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CIFF SHANGHAI 2018 2019

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PIETRO FERRARI

A changing market

WE PUBLISH IN THIS ISSUE OF ON STAGE A REPORT FROM THE CIFM OF SHANGHAI REALIZED ON THE FIELD BY SONIA MARITAN. THE FRAME IS THAT OF AN INDUSTRY INCREASINGLY ATTENTIVE TO MORE ADVANCED TECHNOLOGIES AND MORE SOPHISTICATED PRODUCTION METHODS, STARTING TO FIGHT ON EQUAL TERMS WITH THE MOST PRODUCTIVE PRODUCTION COMPANIES. AT THE SAME TIME, THE AVAILABILITY OF VAST TANKS OF CHEAP LABOR, IN THE CHINESE TERRI-

TORY, BUT ALSO IN THE SURROUNDING ECONOMIES, FIRST OF ALL VIETNAM, ALLOWS TO OBTAIN AN UNIMAGINABLE COMPETITIVE ADVANTAGE IN ADVANCED ECONOMIES. OF COURSE, THE COMPETITION ALSO GROWS SIGNIFICANTLY AMONG ASIAN COUNTRIES, EVEN IF A CAREFUL READING OF OWNERSHIPS AND CORPORATE CAPITALS DRAWS A MORE NUANCED AND COMPLEX SCENARIO CHANGING THE STATISTICAL WEIGHTS OF THE VARIOUS COUNTRIES.

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THE COMBINATION OF LOW-COST LABOR, STATE SUPPORT, THE AVAILABILITY OF RAW MATERIALS AT FAVORABLE PRICES AND A MORE AND MORE PRONOUNCED PRODUCTION EFFICIENCY ALLOWS US TO FORECAST FOR THE FUTURE AN INDUSTRIAL SUPER-POWER IN THE FURNITURE SECTOR AS IN MANY OTHER SECTORS .

THE TRANSFER OF TECHNOLOGY FROM OLD EUROPE TO THE EASTERN WORLD IS NOW A COMPLETE FACT AND ADVISES A RETHINKING OF THE DYNAMICS AND MARKET CHOICES, IF WE WANT TO AVOID THE RISK OF CONFINING THE EUROPEAN PRODUCT IN A "CRAFTSMANSHIP" DIFFICULT TO SUSTAIN FOR AN INDUSTRIAL WORLD NEEDING NUMBERS.

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China changes the markets FROM SHANGHAI A NEW APPROACH TO TECHNOLOGY FROM 9 TO 13 SEPTEMBER, AT THE SAME TIME AS CIFF SHANGHAI 2018, TWO PAVILIONS OF THE NATIONAL EXHIBITION AND CONVENTION CENTER (SHANGHAI) IN HONGQIAO HOSTED THE FIRST EDITION OF THE SHANGHAI INTERNATIONAL FURNITURE MACHINERY & WOODWOR-

KING MACHINERY FAIR. THE PAVILIONS WERE CROWDED, CONFIRMING THAT IT WAS A GREAT IDEA TO COMBINE THE SHANGHAI AND BEIJING SHOWS INTO ONE SINGLE EVENT. CIFF SHANGHAI 2018 WAS THEREFORE THE BEST POSSIBLE PLATFORM FOR AN EVENT THAT, TOGETHER WITH THE MARCH EDITION IN GUANGZHOU, PUTS ITSELF FORWARD AS THE TRUE TECHNOLOGY CAPITAL OF CHINA. THIS IS A SIGNIFICANT DUO: ONE SINGLE ENORMOUS SHOW STRUCTURED INTO TWO DIF-

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FERENT EVENTS IN ORDER TO MEET THE NEEDS OF A CONTINUOUSLY GROWING INDUSTRY THAT KEEPS A KEEN EYE ON THE MOST INNOVATIVE SOLUTIONS. SO, A NEW CALENDAR IS TAKING SHAPE. MARCH IN GUANGZHOU, WHERE THE FURNITURE INDUSTRY TECHNOLOGY AND SEMIPROCESSED SEGMENTS (CIFM-INTERZUM GUANGZHOU) ARE HANDLED IN COLLABORATION WITH KOELNMESSE. WHILE IN SEPTEMBER IT IS THE TURN OF SHANGHAI, WHERE CIFM (CHINA INTERNATIONAL FURNITURE MACHINERY), AN EVENT DEDICATED TO THE TECHNOLOGIES, AND THAT WAS ALREADY

PART OF CIFF, ALSO NOW INCLUDES THE WOODWORKING AND FURNITURE MANUFACTURING EQUIPMENT AND THE INTERNATIONAL EXHIBITION ON WOODWORKING MACHINERY SUPPLIES AND ACCESSORY, BETTER KNOWN AS THE “BEIJING WOODWORK FAIR”. BUT LET’S GET BACK TO THE “INAUGURATION” OF THE SHANGHAI INTERNATIONAL FURNITURE MACHINERY & WOODWORKING MACHINERY FAIR, WHICH, AS MENTIONED ABOVE, ATTRACTED AN ENDLESS FLOW OF INDUSTRY OPERATORS. IF WE CONSIDER THAT CIFF RECORDED A TOTAL NUMBER OF 146,419 VISITORS FROM MORE THAN 200 COUNTRIES AND REGIONS

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(37% MORE THAN IN 2017), IT IS EASY TO APPRECIATE THE CONTRIBUTION MADE BY PAVILIONS 7 AND 8, HOUSING THE MACHINERY AND INSTALLATIONS (MANY OF WHICH OPERATIONAL), AND VISITED BY 33,802 PROFESSIONAL OPERATORS. THIS “FAIR INSIDE A FAIR” WELCOMED A TOTAL NUMBER OF 395 EXHIBITORS, OF WHICH 75 FROM ABROAD. A FULL RANGE OF MAJOR INTERNATIONAL BRANDS WERE REPRESENTED, PROPOSING ADVANCED TECHNOLOGIES TO OPERATORS WHO ARE INCREASINGLY COMING TO GRIPS WITH THE NEED FOR NEW AND MORE POWERFUL TOOLS WITH WHICH TO PRODUCE QUALITY ITEMS AND REDUCE THE UTILISATION OF MANPOWER.

