The fourth edition of Salone del Mobile.Milano Shanghai attracted to SEC, the Shanghai Exhibition Center, over 20 thousand visitors, selected operators interested in learning the best of Italian production and design.
The Salone del Mobile.Milano Shanghai is in fact an event increasingly recognized throughout China and therefore is also a fundamental stage for Italian brands looking to the East.
The event presented the proposals of 127 exhibiting companies, including 25 new brands, proposals that demonstrate the level of quality, craftsmanship and technological innovation achieved by Italian companies. These characteristics are in fact appreciated by a new generation of young Chinese under 40, globalized and hyper-digital, which is now the privileged target of the high-end market. A generation in further growth that loves above all Italian design and is looking for unique, “original“ products.

Salone del Mobile.Milan Shanghai: a winning formula

The rich programme of business and high level cultural debates has aroused the interest of many participants: the three Master Classes have been sold out with more than 2000 Chinese. Three big names in international architecture and design such as Rodolfo Dordoni, Patricia Urquiola and Ferruccio Laviani and equally talented Chinese designers, Li Hu, Zhao Yang, Chen Fei Bo, shared their professional and design experiences and took stock of the state of the art in the sector.
The fourth edition of the SaloneSatellite was also held, involving 53 young Chinese designers.
Once again, the organisers were very satisfied. Claudio Luti, President of the Salone del Mobile, explained how China is in a particular historical moment in which it can afford innovation, quality and beauty, elements typical of Italian products. For this reason, Italian entrepreneurs must persevere on the road to meeting and dialogue, focusing on concreteness, constancy and creativity and working as a system between companies in the sector and institutions to expand credibility and achieve positive results.

Italy, the leading furniture supplier on the Chinese market

The export of Italian furniture to China grew by 8.97%, reaching a new peak of 531 million euros in 2018. Despite a drop in Chinese furniture imports from the main exporting countries, this year Chinese customs statistics reveal that Italy is further consolidating its top position among foreign suppliers with an increase of 4.63% in the value of 404 million euros from January to September 2019, while Germany loses 17.13%.
“Siping a glass of Italian wine on an Italian sofa while wearing exclusive fashion accessories is what Chinese Millennials are increasingly aspiring to“: said Gianpaolo Bruno, Director of the Italian Trade Agency Office in Beijing and coordinator of the ITA-ICE offices in the People's Republic of China and Mongolia.
Today China is the second largest non-EU market in the wood-furniture sector after the USA and one of the countries with the highest development potential for the sector. Italian exports have grown steadily and in 2018 registered a +12%.
The Chinese market has enormous potential, as Foreign Undersecretary Oscar Scalfarotto, who was present at the event, declared: “Furniture is one of the most representative sectors of Made in Italy, in which the creativity, professionalism and continuous innovation of our companies contribute to promoting the best of our 'know-how'. Thanks to the action of the Government and the commitment of all the actors of the Country System, we were able to enhance the culture of design and high Italian quality in a complex but stimulating market like China.