To offer our readers an exclusive insight into Italian excellence in international markets, we have launched the “Italian Icons of China” series of articles. Through unique interviews, we tell the stories, strategies and successes of Italian companies, highlighting the key aspects that can inspire both multinationals and small and medium-sized businesses, as well as entrepreneurs interested in exploring global markets.
In this article, we had the privilege of interviewing Eng. Matteo Vittorio Bertele’, General Director of Dainese China, one of the most iconic and innovative Italian brands in the sector of protective equipment for motorcycling and dynamic sports. Founded in Vicenza, the company employs over 1,400 people and has a strong global presence in EMEA, APAC and the Americas. The Dainese, AGV and TCX brands are considered points of reference in the innovation panorama, with cutting-edge technologies to guarantee maximum safety and performance. With a distribution network covering 96 countries, 38 single-brand stores and a direct e-commerce channel, turnover in 2023 was more than 250 million euros. Dainese continues to set new standards of excellence, proud to dress some of motorcycling’s greatest champions, including Joan Mir and Marco Bezzecchi. Dainese is a brand that embodies passion, innovation and reliability, winning the hearts of athletes and enthusiasts all over the world.
In 2023, under the leadership of CEO Angel Sánchez, who brings with him a long career in the consumer and industrial sectors, Dainese has embarked on a new chapter of growth and innovation. Sánchez has demonstrated an extraordinary ability to accelerate the growth of companies, and he is ready to do the same with Dainese. In 2024, Matteo Vittorio Bertele’ joined the Dainese group, bringing with him consolidated international experience and a strategic vision oriented towards the Chinese market. Graduated in Space Engineering from the Polytechnic of Milan in 2006 and with a Master in Quantitative Finance from Bocconi University, he began his career in the international banking sector with Mediobanca, Lehman Brothers and Nomura, before continuing in the infrastructure sector with the group Gavio (ASTM/SIAS), and subsequently in the automotive sector with FCA and Stellantis. With over 20 years of global experience, Matteo began working with China in 2013, moving to Shanghai in 2019, where he developed a deep understanding of the local market and business dynamics.
Recently, during the 9th edition of the Italian Design Icons event in Shanghai, Matteo represented Dainese and received the prestigious recognition of “Most Influential Speaker” for his engaging vision and leadership, an award that celebrates the contribution of Italian innovators who they push the boundaries of design.
This interview delves into Dainese’s strategy in China, focusing on innovation, sustainability and the fundamental role that the Chinese market plays in the company’s global vision.
How does Dainese define and implement its strategic vision for the Chinese market, taking into account its cultural specificities and brand positioning?
First of all, the Chinese market represents a market of fundamental importance for Dainese. Although the company’s turnover in this country currently represents only around 10% of the group’s turnover, the growth potential of both Dainese’s reference market (that of motorbikes) and the protection market in general for other sports (such as skiing, cycling, sailing, etc.) is undoubtedly relevant in the Land of the Dragon. In fact, the local motorcycle industry in China is currently limited by several historical restrictions that hinder full growth and development.
In many cities, motorbikes are completely banned, while in others there are strong restrictions related to the type of license plate. For example, in Shanghai, the 户A and 户C license plates determine access to different areas of the city: the 户A license plate allows circulation anywhere in Puxi, while the 户C is limited to Pudong or the peripheral areas of Puxi. This difference is also reflected in the cost of the license plates, which can reach around 600-650k RMB (around 76,000-82,000 euros) for the 户A and 150-200k RMB (around 19,000-25,000 euros) for the 户C. Motorcycles also cannot access major roads such as the Yan’an Elevated Road or highways, further limiting their usefulness.
Another significant restriction concerns mandatory scrapping: after 13 years, a motorcycle must be scrapped, regardless of its condition. These policies make motorcycles a luxury item accessible to few in Chinese cities like Shanghai. To get a high-quality motorcycle and a proper license plate, costs can exceed RMB million, with the knowledge that, after 13 years, the value of the vehicle will be nil.
To better approach the Chinese market, Dainese established a joint venture in 2023 with the brand’s historic distributor in the country, purchasing a majority share, in order to get closer to the end customer and be able to guide the development of the brand. Dainese positions itself as a premium brand in the Chinese market, as well as in the rest of the world, without compromising its promise of safety to the end consumer. This makes the task particularly complex in a market that is not yet fully mature and for a consumer whose safety awareness is not yet a priority.
