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Valentini China Market Follow Up

1. Milan Fair Review

1.1 Good Things

1.1.1 CHIO as Iconic Product

• The launch of CHIO at the Milan Fair enhanced Valentini's brand awareness significantly through its spread on social media.
• As part of consistent efforts to increase Valentini brand exposure, it is believed that brand awareness growth precedes sales growth.

1.1.2 Positive Brand Exposure

• Valentini's consistent efforts in brand exposure are essential for sales growth.
• Brand awareness must rise before sales can grow accordingly.

1.2 Things Not Done Well

1.2.1 Timeline Control

• The CHIO project's tight schedule did not result in good timeline control.
• Key steps were not adhered to, making it seem impossible to complete the project.
• Quick response and fast action are needed to achieve project milestones in the future.

1.2.2 Communication and Coordination

• Details such as Choi delivery time, official release site, and transportation were not communicated completely.
• Boloni could not add 'Valentini' to its marketing materials before approval, explaining the absence of 'Valentini' in some ads/posters.

1.2.3 Unexpected Costs

• The 10,000 fair contribution fee was an unexpected cost covered by LIDEA at the last minute.

2. CHIO & 4 Improved Sofa Models

2.1 CHIO

2.1 CHIO

• The release of CHIO at the Milan Fair was a successful marketing event for building the Valentini brand.
• CHIO is a product that represents the Valentini image and not the core product driving sales.

2.2 4 Improved Sofa Models

2.2 4 Improved Sofa Models

• The 4 improved sofa models (Charles, Stone, Rafael, and Wall) are the core products for 2024, driving majority sales.
• Urgent pricing decisions are needed after the show due to tight time constraints.

3. Valentini Brand Management and Pricing Control

3.1 Brand Positioning

3.1 Brand Positioning

• Valentini's brand positioning is between Natuzzi and Minotti in terms of quality.
• The pricing should be competitive with Natuzzi, requiring support.

3.2 Pricing Control

3.2 Pricing Control

• LIDEA is assigned as the exclusive distributor for the China market.
• LIDEA will set up a nationwide distribution network and pricing system.
• All inquiries and project quotations must go through LIDEA to avoid conflicts with existing dealers.
• Direct orders to Valentini without LIDEA involvement will result in different retail pricing, causing price wars and dealer dissatisfaction.
• Direct orders can lead to unauthorized copies and the use of official customs documents to disguise local products as Italian.

4. Conclusion

• The recap of recent events and thoughts for the future indicate the importance of effective project management and communication.
• The success of future marketing initiatives and sales growth depend on lessons learned and improved processes.
• Looking forward to hearing feedback and further guidance to enhance Valentini's presence in the Chinese market. """