Italy Magnified Recruitment To Attract Chinese Consumers Who Love To Shop Abroad.

Among the most popular fashion, beauty and lifestyle sharing apps in Chinese young people, search for "Italy" can get about 300000 feedback results.

The top posts include Audrey Hepburn (Audrey Hepburn) worshipers who want to recreate the photo plan of the classic scenes of Roman Holiday, and the skills to buy things through loyalty programs in Italy department stores. Another user shared the experience of burglary in Italy. According to @qveve, the key is to avoid wearing luxuriant clothes and immediately bring luxury shopping bags to the hotel after each crazy shopping.

According to the Ctrip survey conducted by China tourism service company, Italy ranked second last year in customized tourism and regular European tours, behind Russia in the world cup. For many Chinese tourists, the violence caused by the "yellow vest" protests in France may be the reason for Italy's ranking.

"We do not have any heated political disputes now, so more Chinese tourists are willing to travel to Italy," said Giorgia Cantarini, author of the Italy edition of L Officiel. Although Italy's economic stagnation and populism divide are very serious, they have not yet had a negative impact on tourism. This is completely different from other popular destinations in Chinese consumers.

"Tourists in other places must be affected by the factors of instability," said Mario Ortelli, executive partner of the company.

It's not just European cities. Earlier this month, Beijing also issued a travel warning to the United States. It was reported that Chinese tourists were interrogated and harassed at the US customs. For many people, similar situations can make plans change. Nielsen and Alipay's survey of outbound tourism and consumption trends in China showed that 47% of Chinese respondents said that security issues would affect their destination choices.

When facing the choice of destinations which are more risky or relatively hostile, Italy has become the ideal new favorite of many Chinese luxury consumers.

Italy retailers benefit from increased Chinese consumers

The Buzz Travel survey showed that the total volume of Chinese consumers' transactions in Italy increased by 188% between 2017 and 2018. Planet Payment data on China's Spring Festival show that sales in France and the United Kingdom dropped by 9% over the same period last year, while Italy increased by 22% over the same period last year.

In addition to tourism and retailing, there is still greater power to play its role. President Xi Jinping proposed the trillions of US dollar initiative to build new silk road with China's investment power. In March this year, Italy became the first group of seven countries to support the ambitious plan. A few days later, Ctrip with 3 million registered users signed a strategic cooperation agreement with the Italy Tourism Bureau and Italy local destination and Tourism Association. Sun Jie, chief executive of Ctrip, described the company as a modern "Marco Polo", bringing the world's most economically powerful outbound tourist to Italy's cultural industry.

In 2018, 8.7% of Chinese citizens held passports, but by 2020, the number of holders of passports is expected to double.

According to data from China online travel platform, the number of searches in Italy increased by 28% in that month. "We are optimistic about the growth of tourists in Italy, especially after President Xi Jinping's visit earlier this year," a spokesman for Ctrip said to BoF.

Encouraged by the consumption of luxury goods and tourism in China, the number of tourists in Italy in the coming months is expected to continue to increase. Although Ctrip records show that the number of Chinese tourists to Italy last year has reached about 2 million, but this figure is expected to soar again. It is estimated that 8.7% of Chinese citizens hold passports in 2018, but the number of passport holders is expected to double by 2020.

As more and more Chinese tourists go to Italy, retailers and luxury brands will generally benefit. Because according to Bain & Company, Chinese luxury consumption accounts for about 1/3 of the world's total, and 73% of its consumption behavior occurs abroad.

Italy retailers have responded to this luxury demand, for example, La Rinascente and other companies launched WeChat account and Mandarin language services, and supported mobile payment platforms such as WeChat and Alipay. Even online participants are hoping to get a slice of it: last month, Luisa Via Roma, a luxury e-retailer in Florence, entered into a partnership with China's e-commerce giant monastery, a key step towards China's luxury market.

Chinese design ascends from Italy to the world stage

So far, luxury consumption has always been the core topic, but it is only part of the Sino Italian relationship. Some market participants hope that the balance can be balanced.

"When we talk about China, we will see it as a key market for Italy and the global fashion industry, but it is not just a consumer market that is interested in western fashion. That's too narrow. " Lapo Cianchi, general manager of Pitti Immagine, said.

Pitti Uomo men's wear exhibition designer from China, the host country.

This month, Pitti Uomo, the men's wear exhibition, joined hands with China's ten most popular men's wear brands to take part in Florence's "host country" project jointly organized by Shanghai fashion week and Chinese designer incubator community Labelhood.

"The first appearance of this (clothing festival) proves that the Chinese are ready to enter the international market. China will prove to the world that they can not only become a manufacturing country, but also develop excellent designers and win the love of young customers. " Riccardo Grassi showroom with the same name, said the founder.

In the "host country" venues, the designer lineup of works and strengths to the global media and buyers includes the winners of the BoF China prize winners Pronounce and Staffonly, Nova 8on8 and Danshan. In addition, there are also photographer Leslie Zhang, who attracts more than 3000 people to visit the museum every day.

Pronounce's fashion show marks the first time Chinese designers have stepped onto the Pitti stage. The show's model is denim and silk printed with the Terracotta Army in Xi'an, and the latest logo denim of the brand.

In addition to Liu Xinxia of Labelhood, Vito Plantamura, general manager of V/Collective, also participated in the project, aiming to solve the problem that the fashion industry in Italy lacked the participation of Chinese designers. "I have lived in China for many years, and whenever I talk about the local fashion industry, I hear people say that it is not a level with Europe, which makes me feel tired." Plantamura believes that for the wider global trend, it is now a good time for Pitti Uomo to pave the way for strengthening Sino Italian relations. "The choice of guest countries involves not only design or fashion, but also other factors that make this project mature."

The design of Pronounce on Pitti Uomo shows the picture.

Cianchi believes that changes have taken place. "The fashion industry in Italy has been more aware of the fact that China's production pattern is not single. I think this has become clearer in the past 35 years."

But in this circle, many people's impression of Chinese products still stays in the past. "The label" made in China "is still not getting rid of the negative image. I think it will take years to convince people that Chinese designers do not use inferior materials and backward production technology," Cantarini said.

At the same time, such a Pitti event may be the key to ensure that Sino Italian relations benefit Chinese designers and Italy brands. "There is a lack of information between China and Italy, and we need to create more links for them. I think similar activities are good solutions." Plantamura added.