On 11 April, the Forum of Italian Successes in China was held at the "Kilometro Rosso" Professional Center in Bergamo. The eighth edition of the event was born this year on the basis of the publication of issue number 157 of the magazine Mondo Cinese (edited by Fondazione Italia Cina and Brioschi Editore), which collected the experiences of 11 Italian excellence in the Chinese market .
The meeting, like the foregoing, is based on the desire to provide as comprehensive information as possible about the consequences of the Chinese economic phenomenon for Italy, to highlight the opportunities arising from growth in the Asian country and to provide visibility to the success stories of our Companies in China.
Seven companies have told their story, among the 11 selected for the World Chinese number titled Brembo, Bracco, Danieli China, Eldor Corporation, Nordmeccanica, Tesmec, Vibram (in the magazine with Giacomini, iGuzzini , BravoSolution and Zonin 1821). The event is also an opportunity to underline the importance of sharing winning strategies and business experiences as well as raising awareness of how to face the challenge of the Chinese market, which continues to renew and evolve over time.
For these reasons, in recent years, the Foundation has organized seven editions of the "Success stories in China" forum, in which 44 presidents or CEOs of companies shared hundreds of other businesses with their own strategies and experiences in China. Many of the ideas that gave rise to the debate: the value of "Italian", the theme of intellectual property protection, local competition, government relations and corporate social responsibility actions, the importance of research and development , The fundamental theme of human resources. Beyond a few common points, every success story presented here is a unique case, and that uniqueness is an added value, because in any case it is possible to collect specific features and values that can represent examples and inspirations to take to Other realities happen in China.
"For an Italian company, even for a large company, negotiating with a Chinese partner almost invariably means being inferior," said Renzo Cavalieri, Co-ordinator of the World Scientific Committee of the University of Venice Ca 'Foscari, opening works -. Such asymmetry depends on a complex set of dimensions - but also chronological, psychological, and systemic - and for most of our businesses is a structural and persistent problem of doing business with China. However, there are also several companies that are able to overcome this condition and succeed, sometimes a great success. These are very different business stories about their type and size, but in their recipe there is always a common ingredient: commitment. In fact, China rewards only those who know how to devote adequate resources - human, technological, financial, and temporal -. In that country, the "bites and fleeing" tactics, so appealing to many local entrepreneurs, are always destined for failure. "
"Brembo, thanks to the presence in China since 1999, the year when the first negotiations for the establishment of a JV production began, could really cross the changes in this huge market - said Umberto Simonelli, General Counsel Brembo -" living the History, "including the dynamics of four four-year-olds and knowing at least three different policy approaches deriving from the change of the ruling class. In this context, after a start to understand the "Chinese world" and its mechanisms (1999-2007), a prerequisite for success, Brembo now has a team in China of more than 1,200 people with 4 industrial settlements and over 200 Million euros of sales at December 31, 2016. These results will enable Brembo to consolidate its leadership in China as the most innovative and challenging manufacturer of braking systems. "
Brembo is a leader in the braking systems industry, which is well-known throughout the world thanks to its forty years of presence in motor racing. The experience in China begins in 1999, when the company decides to start production in the country for the Chinese market itself, guaranteeing the high quality of the products and ensuring the net recognition of the market. Subsequent decision making allowed the group to operate with four different local companies and recently to finalize the acquisition of 66% of ASIMCO Meilian Braking Systems' share capital.
"Bracco's in China is a successful story, which began in the late 1980s and will continue for a long time," says Fulvio Renoldi Bracco, Bracco Imaging Head of Imaging Business Unit. "At the end of last year, we renewed the joint venture between Bracco Imaging and Sine Pharmaceuticals until 2037, further consolidating our presence in one of the most strategic geographic areas for the development of our Group. The joint venture was founded in 2001 and since then has grown rapidly thanks to the strong investments we made at the production site located in Pudong (Shanghai), where the most advanced Italian technologies for the production of contrast media for the Diagnostic for images. China, which for us is the second market after the United States, "concludes Fulvio Renoldi Bracco," is undergoing an important transformation process led by the current healthcare reform and for an Italian company it is a real honor to be able to give contribution".
