Gi.Metal never stops expanding its horizons and bringing the culture of Italian pizza to the world; hence it has decided to open its doors to the Chinese market. The focus on foreign markets has been part of Gi.Metal’s philosophy since the 1990s. In all this time, the Tuscan company has never stopped, increasingly setting its targets on new countries. The entry into the Chinese market is, in fact, the result of a steady growth path and a forward-looking strategy aimed at further strengthening the company’s position on the global scene and meeting the needs of an increasingly complex and diversified market.
Pizza, one of the most famous and most popular foods in the world, has also received increasing attention in China in recent years, with a significant growth in the market. However, the development of the “pizza” sector has been strongly influenced over the years by the spread of large American fast food chain brands in the country. This is a cultural context far removed from our own, the dissemination of which in the country will require commitment, dedication and a long and thorough information and awareness-raising effort. This commitment will probably find a more receptive audience in the younger generations, who are used to travelling and coming into contact with European and Italian culture, a public more open to welcoming and understanding the characteristics of true Italian pizza.
Gi.Metal’s commitment to promoting the proper knowledge of Italian pizza culture and tradition has already begun and is being developed through an integrated, multi-channel marketing and communication strategy. Hence the decision to be present on the main Chinese digital communication platforms: on WeChat and Zhihu, with numerous educational articles, and on Douyin with video content aimed at spreading the culture of Italian pizza through Gi.Metal products. Another necessary step was opening a Gi. Metal China website with a dedicated blog, which will bring Gi.Metal closer to potential Chinese customers and provide them with more information on the world of pizza, also through the creation of specific educational content.
Complementing this strategy is the company’s presence in specialised Chinese media, with particular reference to Gi.Metal’s participation in the country’s main trade fairs dedicated to the catering industry. These included our company’s presence last spring at the Bakery China fair in Shanghai. An important event, at which we were able to present the Chinese market with a wide selection of peels and accessories that are indispensable for preparing traditional Italian pizza, starting with our professional peel lines. Bakery China was the first in a series of trade fairs, including Hotelex and FHC, important events in which the company is interested in participating in order to bring the excellence of its products to this new and, as yet, unexplored market.
These are just the first steps of what we are sure will be the beginning of a new and exciting adventure.