Italian Brands Growing in China: The Lavazza Case Study, Mar 3rd

The China-Italy Chamber of Commerce (CICC) is glad to invite you to the workshop "Italian Brands Growing in China: The Lavazza Case Study" on March 3rd 2022, 6:00 pm (CST) at the Lavazza flagship store in Crystal Galleria, Shanghai. This is the first event of our Food and Beverage Working Group’s （FBWG） “Brand Watch” series, jointly organized with our Intellectual Property Working Group (IPWG).

How a well-known and iconic Italian brand succeeds in the China F&B market? How to adapt to a volatile, young, and demanding consumer market and to digital sales channels while preserving Lavazza brand DNA? During the event, representatives of Lavazza Group will answer these questions by presenting the Lavazza case study and by sharing their stories and best practices on intellectual property management and marketing strategies.

Scenario

In more than 125 years of activity, Lavazza has been able to exploit a heritage of “Italianness” and commitment to quality and innovation, establishing itself as a pioneer in its sector and entering the hearts of coffee lovers all over the world. In 2020, the Lavazza Group together with YUM China launched a joint venture to explore and develop the Lavazza Coffee Shop concept in China, a combination of innovation and tradition that allows customers to experience first-hand all the facets of the Lavazza world in a unique and iconic Italian-style environment.

AGENDA

6:00 – 6:15 pm

Welcome Remarks 

6:15 – 6: 35 pm

“Lavazza in China: 127 years of innovation”

with Pietro Luigi Ghigo, YiBai – Head of Commercial

6:35 – 6:55 pm

“The Management of Intellectual Property Rights while Expanding on the Chinese Market”

with Simona Musso, Luigi Lavazza S.p.A. – Group General Counsel; and Marco Braida, Luigi Lavazza S.p.A. – International Business & IP – Legal Director.

6:55 – 7:20 pm

Q&A

7:20 – 8:30 pm

Networking Aperitivo 

Moderators: Davide Fassari and Guilherme Campos.

Shanghai

Lavazza Flagship Store in Crystal Galleria, F1 68, Yuyuan Rd. 晶品购物广场1楼（愚园路68号）

Interested in joining? Scan the QR code to sign up!

Ticket Price

OFFLINE:
Members: 120 RMB
Non-Members: 200 RMB

*Limited seats. Reservations on a first-come, first-served basis with priority to CICC Members.

**The price comprises 1 drink with snacks.

ONLINE: 

Members: Free of Charge

Non-Members: 150 RMB 

Event Language
English

The CICC Team