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ALL THE MAJOR INTERNATIONAL NAMES WERE PRESENT - FROM HOMAG TO BIESSE, FROM SCM TO WEINIG, FROM SIEMPELKAMP TO WEMHOENER - TOGETHER WITH THE MOST NOTEWORTHY CHINESE MANUFACTURERS AND OPERATORS – NANXING, JINAN RESTAR, YALIAN, FOMA GROUP, SWPM, LMT, RUIWUDI, LEKE, HUAJIAN, YUANTINA, LIANROU, HENGKANG, FUYI AND ZINQUNLI. IN SHANGHAI THESE CHINESE COMPANIES ONCE AGAIN DEMONSTRATED THE ENORMOUS STRIDES FORWARD MADE IN THE LAST FEW YEARS, AND WE SHOULD BE READY TO SEE THEM INCREASINGLY MORE OFTEN IN THE INTERNATIONAL SETTING. IMPORTANT PATRONAGE WAS PROVIDED BY EUMABOIS (FEDERATION OF THE EUROPEAN ASSOCIATIONS OF MANUFACTURERS OF WOODWOR-

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KING AND FURNITURE MACHINERY AND TECHNOLOGIES), WHICH ATTENDED SHANGHAI, AND WHICH IS COLLABORATING CLOSELY WITH THE ORGANISERS OF THE SHANGHAI AND GUANGZHOU EDITIONS IN ORDER TO DELINEATE AREAS OF COLLABORATION FOR THAT COULD GENERATE EVEN MORE SIGNIFICANT RESULTS FOR THE EXHIBITORS, VISITORS AND ORGANISERS. TWO TOPICS EMERGED PARTICULARLY STRONGLY IN SHANGHAI. ON ONE HAND, THE SEARCH FOR SOPHISTICATED MACHINERY AND INSTALLATIONS, ABLE TO ENSURE THE QUALITY OF THE FINISHING AND THE DETAILS, AND WHICH IS SUPPORTING THE AFFIRMATION OF HIGH QUALITY

“MADE IN CHINA” MANUFACTURING. THIS ASPECT WAS CLEARLY VISIBLE IN THE PAVILIONS DEDICATED TO FURNITURE AND IN THE INTERESTING INITIATIVES DEDICATED TO CHINESE DESIGN AND TO THE IMPROVED CHINESE PRODUCTION PROCESS. WHILE ON THE OTHER HAND, A LABOUR MARKET EXPERIENCING RISING SALARY COSTS, AND THEREFORE INCREASINGLY CONVINCING CHINESE COMPANIES TO TURN TO THE CHEAPER VIETNAM FOR CERTAIN PARTS OF THEIR PRODUCTION. IF ON ONE HAND THERE IS EMERGING DEMAND FOR TECHNOLOGIES THAT CAN PRODUCE EVEN “WITHOUT SUPERVISION”, ON THE OTHER HAND, IT IS ESSENTIAL TO EM-

PHASISE THE DEFINITE LEAP IN QUALITY ACHIEVED BY MACHINERY PRODUCED IN CHINA, AND WHICH IN MANY CASES HAS BRIDGED THE TECHNOLOGICAL GAP WITH MORE MATURE MANUFACTURING SYSTEMS. NEXT EDITION OF CIFM WILL BE HELD IN GUANGZHOO ON 28-31 MARCH 2019.

CHINA PROTAGONIST OF THE MARKETS DURING THE FRANTIC DAYS OF CIFF SHANGHAI, WE HAD THE OPPORTUNITY TO MEET SEVERAL INDUSTRY PLAYERS TO COMPOSE FOR OUR READERS A COMPLETE PICTURE OF THE SOMETIMES SURPRISING EVOLUTION OF THE FURNITURE MARKET IN CHINA.

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SONIA MARITAN - WE ARE IN CIFF 2018 AT THE CHATEAU D'AX STAND WITH DANIELA VASONE, AN ENGINEER AND ARCHITECT WHO PLAYS AN IMPORTANT ROLE IN THIS CONTEXT IN WHICH ITALIAN COMPANIES ARE INCREASINGLY INTERNATIONALIZED. SHE, AS AN ARCHITECT AND ENGINEER, COVERS TWO DIFFERENT ROLES BUT ALSO COLLABORATES WITH TWO DIFFERENT REALITIES: ON THE ONE HAND,

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CHATEAU D'AX CONTINUES TO PRODUCE IN ITALY, ON THE OTHER MD MILAN WHICH HAS BECOME MORE INTERNATIONAL. DANIELA VASONE - WHAT CAN BE SAID IS THAT MD MILANO IS STILL AN ITALIAN COMPANY, DESIGN IS ITALIAN, WITH, OF COURSE, LOWER PRICES IN PRODUCTION ON SITE. I MUST SAY THAT MD MILANO IS A BRAND THAT IS WORKING VERY WELL AND THAT HAS SPREAD EXPONENTIALLY IN THE LAST FIVE YEARS. SONIA MARITAN - AT THE BASE OF THIS SUCCESS THERE IS A DISTRIBUTION NETWORK WIDESPREAD THROUGHOUT THE CHINESE TERRITORY. DANIELA VASONE - MD MILAN WORKS A LOT IN CHINA AND IS ALSO WIDESPREAD IN THE REST OF ASIA, PARTICULARLY IN MALAYSIA: OUR CUSTOMERS ARE FRANCHISERS, OFTEN IT HAPPENS

THAT OUR FRANCHISERS TREAT BOTH THE CHATEAU D'AX BRAND AND THE MD BRAND MILAN, OBVIOUSLY AT DIFFERENT PRICE LEVELS. SONIA MARITAN - YOU ALSO WORK AS CREATIVE AND I FOUND THE LAYOUT OF THE STAND THAT YOU HAVE MADE VERY RATIONAL AND EFFECTIVE, WHAT WAS THE DESIGN PHILOSOPHY OF THE STAND? DANIELA VASONE - THE STAND HAS ALWAYS BEEN MAINTAINED SO FAR WITH A DESIGN THAT IS IN ANY CASE ITALIAN, ALWAYS VERY CLEAN AND ESSENTIAL. THIS YEAR WE WANTED TO TWIST THE CONCEPT A BIT AND THEN I WANTED TO PROPOSE SOMETHING DIFFERENT: IF YOU SEE THE GENERAL CONCEPT OF CUSTOMER FLOW IN OTHER STANDS IT IS QUITE HOMOGENEOUS, WITH THE SAME ELEMENTS THAT ARE REPEATED

