The big bet made in introducing the quality footwear show to the Asian giant seems not to have paid off. Organized by the Italian footwear trade show’s management and Fiera Milano, theMicamShanghai held what seems will be its last edition from March 18-20, coinciding in dates and location with the trade show Chic, which was put on for the first time in Shanghai.
The peculiarities of retail in China, the slow pace of multichannel development and significant changes taking place in the country are certainly the main reasons that have forced the event’s cancellation. During each of the five editions, Assocalzaturifici has tried by all means to adapt a traditional European trade show formula to the Chinese market.
For its fourth edition, which was once again held in the heart of Shanghai, the participation of European, Turkish and Brazilian companies was reduced significantly. FashionMag discovered firsthand how French, Italian and Spanish exhibitors were impatient with "a kind of buyer that has a totally different mentality and that is very difficult to satisfy."
Since then, the rumors about the event’s cancellation have been constant. The last attempt to salvage the show was to join with Shanghai Chic in order to take advantage of compatible aspects of each event. With the support of the Italian Foreign Trade Institute (ICE) and the incorporation of Sistema Moda Italia’s apparel and accessories range, theMicamShanghai rolled its last dice.
Although there has not yet been official confirmation, FashionMag has cross-referenced various sources concluding that the event has been canceled. The trade show’s management has not provided data regarding the buyer numbers for the edition held from March 18-20, 2015.
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