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Milano unica cina – a successful event

Milano unica cina – a successful event Source:
Date: 03-11-2012
Visits: 214
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Second edition of Milano Unica Cina closed in Shanghai. It was organized  in collaboration  with  ICE, the Italian  Agency  for  Foreign  Trade,  which  promotes  the internationalization of Italian businesses,  and held in the context of Intertextile, the world’s biggest textile trade fair, promoted by Messe Frankfurt and CCPIT TEX. From October 22 to 25, the stands in the pavilion reserved for Milano Unica Cina received over 3,000 visitors (+50% against the March edition in Beijing).

Most of the 124 textile exhibitors who participated were satisfied with the results. Some experiences stood out, however, especially for exhibitors who had never participated in a trade fair in China before and who are preparing to enter the Chinese market on a regular basis. For example, the following comment from By Michelangelo Nuovi Bottoni: “Obviously, we had some expectations, but the contacts we made went well beyond our rosiest projections.”

“The fact of having shown – remarked Silvio Albini, President of Milano Unica – some small companies that if we pull together as a team, it is possible to tackle a market that presents some obstacles, like China, is a source of considerable satisfaction to me. We haven’t just introduced a lot of companies to China, however:  above all, we have designed a model for presenting our textiles, with an elegant décor, a select audience, attention to detail and exclusive services, presenting not just a long-term marketing model but the concept of the Italian lifestyle itself.” 
Fully aware of the fact that the Chinese market, rich and complex and offering multiple opportunities, must be faced with a long-term outlook, Milano Unica has signed a memorandum of intent with Messe Frankfurt and CCPIT TEX, the Chinese association of textile and apparel companies, for the organization of Milano Unica Cina, as part of the editions of Intertextile in Beijing (March) and Shanghai (October). The parties have committed themselves to extending this partnership until the Spring of 2015.The agreement was signed at a jam-packed press conference by the President of Milano Unica, Silvio Albini, the executive Vice President of CCPIT TEX, Xu Yingxin, and a member of the Executive Committee of Messe Frankfurt, Detlef Braun. 
“I am certain – said Xu Yingxin – that this collaboration will lead to great things for all the partners involved.”  Silvio Albini and  Deflet Braun  both expressed the hope that “This memorandum is only the first step in a far longer collaboration.”

On the evening of Tuesday, October 23, in the extraordinary setting of the Shanghai Italian Centre, the pavilion  that  hosted  the  Italian  participants  in  the  Shanghai  Expo  of  2010  so  successfully  and  was  then converted to an exhibition center for high-end fairs featuring Italian excellence in design, art and culture, more  than  1,500  people,  including  many  personages  from  Shanghai’s  art,  culture  and  celebrity  circles, attended the fashion show of the ON STAGE project.

The project’s goal is to serve as a bridge between Italy and the new China, in a face-off featuring three Italian stylists (Marco De Vincenzo for women’s wear;  Andrea Pompilio and Camo for menswear) and three Chinese designers (Huishan Zhang  for women’s wear;  Vega Zaishi Wang  and Xander Zhou  for menswear), chosen because of their ability to reinterpret local styles in an original way.
“On Stage  –  Silvio Albini  explained in presenting the evening’s program –  is not just a showcase for tomorrow’s designers. It is also a way in which we build, fair after fair, genuine operative collaborations  combining  the  excellence  of  Italian-made  textiles  and   accessories  and  the  most  talented  young  stylists  worldwide.”
“As far as these four days in China’s  economic capital city  – concluded the President of Milano Unica – I am more than satisfied with the results achieved on and off the fairgrounds, thanks also to the valuable  collaboration provided by ICE ‘s Shanghai office. All this motivates us to do even better in the coming editions, both in terms of providing services to our exhibitors and keeping the overall image of our presence in China at a high level.”
The next edition of Milano Unica Cina will be held in Beijing on March 27- 29, 2013. 
The Ministry of  Economic  Development;  ICE,  the  agency  that  promotes  Italian  businesses  abroad  and  their internationalization; SMI, Sistema Moda Italia, a federation of textile and fashion firms; ITEMA, 150 years of experience in the manufacture of high technology textile making machines; DHL, world leader in domestic and international express courier services; INTESA SANPAOLO, Italy’s largest banking group and one of the first in Europe, which, thanks to its established strategic presence on the Asian markets, is in the position of acting as the primary interlocutor for all Italian businesses, and particularly for those in the textile and fashion sector who intend to increase their competitivity and expand their presence in China. To all of them Milano Unica extends its thanks.
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