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IN THE SAME POSITIONS, HERE I WANTED TRY TO CHANGE AND THEN I HAVE PROPOSED THESE "BOXES" THAT ARE "BOXES IN THE BOX": WE HAVE AN OUTER CASING NOT COMPLETELY CLOSED WITH GATES THAT ALLOW A GLIMPSE OF SOME AREAS INSIDE, WITHOUT COMPLETELY REVEALING THEM. OBVIOUSLY THERE IS BEHIND THE INTENTION TO ENCOURAGE CUSTOMERS TO ENTER AND DISCOVER WHAT'S INSIDE. THE DOORS OF THE BOXES ARE ELEVEN AND WE FIND A DOOR TO BOX WITH THE IDEA OF REPRESENTING THE ROOM WITH A RICH DESIGN CONTENT, WITH FIXED ELEMENTS AND A BASIC CONCEPT VERY SIMPLE, BUT WITHOUT REPLICATING THE SPACES AS WE OFTEN SEE IN THE STANDS OF LOCAL COMPANIES. HERE, HOWEVER,

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THE IDEA IS TO CREATE CUSTOMIZED SPACES, BUT IN A SLIGHTLY FREER AND MORE MODERN WAY, THE FLOW MANAGEMENT IS SO GOOD EVEN IF, OBVIOUSLY, A LITTLE MORE DIFFICULT TO MANAGE. SONIA MARITAN - BUT IN THE END, IF THE CHOICE IS TO CREATE A FAIRLY FREE FLOW, THIS IS APPROPRIATE. ABOUT THE CHOICES, HOW THE MATERIALS WERE SELECTED? DANIELA VASONE - THESE ARE THE SAME MATERIALS THAT WE USE IN THE SHOWROOMS: WE HAVE THIS MARBLE STONE EFFECT BOTH LIGHT AND DARK, COLORS THAT WE ALSO REPORT IN THE INTERIOR SPACES, THE IDEA IS TO MAINTAIN THE BRAND IDENTITY, USING LAMINATE WITH LIGHT PRODUCT, USED SPECIFICALLY IN FAIRS THAT GUARANTEE HANDLING AND A CLEAN EFFECT, WI-

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THOUT AN ANNOYING FAKE SENSATION. OBVIOUSLY BEHIND THE IDEA OF MAKING THE BRAND FEEL TO THE PUBLIC, SO THAT OUR FRANCHISE FIRST OF ALL CAN IMMEDIATELY RECOGNIZE THE IDENTITY OF THE PRODUCT EVEN IN A SLIGHTLY MORE ORIGINAL CONTEXT. SONIA MARITAN - IF IT WERE TO CONTAIN IN A FEW ADJECTIVES THE IDENTITY OF THESE TWO BRANDS IN SYNERGY HOW DEFINE THEM? DANIELA VASONE - I WOULD USE THE SAME ADJECTIVES FOR BOTH: ITALIAN STYLE, ELEGANCE AND SIMPLICITY. FROM ITALY TO CHINA.

SONIA MARITAN - WE ARE AT CIFF 2018 AT THE ARIS STAND, A CHINESE COMPANY, WITH THE ARCHITECT MARCO GIORGETTI TO TELL HIS EXPERIENCE. MARCO GIORGETTI - THE COMPANY IS TOTALLY CHINESE, I STARTED MY WORK IN CHINA IN 2006 WITH MY OWN PROJECTS, THEN I WORKED AS A CONSULTANT AND, TODAY, I HAVE BEEN WITH ARIS SINCE THE BEGINNING OF 2013. I HAVE LIVED INTENSIVELY FOR FIVE YEARS, NICELY.

SONIA MARITAN - WHAT DOES IT MEAN TO BE A CONSULTANT FROM AN AESTHETIC AND DESIGN POINT OF VIEW? MARCO GIORGETTI - IT IS A CONTINUOUS STRUGGLE THAT LEADS, HOWEVER SLOWLY, TO RESULTS, BECAUSE IN THE DNA OF CHINESE OPERATORS THERE IS A SPIRIT THAT IS TOTALLY OPPOSED TO OURS: WE ITALIANS ARE MORE ELEGANT AND WITH MORE HISTORY, THEY ARE DEFINITELY MORE MOTIVATED THAN US AT THE MOMENT BUT WITH A TASTE YET TO BE SHAPED. SONIA MARITAN - THEY TOO HAVE A LONG HISTORY, BUT ...

MARCO GIORGETTI - THEY HAVE A BEAUTIFUL AND VERY LONG ONE THAT I OFTEN WILLINGLY QUOTE IN THE DISCUSSIONS I HAVE WITH THEM, ASKING THEM TO DRAW ON THIS STORY. THERE ARE, IN FACT, SMALL COMPANIES THAT ARE STAR-

TING THIS PATH, DESIGNING CHINESE FURNITURE PRODUCTS, BUT GENERALLY PREFER TO LOOK AT THE ITALIAN WORLD AS A POINT OF REFERENCE: EVERYTHING THAT IS FASHION, FURNITURE, FABRICS TO THEM IS ITALIAN. SONIA MARITAN - SO THERE IS THIS DICHOTOMY IN ITS CREATIVE PART TO GIVE THEM BACK WHAT THEY ASK FOR, SOMETHING THAT SHE WOULD NOT EXACTLY DEFINE AS IDEAL. MARCO GIORGETTI - I WOULD LIKE TO CREATE A MIX BETWEEN ITALIAN AND CHINESE CULTURE; WE ARE DISCUSSING THIS TOPIC AND ALSO ON THE HYPOTHESIS OF A NEW BRAND THAT WILL PROBABLY BE BORN BY THE END OF THE YEAR, FOCUSED ON A HIGH RANGE. ARIS CASA, IN WHOSE STAND WE FIND OURSELVES, IS THE LARGEST PART OF THE COMPANY THAT ALSO OWNS ANOTHER BRAND THAT

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PRODUCES ITEMS MUCH MORE CLASSIC AND DEFINITELY DESTINED TO THE CHINESE MARKET. THEY ALSO PROPOSED A LUXURY COLLECTION THAT I ASKED THEM TO SET ASIDE, BECAUSE LUXURY, IN MY VIEW, IS DEAD FOR SOME YEARS, EXCEPT FOR THE FEW COMPANIES THAT INVENTED IT. HERE IN CHINA THEY ARE VERY GOOD FOLLOWERS EVEN IF THEY WANT TO PUT SOMETHING IN THEIR PRODUCTS. ON AVERAGE, HOWEVER, IN THE SEARCH FOR COLORS AND DECORATIONS ARE A BIT LACKING. SONIA MARITAN - IN YOUR ROLE AS A DESIGNER YOU MUST ALSO TAKE ON THE ROLE OF REFEREE TO INDICATE A DESIRED DIRECTION. MARCO GIORGETTI - BUT WITHOUT BEING ABLE TO DRAW

YELLOW OR RED CARDS. IT MUST BE SAID, WITHOUT A SHADOW OF A DOUBT, THAT THE CHINESE HAVE A GREAT WILL, A GREAT CAPACITY ...

