There is considerable geographic specialisation and clustering in the industry with most manufacturers grouped into specific geographic areas:
- Viareggio-Pisa-Livorno - highly specialised in new builds
- Milan-Como-Brescia-Sondrio-Bergamo
- Forli-Rimini-Genoa - a refit centre
- Turin
- Venice.
Getting your product into market
Italy’s distribution chain for marine accessories is characterised by a plethora of small companies. The deck hardware sector is the most fragmented.
For suppliers of hardware and accessories, the key is to work closely with prestigious boat-yards worldwide, providing them with quality, certified products. Sales and technical staff need to remain in regular contact with yards, ensuring a constant two-way flow of information. This generally requires local representation and distribution.
It is an advantage, if not imperative, to have an Italian agent or importer. The availability of local technical support services, especially for new products, is often crucial. Also as most information is in Italian, it is an advantage to have someone who can keep up with relevant developments.
There are many synergies between the New Zealand and Italian marine industries. Opportunities include:
- hardware and accessories;
- New Zealand’s level of customisation often helps it stay abreast of Italy in terms of research and development
- New Zealand has made inroads into Italy’s marine infrastructure
- increased focus on safety products
- increased focus on maintenance and refits
- increased concern for the environment.
High visibility and aggressive promotion at appropriate boat shows is essential. A ‘collaboration to compete’ approach often helps position New Zealand firmly on the radar of yacht manufacturers and buyers.
Promotion is focused on three main areas:
- boat shows - Genoa is the only Italian boat show with strong international relevance
- advertisements in specialist publications
- word of mouth.
Regulations
Italian regulations are frequently intricate, obsolete and inefficient. Those with the highest impact on the boating industry relate to corporate taxes, labour, the environment, market surveillance and standardisation.
As a member of the EU, Italy applies EU customs procedures, including the classification and valuation of imported goods, as well as EU external tariffs on imports from non-EU countries. There are also several national and EU laws regulating the industry.
Opportunities
- New Zealand’s marine industry is well perceived in the marketplace. It has received extensive press coverage. Exports cover an increasingly wide range of marine products including racing yachts, jet engines, spars, ropes, windlasses and electronic and software equipment. Most are pitched at the top end of the market and within the trade this has helped reinforce the country’s image as a quality supplier.
- New Zealand exporters generally enjoy considerably lower costs than their Italian counterparts.