Bracco is a multinational group founded in 1927, working in the health sector through the CDI - Italian Diagnostic Center (health services), ACIST Medical Systems (medical devices and advanced systems for cardiology contrast media delivery) and Bracco Imaging (Image diagnostics). With a consolidated turnover of 1.3 billion euros in 2015 and an organization of 3,400 people, the group has a world-wide position in the field of image diagnostics through an integrated supply of contrast media, software and devices Advanced physicians for the main diagnostic modes. Among them are: computerized x-ray tomography, magnetic resonance imaging, ultrasound and nuclear medicine. Production activities are located in Italy, Germany, North America, China and Japan, while the research and development centers network is located in Italy, Switzerland and North America. The company operates in more than one hundred markets worldwide, both directly and indirectly, and is present in China with the Italian-majority Bracco-Sine joint venture, founded in 2001 and recently renewed until 2037, with 300 employees today.
DANIELI & C. OFFICINE MECCANICHE
"Despite the fluctuations in the global market, we are pleased with the results achieved by our design and manufacturing center, which has gained a solid reputation in the market," said Anna Mareschi Danieli, Director of Finances & Contracting Danieli & C. Officine Meccaniche. "This satisfaction is a stimulus to further improve both product quality and pre- and post-sales service for Chinese customers."
Daniel arrived in China in the late 1970s and early 1980s with a solid bag of over 60 years of national and international experience and recognized as a world leader in the long steel industry. From the first step - a representative office - to today, Danieli has created a structure that can work across the entire production chain thanks to technical and commercial offices as well as production facilities for all products, from mine to long process lines Plans, throughout China.
Eldor's story began in 1972, when Pasquale Forte, current president & CEO of the multinational corporation, founded a garage in Orsenigo (Como), a small company that deals with the construction of radio and television components, specializing in the production of components Wrapped, high voltage transformers. Already in the seventies a division of Robotics has been opened for the internal development of the production lines. This option allows you to strengthen the group and to open up to international collaborations, among which are those with Loewe, Mivar, Philips, Grunding, Sony, Nokia and Toshiba. In 1997 Pasquale Forte - in order to cope with the technological leap into the business of traditional TVs - decides to differentiate the business by investing in a very different sector, the automotive industry. In 2002, Eldor made a complete turn around: leaving the historic segment of the wrapped components, which he was the world leader, and devoted entirely to automotive, which will become Eldor's core business.
The comasca company has now become the world's reference point in the automotive sector, reaching important figures: sales of more than 270 million euros, 2,300 employees worldwide, four research and development centers in Italy, five production plants (Italy, Turkey, Brazil, China and, by 2017, United States) and four other technical-commercial centers (United States, China, Germany and Japan). Over the years, Eldor has been consolidating a very strong internationalization strategy, deciding to invest and expand into strategic countries to develop, develop and manufacture ignition systems, electronic control units, ABS actuators and complete systems for hybrid and electric vehicles. The automotive sector. Among them, since the mid-2000s, China has played a prominent role, thanks to which Eldor has strengthened its role as a global Italian company.
"Our presence in China is a winning story for us," says Alfredo Cerciello, president of Nordmeccanica China. "It was not easy to enter this market, we had to overcome the rush of language and adapt to the speed of a country that runs at speed for us unimaginable: but we have succeeded. Nordmeccanica has been present in this country since 2006 and with a factory in Shanghai since 2009, expanded in 2012 to meet the ever-growing market demands. Our China sales grew from € 5 million in 2012 to more than € 15 million in 2017, with more than 200 machines already sold. Nordmeccanica in China now covers 65% of the market share of the industry, but we expect sales growth of around 20-25% over the next 10 years. "
Nordmeccanica is a worldwide manufacturer of packaging machines. After a worrying crisis at the end of the 1990s, the company decided to look into the Chinese market, beginning with a representative office in Shanghai.
Later, in the light of fruitful travel and meetings in China, Nordmeccanica chose to be more massive, with a technical structure. In fact, in a few years the company has earned significant market share, by eliminating local competition with Italian products and reaching 65-70% of the Chinese market.