SONIA MARITAN - IT IS A GREAT APPRECIATION FOR YOUR WORK. CONSIDERING ALSO THE PATH MADE IN THESE FIVE YEARS. MARCO GIORGETTI - BY NOW WE HAVE REACHED OVER A THOUSAND POINTS OF SALE IN CHINA FOR A COMPANY OF 1200 EMPLOYEES, EVEN THOUGH WE ARE NOT APPROACHING IN SIZE TO GIANTS WITH OVER TEN THOUSAND EMPLOYEES. IN ITS FIELD, HOWEVER, ARIS IS A COMPANY FOLLOWED, APPRECIATED WITH A GROWING MARKET ABROAD, THANKS TO THE FACT THAT WE ARE DEDICATING OURSELVES TO COLLECTIONS SPECIFICALLY DESIGNED FOR ABROAD, CHANGING NOT THE MODEL BUT ITS

DRESS TO MAKE IT MORE INTERNATIONAL TASTE. SONIA MARITAN - SO THE MATERIAL PLAYS A VERY IMPORTANT ROLE ...

MARCO GIORGETTI - ABSOLUTELY, WE STARTED LAST YEAR, FOR EXAMPLE, TO BUY FABRICS FROM ITALIAN COMPANIES. A CONSTANT PRESENCE.

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SONIA MARITAN - CIFF 2018, WE ARE AT BACCI WITH MARCO BRATTOLI, IN THE COMPANY SINCE 2014, AS A SERVICE MANAGER, TO WHOM WE HAVE BEEN ASKING WHEN BACCI STARTED ITS ACTIVITY IN CHINA. MARCO BRATTOLI - WE HAVE BEEN PRESENT IN CHINA SINCE 2004 AND I DEAL WITH ASSISTANCE AND SERVICE. SONIA MARITAN - WHAT IS THE DIFFERENCE BETWEEN THE ITALIAN AND EUROPEAN MARKETS AND THE CHINESE MARKET IN TERMS OF TECHNOLOGY AND REQUESTS? MARCO BRATTOLI - MANY CUSTOMERS IN CHINA ARE NOW ENTERING NUMERICAL CONTROL TECHNOLOGY AND MANY ARE AMAZED BY THE PERFORMANCE WE OFFER WHICH IN EUROPE IS AN ACQUIRED DATA, EUROPEAN CUSTOMERS ARE MUCH MORE DEMANDING IN TERMS OF

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CUSTOMIZATION WHILE HERE IT IS VERY ON PRICE AND BASIC SERVICES. SONIA MARITAN - BUT IS THE EVOLUTION OF THE MARKET VERY FAST? MARCO BRATTOLI - OF COURSE, EVERY YEAR YOU SEE COMPANIES THAT DID NOT EXIST BEFORE. SONIA MARITAN - FOR A COMPANY LIKE BACCI TO WORK ON THE CHINESE MARKET WHAT EFFORTS DOES IT INVOLVE? MARCO BRATTOLI - IT INVOLVES A MAJOR COMMITMENT ON THE TERRITORY, WE MUST BE PRESENT WITHOUT INTERRUPTION. SONIA MARITAN - BUT WE DO NOT SPEAK FOR BACCI OF LOCAL PRODUCTION? MARCO BRATTOLI -

HERE WE HAVE ONLY ONE ASSISTANCE OFFICE OF WHICH I AM ONE OF THE MANAGERS. SONIA MARITAN - THEY HAVE DIFFICULTY USING YOUR TECHNOLOGIES? MARCO BRATTOLI - BY NOW, THOSE WHO USE ITALIAN MACHINES GENERALLY ACHIEVE EXCEPTIONAL RESULTS. THOSE WHO FACE COMPLEX TECHNOLOGIES NEED A PREVENTIVE PREPARATION BEFORE THE MACHINE ARRIVES. SONIA MARITAN- HAS THE LEVEL OF USE OF AUTOMATED OR ROBOTIC TECHNOLOGIES LED TO A LOWERING OF COMPETENCE WITH RESPECT TO THE WOOD MATERIAL? MARCO BRATTOLI - I WOULD SAY THAT IT IS IMPORTANT TO KNOW WOOD WELL. SONIA MARITAN - HOW DO YOU SEE BACCI'S PERSPECTIVE ON THE CHINESE MARKET?

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MARCO BRATTOLI - IT IS AN IMPORTANT MARKET ON WHICH WE ARE INVESTING A LOT.

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SONIA MARITAN - WE ARE IN SHANGHAI WITH A HISTORICAL INTERPRETER WHO TELLS US ABOUT THE CHINESE MARKET AND AS FROM WHEN, TWENTY YEARS AGO, BIESSE GROUP ENTERED THIS MARKET HAS CHANGED. LUCA TENTI - SURELY BIESSE GROUP, HAS ALWAYS BEEN PRESENT AND INTERESTED IN THE PACIFIC MARKETS AND ESPECIALLY IN CHINA. HIS APPROACH HAS CERTAINLY BEEN VERY STRUCTURED FROM THE OUTSET WITH THE SEARCH FOR PARTNERS WHO COULD HELP BOTH FROM THE POINT OF VIEW OF MARKET PENETRATION, WHICH HAS ENORMOUS CULTURAL AND LINGUISTIC ENTRY BARRIERS, AND FROM THE POINT OF VIEW OF RESEARCH OF A STRUCTURED PRESENCE ON

