MILAN, Sep 5 (Class Editori) - The Belt & Road Initiative shapes a new key role for Xi'an, which served as portal of the East already two thousand years ago and today is still at the center of the stage as a conjunction point between China and Europe. Right here, the Chic Group, chaired by Helen Tu, has set up a joint venture, the Xi'an International Community Fashion Town Operation Management Co. Ltd. with Tande Real Estate, a recognized local player, for the development of commercial projects that will see Made in Italy as the protagonist.
Chic, which already manages 20 malls and 15 multi-brand fashion stores, therefore extends its presence to North-Western China, an area still little explored by Italian companies compared to the rest of the country and which envisages very high growth rates. Within the Xi'an High Tech Zone, one of China's most important technology districts, the group is developing the Xi'an International Fashion Town, a complex of about 3 square kilometers designed to become the best possible ecosystem where to grow and enhance creative talents, brands and companies in the fashion-tech sector that are local, national and international.
By the end of 2019, the project will be enriched by an Exhibition Center, a venue for the organization of events. A project provides the construction of a 1.2 km Commercial Street in 2020, which will offer shops, restaurants, services and entertainment to a body of more than half a million consumers in the High Tech district, becoming the main attraction of the area. “I strongly believe in a win-win collaboration between China and Italy that embraces trade, technology, research, culture and tourism,” emphasizes Helen Tu, tireless mind of the operation and managing director of the joint venture. “The mission of our group in Xi 'an is to bring the excellence of Made in Italy and the Italian lifestyle in the North West of China. As part of our project, Italian brands will be able to get in touch with a target of Chinese consumers who are particularly interested in fashion and the new frontiers of creativity.”
For many companies - emerging or established - which represent the Made in Italy excellence in the field of fashion, lifestyle and technology innovation, new development scenarios are opened in China. The project will provide concrete strategic support to enter the Chinese market, including access to online and offline channels, assistance in starting up the business, help to find funding and additional support policies. Among the benefits reserved for companies that will be selected to be part of the platform, there are also areas of visibility, intercultural marketing mentorship and access to a distribution network of their products.
In a logic of bilateral exchange, these services are implemented through a real Fashion Hub, are also offered to Chinese talents interested in international markets. Already last February, thanks to the partnership with the National Chamber for Italian Fashion, Fashion Town promoted the participation of six young Chinese designers at the prestigious Milan Fashion Week.
But the projects underway in Xi'an go beyond fashion. Together with the Italy China Foundation, Chic Group will set up a Cesif observatory in the city of Xi'an to carry out and promote research, statistical analysis and conferences at the service of the Italian entrepreneurial system that intends to extend its presence in the area, but also of Chinese companies interested in our country; also, a campus of the Permanent Education School which includes, among other things, Italian courses, intercultural exchange courses and business etiquette because, as Helen Tu explains, “intercultural education is the key to success in business and to avoid risks of misunderstanding. Knowing the history, culture and position that China and Italy have today in the world and the language is of fundamental importance. In the Chic Group we have a team of Italian professionals residing in China who helps us to dialogue with companies and institutions in your country.” (All rights reserved)
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