"The success of Tesmec's business in China," said Paolo Celeri, Business Development Director Tesmec, "is testimony to the acknowledgment received by the Huawei Group, which has chosen Tesmec as a global technology partner at the Ultra-Broadband Forum 2015 Madrid, organized by the Chinese giant with the aim of exploring the new frontiers of the broadband industry that are leading to rapid developments related to ultra-broadband technology. Today, Tesmec has in China a fleet of over 500 units, located in 29 of the 30 Chinese provinces on thirty first clients and a number of secondary customers operating in the second tier. The clientele is varied and diffused in the territory: we are known in all corners of China for this type of machinery. "
The Tesmec Group, led by Ambrogio Caccia Dominioni, today has about 600 employees and has six manufacturing sites, four of which are in Italy (Grassobbio, Endine Gaiano, Sirone and Monopoli), where it remains the production heart of the group, and two Overseas, Alvarado, Texas, and Durtal in France. Tesmec is globally commercial and can count on a direct presence across the continent, thanks to companies, joint ventures and commercial offices in USA, China, South Africa, Russia, France and Qatar. Tesmec's first approaches to the Asian country in the early 1980s led to the creation of a representative office in Beijing in 2008. In September 2014, Tesmec New Technology (Beijing) Ltd., a wholly-owned subsidiary, was created with the aim of facilitating Tesmec's expansion in China through the promotion, sales and service of all product lines and solutions Integrated into the group. Conceived as a double-deck bridge.
In recent years, the Tesmec Group has successfully applied Tesmec technologies and products to several national top projects: the construction of ultra-high voltage lines, including 1000 kV AC lines and 800 kV DC lines, the catenary installation for High-speed rail lines and the construction of gas pipelines and pipelines. In addition, Tesmec has established positive cooperation relationships with leading global Chinese companies in their respective sectors, including the SGCC State Grid Corporation of China, the China Southern Power Grid Company, CRCC China Railway Construction Corporation, CREC China Railway Engineering Corporation, CNPC China National Petroleum Corporation, CCCC China Communications Construction Company, and leading subsidiaries such as CHEC China Harbor Engineering Company, Sinohydro.
"Vibram represents Quality, Innovation and Performance in the production of high performance soles," said Marco Guazzoni, Global R & D Director, Vibram. The far-sighted vision of ownership and management led us to China in the 1990s, not for low-cost productions, but to create a high value-added center. Providing all the crucial services of product development, design, material testing, prototype, industrialization, integrating Asian, American and Italian cultures into 'Made in Vibram', in a challenging and creative environment such as the Vibram Tachnological Center in China, Strategic intent to be close to the footwear manufacturer, enabling our partners to better meet the ultimate consumer. "
Val Bregaglia (Sondrio), September 18, 1935. A rope of nineteen mountaineers is surprised by the bad weather while attempting to climb Punta Ràsica, 3305 meters, and a ridge that resembles the profile of a carpenter saw. Cold and windy gusts, but above all slippery and unguarded footwear, prevent climbers from proceeding and force them to remain clamped on a rock wall without being able to climb or descend to freezing for hours. An experience tragically ended for six of them, who lost their lives for worship. Among the participants of the expedition was also Vitale Bramani, a member and academic of the Italian Alpine Club, who came out of the hard test, but with the firm desire to make repeated tragedies similar to those he had personally experienced . So he decided to devote himself to the idea and the development of a new rubber sole that could guarantee adherence, waterproofness and abrasion resistance on dry and wet surfaces.
"If there is a country that is investing heavily in the Economy of Knowledge today, this is definitely China - he said closing the work of Forum Sergio Cavalieri, Predecessor Italy-China Technology Transfer Center (CITTC), University of Bergamo - . The programming actions that China is putting in place - such as the Made in China plan 2025 and the OBOR infrastructure - are clearly in this direction. We must definitely come out of the common place, perhaps 10 years ago, to consider China as an opportunity for Western companies to relocate their facilities and produce low value added goods. This is no longer the case: given the pharaonic investments in innovation and human capital, China candidly becomes the undisputed leader in high-tech sectors. It is crucial that Europe - and Italy in particular - be ready to collaborate in a fruitful and aware manner with the Chinese by setting up their own structures. The mission of the China-Italy Technology Transfer Center - with its two offices in Bergamo, at the premises of the University of Bergamo at Km Rosso and Naples, in the City of Science - is precisely to create the favorable conditions for Creation of technological and commercial partnerships between the two countries through targeted activities of scouting and coaching, with a focus on SMEs, the heart of our social and industrial fabric."