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Milano Unica Cina – a successful event
Nov '12
Second edition of Milano Unica Cina closed in Shanghai. It was organized  in collaboration  with  ICE, the Italian  Agency  for  Foreign  Trade,  which  promotes  the internationalization of Italian businesses,  and held in the context of Intertextile, the world’s biggest textile trade fair, promoted by Messe Frankfurt and CCPIT TEX. From October 22 to 25, the stands in the pavilion reserved for Milano Unica Cina received over 3,000 visitors (+50% against the March edition in Beijing).

Most of the 124 textile exhibitors who participated were satisfied with the results. Some experiences stood out, however, especially for exhibitors who had never participated in a trade fair in China before and who are preparing to enter the Chinese market on a regular basis. For example, the following comment from By Michelangelo Nuovi Bottoni: “Obviously, we had some expectations, but the contacts we made went well beyond our rosiest projections.”

“The fact of having shown – remarked Silvio Albini, President of Milano Unica – some small companies that if we pull together as a team, it is possible to tackle a market that presents some obstacles, like China, is a source of considerable satisfaction to me. We haven’t just introduced a lot of companies to China, however:  above all, we have designed a model for presenting our textiles, with an elegant décor, a select audience, attention to detail and exclusive services, presenting not just a long-term marketing model but the concept of the Italian lifestyle itself.” 
Fully aware of the fact that the Chinese market, rich and complex and offering multiple opportunities, must be faced with a long-term outlook, Milano Unica has signed a memorandum of intent with Messe Frankfurt and CCPIT TEX, the Chinese association of textile and apparel companies, for the organization of Milano Unica Cina, as part of the editions of Intertextile in Beijing (March) and Shanghai (October). The parties have committed themselves to extending this partnership until the Spring of 2015.The agreement was signed at a jam-packed press conference by the President of Milano Unica, Silvio Albini, the executive Vice President of CCPIT TEX, Xu Yingxin, and a member of the Executive Committee of Messe Frankfurt, Detlef Braun. 
“I am certain – said Xu Yingxin – that this collaboration will lead to great things for all the partners involved.”  Silvio Albini and  Deflet Braun  both expressed the hope that “This memorandum is only the first step in a far longer collaboration.”

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