Italian shoe brand banks on China for global market position

"We have been deeply engaged in the field of outdoor sports, and our DNA is deeply rooted in outdoor sports and outdoor shoes, so it can be said that we hope and have the ability to become a contributor to the development of the entire sports market in China," Sarnataro said.

According to Crispi, the company designed special "shoe trees" to better fit Chinese people's feet. And from the moment of China's bid for the Beijing Winter Olympics, the company's designers have been planning to design a collection of Chinese limited edition shoes for the Winter Olympics. During the fourth CIIE, the brand not only brought its classic Italian-style shoes, but also debuted two special colors -- panda white and lantern red, to mark the 2022 Winter Games.

"We want to better engage with consumers and connect with the Chinese market through our participation in the Games and the introduction of featured products, and the featured products also help demonstrate our support for the Beijing Winter Olympics," Sarnataro said.

As for Crispi, it has completed its sales plan for 2021 in advance by the end of October 2021 and the company is confident it will see its sales increase by around 30 percent this year.

According to Sarnataro, Crispi plans to increase investment by at least 10 percent in 2022.

"We are now focusing on the next 12 months, from now until the next CIIE. During this period, we hope to cooperate with more partners so that everyone can experience the Italian style of our brand and the high quality of Italian products."

Through our growth in China, we hope to consolidate our market position and share in more development opportunities going forward, he said.

China's reform and opening-up has brought great opportunities for international cooperation, Sarnataro noted.