Italian Textile Industry: Throw an Embroidered Ball in the Chinese Market

By Ren Yan

Throwing an embroidered ball is an act of seeking marriage practiced by noble family maidens in ancient China. March 2009, the early spring of Beijing saw Italian textile industry's passion for a close relationship with the Chinese market after a global shiverin the freezing economic winter. It is a ball of elegance, quality and sincere cooperation, which is to become larger and more attractive with the stable development of Chinese textile industry and the ever expansion of Chinese consumption market.

Two pavilions: twin-sisters beauty for you

Despite the economic downturn and common gloomy anticipation for "Invigorating Textile Industry, Spring Market Campaign", the Italian Trade Commission (ICE) made an active presence by organizing two oficial pavilions on the same grand scale as last year for International Clothing&Accessories Fair (CHIC 2009) and Apparel Fabrics and Accessories (Intertextile 2009) respectively.

The garment pavilion, covering an area of over 1,000 sqm at the new China International Exhibition Center, struck a pose on March 26th, showcasing woven, knitted, leather and fur garments, as well as accessories for men, women and children from more than 30 garment companies and 40 brands.

Following the four-day CHIC 2009, the sister fabric pavilion unveiled her veil for 50 fabric exhibitors from March 29th to 31st, covering an area of 720 sqm, displaying woven and knitted fabrics for men, women and children.

According to ICE statistics, garments imports increased to $334 million in 2008 from $201 million in 2007, up 65 percent year-on-year. Wool fabrics, cotton fabrics and silk sector imports in the corresponding period all showed increase at different rate, of 20%, 8% and 68% respectively. For Italian Textile Industry, Chinese market is getting more and more important, especially under the current global inancial crisis.

"The economic crisis hit western high-ent consumers much harder than China's high-end consumers." Commented Antonino Laspina, ICE trad commissioner and coordinator. "Although consumer are buying less, they still have quality requirements, and Italian products can meet their needs. These (two fairs) are very good opportunities to promote Italian brands and products to Chinese consumers."

ICE: the committed match-maker

To match a happy marriage, you need to know boththe two people; to establish a successful partnership, you need to understand both the two parties. The Italian Trade Commission (ICE) is busy linking Italian supply and Chinese demand in the two fairs. "We know the characteristics and desires of these Italian companies who come here, and we have been tryingto know how the Chinese companies are operated, what they want and how we can match the two sides. The role of ICE here is to help the two parties establish successful partnership." Explained Alessandro Gerbino Deputy Trade Commissioner of ICE Beijing ofice.

A government agency entrusted with promoting trade, business opportunities, ICE provides companies with information on markets, custom regulation, technical standards, tax and currency, etc. It operates through 117 branch offices in 87 countries over the world. Seven ofices have been established in China-in Beijing, Shanghai, Guangzhou, Nanjing, Chengdu, Hong Kong and the latest Tianjin since two years ago.

"The world is going through so many financia troubles that people have to keep their breath and see what is happening. But in any case, China remains a very important market for us. The Chinese market is changing, and so is the society. More and more consumers show enthusiasm for Italian products: they can afford the goods and also appreciate its elegance and high quality." Statistics from ICE show that China's textile imports in 2008 decreased by 1.5% compared with that in 2007, whereas those from Italia increased by 18%.

Except for Booths of various Italian companies covering half of exhibition hall W3, there is also a booth of Trend area. Textile and fashion expert Bibi Ronchi selects fabrics for 2010 summer trend. "We want to present the Chinese exhibit not only our fabrics of high quality and long tradition, but also the attitude of never ceasing creation."

4US Cesare Paciotti: Suffer not yet our eyes to hunger for your face.

Kahlil Gibran's sentence in The Prophet also applies to the audience's thirsty for an Italian visual art. "We are majoring in clothing design. We came here all the way from Dalian for the fashion show with many schoolmates. We want to feel and learn from the exquisite design." A couple of future Chinese designers could no longer hold their excitement.

March 30th, the last day of China Fashion Week A/W 2009-2010, Italian brand Cesare Paciotti 4US launched a fashion show in D•PARK Workshop. Represented by its famous dagger logo, Cesare Paciotti is originally a luxury brand of Italian shoes, and has now extends its products into every branches of fashion. "The developing model of Cesare Paciotti represents the evolution that many Italian fashion brands have experienced." Said Mr.Lespina, !°What we introduce to the Chinese market is not only the sense of fashion, but also quality and utility. These traits of Italian brands attract Chinese consumers especially in the era of economic turmoil."

The company has two main lines: sophisticated Cesare Paciotti and the more functional Paciotti 4US, aiming at the younger market. In its bold and uninhibited nature, Cesare Paciotti 4US revealed the theme of "City Dream". " ‘City dream' is the combination of elegance and leis In modern cities, neither elegance nor leisure alone makes perfect. Our goal is to make you look graceful even if in casual wear." Present designer Cesare Paciotti explained.

With current outlets in Guangzhou, 4US Cesare Paciotti is preparing for new ones in Dalian and Macao, probably also in Beijing and Shanghai next year. 

Chinese market: treasure or trap?

With a series of polices released to fuel domestic consumption, the considerable basic demand of daily necessities and industrial textiles could still foresee a stable increase, which makes China a luring opportunity for many foreign textile enterprises. However, let us be frank: can this developing country, which is no spare of the financial crisis, assimilate all these "luxury imports" priced a times of domestic brands without any indigestion? Will the price disadvantaged new comers win an edge in the contending for consumers? Will they be reduced to the next victim of intellectual property right violation?

Financial crisis leads to rejuvenation of frugality. But in this round, the consumption philosophy has changed: to save money, but not quality, not taste, nor fashion nor grace. Long past was the time when you could win the market by simply making up a fancy name or fresh logo; so was the time "The cheaper one talks". This new rou is a rivalry of quality and creation, of applying the consumer-oriented values throughout the industria chain.

"Once you know it, you will fall in love with it Once you choose it, you will never regret." Holdin her embroidered ball, Italian textile industry declares in her decent and conident manner.

Counterfeit is a worldwide headache. "We appreciate Chinese government's efforts in recen years concerning cracking down counterfeits and protecting intellectual property rights." Mr. Lespina is confident about the future happy life after throwing the embroidered ball, "One important task for ICE is to communicate and cooperate with the Chinese government, to cope with these problems together."

"And the consumers," he also noticed the progre of Chinese consumers, "They are beginning to resis counterfeits, because more and more could afford the genuine, and they know quality is what they want." 

Everything is possible, provided there is participation. In the global freezing winter, manufacturers and entrepreneurs have been seeking and testing for the best way of mutual benefits. "To warm in each other's arms and share risks" has become a top priority. Yet international cooperation is not a gamble, but a marriage, which can embrace no real happiness unless founded on basis of mutual understanding, admiration, support and tolerance.

Source form China Textile Magazine

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