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THE MARKET. THIS IS UNTIL BIESSE GROUP HAS STRUCTURED ITSELF WITH A LOCAL PRODUCTION TO MANUFACTURE TECHNOLOGIES FOR THE CHINESE MARKET, IN COLLABORATION AND PARTNERSHIPS WITH FIGURES THAT LIVE ON THE CHINESE MARKET AND KNOW ITS KEYS. THIS HAS LED TO A CHANGE IN STRATEGY THAT BIESSE GROUP WANTS TO PURSUE TO CONTINUE TO BE A LEADER AT LEAST IN WHAT IS THE APPROACH TO THE MARKET, A MARKET APPROACH, HOWEVER, VERY COMPLEX, BECAUSE LOCAL COMPETITORS HAVE A RAPID REACTION AND IMPRESSIVE LEARNING, THEIR HUNT FOR SKILLS IN EUROPE HAS NEVER CEASED IN THE PAST WITH THE CONSEQUENT DEVELOPMENT OF EXACTLY EQUIVA-

LENT TECHNOLOGIES IN THE ITALIAN ENTRY-LEVEL WORLD, WITH ALL THE ADVANTAGES OF PRICE-PERFORMANCE OBTAINED FROM THEIR POLICIES IN THE AREA. THE CHINESE PLAYERS ARE CURRENTLY FOCUSING ON EXPORTS IN A STRONG MANNER AND IN TURN ARE TRYING TO GET TO THE EUROPEAN MARKET. OUR CHALLENGE, ON THE OTHER HAND, IS TO BE COMPETITIVE WITHIN THEIR MARKET, EVEN FOR ENTRY LEVEL MACHINES: IT IS A DIFFICULT MISSION, VERY DIFFICULT, AND THE ORIENTATION IS STILL TO OVERCOME THE TECHNOLOGICAL CHALLENGE. THE PARADOX IS THIS: CHINESE OPERATORS ARE INTERESTED IN TECHNOLOGICAL INNOVATION IN A CONTEXT THAT STILL NEEDS TO BE BETTER PREPARED. EFFORTS ARE UNDERWAY TO BE ABLE TO WIN ON THIS MARKET WITH EURO-

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PEAN COMPETENCES, BRINGING EUROPEAN TECHNOLOGY TO THEIR ATTENTION. THE ONGOING EFFORT IS TO DEMONSTRATE THAT THE LATEST EUROPEAN TECHNOLOGY IS OF INTEREST TO THEM TOO. AT THIS MOMENT, THE ONLY THING MISSING IS THE PERCEPTION OF HOW THE LATEST EUROPEAN PRODUCT TREND. I SPEAK OF FINISHING QUALITY, ESSENCES, TYPES OF EDGES, TYPES OF PANELS - IS PLACED WITHIN THEIR REACH, EXPLAINING THEM THAT THERE IS A TECHNOLOGICAL LEVEL THAT THEY CAN NOT REACH AT THE MOMENT BUT IN THE FUTURE, AT THE PACE THEY ARE RUNNING SOON, BUT IN THE MEANTIME WE WILL HAVE STILL RAISED THE BAR, LEADING THEM TO UNDERSTAND THAT THE EUROPEAN PRODUCT TODAY OFFERS

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STANDARDS EVEN HIGHER THAN THOSE THEY HAVE REACHED. THIS FAIR IN PARTICULAR HIGHLIGHTS VERY MUCH THE INTEREST IN DESIGN AND TOWARDS A PRODUCT OF EUROPEAN TASTE NOT TO SAY ITALIAN. WE STILL SET THE GUIDELINES THROUGH DESIGN AND WILL BE THE SAME IN THE FUTURE. SONIA MARITAN - IT'S THE ONLY WAY TO STAY ON THESE MARKETS. LUCA TENTI - THEIR TECHNOLOGICAL HUNGER IS IMPRESSIVE, WE SEE THAT THEY ARE NOT SO INTERESTED IN BASIC TECHNOLOGY BUT IN THE MORE ADVANCED ONES. SONIA MARITAN - EVEN IN MOVING AROUND THE CITIES, ONE PERCEIVES A DIFFERENCE BETWEEN POOR NEIGHBORHOODS THAT HAVE REMAINED STILL AND THE SKYLINE OF PUDONG

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SKYSCRAPERS AS WELL AS BETWEEN POOR CONCEPTS AND THE DEMAND IN THE ADVANCED TECHNOLOGY FURNITURE SECTOR. LUCA TENTI - UNTIL A FEW YEARS AGO CHINESE OPERATORS LOOKED WITH CURIOSITY AT THE EUROPEAN CULTURE OF FURNITURE, DESIGN, WINDOW AND DOOR, BUT THIS CURIOSITY WAS MOVING FROM A PERSPECTIVE THAT WE COULD NOT CONNECT WITH LOCAL PRODUCTION. NOW, THIS IS AN OLD VISION BECAUSE THE OPENNESS AND INTEREST THAT THERE IS ON ITALIAN FURNITURE DESIGN AND ALSO ON BUILDING THE HOUSE, THE ENVELOPE AND THE WINDOW IS THE NATURAL OUTLET FOR A MARKET THAT EXPRESSES IMPRES-

SIVE NUMBERS WITH THE ABILITY TO 'PURCHASE. THESE OPERATORS NOW WANT PRODUCTS IN EUROPEAN STYLE, THEY LOVE THE EUROPEAN STYLE AND PURSUE THIS TYPE OF CUSTOMER. SONIA MARITAN - I THINK IN THE END WHEN THEY WANT TO DO THINGS IN OUR STYLE, THEY'RE A CLASH OF INCONSISTENCIES. LUCA TENTI - WE OFTEN GO BY TRIAL. SONIA MARITAN - BIESSE GROUP OPENS NEW DOORS TO THEM TOO. LUCA TENTI - IT IS UNDENIABLE THAT THIS IS THE MARKET THAT HAS THE HIGHEST GROWTH RATES IN THE WORLD, WITH THIS EVER-INCREASING TECHNOLOGICAL APPETITE FOR INNOVATION, EVERY SEMESTER DEMONSTRATES IT IN FAIR TIMES. A MARKET THAT HAS LABOR COSTS STILL VERY INTERESTING AND STILL AIMS AT AN AUTOMATION PU-

