Salone del Mobile.Milano Shanghai: an expected debut confirmed by the numbers

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The first edition of Salone del Mobile.Milano Shanghai has closed with great success: 20,750 visitors came to the show, exceeding the expectations. Contacts and quality are the plus on which the event leveraged on and which characterized the event.

Salone del Mobile.Milano Shanghai, the first edition of Salone del Mobile.Milano in China which has brought on the Shanghai Exhibition Center’s (SEC) stage the best of furniture and Made in Italy interior design, has closed with 20,750 visitors from the first tier regions of China and the central regions with strong growth rate, as Sichuan, Hubei and Henan. An important number that has confirmed the expectations of a project well pondered and tailor-made in the last three years to understand the Chinese market and answer to the growing needs of the Chinese consumers.

On the Anteprima preview night, held on 18th evening and dedicated to the VIP community and the press, 2,000 visitors confirmed their presence onsite: a selected and profiled attendance of top guests that joined the preview by invitation only to respond to the pursuit of quality and Italian products positioning.

An ascent which has continued on the first day of the show – 19th November – during the day, for the first time in history, the organizers of Salone del Mobile exhibition found themselves in the position of having to close the ticket office and entrances, due to the large crowd waiting to enter, in order to ensure the safety of the event. Only the first day, almost 9,000 visitors visited Salone del Mobile.Milano Shanghai. An organization that worked perfectly thanks to the experience gained by Salone del Mobile.Milano organizer and the cooperation with VNU Exhibitions Asia, leader in the organization of exhibitions in China and partner of the Salone del Mobile.Milano.

“We are satisfied with this first appointment. It has proved us right of the concept chosen and in which we have always believed in. This makes us look forward with optimism to the next edition” said Roberto Snaidero, President of Salone del Mobile.Milano. “The positive feedback we have received from the companies, the public and stakeholders, confirms that the strategy pursued by bringing the best of Italian production, represented by 56 premium brands and all the different furniture styles, together with having realized an exhibition-event full of content, images and Italian lifestyle values was the right choice to position ourselves in the market with a clear and strong identity. The identity of Italy is one of know-how, craftsmanship, excellence, beauty and innovation that coexist and renew unceasingly”.

This Salone has laid the foundations to strengthen the cultural and commercial bridge between Milan and Shanghai, Italy and China, and to continue to consolidate it by creating the best conditions for a dialogue that will bring benefits to both parties. It was also a strong and important signal from the Italian System that has succeeded in unifying the maximum synergy between all sectors of Italian excellence, from fashion, food and beverage to automotive.

“A personal thanks from my side to the institutions that have supported this project at all levels. I would like to thank the Undersecretary for Economic Development, Mr Ivan Scalfarotto, the President of ITA, Mr Michele Scannavini and his collaborators, the Ambassador of Italy in China,  Mr Ettore Sequi and all the Italian Institution in China”, concluded Roberto Snaidero.

For the realization of Salone del Mobile.Milano Shanghai, crucial since the very beginning the full cooperation from the Italian Government, Minister of Economic Development, Mr Carlo Calenda, the Italian Trade Agency ICE, the Italian Ambassador in Beijing and from the most important  Italian institutions operating in China.

In this path, Federlegno Arredo Eventi also relies on its strategic partnership with BolognaFiere.

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