The export of Bello e Ben Fatto ('beautiful and well-made'): the state of art and future opportunities
Several are the sectors which specialise in and manufacture high quality products in Veneto; however, to be able to carry out a homogeneous assessment based on national-level analyses which could serve as a preliminary study for Veneto, we only considered four sectors: foodstuffs, clothing and home textiles, footwear and furnishings (BBF products). The other sectors of Veneto that certainly should be included in the next assessment are goldsmith, eyewear and certain segments of the mechanic sectors.
Together, the four sections analysed in 2011 represented 21% of regional exports; the clout of Bello e Ben Fatto products (BBFs) on the exportation of products manufactured in Veneto, moreover, is greater by 8 percentage points in comparison with the national average. Even if we consider the single export sectors, the significance of the BBFs is higher in the region in comparison with the rest of Italy: the share of BBF products on the whole of textile and clothing exportation is greater by more than 12 percentage points and the gap widens up to 15 percentage points in the furnishings sector.
In 2011, the areas analysed (new and established markets) put together make up 79% of Veneto exportation of BBFs and, in particular, the weight of the new markets is at 17%. This incidence is greater in the furnishings and clothing sectors (23% and 21%, respectively), lesser in the foodstuffs sector (10%).
The most significant outlet Country in both cases is Russia which absorbs more than 30% of the BBFs exported to new markets, followed at a certain distance by Poland. China, which represents the third new end market for Italian BBFs, is in eighth position in the regional ranking.
The exports of BBF to the thirty principal new markets of the world will grow up to 136 billion euros in 2017 (values based on prices and changes constant in 2010).
The growth of BBF exportation around the world between 2012 and 2017 will be absorbed by more than 30% by Russia, China and the United Arab Emirates, the three new markets which, together with Poland, most significantly influence on the demand of BBFs worldwide in 2010.
Between the main new markets importing BBF foodstuffs, the market share of Veneto shows the highest value in comparison with Countries that are relatively close such as the Czech Republic and Poland, while Russia can be found in third position.
In 2011 the share of Veneto BBF clothing in the Russian market is 3.2%, and Russia is the principal importer of the clothing sector.
In 2011, Veneto's clout on the demand of BBF footwear from the main new importing markets equals 10% in the Czech Republic; followed by Croatia and Poland, areas where the demand Venetian products is around 5%.
Russia, the main new market for BBF furnishings, absorbed 12% of Veneto exports in the sector; such incidence Russian consumers' interest towards quality furnishings and design.