Fashion Industry: opportunities for designers and operators if chinese buyers choose for brands made in China.

China means top sales for highly ranked international brands. Approximately 30% of expenditures for luxury industry comes from China. Nothing new of course, as long as we well know that top spenders in China are people with age range between 20 and 35 years, really important data comparing with same target of buyers that in America or Europe are over 50s for power of purchasing.

That means brands have highly to care about specific and diversified marketing strategy for communicating and placing products that are bought by younger customers comparing than western markets. we are talking about high volume of sales that are much more achieved through online platforms than traditional flagship stores; usual offline-retail system is becoming more or less a window which brands can spread additional contents or marketing / customer caring activities more than common sale.


But the big change is represented by new dimension that influences common opinion about perception of what can be considered “high level” or luxury product.

If until few years ago, western brands were absolutely better for target of first tier’s zones and a must-choice for high power purchasing customers, nowadays connected spenders seem like to discover through WeChat new high-quality brands designed and produced in China, with branding that speaks about the beginning of new era for China, for both sides, production and purchasing.

graph luxury wechat.jpg

It’s not only trend that involve fashion industry. We can clearly see it as result of general development of chinese economy and market that are influencing a sort of chinese proudness about the emancipation of production and industries on the way for establishment of glorious “Made in China 2025”, goal that Xi Jinping enforced as concrete potential and representation of Chinese system’s evolution, considered today not only as homogenous destination’s market for luxury brands but also an high level production’s country able to export quality to western countries.

In particular chinese brands are more sensitive about local customers needs and approach. If we talk about fashion, we can find high attention in local and frequent campaigns with well framed selection of features for products according with specific preferences for the area where the collection is promoted and sold; if we talk about new collections, in China they much more follows online campaigns than seasons and it’s very important to get ready to face with high demanding and susceptible buyers, always attracted by influencers comments and promotions as long as new designs or promotions. There’s huge and quick demanding of “contents” concerning brands and products and collection and for sure chinese industry is pretty much on right timing to provide such elements.

I think that beyond well known brands that already got nice positioning online and offline as luxury brands (but of course D&G’s debacle remind us that quickness and dynamism can be for sure opportunity for western players as well as tricky playground if not properly managed) this new perception and interest by high spenders for chinese production opens a new way of cooperation on the market for european designers and operators from the fashion industry ( I would like to say european more than american concerning the common opinion about US that China is assuming after some Trump’s declarations).

The attention for chinese investors now are not only on purchasing shares of companies that own important brands with decades of business and fame leaving them to develop on chinese market as “international and well know luxury identity or style”, but they are really much more oriented to cooperate with skilled designers or brands with experience in the field to develop new businesses that can fit with new market needs in terms of freshness, chinese appearance, and brand’s charisma that can get guided by social commerce. (we have to remember that some feedbacks can be collected by users from first tier’s zones as well as different comments can be issued by second or third tier’s zones but it doesn’t mean that luxury can’t be positioned with different volume on each area. It means specific skills and continuous care must be spent in these terms).


Yes, social networks, wechat’s community and campaigns guide towards the right route to build up a successful strategy for new chinese brand with something special (european engine and skills) and specific  tools useful to change quickly something that doesn’t match properly with socialnets, sometimes can be offered with best result by chinese business partner or investor more than being solved with marketing directors that few or never faced with China on proper and specific way.

Marketing online: If China reinvents Milan EXPO…

Chinese people are really interested about Milan EXPO 2015 for some specific reasons: first of all their holistic and circular vision on proceeding of situations in terms of cause and effects inevitably links Milan EXPO as important consecution of successful edition of Shanghai EXPO in 2010, then recently Milan is going be configured as one of most preeminent places for style, design and luxury among european cities.


We should consider that one good selling point about “Italian Dolce Vita” for common chinese visitor would be more  fashion, design and luxury as part of prestigious life than italian tradition about food and gourmet, that’s because China also got important and long tradition for that concerns food and cooking experience. For sure the main topic of this italian edition of EXPO will be a great opportunity to educate chinese visitors about our well framed production of excellences that we can offer as special selection from wide italian gourmet’s scenario.

As international event with some hundreds of  thousands of participations from China (maybe more than 1 million of visitors from China) the occasion is great to boost communication and promotion concerning business ventures in particular for those chinese companies or investors who are improving their operative presence in Europe starting from Italy.  And cause China presents specific own system for those online applications regarding social networks, video sharing platforms, search engines, instant messaging and blogging and all those tools that are necessary to reinforce online marketing, it means that from chinese side it’s going to be created a new image of Milan EXPO on communicating contents and specifications that are useful to introduce chinese vision of EXPO.

In particular if we check some comments in chinese using sina weibo among thousands of “tweets” about Universal Exposition of Milan 2015 we can understand how sceptic they are about completion of pavilions, general organization and logistic issues in Milan comparing with Shanghai 2010.  But chinese operators who are involved in business issues from Europe to China and viceversa are introducing the semester of EXPO as special prosecution of glorious start for  boosting of chinese economy from 2010 and they are focusing on strategical campaign managed on chinese social networks keeping on feature those elements that are more connected with their business purposes than with those analysis could promote Milano EXPO itself.

