Cersaie 2007: International Press Conference at Palazzo Re Enzo.

Cersaie 2007: Over 230 people were present, including journalists, architects and interior designers coming from 5 continents. This record attendance marked the start of an evening for media professionals at the end of the first day of the 25th Cersaie, Tuesday, 2 October.

Speeches were given, in the beautiful setting of Palazzo Re Enzo, by General Director of ICE (Italian Institute for Foreign Trade), Massimo Mamberti, President of Confindustria Ceramica, Alfonso Panzani, President of the Promotional Committee of Confindustria Ceramica, Vittorio Borelli and President of Federchimica and Mapei, Giorgio Squinzi. They offered those in attendance a clear snapshot of the state of the ceramics industry and the context in which the Italian ceramic tile industry is now operating. The event was coordinated by the Managing Director of Confindustria Ceramica, Franco Vantaggi, who underlined the worldwide success of Cersaie, now in its 25th year.  

Alfonso Panzani, President of Confindustria Ceramica, discussed issues such as the serious concern of the subprime mortgage crisis and the reaction of the real estate market, and then explored current trends for the ceramic tile industry. The Italian ceramic tile industry is responding to the market contraction in all supplying countries “by repositioning itself at higher-end market levels, as shown by the 30% growth in investment in new equipment and technologies, along with the 13% increase of production in our factories abroad.” The 2006 statistics confirm Italy’s leadership in international trade in terms of quantity, with 21.8% of volume and, even more so, in terms of value, at 38.5%. A central issue here is Fair Trade. “It is important the European Community authorities institute “Made in...” labelling on goods on the market within the European Union”. Panzani’s words made it clear that this Cersaie is establishing the Italian ceramic tile industry’s intent to undertake new development paths.

Vittorio Borelli, President of the Committee for Promotion of Confindustria Ceramica, illustrated the promotional strategies of the Italian ceramic tile industry. A key factor is participation in 2008 fairs to follow the trend of ceramic products becoming increasingly important elements of environmental design, closely tied to the world of architecture and large-scale planning. “An essential aspect of the strategy for providing information, training and promoting Italian ceramic products is the relationship with professionals through seminars.” Borelli stressed the importance of using magazines for trade, designers and architects, such as Cer Magazine 2007, “the most expansive promotional tool published by our association”. Borelli introduced a final issue the CD-ROM on products and trends that will migrate next year to the web site www.italiatiles.com, within the photo gallery section, “ an important service for companies, distributors, designers and the media world who will have an always-open showcase of our news”.

Then Giorgio Squinzi, President of Mapei, which is celebrating its 70th anniversary, took the floor. “Much of our global growth can be attributed to our close connection to the world of ceramic tiles. Three principles influenced our strong business approach: specialization, internationalization, which has us active with 47 facilities in 24 different countries, and major commitment to research and development”. 70% of Mapei’s investments in research and development aim to produce environment-friendly products and technologies, by developing products with low emissions of volatile organic substances and with certified performances. “We are committed to developing products that are in line with the European Community’s new regulations about chemical substances. Our products also include the implementation of systems that help reduce energy consumption.” As president of Federchimica, Giorgio Squinzi noted that the “future of the chemical industry is to contribute to sustainable progress”. At Cersaie, Mapei presented its Dust Free products, used to reduce dustiness in work places.

ICE’s General Director, Massimo Mamberti, drew the audience’s attention to some significant facts about the Italian ceramic tile industry. “While it is true that we have lost market share in comparison with ten years ago, going down to 38%, if we look at the relationship between quantity and value, Italy is the only country with a huge difference between the exported amount, 21.9% of the total worldwide quantities, and the market share seen as value, which is around 38%.” The meaning of these numbers is clear: “In Italy, we produce high quantities, but, above all, high product quality, which is the essence of Italian-made goods”. Mamberti also underscored the aspect of national production, which increased in 2007, especially in foreign markets. Here too, there is only one possible interpretation: “The ceramic tile industry managed to internationalize without giving up its production presence in Italy. It is clear that Italian-made goods have specific features, and the only way to win major market shares is to keep the quality level of products at a constant high level.” ICE’s objective for the upcoming future is to keep on supporting businesses in the Italian ceramic tile sector in established markets, while “also focusing on new markets where a very strong real estate and production upsurge is underway, and where high quality, high end products like Italian products are in great demand.”

At the end of the event the Ukrainian journalist Ol’ga Sisova from the magazine “Ceramics: style and fashion” was awarded the Ceramic Tiles of Italy Journalism Award 2007. The award has reached its tenth anniversary and is intended to recognize the best international article about the Italian ceramic tile industry and about Cersaie 2006. The article was chosen from a hundred and three articles submitted by fifty-six journalists from sixteen different countries.