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2. Italian Style Permanent Expo Pujiang New Town Italian Style Permanent Expo to live 24 hours a day The image of Italy, as country of creativity, design and excellence of qualityrepresents a guarantee for partners and customers

3. Premises • At the end of October 2003 the Italian Premier, Mr. Silvio Berlusconi signed the Beijing bilateral agreements for the development of the relationships between China and the European Union. • For Europe, and particularly for Italy, this agreement fosters the opening of important industrial, commercial and cultural initiatives with this large market, among the most important in the world. • Italy does not have today a very strong position in the relationships with China, compared to other major European countries. The aerial connections give the evidence of this situation: Germany has 25 flights per week, France 15 flights, Italy only 7 flights, all done by Air China. Project philosophy: Tommaso Sgobba – Turismedia – Milan (www.turismedia.it) Technology advisor: EUROTEAM - Milan (www.euroteam.it)

4. Strategic objectives • The Ministry of the Productive Activities strongly supports initiatives based on the "Made in Italy" through a number of important events dedicated to prestigious Italian brands, like FERRARI. • But the proposed Pujiang initiative has a broader scope: to create a permanent shopping center of top level Italian products and services for the personal and professional life in this new satellite city of Shanghai. It will be a functional instrument for offering “the top Italian style” in the heart of the new town. • The proposed marketing approach will implement both a kind of permanent exhibition of the best Italian products, and an innovative commercial infrastructure for Pujiang and for Shanghai. • It will be a pilot application of theoverallEccellenzaITALIA strategy for developing in the world a front end of the most refined Italianness. Project philosophy: Tommaso Sgobba – Turismedia – Milan (www.turismedia.it) Technology advisor: EUROTEAM - Milan (www.euroteam.it)

5. Our research about Strategic Marketing for “Made in Italy” • The Italian enterprises must understand the overall importance of: • proposing top quality products and services • making system (the approach of the Italian “industrial districts”) • for answering to the requirements and rising the interest of the new markets • In order to face the huge Chinese market, they must export their know-how, in order to have a local production, through partnership with local entrepreneurs interested in high quality and creativity. So they can become strong and reliable interlocutors at political, economic and operational level, and maintain the know-how of the production. • But some goods are considered true artworks and the know-how behind these products cannot be exported: in this case the production can be kept in Italy. • Luca di Montezemolo has adopted this approach to create the Ferrari leadership and we expect he will stress the same international strategy as President of Confindustria (Association of the Italian industries). Project philosophy: Tommaso Sgobba – Turismedia – Milan (www.turismedia.it) Technology advisor: EUROTEAM - Milan (www.euroteam.it)

6. A major support opportunityfor our enterprises • The Shanghai Municipality and a local important real estate Group have assigned the design of Pujiang, a New Town for 100.000 persons, to the Gregotti Associati International, well known international architecture study of Milan (seewww.turismedia.it/1htm). • These architects are implementing a real and functional co-existence of services focused on the Italian style, which brings to mind the myth of "Marco Polo" in the third millennium. • Pujiang will offer to the businessmen coming from Italy and from other western countriescomfort, organisation, quality and system support and will allow the Chinese entrepreneurs to appreciate the Italian products living and interacting within the total quality model, which in our vision becomes integral part of the city as Hotels - Aparthotels - Fitness Centers - Restaurants. Project philosophy: Tommaso Sgobba – Turismedia – Milan (www.turismedia.it) Technology advisor: EUROTEAM - Milan (www.euroteam.it)

7. A strategy for the first phase • The proposed idea and marketing plan assume the implementation of the following activities and services inside Pujiang: • EccellenzaITALIA: an innovative marketing-idea, a flag of the best Italianness in a continent very far away and different from Europe. The marketing and functional solutions will be done accordingly to the requirements of the private and public organisations and and will be able to facilitate an easier affirmation of the Italian products in China. At the same time it will offer a number of services to the interested Chinese organisations to easily establish relations with Italy. • Our first goal is to develop a central infrastructure, which can support the primary service requirements of Pujiang and become a major attraction for Shanghai, thanks to the EccellenzaITALIA concept. It will be based on 4 primary domains, care of person, house, health-wellness and business, represented from reference partner of the Italian style. Project philosophy: Tommaso Sgobba – Turismedia – Milan (www.turismedia.it) Technology advisor: EUROTEAM - Milan (www.euroteam.it)

8. The second phase approach • Hosting representatives of private and public organisations, who must live for job reasons in a large city like Shanghai, raises a broad range of requirements, depending if it is for a short or a long period, or if also their families have to move. • Therefore our second goal is focused on developing, according to the EccellenzaITALIA concepts, hotels, restaurants and diversified service centers, a structure of remarkable logistic importance for international and local managers moving to Pujiang. • A part of Pujiang New Town will be dedicated to modern and diversified hosting solutions with night&day flexible furnishings, in order to reduce the costs and to obtain in few square meters aesthetic and functional solutions for the job, the family and the free time, based on the well appreciated Italian design. Project philosophy: Tommaso Sgobba – Turismedia – Milan (www.turismedia.it) Technology advisor: EUROTEAM - Milan (www.euroteam.it)

