Active since 1965, trade commission promotes Italy's flair for business

BEIJING - Antonino Laspina, Italian trade commissioner and coordinator of the Italian Trade Commission (ICE) in China, sees more of the barriers to business between the two cultures falling away.

Rising local awareness of Italian product quality and detailed manufacturing efforts, its state-of-the-art technology and high-end lifestyle are key reasons Italian have boosted their presence in China, he noted.

In 2003, total value of Italian wine exports to China was only $500,000. Last year it was $50 million.

In 2003, Italy only exported $20 million worth of shoes to China, but last year the figure hit $200 million.

"But it is not only consumer goods - more than half of the exports from our country to China is machinery," he said.

He was previously warned by luxury market insiders that Chinese people can't afford expensive products and have little knowledge of such goods.

But he has found increasing numbers of fashion magazines are thriving in China and helping refine people's taste, "particularly in the last five years".

He also before found that distribution channels were a bottleneck for Italian products, but the ICE's efforts have paid off.

His confidence is further boosted by the Chinese government's campaign to enforce intellectual property rights.

'Sea of opportunities'

As the head of the Italian government trade agency based in Beijing, Laspina said the sphere of his work continues to expand to meet the nation's economic growth.

"Assistance and communication is key to our success," he said.

The ICE has been active in China since 1965, even before the opening of the Italian embassy.

Its efforts to build trade ties continue to grow with the nation's economic development.

After China joined the WTO, technology products were hot imports. To meet the nation's need for "greener" development, environmental protection equipment from Italy is now sought after in China.

It all means "a sea of opportunities" for Italian companies, Laspina said. The agency is keen to help businesses find the right partners.

Its ambition to foray into more markets - not only Beijing, Shanghai and Guanzhou, but also second- and third-tier markets - tops the ICE's agenda.

Italy's trade has now created many "first" and "only" benchmarks among foreign countries in China.

The first outdoor fashion show in China was held by the ICE in 2004.

The Sino-Italian Ecological and Energy Efficient Building at Tsinghua University established in 2006 became a landmark in bilateral cooperation.

Italian enterprises have taken part in almost every trade fair in China and the Italy pavilion is frequently the largest among foreign countries.

"I hope more Chinese could wear Italian shoes, celebrate with Italian wines, drive Italian cars and rest on Italian furniture," Laspina said.

The Italian trade pavilion is expected to score another first in the upcoming CIEPEC environmental protection trade exhibition running from June 7 to 11 in Beijing.

China Daily