So we can understand, following a concrete aptitude that is intrinsic of chinese behavior, how is important for italian companies and investors too to plan marketing strategy that should emphasize our presence or brand or business focusing on elements and discussions that have been already set up by chinese people in their structure of communication.

If China doesn’t allow any campaign on Facebook let’s start on practicing contents on Sina Weibo; if it’s not convenient to invest on optimization of keywords, tags and corporate’s web address on Google as search engine, let’s consider to analyze Baidu; if our corporate videos, produced to communicate something to potential chinese partners, cannot be uploaded on Youtube or Vimeo  let’s check the efficiency of YouKu: if we wanna communicate on wide range directly to chinese visitors we should consider to buy campaign on “we chat” or informing them through this instant massaging system about calendar of events will take in Milan during Milan EXPO.


There are already more than 20.000 events collected in EXPO IN CITTA’ official website promoted by Milan City and it’s not easy for sure to put one of them on feature to attract specific target of international users but I think that if China is re-inventing parameters to understand EXPO with online social networks, that could represent a specific solution to underline those events or marketing campaigns we want to manage in behalf of chinese visitors (for specific strategic market’s purposes).

My consulting company with other partnered organizations is already involved on providing marketing services during Milano EXPO for operators from Food & Beverage industry and we’re planning specific onhere's expo tooline and offline promotional contents managed for chinese target. It means we are guiding clients on duplex way: first of all as  offline segment we are providing services to organize small exhibitions and promotional product – placements (promotional corners, gadgets, events, products tasting, educational contents) in some hotels in the center of Milan, on the other hand we are following the chinese way to approach Milan EXPO online, and on doing so we are exactly reinventing campaigns as chinese users are used to do through chinese social media: discussions, word of mouth’s methods, advertising for cultural events with specific sponsors from food and beverage industry, surveys etc everything is perfectly adapted for chinese destination in their online crossing media system.

China represents always challenge and opportunity at the same time. It’s up to you to choose the way to get the best.

Fare Impresa Digitale – Doing Business Digital 2013 – Milano

The notice for the financial support in behalf of small and medium enterprises about ventures on doing business with digital solutions has been confirmed in June 2013 –

An amount of 3 million of euro has been approved from the department for productive policies of City of Milan and has been released to Chamber of Commerce of Milan that will select projects of business development on digital sector presented by SME (the deadline to present the proposals is on 20 of september 2013)

One of the programmes that have been financed  includes special training  provided by Chamber of Commerce of Milan.

The training consist of 5 appointments – 20 companies will join it.

Contents will follow the topics as follows

– Strategy for internationalization’s of companies involved on digital field.

– contracts and international matters concerning property rights

– soft skills: negotiation, cross cultural dynamics, selling online, social networks

– Focus on 2 target market: China & Canada

I will handle three series of contents during my lesson on 28 of september

1) Macro- economic analysis

2) Business Culture (in particular chinese way of communicate “good selling” online)

3) Opportunities for sme in China (new reforms for e-business)


If you are an italian SME and you’re interested to know more about the financed programme in support of doing business on digital field and you’re operative in the City of Milan you can find more info on the following link

see you on 28 of September, i’m sure we’re going to spend nice 4 hours together!


a seguire informazioni desunte dal sito del Comune di Milano

Sono state approvate oggi dalla Giunta le linee guida per la definizione del bando “Fare Impresa Digitale” promosso da Comune e Camera di Commercio di Milano per l’incentivazione dell’impresa e degli investimenti nel settore delle tecnologie digitali, strumento indispensabile per la competitività delle micro, piccole e medie imprese milanesi. A disposizione di singoli e imprese contributi per 3.000.000 euro, di cui 1,6 milioni a carico delle Camera di Commercio di Milano e 1,4 milioni a carico del Comune di Milano, esplicitamente rivolti alle imprese con sede legale sul territorio cittadino.

Le risorse disponibili saranno così erogate: 615mila euro per gli interventi di innovazione tecnologica sostenute da Start-up; 900mila euro a favore di micro, piccole e medie imprese e 1.500mila euro a favore di imprese specificatamente collocate nel settore ITC. Gli interventi di innovazione finanziabili sono quelli per la promozione e la vendita on line di prodotti e servizi, il cloud computing, soluzioni di energy management, creazione di applicazioni a supporto dello sviluppo turistico e culturale del territorio, smart mobility nonché tutti i servizi digitali innovativi basati sull’internet of things (internet delle cose per migliorare la vita degli individui).
Al bando potranno partecipare imprese e reti di imprese con personalità giuridica che, al momento della presentazione della domanda, rientrino nella definizione di micro, piccola e media impresa (MPMI). Spazio anche alle Start-up sotto forma societaria (società di persone e società di capitali) e alle imprese individuali che devono risultare iscritte al Registro Imprese da più di 18 mesi alla data di presentazione della domanda di contributo.
I contributi, a fondo perduto, saranno concessi sino al 50% dell’investimento sostenuto dall’impresa sino ad un massimo di 15mila euro per le start-up; 25mila euro per le MPMI e 30mila euro per le imprese del settore dell’ICT.

Le domande di partecipazione potranno essere presentate a partire dalle ore 12.00 di martedì 2 luglio e fino alle ore 12.00 di venerdì 20 settembre 2013 esclusivamente in forma telematica accedendo al portale e compilando l’apposito modulo.