On the 9th April, theMicam Shanghai launched the first Chinese edition of this fair, the largest professional trade show in the world for high-end footwear. TheMicam Shanghai is organised by Fiera Milano (through JV Hannover Milano Fairs Shanghai) and ANCI Services, which have signed an agreement with Shanghai Fashion Week with a strictly B2B formula designed to guide Chinese buyers towards the best footwear made in Italy. ICE also collaborated in this project, an agency specialised in promotion abroad and the internationalisation of Italian companies.
More than 300 companies from all over the world attend this event. From 2012 to 2015, China expects 20% annual growth in the retail market. In the past 5 years, footwear imports have grown by 293% in terms of value. Currently, the consumption of footwear in China equals to 2, 7 billion pairs, with more than 300 million new potential consumers. The country imports around 33 million pairs with a total value of 864 million dollars. Hence the necessity to host this leading annual event in China, and for the first time outside of Italy, which is usually hosted twice a year by Fiera Milano.
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