MILAN, May 20 (Class Editori) - Conversations about the New Silk Road put e-commerce at the center of the business opportunities outlined for Italian companies. This was discussed together with professionals from the legal and finance worlds at the Belt and Road Initiative Talks meeting promoted in Milan by Azimut Capital Management, Dezan Shira & Associates, Studio Previti and Teaweb.
If the major infrastructure projects announced by the Chinese government will have important repercussions on the economic, social and Italian relations for trade and product "we need to change our approach towards an increasingly sophisticated market", explained Andrea Ghizzoni, director in Europe of Tencent, one of the platforms of the Alibaba group, who spoke during the debate.
Despite the recent forecasts of the expenses in the Chinese market estimated by the National bureau of statistics, with sales falling for the first time since 2009, China "still remains the largest market in the world with the greatest growth", the manager pointed out, "but the consumer must be increasingly sought and conquered, involving him consistently".
"For a company is no longer enough to simply be on WeChat, as it was a few years ago, but it must offer an adequate service". According to the Tencent's number one in Europe, "traditional advertising is the only touchpoint that's not able to catch the consumer in search of luxury's interest". Therefore, those who embraced targeted actions will succeed.
"In luxury sector there is no golden rule but I expect more courage in the future brands advertising campaigns. Dior, among the many on WeChat has been very successful offering a tailored gift card: it can be sent as a gift to friends, who will find it directly in their wallet and they can use it to buy something special".
Another unexpected performance "that of Moschino in the last 12 months thanks to its pop approach to communication. Rejecting an advanced digital approach will not only affect the sales channel but your brand positioning perceived as aligned. I think that digital will oblige creativity, marketing and the sales area to work in a much more cooperative way".
Nowadays, Chinese believe that knowing the product has become an element of status. According to Ghizzoni, this opens up different opportunities not only for big brands, "as long as they are able to express themselves through coherent and valuable experiences".
Business opportunities related to the Belt and Road project concern six aspects: Policy dialogue, Transport, Logistics and infrastructure, Trade and investment without obstacles, Financial collaboration, People to people connectivity, Cooperation for Green Development. E-commerce aims to promote cooperation between businesses and consumers in Italy and China, but the MoU will also foster scientific and technological cooperation between Italian and Chinese start-ups.
(Source:Class Editori)
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