MILAN, June 16 (Class Editori) -- This year, the made in Italy furniture and design supply chain had to give up to Salone del Mobile due to the pandemic, the brand which has been launched by Milan and has become the most important showroom of the industry worldwide; therefore, it is actively focusing on the Chinese market, in order to foster the recovery.
This week, Fuorisalone digital, the online platform organized by Salone del Mobile, has launched a TV channel dedicated to China with two social media: Wechat, the most used social media by the Chinese audience, with 1.1 billion active users per month, and Weibo, which is focused on microblogging, short videos and livestreaming.
A collaboration agreement with the Creative week of Shenzhen has been recently signed, one of the design capital cities worldwide, with more than 6,000 companies active in the sector. Moreover, the main design areas, Brera design district, Isola design district, and Tortona rocks - the latter is represented by Design through - have displayed capsule editions which talk about paths concerning manufacturing, circular economy, sustainability and technology.
On the product side, among the growing trends, the most significant one is homeworking, in terms of furnishings, solutions and integrated technology. The experience which has been lived in these months has led to new needs: a work station at home, which has to be comfortable, flexible and can be shared with other family members.
In the meantime, important brands are equipping themselves in order to relaunch their image. Natuzzi, which closed the financial statement of 2019 with a turnover of €387 million, has used the quarter hit by the pandemic in order to design a new company path, where environmental and social sustainability are at the basis of future development.
"The COVID-19 experience, forced us to think and allowed us to rediscover our values", as Pasquale Junior Natuzzi- Chief creative & Marketing officer but also Regional Manager emerging market of the company established by his father in 1959 in Santeramo in Colle (Province of Bari) - has explained to MFF. "The recovery is fundamental and many countries, China first, are proving to have the strength needed to recover in record time".
In the former 'Celestial Empire', Natuzzi brought his Fuorisalone, which was traditionally designed in via Durini areas, in Milan, with an event in Shanghai. "In these months we have worked to build an ad hoc event for the market which would have been the first to start the recovery. We have exploited technology in order to plan activities, evaluate scenarios, reorganize our commercial calendar and keep a direct line with all the partners by creating also a virtual and permanent workplace", as Natuzzi has explained: "China has confirmed our expectations, it has been the first country to restart and now there is a physical experience again, with the introduction of all the novelties: we have created a seamless event between virtual and real. On one side, we have organized our normal meeting in digital form, on the other we have introduced in our two flagship stores in the city all the novelties of 'The Circle of Harmony' collection", as Natuzzi has added.
"Moreover, with our global presence, we have intercepted the most resilient economies and if the USA, the UK, Russia and Turkey will need more time and attention, East Europe led by Czech Republic, Scandinavian area and Switzerland are in the midst of recovery".
Lastly, in terms of product, Natuzzi Italia is continuing its development path by relying on the creativity of the most advanced brands, among which there are Claudio Bellini, Mauro Lipparini, Maurizio Manzoni, Paola Navone and for the first time, the Marcantonio, Fabio Novembre and Nina Zupanc proposals. In addition to product designers, there is the line of fabrics signed by the Dutch Textile Innovation studio ByBorre.
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