For the first time in the history of MICAM Milano, a collective of Chinese companies will participate in the fair with a selection of 15 firms. “Premium China Footwear & Accessories” is the name of the space dedicated to the initiative, which is fruit of the collaboration of MICAM with the China Chamber of Commerce for Import and Export of Light Industrial Products and Art-Crafts (CCCLA): a commercial platform that aims to promote Chinese footwear brands and related accessories in the European market, integrating with the European industry in order to create a win-win relationship for the benefit of both. 

The CCLA counts over 13,000 members and actively collaborates with European and US governments and the most important business associations in Italy and Germany, with the aim of jointly promoting the development of the China-Europe footwear and accessories industries on a global level. The companies that it will bring to the fair represent the most important brands in China, with a selection of high quality products, like Scheme, the first Chinese luxury brand, which already participated in the Fashion week of Paris, London and New York; Erke, a brand specializing in footwear and sportswear; Kangnai, one of the most important men’s footwear brands in China, with more than 300 stores in the country and over 100 abroad, and important collaborations with international brands such as Hugo Boss e Calvin Klein. Likewise present will be Aokang, Shunpu, Desay, Ranch, Clorts, Jacata, Max Bahr, Oak, Yonghong, Bagsmart, Ecosusi, Tourit and other Chinese companies that already work for well-known brands of the European and American market, which in addition to proposing themselves as valid partners for the private label, will also exhibit their own brand productions.

An important participation that expresses the best of an industry, which, according to Chinese customs statistics, in the pre-Covid period from January to November 2019, exported 42.9 billion dollars in footwear worldwide. The market share of Chinese footwear in Italy has remained around 15%, while in Europe it is at 41%.