MILAN, Dec. 13 (Class Editori) — China is preparing to host the Winter Olympic Games and it is time for Tecnica Group, one of the major international winter sports equipment companies active in China since 2005 with a sales branch located in Beijing, to reap the benefits of its investment.
"In this country, the winter sports market represents a highly technological and innovative niche, in which our sports equipment brands, namely Nordica, Tecnica and Blizzard, have carved out an important role," Alberto Zanatta, Chairman of the Group which generates about 5% of its turnover in China, explained. "In the winter sports sector, we are the only Italian company with a branch in China: this gives us greater strength and credibility with our customers, and at the same time allows us to better understand the market and its development".
Remigio Brunelli, Managing Director of Tecnica Group China who works in the Beijing office, explained that western people stereotypically consider Chinese consumers to be unconditional lovers of Made-in-Italy goods. "Our office here in Beijing, with a predominantly Chinese staff, allows us to identify market needs in a more concrete way. In our opinion, today Chinese consumers are mature, aware, particularly demanding and know how to untangle themself between physical and digital opportunities".
According to Brunelli, in order to satisfy this kind of consumer and succeed in a highly competitive and rapidly evolving market, companies must be ready to create new B2C opportunities, inter alia by integrating traditional sales with solutions such as flagship stores, pop-ups, showrooms and themed locations for the winter season or by reaching partnerships with brands and organizing events. Moreover, they must improve customer service by providing immediate, quality assistance, so as not to undermine their reputation.
The goal is first to invest in consumers' brand awareness and only then convince them to buy. "In China, sport is a destination: sports enthusiasts are willing to travel even long distances to practice, and for Italy this could translate into many Chinese tourists skiing in the Alps and buying equipment there, choosing brands they trust," Brunelli added.
In order to understand long-term trends, Tecnica Group finally explores the implications of Beijing's new Five-Year Plan. "Sports play a crucial role in the formation of new generations, and this this will bring them closer to the practice of sports and especially outdoor activities in the future, since this goal is combined with initiatives concerning environmental sustainability. Tecnica Group strongly believes in the development of the 'sports system', in which it intends to play a leading role," Zanatta concluded.
The growing number of collaborations between the two countries is encouraged by both Beijing 2022 and Milan-Cortina 2026 Olympic Games and by 2022 Italy-China Year of Culture and Tourism. Last month, the European Union Chamber of Commerce in China (EUCCC) signed a five-year agreement with the General Administration of Sport of China to cooperate in the development of sports activities and to promote sports-related businesses and events until Milano-Cortina 2026 Winter Olympic Games. Tecnica Group is one of the six brands launching the EUCCC Sports Forum (of which Brunelli is also Vice Chairman), together with Technogym, Adidas and Intersport.
(Source:Class Editori)
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