The lever of internationalization
For this to happen, the lever of internationalization is fundamental: it was essential to recover from the crisis of 2007-2009, when exports reached the lowest point (3.5 billion euros in 200) to progressively rise up to 6, 9 billion in 2019, with a trade balance that went from 2.7 to 4.9 billion euros in ten years. It will be this time too, says the president of Federorafi, Ivana Ciabatti: «But we need the support of the institutions. We must act as a system and with political coverage, otherwise our companies, which are above all small and very small, alone do not have the strength and resources to organize international events in presence, which all feel the lack and the need “.
The decisive fairs for the relaunch
The tool of the fairs is decisive, confirms de Pascale: “Even if we have lost the leadership we had up to 20 years ago, Italy remains among the main world producers in the transformation of gold, after China and India and head to head with Turkey. However, we remain the first in terms of quality and added value, and these are characteristics that buyers can understand and appreciate only by seeing the products live. For this reason, although in these months of pandemic our companies have made many steps forward in the digitalization and development of e-commerce, they continue to ask to be able to return to holding events in presence, at least as regards B2B negotiations ».
Unfortunately, as is well known, the trade fairs have essentially stopped for a year. E-commerce works well for already established and well-known brands, while it struggles to establish itself for smaller or lesser-known realities. «For this reason, in collaboration with ICE, we are developing a B2C e-commerce customization project in China through the WeChat and JJV platforms – explains the general manager -. We must accompany companies on these platforms, help them invest in the necessary skills ». The project has already received the green light from the Ministry of Foreign Affairs and is at an advanced stage of development.
China, USA, Japan and the Emirates in the crosshairs
Although today China is worth just 30 million euros of total exports of gold and jewelry, it is one of the most important markets for the sector, growing by 14% even between January and October 2020, while overall exports fell by 32.6 %. This is also due to the reduction in customs duties from 20-30% to 8-10% decided by the Beijing government in 2018. “This country has different distribution methods from all the others – specifies de Pascale -. To grow we are investing in e-commerce, but also in participation in trade fairs such as China International Import Expo in Shanghai, to start partnerships with local operators. Another way is to organize initiatives, for example at embassies, to meet selected operators in the presence. For this we need the support of the institutions ».
Another strategic market is the US: despite being penalized by the pandemic (-9.9%) between January and October 2020 it was the main outlet for Italian products, with 577 million euros in exports and in recent years it has grown very rapidly, thanks also to to the collaboration with the Ice, which has signed agreements with important local retail distribution groups, for the purchase of gold and jewels made in Italy.