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SHED FOR AN IMPROVEMENT IN PROFIT MARGINS AND QUALITY. AN IMPORTANT AND SIGNIFICANT INDICATOR IS THAT OF THE QUANTITY OF ROBOTS PRESENT IN THE STANDS, IN MORE OR LESS COMBINED FORMS, HOWEVER, THEY SHOW THE WILL TO ARRIVE AT INTEGRATED AND UNMANNED SOLUTIONS. SONIA MARITAN - IS IT ABOUT GIVING A DIFFERENT LEVEL OF TECHNOLOGY ACCORDING TO THE DIFFERENT MARKETS? LUCA TENTI - THERE ARE DIFFERENT PRODUCTION PHILOSOPHIES THAT SOMEHOW IN THE PAST FORCED TO CUSTOMIZE THE MACHINES DIFFERENTLY DEPENDING ON THE DESTINATION MARKET. WE HAVE SUBSEQUENTLY WITNESSED THE REVERSE PHENOME-

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NON. CONCEPTUALITY ORIENTED MORE TO THE EXTREME CUSTOMIZATION, THE WORD IS THE HYPERCUSTOMIZATION OF THE FINISHED PRODUCTS: THE IDEA THAT THE BATCHES ARE SO REDUCED ALL OVER THE WORLD AND WE EVEN ARRIVED AT THE BATCH-ONE LEADS TO A TECHNOLOGY THAT MUST BE BOTH EFFECTIVE AND FLEXIBLE. THE CHINESE PRODUCTIVE CULTURE, DEALING WITH MARKETS THAT WORKED WITH CLOSER NUMBERS WITH THE NESTING TECHNIQUE ARRIVED FROM THE ANGLO-SAXON MARKETS, ABSOLUTELY DISTANT FROM THE EUROPEAN PROCESS, MADE A PIECE OF THIS WAY OF WORKING TAKE IT AND BROUGHT IT TO EUROPE, AS IN A ROUND TRIP: SO TODAY THERE IS A MORE OR LESS PUSHED WORLDWIDE APPROACH. ALSO THE BATCH-ONE AFFECTS THE WHOLE WORLD IN MORE OR LESS ECONOMIC FORMS

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AND MORE OR LESS MIXED. THERE ARE STILL AREAS FOR VOLUMES AND CHINA IS THE EXAMPLE AND HERE THE APPROACH IN TERMS OF SOLUTIONS OF EUROPEAN LEADERS IS ON THE POTENTIAL FOR GROWTH, FLEXIBILITY AND INTEGRATION, WHILE ACCOMPANYING THE GROWTH OF COMPANIES. SONIA MARITAN - SO THERE IS A REFINEMENT OF TECHNOLOGICAL DESIGN THAT INVOLVES MOVING FROM A PRIMITIVE ELEMENT INTO A SUBSEQUENT MODULAR DEVELOPMENT? LUCA TENTI - WE HAVE INTERPRETED THIS REQUEST IN A WINNING WAY AND WE CAN SPEAK OF A COUNTERTREND WITH RESPECT TO THE OFFICIAL NUMBERS, WHICH IS A VERY F L AT T E-

RING THING FOR US. THE FIRST HALF OF 2018 MADE US REALIZE THAT THIS WAS NOT THE CASE FOR EVERYONE AND THIS MAKES US PROUD.

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SONIA MARITAN - I AM AT CIFF 2018 WITH ALAN HO ON HOMAG CHINA'S STAND AND I ASK HIM ABOUT HIS FEELINGS ON THIS FIRST EDITION OF THE FAIR. ALAN HO - IN FACT WE TOOK PART IN CIFF FOR THE FIRST TIME AND MY IMPRESSION IS POSITIVE, THIS IS THE SECOND DAY OF THE FAIR AND THERE ARE MANY VISITORS. THE EVENT AT THE MOMENT SEEMS TO US BETTER THAN WE EXPECTED. SONIA MARITAN - WHAT DO YOU THINK ABOUT THE ORGANIZATION OF THE EVENT AND THE LAYOUT OF THE EXHIBITION? ALAN HO - I FIND PRODUCT SECTORS TOO MIXED, WHICH CREATES A BIT OF CONFUSION AMONG VISITORS

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AND I BELIEVE THAT TOGETHER WITH OTHER GROUPS IT IS NECESSARY TO CREATE A MORE HOMOGENEOUS EXHIBITION SPACE. I BELIEVE ABOVE ALL THAT THE BIG EUROPEAN GROUPS SHOULD BE IN A SINGLE SPACE SO THAT VISITORS CAN SEE THE MOST ADVANCED TECHNOLOGIES COMING FROM EUROPE. SONIA MARITAN - DO YOU THINK THAT THE AVAILABILITY OF ADVANCED TECHNOLOGIES THANKS TO THE GLOBAL MARKET WILL LEAD TO AN EVEN HIGHER QUALITY OF THE CHINESE PRODUCT IN THE FIELD OF FURNITURE? ALAN HO - HOMAG HAS BEEN PRESENT ON THE CHINESE MARKET FOR OVER THIRTY YEARS AND HAVE SEEN THE DEMAND FOR INNOVATIVE TECHNOLOGY CONSTANTLY INCREASE, ALSO AFFECTING THE CHANGES IN THE DESIGN FIELD THAT ARE TAKING PLACE ON THE MARKET.

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ALSO ON THE EXHIBITION FRONT WE HAVE DEMONSTRATIONS ON THE TECHNOLOGIES EVERY SIX MONTHS, THIS HELPS TO GROW THE MARKET VERY QUICKLY. THE ECONOMY IN CHINA IS GROWING SO FAST THAT IT GENERATES A CONSTANT DEMAND FOR FURNITURE, THIS DEMAND IS DESTINED TO INCREASE, PUTTING MORE AND MORE PRESSURE ON PRODUCTION AND INCREASING THE NEED FOR A MORE AND MORE ADVANCED TECHNOLOGY.