9. Solutionsfor living the Italian style • Aparthotel - Residence - Studios - Restaurants • of several qualitative levels • In the same structure there will be a show-room area with a large exhibition space for: • Furnishing, Clothing, Sport, Fitness, Feeding, Travel agencies, Offices for Airlines and hotel networks • Commercial Center with exhibition of samples of Italian manufacturers, Business Center supporting Italian and Chinese organisations, areas for permanent ot temporary exhibition • School of language and Italian culture • Center for the free time and wellness activities Project philosophy: Tommaso Sgobba – Turismedia – Milan (www.turismedia.it) Technology advisor: EUROTEAM - Milan (www.euroteam.it)

10. Potential and strategic partners • Industrial districts of the Italian Regions interested in the Cina project. • Simest – technical organisation and financial support to the Italian enterprises in foreign countries • Agenzia per la Cina Milano-Shanghai (Palazzo Lombardia - Pudong) • Fondazione Italia-Cina (Confindustria – Min. delle Attività Produttive, Dip. Estero) • Ansa – Web – to ensure information dissemination and promotion • Istitutions related to the University for allowing the training functional to the project to Italian and Chinese organisations • Public Organisations – Regional representative Centers – Enterprise Associations Project philosophy: Tommaso Sgobba – Turismedia – Milan (www.turismedia.it) Technology advisor: EUROTEAM - Milan (www.euroteam.it)

11. Selected expertsfor the feasibility study • Tommaso Sgobba – Milan: author of the idea and of the relevant plan – marketing project and organisational coordination of the EccellenzaITALIAproject • Alberto Mario Giuliano – Rome: Tour Operator, responsible for the relationships with Cina institutional representative of Italy. • Valerio Francini – Lugano - CH: Financial and commercial engineering, international Joint Ventures - Venture Capital • Mimmo Castellano – Milano: member of A.G.I - Industrial design and study of coordinated image for the activity models • Massimo Boaron – Milano: Euroteam managing director, expert of development and application of new technologies in informatics, internet e telecommunications Project philosophy: Tommaso Sgobba – Turismedia – Milan (www.turismedia.it) Technology advisor: EUROTEAM - Milan (www.euroteam.it)

12. Profile and know howof the reference partners • Pegam international • is an Italian Tour Operator, present with offices on Beijing since 12 years, partner of Air China for flights to Italy. • This important company of services present in Pomezia Italy (near Rome) has supplied in the past logistic support to the most important Italian industrial groups mainly already operational in China. • The founder of the company, Alberto Mario Giuliano has undertaken the career of tourist structure management in the 1975 and has participated to the development of the tourist traffic between Italy and the former communist countries with Italturist (Russia-Cuba-Hungary-Bulgaria etc.) • Today he is the official representative of the Ministry of the Tourism in Italy for a Chinese Region (Henan). Project philosophy: Tommaso Sgobba – Turismedia – Milan (www.turismedia.it) Technology advisor: EUROTEAM - Milan (www.euroteam.it)

13. Profile and know howof the reference partners • Turismedia • is a company based in Milan, specialized in marketing for international tourism since 1968. • Tommaso Sgobba has created this company and participated to the development of the Italian tourism industry with the following references: • 1968 : creation of Villaggi Valtur • 1977 : creation of the B.I.T. - Borsa Internazionale del Turismo - Milan • 1993 : Master Plan for the Tourism of the Slovak Republic • 2000 : creation of the B.I.T. Virtual - Milan • 2004 : EccellenzaITALIA project Project philosophy: Tommaso Sgobba – Turismedia – Milan (www.turismedia.it) Technology advisor: EUROTEAM - Milan (www.euroteam.it)

14. Profile and know howof the reference partners • Alba Servizi Fiduciari S.A. • Lugano-CH - Via Bossi, 12 • Advising and support to international Groups • International and national fiscality • Project Financing • International Joint Ventures • Mergers and acquisitions • Collaboration with the most important banks and financial institutions in Switzerland • Gestione di patrimoni mobiliari e immobiliari • Real estate Management Project philosophy: Tommaso Sgobba – Turismedia – Milan (www.turismedia.it) Technology advisor: EUROTEAM - Milan (www.euroteam.it)

15. Profile and know howof the reference partners • Euroteam (www.euroteam.it) • A company operating in the domain of Information Technology and Telecommunications, through a network of partners in several countries. Its main customers are manufactures and users of information systems, public bodies, small and medium enterprises focused on high-tech applications. • Its main activities encompass the following domains: • development of applications based on emerging ITC technologies • technology transfer, support to technical activities • development and management of international projects • support to technological-commercial cooperations and ventures • market studies and technology forecasting Project philosophy: Tommaso Sgobba – Turismedia – Milan (www.turismedia.it) Technology advisor: EUROTEAM - Milan (www.euroteam.it)