation with big private groups (like Intel for example) with specific purpose to create skilled environment to start boosting these resources in behalf of the e-commerce.

As advisor for business development’s opportunities on eastern asia markets i firmly suggest to operators and investors related with this field to consider approaching Vietnam like market should be discovered as soon as possible to get into fundamentals positions for that will be in the near future new important market for online sales.

That’s why we are intensifying our network of professional cooperations in Vietnam with consulting companies and business mediators that can assist our clients and direct investments during entry market’s crucial step.I think that we should consider that population is already over 90 millions and there’s fast growing middle class there that makes Vietnam an attractive location for businesses.  As we can see in the following graph (cfr research published on Dezan Shira & Associates newsletter about Vietnam) the payment’s method commonly used is still cash after delivery! That really helps us to understand that also the bank system will have crucial role in this revolution for  “modernization of the country” about online shopping and the most important thing is the society is just still starting to think about new perspectives to save money and then to use them for expenditures. Most of the people never thought about the meaning of bank accounts, credit card etc.

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It’s time for operators involved on these key sectors (online marketing, social media communication and strategy, online payments, web developers) to consider Vietnam as new frontier to introduce services for local investors and distributors; the awareness of the importance to build network of cooperation to build up new structure of business is going to become deeper day by day. In Italy i followed personally some training programs for start up companies focused on IT and online sales that were approaching chinese market.

In China as well the revolution has been already boosted from several different frontiers of operative businesses and european’s Know how still represents very important resource for chinese investors, but i think that normative conditions that vietnames government is offering to develop some key sectors are really attractive and should get considered as parallel opportunity beyond chinese dream.

For further info or to introduce your business proposal contact me, we’ll be glad to support you with our partnered team of professionals in Hanoi

New JV for italian brand in Japan. Modena: when coffee can represent identity of territory

It’s time to join well framed marketing strategy for Cagliari S.p.A on japanese market. The occasion to take part new internationalization’s project has been introduced by japanese partners and the historical coffee-brand from Modena decided to make then this step ahead with those enthusiasm and passion that such cooperation needs to improve italian presence on japanese sales scenario

Personally involved into preliminary step for analysis about participation of specific shareholders and settlement of Kabushiki Gaisha in Japan, I’m proud of professional cooperation that has taken place with Apmi – CONFIMI Modena with mediation od Dr. Silvia Faith and general export management from Cagliari S.p.A, Mr. Cosimo Pintore.

Immediately we understood that such JV might create real opportunities to promote Coffee from Modena in Japan and at the same time it could represent concrete start to build up network of synergies that can involve also culture, local manufacturing excellencies and territorial promotion in one of most important markets in the world for italian exports.

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Such well framed vision of doing territorial marketing has been introduced by japanese distributors and investors who are managing some promotional events in Hiroshima area and in some other prefectures in Japan introducing the brand of Cagliari and Modena’s excellencies: イタリアの美食の街 The city of gastronomy (beauty as meal) in Italy, that’s the claim which the new Cagliari International Japan LTD is going to be boosted during several micro-exhibitions concerning Italy and territorial promotion for Modena’s area.

One of our partners is JTB Chugoku Shikoku, main local branch of biggest japanese tour operators that is investing on mutual strategy to promote Italy with its food and beauty and they’re improving strong communication to discover Modena as city of Ferrari, Pavarotti, Aceto Balsamico and more.

In this vision Coffee represents tradition, quality and taste. According with business strategy shared between board of directors we are going to set up promotional office / shop in Hyogo prefecture ion the city of Kobe that got long tradition about imports of european brands and well known for passion about coffee and pretty high standards of sales.

As consulting studio in Milan we are also managing new business missions towards Hyogo Prefecture for October 2014 as start’s point for B2b relations with japanese potential investors / partners. For sure such occasion that could be considered as useful platform to intensify more new joint – cooperations during next Milan Expo 2015. I think that Cagliari International Japan LTD will be able to be at the head position for new business projects that will need network of trustable players between Italy and Japan.