Elica is implementing a strong internationalization plan. In particular, the Italian company is fostering its presence in China and in the Far East and has chosen to present itself to the public through the exhibition “Disguise” by the artist Yang Zhenzhong (winner of the XV Ermanno Casoli Award) at the Elica showroom in Shanghai. Elica has been present in China since 2010 and registered an increase of 35% in sales in 2014. To further improve this result, the development plan envisages the enhancement of its brand and products, both the ones imported from Europe and those locally manufactured. In March 2015 the product-line “Made in China” was inaugurated. The line was specifically developed for the high-end Chinese market, conceived and designed by a joint Italian-Chinese task-team, which took into account the requirements of the local cuisine, and was entirely produced in the Shengzhou plant. For this purpose, Elica has finalized a partnership deal with the most important Chinese designers, thus paving the way to participating in important Chinese real estate projects in the reference sector, with household appliances manufactured inside the country. “The Asiatic market enjoys a primary role in the company’s internationalization strategy – comments Francesco Casoli, Executive Chairman of Elica -. For this reason, we have drawn up an ad hoc development plan, which should catch all the opportunities and further increase our presence and market share in Asia, which now accounts for 3%. China plays a primary role in this development plan, not just as a market but also in manufacturing and logistics terms, which should go to serve the entire country. China is not just a business opportunity for us, but a country that has a millennial cultural background which is innovative and creative. Thus, we are very delighted to assign the XV edition of the Ermanno Casoli Award to a Chinese artist on a project which will be enjoyed by all of the local community”.
As regards to the European market, Elica has recently opened its new head-office and a new showroom in Barcelona. Already present in Spain through its distributors since 2005, and since 2010 directly with Elica España through a wide capillary network of agents, Elica today points to having closer business relations with its Spanish clients. For this reason Elica opened the new head-office, which will be engaged in managing business relations throughout the Iberian Peninsula, and the new showroom, where it will be possible to see the company’s main flagship products. “The past year Elica saw a 15% increase in the sales of Elica branded products in Spain, an important European market in the kitchen hood sector, but more can be done – Francesco Casoli said -. For this reason the Spanish market represents a strategic objective for the development of our brand. Our company is fully committed to the quality treatment of the air, and we are working toward this direction concentrating all our efforts on research and innovation. We are in Spain, because we are fond of our clients and we believe we should stay close to them”.
