A piece of Italy in China
Date:August 2, 2016
by Simona Storchi
Its history started importing European building materials to China. Now Ambio lives with the mission of conveying the European culture and lifestyle to the domestic citizens. In 2000, the company successfully launched the Ambio brand in China and became one of the earliest companies to promote imported brands. At present, it has established almost 80 shops in the first and second tier cities throughout China and the network is still expanding. The first approach to the market of the newborn company was with European styles and products with the aim to answer to Chinese requests for quality and western design.
Then in 2008 Ambio started a strong relationship with Italian companies. As the increasing demand to the high-end products in Chinese market, Ambio adjusted the developing strategy by building four sectors. The brand Ambio and Setcolor are mainly focused on retail market, besides, the brand Vmat deals with projects. Love is an e-commerce brand, which is to sale by O2O, as well as the high-end service for interior design Topping Decor. Ambio sells ceramic tiles for interior and exterior, along with a selection of natural stone such as granite, marble, onyx.
“Ambio is well known as the most high-end European ceramic distributor in China – explains Ms. Zhao Xiaoshen, manager of R&D Department -. We work with final customers and architects but also with contractors working on condominium and large house and villas all around the country. We can provide solutions to every request thanks to a team of specialized people: we can fulfill the needs of a single family that is looking for assistance in remodeling their house or we can assist a contractor for the design and the decoration of a building”. During the years Ambio has been built a special relationship with selected key players with whom all the departments liaise constantly to discuss all the business aspects. “A longstanding partnership is, especially today, very important because could support the group’s management from marketing analysis to purchasing”.
Ambio chose to focus on Italian products for their cultural and traditional content. In its Beijing Creative Center by Ambio, a four-story building, the Group organizes Made in Italy’s promotional events including workshops and roadshows. “The Group decided to sell high-scale products with a very high quality for a range of customers who look for stylish solutions. We serve the medium-high Chinese class that is constantly growing and is asking for luxury products”. One of the Chinese city that is experiencing a vibrant expansion is Yiwu, a commodities center in the central province of Zhejiang. The Chinese real estate market is slowing down due to a general of the national economy but it remains one of the top sector of the Chinese economy in which local and foreign investors are investing. The official economic figures for August painted a gloomy picture: in the 70 big Chinese cities tracked by the government, new homes in 68 had month-on-month price declines compared with 64 in July, the National Bureau of Statistics said. That result marked the biggest drop since January 2011, when China changed the way it compiles the data. Average monthly real estate investment has slowed to 13.2 percent year-on-year in the first eight months of the year, from 13.7 percent in the first seven months, and the total area of property sales and sales volume fell too. Despite all this figures Ambio is still experiencing an increasing at 15% annually thanks to its market strategy focused on Made in Italy high quality products and custom made services.