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CLASS

Ecco l'Italia: in this way, Made in Italy is sold in streaming

November 11, 2020


Abstract : The appointment Ecco l’Italia in Shanghai has been successful: it has been conceived by China Media Group with the support by the Italian Embassy in Beijing and the Italian Chamber of Commerce in China to celebrate 50 years of diplomatic relations.

MILAN, Nov. 9 (Class Editori) - Made in Italy products worth more than €4.7 million were sold in two hours on Tmall, with 21 million views.  These are the results of Ecco l'Italia, an event conceived by China Media Group with the support by the Italian Embassy in Beijing and the Italian Chamber of Commerce in China. This is the first streaming sales event dedicated to Italian products organized in China. The occasion is the 50th anniversary of the establishment of diplomatic relations between the two countries

The brands on sale were Moschino, Golden Goose Deluxe Brand, De'Longhi, Barilla, Acqua Panna, Marvis, Acqua di Parma, Rilastil. Over the last two years, there has been a rapid development of streaming sales in China, a way that has promoted a new consumer experience and allowed to explore new channels for quality products and with better after-sales services. Cities' lockdown did not affect streaming sales this year; conversely, it has become a major way to stimulate consumption and boost economic recovery in China.

The promotion of Ecco l'Italia has been entrusted to two Chinese celebrities, Kang Hui, influential anchor of China Media Group, and the best beauty influencer in China, Austin Li, known as Lipstick King, able to sell 15 thousand lipsticks in five minutes, with a record of 2,28 million yuan of cosmetics in a second.

"Made in Italy products, not only luxury products but also daily goods such as pasta, are the expression of a lifestyle. They represent the Italians' passion for life", Kang Hui recalls, "Italians know how to discover every beauty of life". And Austin affirmed then: "I would like to have more opportunities to introduce Made in Italy to the Chinese audience, both fashion, clothing and more".

With the COVID-19 outbreak, which is not under control in Italy yet, the organizers hope that streaming sales will contribute to economic exchanges between the two countries. "This is an excellent event that helps the promotion of Italian products on the Chinese market: food, fashion and, in general, all Italian brands," the former Undersecretary of Commerce, Michele Geraci, has said. "In China, the online sector accounts for more than one third of the market. E-commerce is therefore a great opportunity to exploit."

The event was organized in the context of the third edition of the China International Import Expo, which saw the participation of nearly 50 companies included in the Fortune 500 list. The Italian participating companies are 82, as the Italian Ambassador- Luca Ferrari- has stated. A considerable effort, he added: "These are all companies active in China which have participated with local staff", as the diplomat has added, "I may say that it is an important presence from Italy". In the last years, economic and trade exchanges between Italy and China have continued to grow. According to Chines customs' data, trade volume has amounted at $54.8 billion (+1.2%), of which 21.4 billion of Chinese imports from Italy, with an increase by 1.7%.

Between January and September, COVID-19 has caused a drop by 4.5%. However, the Import Expo should act as an important platform to revive exchanges. The ICE Head of Shanghai's Office- Massimiliano Tremiterra- has talked about this topic. "CIIE is an event of extraordinary importance which strengthens economic and trade relations between China and the rest of the world. I believe that these 'digital' side activities may contribute to better spread the message of this exhibition to many Chinese citizens who are not in Shanghai and could not participate. I thank you for having conveyed this message of economic collaboration to the whole China".

Therefore, the sale in streaming, organised in the Shanghai Bund, has been useful to combine CIIE and the e-commerce. In countertendency compared to the drop in "off-line" sales, in the most difficult period of the pandemic, e-commerce has experienced a high growth, which has made it an important driver for the economic recovery in China.

In the first three quarters of the year, retails through e-commerce channels have exceeded ¥ 8,000 million (€1,000 billion), with an increase by 9.7% on annual basis. Chinese economy has been able to grow thanks to the e-commerce development and, in the meantime, has continued to expand the opening in digital economy and Internet fields, by promoting the fast expansion of cross-border e-commerce together with other new business formats and models.

This action proves the Chinese decision to turn its own huge market of 1.4 billion people into a global market. "This is a unique occasion to present the Italian quality which is renowned worldwide and can be found in technology, taste, innovation and style sectors", as Giulia Gallarati- Secretary-General of the Italian Chamber of Commerce in China- has pointed out, "with an advanced platform which allows us to reach many Chinese friends in love with Italy". (All rights reserved)

(Source: Class Editori)

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