SONIA MARITAN - WE ARE AT THE SCM GROUP STAND WITH FAUSTO PESCAGLIA, PROCESS MANAGER ENGINEERING. FAUSTO PESCAGLIA - I HAVE THE TASK OF FOLLOWING THE ENGINEERING

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STRUCTURE THAT WE HAVE LOCATED HERE IN CHINA, IT IS A STAFF OF PEOPLE DEDICATED TO THIS SECTOR. WE HAVE REALIZED THAT CHINA, IN WHICH WE HAVE BEEN PRESENT FOR TWENTY YEARS, IS A MARKET THAT HAS ALWAYS BEEN AND IS EXTREMELY DYNAMIC, BUT IN RECENT YEARS IT IS ALSO DRASTICALLY CHANGING IN TRENDS AND IS SOMETHING VERY DIFFERENT FROM WHAT WAS ALSO ONLY THREE OR FOUR YEARS AGO. WE ARE STRUCTURED ACCORDINGLY: WE NO LONGER HAVE SALES STRUCTURES DEDICATED TO THE SALE OF THE SINGLE MACHINE BUT WE ARE TALKING ABOUT MUCH MORE COMPLEX SALES WHERE THERE IS ALSO A DECIDEDLY DIFFERENT TECHNOLOGICAL CUTTING: THIS MEANS OFFERING LARGE, COM-

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PLETE SYSTEMS THAT FOLLOW EVERYTHING THE PROCESS FROM BEGINNING TO END. WE ALSO SEE A DRASTIC REDUCTION OF THE PERSONNEL EMPLOYED, SO THERE IS AN IMPORTANT COMPONENT OF SOFTWARE TECHNOLOGY THAT MUST ALLOW THE CONTROL OF ALL THESE PROCESSES THAT ARE BECOMING INCREASINGLY COMPLEX AND DIFFICULT TO MANAGE. BUT WE MUST TAKE INTO ACCOUNT THAT THEY WILL BE IN THE HANDS OF PEOPLE WHO ARE NOT ENTIRELY COMPETENT, BECAUSE, IF IT IS TRUE THAT CHINESE IS MUCH MORE ACCUSTOMED TO USING TECHNOLOGY THAN THE EUROPEAN, WE ARE TALKING ABOUT VERY COMPLEX PROCESSES. THE DRASTIC CHANGE THAT THERE WAS FROM A WORK FORCE AT ALMOST ZERO COST IN CHINA TO A WORKFORCE ALMOST ALIGNED WITH EUROPEAN STAN-

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DARDS HAS CHANGED THE SITUATION, SO MUCH SO THAT THE CHINESE THEMSELVES ARE RELOCATING: WE HAVE CUSTOMERS WHO HAVE DECIDED TO LOCATE HERE THE HIGH-VALUE PRODUCTION AND AUTOMATED OPERATION WHERE THE HUMAN IMPACT IS CONTAINED AND INSTEAD DELOCALIZE THE PLANTS IN WHICH THE HUMAN COMPONENT IS NEEDED IN MARKETS WHERE LABOR COSTS LESS. SONIA MARITAN - THIS IS AN IMPORTANT SIGN. FAUSTO PESCAGLIA - FOR US IT IS, BECAUSE IN CHINA THE AVERAGE SALARY OF THE FACTORY WORKER IS FOUR TO FIVE TIMES THAT OF A FEW YEARS AGO. SONIA MARITAN - AND T H I S

GROWTH SO FAST IN THE LAST FIVE YEARS FROM WHAT DEPENDS? FAUSTO PESCAGLIA - IT IS ACTUALLY AN IMPORTANT AND CONSTANT GROWTH WITH A SLOWDOWN IN RECENT YEARS BUT ALWAYS VERY BRIGHT. FOR THE BUILDING FIELD, WHICH IS IMPORTANT FOR US, WE SEE CONTINUED GROWTH, THE FURNITURE MARKET HAS SLOWED BUT NEVER DECLINED. SONIA MARITAN - THE FACT THAT CHINESE OPERATORS ARE SO QUICK TO LEARN AND ALSO PRODUCE THEIR MACHINES WHAT DOES IT MEAN FOR SCM GROUP? FAUSTO PESCAGLIA - IT LEADS TO A POSITIVE THING IN THE LONG TERM AND NEGATIVE IN THE IMMEDIATE FUTURE: IN THE IMMEDIATE FUTURE WE FIND COMPETITORS WHO HAVE A FRIGHTENING PACE OF GROWTH AND ALREADY

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START WITH FAIRLY HIGH TECHNOLOGIES. THE POSITIVE THING IS THAT THEY STIMULATE US A LOT TO RUN, TO MAKE A CHANGE OF PACE. SONIA MARITAN - COMPARED TO MARKETS LIKE THE CHINESE ONE INITIALLY SPOKE OF HAVING EUROPEAN TECHNOLOGIES TO BE ABLE TO PRODUCE SERIAL FURNITURE, TODAY THE DEMAND HAS CHANGED: THEY WANT THE EUROPEAN STANDARD. FAUSTO PESCAGLIA - SOMETIMES EVEN MORE IN THE SENSE THAT THEY ARE ABLE TO INVENT EVEN MORE ADVANCED THINGS AND CREATE THEIR OWN TRENDS, BECAUSE IN ANY CASE THEY HAVE SOME PRODUCTION METHODOLOGIES TYPICAL OF THEIR COUNTRY AND, SEEING THE CHINESE NUMBERS,

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THEY CAN ALSO CREATE TRENDS ABROAD. SONIA MARITAN - BUT THIS REQUIRES A SORT OF CULTURAL PREPARATION THAT CONTRASTS WITH THE DEGRADED AREAS STILL PRESENT IN THE CHINESE CITIES. FAUSTO PESCAGLIA - THERE IS A SORT OF EMBLEMATIC DUALISM OF CURRENT CHINA. BEHIND THERE IS NO LINEAR GROWTH: THE SAME DUALISM CAN BE SEEN IN OUR CUSTOMERS: WE HAVE A HIGH CUT WITH LARGE NUMBERS, OFTEN LINKED TO THE BUILDING INDUSTRY, WHICH DEMAND SOLUTIONS OF THE HIGHEST LEVEL TO REDUCE THE IMPACT OF THE WORKFORCE , THEN THERE IS THE OTHER SIDE OF THE COIN THAT IS MADE UP OF SMALLER COMPANIES LOOKING FOR EXTREMELY CHEAP MACHINES, PERHAPS SACRIFICING QUALITY AND THIS

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HAS GIVEN WAY TO OUR LOCAL COMPETITORS TO GROW. ANOTHER IMPORTANT GOAL FOR US WOULD THEN BE TO TRY TO LOCALIZE OUR PRODUCTS, MAKING THEM SUITABLE FOR THE TYPE OF CHINESE REALITY. THE EUROPEAN PRODUCT THAT COSTS, EVEN FOR THE LEVELS IT GUARANTEES TO OBTAIN, IS NOT HOWEVER SUITABLE FOR ALL CHINESE CUSTOMERS, WHO WANT AN ECONOMIC MACHINE ABSOLUTELY BY GIVING UP SOMETHING OF THE QUALITY OF THE PRODUCT. SONIA MARITAN - WHAT DOES TECHNOLOGY MEAN IN CHINA? FAUSTO PESCAGLIA - TODAY WE TALK ABOUT SOMETHING INTEGRATED THAT CAN GRAD U A L LY DEVELOP, T H E

