To provide our readers with an in-depth overview of Italian companies operating in international markets, including China, we have launched the series of articles “Italian Icons of China”. This series features exclusive interviews with key figures from some of the most important Italian companies present in China.
Through these interviews, we explore the history of the brands, their business expansion and their successes. We also offer valuable insights and suggestions, useful for both multinationals and small and medium-sized businesses and entrepreneurs interested in international markets, all based on the investment experiences and the sector of belonging of the companies interviewed.
In this article, we had the pleasure of conducting an exclusive interview with Dr. Mirko Turrina, General Manager of Goglio (Tianjin) Packaging Co., Ltd.
Founded in Milan in 1850, Goglio Group is a global pioneer in flexible packaging, with 173 years of innovation and growth. From Milan, the company has expanded to Italy, the United States, Spain, the Netherlands, Brazil, China and Japan, offering cutting-edge solutions that combine sustainability and technology.
Goglio (Tianjin) Packaging Co., Ltd., the Chinese subsidiary of the group, was founded in 2004 and began production in 2006. Located in Tianjin, China, it covers over 50,000 square meters and offers a wide range of packaging systems. With a recent investment of 15 million euros, the company continues to innovate, ensuring freshness and safety for the food sector.
At the head of Goglio (Tianjin) is Mirko Turrina, an experienced professional who has been operating in the Chinese market since 2004. In his career, he has held various roles in the aluminum industry and his experience extends to the automotive, aerospace and high-speed train sectors. Turrina holds an MBA from the Hong Kong University of Science and Technology, a degree in Mechanical Engineering from the University of Padua and a certificate in Business Sustainability Management from the University of Cambridge. Being directly involved in the exciting growth and success journey of Goglio China, his words offer an in-depth look at his experience and the strategies that have shaped the success of the Group.
1.How many years has Goglio been operating in China and what is the main motivation for this focus on this specific market?
Goglio began operating in China in the late 1990s with a commercial presence exclusively to support the growing market of processed fruit, particularly tomatoes.
In 2004, in order to better meet the needs of the market and take advantage of the advantages offered by the municipality of Tianjin, the owners decided to invest in a local plant by establishing Goglio (Tianjin) Packaging.
The choice of Tianjin proved to be a good one, as the city’s port is the main export outlet for processed fruit produced in the hinterland of northwest China, where there are numerous operators in the sector who deal with storage and sales.
Starting from the Chinese tomato market, today Goglio Tianjin has expanded its business to new geographic markets and sectors, operating throughout Southeast Asia and supplying growing markets such as coffee, Ho.Re.Ca. and the industrial sector.
2.How have you addressed and capitalized on opportunities and challenges arising from the significant cultural differences between China and Italy during your business in China?
Every culture has something precious to offer, and it is essential to know how to appreciate diversity.
Both Chinese and Italian cultures have ancient roots, as evidenced by the Silk Road that has connected our peoples for centuries. This long common history makes us naturally open to dialogue.
Working in a multicultural context I have learned a lot from the different approaches of colleagues. Only the comparison of different perspectives can bring innovation.
Our Chinese employees are invaluable for their deep knowledge of the local market. At the same time, our Italian roots make us leaders in sectors such as coffee and tomato, not only thanks to our products but also to the support along the production chain provided by companies such as Goglio.
Collaboration with universities like Nankai and Tongji helps us broaden our horizons. I believe that cultural openness is essential to look at the future with new lenses.
Our most cutting-edge clients choose us precisely because they know that our international nature can lead to innovative and sustainable solutions.
3.In the packaging sector, are the challenges faced by companies in China significantly different from other markets?
In this competitive market we cannot afford to compete only on price.
We must work every day to maintain and increase our reputation for excellence, the result of years of hard work. Our major Chinese competitors now offer good quality products, so we need something more to distinguish ourselves.
That “something more” is the solidity of our brand, founded on trusting relationships with customers and end consumers. We are a guarantee of reliable solutions, but we also know how to continually evolve by listening to the market.
Unlike Japan, here in China customers forgive small mistakes, but do not tolerate delays in response. It is speed, combined with quality and constant innovation, that allows us to continue to grow in this sector.
We will continue to work hard to improve more and more and be considered the ideal choice, not only for our reputation but above all for the concrete value we offer. It is the only viable path in a market like this.
4.As technologies continue to evolve, has Goglio introduced any innovations specific to the Chinese market that differ from those in other markets?
Goglio Tianjin is an integral part of the Goglio Group and works closely with the R&D department to bring constant innovation.
We have always focused on sustainability and technological progress. Together with major customers, we have developed cutting-edge solutions such as modular FIBCs for lubricating oils, which are greener and more economical.
This year we have installed a new visual inspection system based on artificial intelligence, which thanks to technology minimizes defects on the packages, better ensuring our customers.
We continue to patent unique ideas, such as the recent coffee valve, thus responding to the demands of emerging markets such as China.
Being recognized as “High-tech” by Chinese institutions not only gives us advantages, but implies a constant commitment to R&D, the fundamental cornerstone of our offering and our success.
Only by always putting innovation and sustainability at the center will we be able to look to the future with confidence.
5.In line with the theme of this year’s Italian Design Icons (IDI) event, “Making Value: Inclusivity, Innovation and Sustainability”, what initiatives have you planned to improve sustainability?
We are strongly committed to sustainability. We offer green solutions such as compostable capsules, easily recyclable laminates and flexible bag packaging solutions to replace cans.
In the food industry, it is not enough to just reduce, reuse and recycle, but it is crucial to preserve the product by extending its shelf life. Only in this way can we truly limit waste, a fundamental objective if we want to operate in a logic of real sustainability. For this reason, alongside the 3Rs, we have always given importance to the “E” of Extend. Thanks to our innovative packaging and solutions, we help customers extend the shelf life of products, maintaining their characteristics unchanged over time.
We have recently been recognized by the local authorities of Tianjin as a “green factory” also thanks to our photovoltaic system that provides about 20% of our needs. Through the new policies that allow us to purchase energy from renewable sources at attractive costs, we aim to use a greater share of energy from renewable sources next year.
True sustainability involves everyone, which is why we work closely with Chinese trade associations, promoting increasingly virtuous standards and calling for far-sighted policies. The challenges are not easy to overcome, but China’s decarbonization goal is very clear and historically these goals have always been achieved, so I expect ever greater attention to the issue.
6.What advice would you give to investors or managers who are considering investing in China?
The Chinese economy is strongly influenced and guided by Central policies. These policies are generally made public in various documents, the main one being the famous “five-year plan”. For those who want to approach this market I highly recommend this reading, because it mentions the sectors in which China has decided to grow and often fill the gap with other developed nations. Obviously if an entrepreneur operates in one of the sectors listed in the Plan, the chances of success are greater, but it is important to understand well what the country wants to develop, what the market lacks and what they can provide to the market within the required conditions, otherwise it will be very difficult.
In the past, China was open to adapting and assimilating new solutions developed for other markets, but not anymore. The market and the customer expect a product or service that is in line with local needs and local cultural nuances. Choosing a good partner that operates locally is essential to understand which ones are important and the real perceived value.
In my opinion, some cultural understanding is also absolutely necessary. I would recommend a famous Chinese book, The Art of War by Sun Tzu. A tactic that I find very useful is “The supreme art of war is to subdue the enemy without fighting.”
As for the current situation, the Western media paints a scenario that is too alarmist. The Chinese economy has the resources to correct its course, and continues to offer enormous possibilities for those who truly understand it.
By: Attorney Carlo Diego D’Andrea, Vice President of the European Union Chamber of Commerce in China
