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ITALIAN CERAMICS RELY ON QUALITY IN THE CHINESE CHALLENGE
Eleven companies, all extremely qualified from a technical perspective, will be promoting Italian products at Ceramics China 2010 , an event that really counts. A huge number of visitors and trade professionals is expected at the China Import & Export Complex in Canton from 18 to 21 May, where it will be important to make an impression and create new and interesting business opportunities.
The Asian market is in continuous expansion and China in particular is the leading producer and consumer of ceramic products (with 70% of total world production). However the quality is medium to low and so investments in capital goods are all aimed at raising the quality level of the products. The challenge for the Italian companies, coordinated by the Italian Trade Commission, together with their trade association, ACIMAC, is therefore all about quality. China currently exports relatively little (it is the third largest exporter in the world), since most of its production is aimed at satisfying domestic needs. However, this dynamic market of such vast dimensions has important margins of development for Italian technology, known for its high standards.
Ceramics China will therefore be an important showcase for gaining recognition and appreciation. The previous edition, in June 2009, recorded impressive figures. It occupied approximately 55,000 m² of exhibition space, with 500 exhibitors, representing 16 states, and 43,000 visitors from all over the country. The Italian pavilion will be particularly well-prepared and interesting for the 24th edition of the show, which is being held in the city of Guangzhou in the Guangzong region, where two thirds of Chinese companies involved in the ceramic production process are located. Those who wish to visit it will be able to spend time viewing the machines and equipment for manufacturing the products. There will be single-layer tunnel kilns with high internal pressure to improve brick firing, hot air generators for drying, presses, conveyor belts and production stations.
Great attention will also be paid to materials, such as porcelain stoneware, the true jewel in the crown of the Italian-made products. It is a ceramic with a compact, hard and non-porous body, known for its very low levels of water absorption. There will also be tiles and flooring on display, as well as paints, with the presentation of ever-new colours, frits, glazes, screen printing media and pigments. In short, the globalisation strategy for the Chinese ceramics industry begins with Ceramics China, and, as a direct consequence, so too does the promotion of and co-operation between various markets around the world. The Italian companies in this sector will be trying their best to consolidate their leading roles and display the best in innovation and quality, which have always been two distinguishing features of Italian-made technology.