“意大利制造”之旅

提起意大利制造，人们自然会想起意大利的时尚奢侈品，意大利制造之所以蛮声世界，究其原因便是以品质与设计著称。但是“意大利制造”不仅是指时尚奢侈品，还包含了众多领域，如美食美酒、以及名车游艇等等。走进这些手工作坊或生产车间你能深深感受到意大利制造的精髓，正是这股执着的传承精神让他们的产品持续荣耀。意大利全境均有不同的品牌分布，他们有各自不同的特点，本次选题正是追寻意大利制造的荣光，从南到北，以时尚之都米兰为起点，直至南部热情的卡拉布里亚大区，深度呈现独特的意大利之旅。

T&L： Lifestyle in Italy is deeply rooted in the hearts of the people， please introduce the definition and the scope of "made in Italy"， whether can understand is a luxury product？

Mr Laspina： ” Made in Italy" is a term， is an impression that used for many products made in Italy. We also think some products are excellent， today when we say “made in Italy”， we always think about some Italian products are always with well/good design， good materials， good finishing， and good quality. "Made in Italy" is an impression of something they bought are the best from the market， reputation of Italian product was obtained because of its high quality， materials， or finishing， they are not considered as luxury products. Because you know the content of luxury is changing.20 years ago， it is not luxury， but today it may be luxury products， the concept was changing， may be it got changing again. But for the moment， I think more and more people ，particularly in China，“made in Italy” means “quality”-very high quality， and because of that， in some cases we are considered it as luxury products. So that we can say it means luxury products in some cases， why means luxury？ Because some of these products are limited version with high quality， materials， so “made in Italy” is festival high quality， but in many cases， today means “luxury”.

T&L： When mentioned Italian luxury fashion， more people will think Milan， Florence， whether in Italy’s southern provinces have also conforms to the "made in Italy" brand？ Can you explain the difference with the Northern provinces？

Mr Laspina： In fact， when we talk about“made in Italy”， we are considered that some product is excellent， and high quality of products are made in many different areas of Italy， because in Italy， production is also with competition， tradition， and innovation. There are competition in good materials， design， and more than quality. That is why we can find very good industries and products in all over the Italy. Of course， some of they are most important brands， and developed in northern Italy， but we do not forget that some kind of excellent products， such as shoes， bags， also jewelry， can be also located in some areas of South Italy， where this activity are going for many countries. Now， of course most international brands are based in the northern Italy， but more and more people， particularly in China， lots of Italian companies are entering into Beijing， Italian brands are expanding. China is becoming most important market of luxury products. We can see growing number of Italian companies are already famous in other countries. To be introduced in China， and we also see growing number of business people and customer are looking for new products. For the Chinese market， particularly looking for products that we called quality products， customers are not only for the brand， their market are opening up for whenever is high quality. They are fascinated by something that is made with limited number； people are more and more fascinated by exclusive products， which is why the brand of southern Italy are going to be successful， and after that they want going to be successful in China. The difference from northern and southern is the scale. The production scale in northern Italy is very strong， but in southern Italy， many factories are still at family level， in northern Italy， there are more advantages in organization， so their brands are famous around the world than southern Italy. That is the difference. China markets are looking for excellent traditional products， for example hand made products. So at the end， however there is difference between northern and southern of Italy， but the quality of the products are common high.

T&L： What do you think the spirit of "made in Italy" and how to understand it？

Mr Laspina： I think the spirit of “made in Italy" is quality. When people buy Italian products， are always looking for its high quality at high level. These products are traditional make， with good finishing， good materials. So the products are reliable and can lasting for long history. People trust the brand， because the brands are not only with a nice name， but also stand for high quality. People continue to buy Italian products， because they have confidence with these brands. Whatever they buy is going to be a good product. That is why they continue to buy Italian products. We already insist high consent of design， it is very fashionable and charming product， that means innovation， but I think that main quality of these Italy products are most important thing. Some customers are particularly trust hand made products.

T&L： "Made in Italy" are famous all over the world， gets love and esteem from consumer， and become the leading fashion lifestyle， what is the secret？

Mr Laspina： You know it is not easy to know the secrets； I think the reason is more customers trust Italian products because they trust Italian companies， they trust their management， and then they have confidence with these brands. Many Italian companies have long tradition for making goods. They buy reliable products. Initially， all the parts of the products are both made in Italy. We have many workers， who have enrich experience in production， and insist making hand made shoes， the design， leather are best. People also understand that best leather， fabrics， and cotton are come from Italy. So that is reason why they trust Italian products， and that is why Italian products are becoming more and more famous than other brands around the world， in these products， all materials are made only in Italy ，but for other countries， they may use fabrics or leather of Italy.

T&L： What is the trend of Italy and China’s trade， and why more consumers like hand made products？ How many proportions of the luxury fashion and food trade accounts for？

Mr Laspina： We had entered into Chinese market for many years. A lot of Italian companies introduced their shoes， jewelry， and accessory， clothes， and furniture， foods， wine to Chinese market. We trying to be No 1 in Chinese market， and we now focus on promoting. Because we have own factories， so want to show factories to customers by promotion， we also want to show the quality of Italian products. That is why the promotion is becoming necessary in Chinese market. For Italian companies， they are going to expand activity in second-tier cities. In the past， only doing in Beijing， Shanghai market in China， now they are going to many other cities in China， such as Qingdao， Chongqing， Wuhan， Xian， Ningbo etc. We will do more in the future. Quality of hand made product is very high； I think this is a right approach in Chinese market. More and more consumers want to buy high quality with limited production. If one product is very popular， so that people do not want to have the same one. so it is necessary to design some limited products， particularly for personalized jewelry， clothes， and watches. They want to buy something different and original products. Italy is a country that owns some companies will do the personalized products， so if family factory can do it， the big factory must do it， is trend of Italian product in the future. Companies from the northern and southern of Italy will comply with this trend. The advantages of Italian product are all materials of the products are made in Italy.

T&L： How Italian trade commission affect Italy and China’s trade， how do you evaluate its significance？

Mr Laspina： We want to do something can make contribution to Italy and China’s trade. We help Italian know more about China， help Chinese companies know more about Italian products. I think that today Chinese knows a lot about Italy， but does not know some of the strength of Italian products， and Italian companies do not know the situation of the Chinese market， so this is we shall do something for solving these problems in the future.

T&L： You as key person for "made in Italy" enter into the Chinese market， how do you evaluate your own work？

Mr Laspina： My job is very important and there has a chance to work for Italy， also give me the chance to assist Chinese companies， Chinese organization， and Chinese magazines. I like media， when Chinese people want to know more about the Italy， or when Italy people want to know China， I will support for it.

T&L： You are a high quality lifestyle practitioner， outside of work， how to spend your own holiday？

Mr Laspina： China is very interesting country， so when spare time in weekend， we have many things to do， for example， go around and go shopping， visit museum， visit friends and so on .I also like Chinese traditional food and culture， I try to comply with China life style， I can enjoy living there. I also want help Italy， so I have to know much about China and spending more time for doing it， is a better way for Italian people knowing more about China. Life style is keep changing， some cities in China has big changed， people are also has changed for dress， style， concept， and so on. All this changing is helpful for Italian company.