CLASSIC SOLUTION NO LONGER EXISTS, THEY ARE GOING TO EXASPERATED REQUESTS, EVEN IF NOT STRICTLY NECESSARY AT THE TIME, BUT PROJECTED TO THE FUTURE. THE PARADOX IS TO REACH THE RIGHT COMPROMISE BETWEEN REAL PRODUCTIVITY AND SOME SPECIAL REQUESTS FOR FLEXIBILITY. OUR DIFFICULTY IS TO RESPOND APPROPRIATELY, BUT THESE ARE STIMULI WE NEED TO TAKE INTO ACCOUNT.

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SONIA MARITAN - FABRIZIO TODESCHINI, PRESIDENT OF EDIMOTION AND COMMUNICATION PARTNER OF THE CIFF FAIR TELLS US WHAT IS CHANGING ACCORDING TO HIM IN CHINA IN THIS VERTIGINOUS GROWTH IN NUMERICAL TERMS BUT ALSO IN THE QUALITY OF THE PRODUCT. FABRIZIO TODESCHINI – CERTAINLY WE CAN SPEAK OF A GROWTH IN THE SIZE OF THE MARKET BOTH IN TERMS OF VOLUMES AND IN TERMS OF QUALITY AND INCREASING INVESTMENT IN DESIGN AND REDISCOVERY OF CHINESE TRADITIONS THAT COULD BE THEIR STRONG POINT, BECAUSE THE CHINESE CONSUMER APPRECIATES THE STORY, THE TRADITION OF THEIR COUNTRY, BOTH AS A CLOSER APPROACH TO WESTERN

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STANDARDS, SO MANY COMPANIES THAT ALSO COLLABORATE WITH INTERNATIONAL DESIGNERS INCLUDING SEVERAL ITALIANS. SONIA MARITAN - THE CHINESE PRODUCERS FROM BEING THE ONES WHO ALSO COPIED WELL AND PRODUCED VERY HIGH NUMBERS EXPORTING ALL OVER THE WORLD ARE MAKING A MORE INTROSPECTIVE PATH THAT COULD CHANGE THINGS. FABRIZIO TODESCHINI - YES, ABSOLUTELY, BECAUSE THE TARGET OF REFERENCE OF THE COMPANIES THAT HERE IN CHINA IS CHANGING IS NOT ONLY THE RETAILER, HOWEVER, IS AN ABSOLUTELY IMPORTANT FIGURE AS WE SAW YESTERDAY IN THE DISCUSSION ON THE FURNITURE MALL BUT ALSO THE ARCHITECT AND THE INTERIOR DESIGNERS WHO BEGIN TO HAVE THEIR IMPORTANCE IN

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CHINA AND CURRENTLY WANT QUALITY PRODUCTS AND DESIGN. VERY QUICKLY EVERYTHING IS CHANGING SO THAT THE PRODUCTS THAT TEN YEARS AGO WERE UNWATCHABLE NOW BEGIN TO BE ABSOLUTELY GOOD AND IN SOME CASES VERY BEAUTIFUL. IN PARTICULAR ON CERTAIN MATERIALS AND CERTAIN TYPES OF WOOD PROCESSING WHERE THEY ARE VERY GOOD. SONIA MARITAN - IN FACT, EVEN THE ITALIANS, WHICH TOGETHER WITH THE GERMANS, PRODUCE EXCELLENT TECHNOLOGIES, ARGUE THAT IT IS IMPRESSIVE HOW THE CHINESE OPERATORS, IN A VERY FAST TIME, ARE EMULATING EUROPEAN TECHNOLOGIES, ALMOST PUTTING THEIR

SUPPLIERS IN DIFFICULTY, ASKING FOR A DIFFICULT COMBINATION, USUALLY NOT COMPATIBLE, BETWEEN HIGH PRODUCTIVITY AND FLEXIBILITY, A NEW CHALLENGE POSED BY THE CHINESE CUSTOMER. FABRIZIO TODESCHINI - AMONG OTHER THINGS, THE FINAL COST OF FURNITURE IS NO LONGER A PROBLEM, SO MUCH SO THAT MOST PRODUCTS, INCLUDING CHINESE, ARE EXTREMELY EXPENSIVE. IT OFTEN HAPPENS THAT CHINESE COMPANIES THAT DEAL WITH BOTH THE DOMESTIC MARKET AND THE EXTERNAL MARKET, SELL THE SAME PRODUCTS AT A HIGHER PRICE IN CHINA THAN THEY CAN DO FOR ABROAD, WHERE THEY HAVE TO TRY TO STAY AS LOW AS POSSIBLE.

editrice webandmagazine s.r.l.

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Via Valla, 16 - 20141 Milano Italia telefono +39/02 84173130 telefono +39/02 84173121 (marketing) fax +39/02 42101945 amministrazione@webandmagazine.com redazione@webandmagazine.com advertising@webandmagazine.com registro degli operatori di comunicazione - roc 23567 www.webandmagazine.com www.webandmagazine.media editor in chief pietro giovanni ferrari redazione@webandmagazine.com edited by Pietro ferrari I nomi, le ditte e i prodotti citati redazionalmente sono pubblicati senza responsabilità dell’editore; testi e fotografie, anche se non pubblicati, non vengono restituiti Names, firms and products wich are quoted editorially are published without publisher’s responsability; texts and photos, altough unpublished, are not returned Informativa Ex D. Lgs.196/03 – webandmagazine s.r.l., titolare del trattamento tratta i dati personali liberamente conferiti per fornire i servizi indicati. Per i diritti di cui all'art. 7 del D. Lgs n. 196/03 e per l'elenco di tutti i Responsabili del trattamento rivolgersi al Responsabile del trattamento, info@webandmagazine.com.I dati potranno essere trattati da incaricati preposti agli abbonamenti, al marketing, all'amministrazione e potranno essere comunicati a società esterne per la spedizione del periodico e per l'invio di materiale promozionale.

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