The event took place in Shanghai, on November 5 – 10, at the National Exhibition and Convention Center. The name of the event is CIIE, which stands for China International Import Expo. The exhibition show has been arranged by Chinese Ministry of Commerce together with the Government of Municipality of Shanghai, along with the support of the World Trade Organization, among others. It is considered to be an important event that aims “to foster China’s domestic consumptions”, therefore engaging several exhibitors coming from over 100 countries and, consequently, over 150,000 national and international buyers. This edition proved to be particularly relevant for Italy’s fashion and luxury industry, since, for the very first time, six fair brands participated together in the event to enhance and illustrate made in Italy quality: Lineapelle, Micam, Mipel, Mido, Milano Unica and The One Milano. The brands made a joint release to point out that “fashion top quality took part in one of the most important events, in terms of advertising and business, for Italian manufacturers in China”. For the records, the Chinese country is the eighth end market, in terms of value, for foreign sales carried out by businesses represented by Confindustria Moda: in fact, in 2017 product exports there accounted for 2,21 billion euros, increasing by over 14% compared to 2016”. Such is the goal: “Following this first stage, we may grab a profitable chance to advertise made in Italy manufacturing and present it to a growing number of buyers. We have joined forces to enhance our action abroad while actively playing as a Country System”. Notably, the name given to the format, designed to gather the six exhibitions at CIIE, was The Garden of Lifestyle.
At CIIE Shanghai, China, Lineapelle, Micam, Mipel, Mido, Milano Unica and The One illustrate Italian top quality
