The Micam Shanghai celebrates a successful first edition
The first edition of TheMicam Shanghai was a success according to the show organizers. The event was organized in China by the National Association of Italian Footwear (ANCI) and took place between the 9 and 11 April in the Shanghai Exhibition Centre at a location measuring 13,500m².
“It is always hit-or-miss with the first show. For us, the first Micam show in China was more than satisfactory and exceeded our expectations,” said Pierpaolo Chicco, marketing manager at ANCI.
The event attracted 5,880 visitors from 32 countries - a promising figure given the characteristics of the Chinese market, which typically has relatively fewer stores and chains than Europe. The visitors came mainly from China and Hong Kong but a strong presence was seen from Brazil and Europe.
“We are pleased with the outcome of the first show and the number of contacts made with buyers, investors, the press and companies. The fact that we had a good selection of brands at the show meant that we had an equally as qualitative selection of buyers,” said Cleto Sagripanti, president of Micam.
More than 250 companies took part in the show, 66% of which were Italian. Brazil has a strong presence with 22 exhibitors. Other countries present include Portugal, Spain, Turkey, the United States and Australia.
In order to spread word on the show, the organizers took to the road in January with a roadshow in partnership with ICE, an agency that promotes Italian business across the world. The show visited major Chinese cities including Beijing, Shanghai, Guangzhou, Chongqing and Hong Kong. The Micam also invited 150 selected buyers and Chinese journalists to attend.
The event also benefited from major visibility thanks to an agreement with ANCI and Shanghai Fashion Week. The Micam was the only show to take place during the fashion event and is the only official footwear tradeshow partner. GDS, a German competitor in the same sector, had plans to show in China but the project was cancelled.
For the first edition of TheMicam Shanghai, a special focus was put on holding seminars that gave advice to companies break into the Chinese market, providing them with legal and sales information as well and important research on the market. The organizers also provided buyers and the Chinese press with useful trend information and developments.
“Companies that had already done business in China certainly received more orders at TheMicam. Many other companies were able to make good contact,” concluded Pierpaolo Chicco. The next edition of TheMicam Shanghai will take place in the Shanghai Exhibtion Centre between the 11 and 13 October 2013.
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