China is exhibiting at Micam for the first time with a collective of footwear companies. The Beijing government is promoting it. In other words, the next edition of the international footwear exhibition to be held at Fieramilano Rho on September 19-21 will host 15 Chinese brands (as well as other companies specialising in sourcing). And it will do so thanks to the organisation of CCCLA (China Chamber of Commerce for Import and Export of Light Industrial Products and Arts-Crafts).
The first time for a Chinese collective
The space dedicated to Beijing companies will be called Premium China Footwear & Accessories. This is the name of the trade platform created by CCCLA with the aim of promoting national footwear brands (including accessories) on the European market. All this, “integrating with the European industry in order to achieve a win-win relationship that benefits of both”, explains CCCLA in a note. At Micam, therefore, some of the most qualitatively representative brands in the Chinese context will be present. In other words: Sheme, Erke Kangnai, Aokang, Shunpu, Desay, Ranch, Clorts, Jacata, Max Bahr, Oak, Yonghong, Bagsmart, Ecosusi, Tourit.
Due to the restrictions imposed by the pandemic, the CCCLA will ship the products that will be exhibited and then activate the VISAF (Virtual Shoes & Accessories Fair) service. In practice, during Micam, the event will be streamed live so that buyers, by accessing the online platform, can interact and communicate in real time with the companies of the relevant brands. And that’s not all. From September 15 to November 4, 2021, (again using VISAF), CCCLA will organise various exhibitions and promotional activities in Italy. Product categories promoted will include shoes, luggage, leather goods and related clothing accessories.