Italian Design Looks to China

Fashion, food, and design have always been the standard-bearers of the Italian Way abroad, with that mix of history, attention to detail, and improvisational spirit that form the foundation of the best products of our creativity (and our economy).

While fashion and food seem to suffer the challenges of globalization, design remains the most identifying sector of Italian know-how, especially for the Chinese audience.

The most important brands, supported by a sector that has been able to promote itself and continuously relaunch, actively seek new enthusiasts in the shadow of the Great Wall: but how do you conquer the Chinese market?

Made in Italy design trends, between sustainability, innovation, and a return to the past

The evolution of the sector, by 2024, seems to be inspired by two key concepts strongly intertwined with each other: sustainability and innovation.

Climate change has pushed reference brands to develop products with a lower environmental impact, right from their design. Reduced consumption, resistance over time, and the search for the latest generation materials shape products capable of ensuring a distinctive style and excellent performance while maintaining an eco-friendly attitude.

Another trend concerns the return to the past, to the echoes of classic Italian design but also to traditional ethnic inspirations, with the presence of numerous natural materials.

All this translates into an intriguing mix of styles, straddling tradition and future, capable of making environments welcoming and sophisticated, even with the imperfect uniqueness of rough finishes, captivating accessories, and vivid, vintage colors.

The Chinese public’s passion for the Salone del Mobile

These innovations will populate the stands and widespread locations of the Salone del Mobile 2024, which will take place in Milan from April 16 to 21.

The event is particularly loved by the Chinese audience (in 2023 second only to the Italians, in terms of the number of entries), who not only flock with enthusiasm among the stands and events of the Lombard metropolis but can also enjoy the Salone del Mobile exported to Shanghai, which has been held for a decade to celebrate the Chinese design community and the brands of Italian design. The bond between Milan and the Asian metropolis is consolidated, testifying to the willingness to exchange and the opportunities of a market that naturally tends to make community and weave important relationships.

And the retro-contemporary mood of the 2024 edition seems designed especially to please lovers of Far Eastern design, with their desire for exclusive novelties and their traditional spirit.

H2: How Italian design can conquer China

If the foundations for the success of the Italian design sector in China have been laid, it remains to understand the best strategy to definitively conquer the second largest market in the world by size.

Retex’s Voice of Customer analysis, conducted between May 2022 and May 2023 on a sample of 15 Italian brands present in China and active on the main local digital channels, comes to the aid of the most ambitious companies.

The study tracked the requests received from customers, from both a quantitative and qualitative point of view, and recurring themes, thus outlining a clear and heterogeneous panorama of consumers. For example, there is a noticeable increase in customer and potential customer attention in conjunction with major trade fair events, national and international. And, after the fairs, web users tend to seek information on new products and engage more with the companies.

These and other evidence allow for the mapping of a communication plan to make the most of the digital potential and attack the Chinese market.

What Chinese customers ask for

Among the topics most discussed by Chinese customers is the location of physical stores and showrooms (34%), which indicates the desire to go to the store to evaluate the purchase of products, but also the difficulty in finding clear information on websites and apps.

Many then ask for assorted information on the products themselves and look for specific categories (32.4%), to find exactly the desired accessory, or to verify the assortment of individual brand catalogs.

Also interesting are the frequent requests for contact with companies (29%), to speak directly with a representative or a commercial manager, to have information on the cost and purchase conditions.

WeChat and RED, the ideal channels

The online activity of Chinese customers in the design sector is particularly lively, not only for the requests made to the manufacturing brands but also for the involvement in profiles and interaction with official content, particularly on channels such as WeChat and RED.

WeChat is the most widespread and used digital tool in China (1.2 billion subscribers), mixing chat and social network functions, allowing companies to present themselves on integrated mini-sites and also to sell products and services directly online. These features make it indispensable for brands in the sector, a point of connection not only with customers but also with industry professionals and the main customer service channel (in the research it catalyzed 33% of product requests and 23% of contact requests).

RED, on the other hand, is a social-commerce platform ideal for discovering new products and new brands, thus for structuring brand awareness among the Chinese public, as well as for attracting potential customers among the more than 300 million active users every month. The main focus of the many threads is precisely design in all its variations, from fashion to architecture, which is why a structured presence on the channel is indispensable for ambitious brands.

H3: Between e-commerce, brand awareness, and AI, the purchase journey

And it is precisely between brand visibility and purchase orientation that the online presence in China of Italian design brands develops. Listening to customers’ voices and conducting advanced data analysis, also thanks to the integration of artificial intelligence tools, helps to build an optimized purchase journey.

Here are some useful tips, according to Retex’s study

Provide as many details as possible about the product. To quickly satisfy users’ curiosity.
Prepare automatic responses for the most requested information. To facilitate management and reduce response times.
Facilitate contact with stores and agents. To respond more accurately, facilitating the sales process.
Enhance the role of customer service. To make the service distinctive and promote brand awareness.
Listen to every request. To improve organization and drive conversions.

The power of data, the strength of strategy

Having qualitative and quantitative data on user behavior allows for the development of more conscious and integrated strategies, increasing the chances of success: it is the customers themselves who suggest how brands should behave.

The consulting approach with which Retex accompanies design companies in the digitalization process of the infrastructure, understanding of the Chinese market, and development of a dedicated marketing strategy, helps to build the road to success step by step.