The informed Chinese consumer recognizes Dainese as the best in safety, but for the average consumer there is still a lot of need for safety education.
What distinctive elements of design, innovation and functionality characterize Dainese’s approach to creating products that meet the needs of the Chinese consumer?
The Chinese consumer is increasingly sophisticated and seeks products that meet their needs, guaranteeing specific functionality, rather than simply relying on the strength of the brand, as happened in the past. This is why Dainese has developed specific products for the Asian consumer, such as the range Asian Fitto respond to specific needs and improve wearability. For example, for the padding in helmets, where a different physiognomy – especially on the cheekbones – requires different solutions, or in the positioning of protectors on elbows and knees, which have slightly different proportions but must guarantee maximum comfort in every scenario. Customization for the Chinese customer is not limited only to product modifications, but also extends to graphics and colors more aligned with local tastes. In terms of innovation, the products for the Chinese market present the same technological level as those for other markets, as Dainese does not give in to compromises in guaranteeing maximum innovation for the safety of its customers.
How are the commitment to excellence and performance reflected in Dainese’s corporate values, and how do these principles influence strategic decisions in a dynamic market like the Chinese one?
The Chinese market is certainly more dynamic than others in which Dainese operates, requiring greater speed both in the launch of new products and in the rotation of graphics and colors to follow rapid trends. However, Dainese does not give up on the continuous pursuit of excellence, guaranteeing the end consumer – be it a professional athlete or an amateur sportsman – maximum safety, introducing constant innovations. This commitment is accompanied by the search for a delicate balance between comfort and style.
Performance is not just about safety, but also includes comfort during extended use. This is the most complex part of Dainese’s work: guaranteeing the spirit of freedom to customers with products that are comfortable and wearable for a long time, without compromising safety. In summary, Dainese customizes products to meet local needs, but remains faithful to its fundamental principles, avoiding shortcuts that could compromise excellence.
To what extent is China an integral part of Dainese’s global vision, and how does the company balance its local operations with a long-term international strategy?
Recent market research commissioned by Dainese showed that the brand is perceived to be at the higher end of the market compared to its main competitors, and China is no exception. However, given the dynamism of the local market and the peculiarities of consumers, it is essential to take into account emerging trends and specific needs.
Thinking of offering Chinese consumers the same product developed for other markets could lead to the creation of local competitors or the failure of the strategy, as has already happened in other sectors. To avoid this, Dainese adopts a strategic approach that considers the Chinese market not only as the final recipient, but also as a source of inspiration for global development. Through exclusive events and a solid presence on Chinese social media, Dainese constantly monitors consumer feedback, ensuring a direct and timely connection. This approach allows the company to respond promptly to requests and maintain a leadership position in a highly competitive environment.
Dainese participated in the ninth edition of Italian Design Icons in Shanghai, which highlighted the value of sustainability in product innovation and supply chain management. How do you respond to Chinese consumers’ expectations regarding the environment and social responsibility?
While maintaining safety as its main objective, Dainese also considers environmental sustainability. Lightness and comfort, key factors in the development of protective clothing, are designed to ensure that the effectiveness of protection is never compromised.
A concrete example is the project Life Impactopresented at EICMA in Milan and co-financed by the European Union. This project aims to revolutionize the life cycle of helmets, transforming them into a circular economy product. The goal is to recover post-consumer helmets to separate their main components – such as ABS, EPS and polycarbonate – and recycle them to produce new helmets, reducing CO2 emissions by 60% and energy and water consumption by 60% and 50%. This innovation will allow Dainese to use the same materials indefinitely, without creating plastic waste.
What general reflections or suggestions can you offer to those wishing to enter the Chinese market, considering the complex and constantly evolving dynamics of this country?
The Chinese market has extraordinary potential, but it is also extremely complex. In addition to a very high level of competition, Chinese consumers have specific needs that are changing rapidly. To face such a dynamic market, it is essential to be prepared, investing significant resources, both financial and human, and adapting central structures to be faster and more reactive.
It is essential to adapt to different regulations and a business culture far from the Western one. Although it is not easy, ignoring the Chinese market can have high costs, leaving room for local competitors or losing the opportunity to intercept trends that could then also influence domestic markets.
