La presentazione del Dott. Romeo Orlandi esplora gli aspetti operativi del marketing internazionale focalizzandosi sul caso Cina. Qual era la situazione storica di partenza, in questo Paese? Quali sono i vantaggi che è possibile intercettare nella sua emersione economica? Rappresenta una minaccia o un’opportunità? E, ancora: cosa possono fare le imprese italiane? Sono solo alcune delle domande a cui, nel corso della trattazione, si fornisce una risposta.

1. http://www.straitstimes.com/asia/china-makes-tracks-on-modern-silk-road

2. AREA
Occidentale: 5.76.000 KMQ, 53% del totale
Orientale: 4.524.000 KMQ, 47% del totale
POPOLAZIONE
Area Occidentale 82.100.000, 6,5% del totale
Area Orientale 1.181.200.000, 93,5% del totale
PIL Area Occidentale
5% del totale
PIL Area Orientale
95% del totale
The Thin Red Line

3. China’s identity
•rich, poor or backward
•industry and agriculture
•capitalist and communist
•threat or opportunity
•strategic or competitive partner

4. China in history and geography
•A unique country.
•Unity of ethnicity, language, customs which gave birth to a die-hard
nationalism.
•A splendid but isolated civilization.
•A missed appointment with progress and industrial revolution
(unlike Japan).
•Decadence because of the “Great Wall syndrome”.
•The fall of the Empire and the People’s Republic of China.
•Economy neglected during Maoist times.
•The reform and opening revolution by Deng Xiao Ping.

5. Le Date della Superiorità Tecnologica
Fonte: Elaborazione da Seeds of change, Henry Hobhouse
Invenzione/scoperta Cina Europa
America
• Ventola a rotazione 180 1556
• Mantici industriali 1310 1757
• Carriola 231 c.1200
• Lavorazione della ghisa II sec. a.C. XIII sec.
• Timone a dritto di poppa VIII sec. 1180
• Polvere da sparo c.850 XIII sec.
• Carta 105 1150
• Stampa a caratteri mobili 740 c.1400
• Porcellana III - VII sec. XVIII sec.

6. Emperor Qian Long and British King George III’s ambassador George
Macartney. Beijing, 1792

7. The Great Wall

8. Nazionalismo vs Comunismo
•La Cina si è di nuovo alzata in piedi e
nessuno potrà più metterla in
ginocchio.
Mao Ze Dong, 1949
•Jiěfàng vuol dire Liberazione, non
Rivoluzione
•La gente è contenta ed abbiamo
catturato l’attenzione del mondo.
Deng Xiao Ping, 1992

9. Rivoluzione senza il clangore delle armi
Cosa è successo nel 1978:
. Fine della supremazia ideologica
•Riforma di Deng Xiao Ping
•Inizio liberalizzazione economica
•Apertura all’estero
•Accettazione della diversità

12. https://www.ft.com/content/7
42c0686-f3f4-11e8-ae55-
df4bf40f9d0d?segmentId=a
7371401-027d-d8bf-8a7f-
2a746e767d56

13. Shanghai 1990

14. Shanghai 2010

15. Socialism market economy with Chinese characteristics
The principle of non-contradiction

17. http://www.themediteleg
raph.com/it/r/MediTeleg
raph/Transport/meditele
graphsecoloxix.jpg

18. China: an irresistible magnet for MNC’s
with an unbeatable mix of factors
•Low labour and production costs
•Political stability
•Friendly incentives and taxation
•Excellent infrastructure network
•A growing domestic market

20. Discipline vs creativity

21. Winner in the Daily Life singles category, Kevin Frayer’s image titled China’s Coal Addiction, taken in
Shanxi, China. The Guardian, 20.2.2016

23. “In a world with just a one time zone – ‘now’ – business
must source materials, innovation, talent, logistics,
infrastructure and production wherever they are best
available”.
Yang Yuanqing, Chairman
and CEO Lenovo
In 2013 Lenovo was the world's largest personal computer vendor by unit
sales

24. According to a study of the Personal Computing Industry Center, each iPad sold in America adds $ 275, the total
production cost, to America’s trade deficit with China, yet the value of the actual work performed in China accounts for
only 10 $. Using these numbers, The Economist estimates that iPads accounted for around $ 4 billions of America's
reported trade deficit with China in 2011; but if China’s export were measured in a value-added basis, the deficit was
only $ 150m

25. The opportunities in China
•Export. Low risk, small control.
Immediate gains, uncertain future
•Investments. More resources
needed, control of the market
–Manufacturing for China
–Manufacturing for country of origin
–Manufacturing for other countries
•Sourcing. Low risk, but unstable
relationship with market and
suppliers

26. Corriere
della Sera

27. Opportunities from China
Imports. Chinese costs, Italian prices.
Low negotiating power
Selling assets. High Cinese liquidity.
New and worrisome initiative

28. 28
Utilities
Infrastructure
Energy
Food
Leasure
Luxury
Technology
Know-how
Brand
Main trends of Chinese investments in Europe

29. Fonte: Ricerca Istituto Piepoli Spa 2004
Cosa le evoca, cosa le fa venire in mente l’Italia?

30. Quali sono i primi prodotti italiani che
le vengono in mente?
Fonte: Ricerca Istituto Piepoli Spa 2004

33. https://www.economist.com/special-report/2021/06/23/the-push-to-revamp-the-chinese-communist-party-for-the-next-100-
years?utm_campaign=the-economist-this-week&utm_medium=newsletter&utm_source=salesforce-marketing-cloud