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::: Technology and innovation for the MADE IN ITALY LABEL
production by Chiara Merlini
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Despite the difficult times,
the Italian
cleaning industry
keeps sustaining
the market
development
providing its
know-how and
high professional
standards.
Italy’s businesses have shown a great determination
in recent months to apply new
technology aimed at reducing the environmental
impact and encouraging sustainable development.
The current economic crisis that
has crippled the industrialised world – and
whose effects are still being felt – has led to
an unavoidable down-sizing of goals and reevaluation
of the fi nal market(s). The success
of the Green Clean Afidamp Award and the
Innovation Award at Pulire Verona clearly
refl ects this. An undertaking “not to run an individual
race” is another repercussion. Strategic
synergy for success in the marketplace and
the creation of new potential business is now
possible by optimising the various resources
of expert businesses in different sectors of the
cleaning industry.
::: What way is the market likely to go?
The big question now is what the cleaning market will do – both at home and abroad.
A general sense of “wait and see” still permeates
the Italian manufacturing scene, even if
the companies generally believe in a slow, yet
noticeable pickup in the economy. The market
stabilization process will take time and it
will follow the improvement of the macroeconomic
trend. More dynamism is seen on foreign
markets, while Italy is fi nding it hard to be
optimistic. In fact, the professional cleaning is
one of the most affected areas when it comes
to bring about cuts and reductions. It is the
export market - where a signifi cant share of the
Italian production is destined- that is currently
closely assessed. And efforts being made by
Italian companies in this direction prove that
the industry is determined to propose innovative
solutions even at a time that could hardly
be called favourable for the economy. The top
priority shared by all companies is market consolidation.
The traditional markets (West Europe) are unlikely to offer a return to the high
fi gures of yesterday, but are more likely to be
“stable”. The Asian and East European markets
promise great growth potential, but are more
variable, also in consideration of the cultural
differences involved. Australia, India and Brazil
too feature in corporate business development
plans, given the size of the potential markets.
All these markets offer great potential for high
returns on investment, but call for close and
careful attention, given that the risks involved
must be carefully weighed up and seen in the
light of a business’ sustainability. Despite the
many difficulties resulting from the global economic
crisis, the Italian manufacturing scene
can, in any case, still be proud of its reputation
for quality and professionalism.
::: An individual race or a team race?
Will the gradual turnaround in the economy
lead to changes in the way Italian firms do their
business?
Individualism is both a quality and a defect,
typical of the Italian mentality. However many
Italian firms have now proved that a well conceived partnership is often the perfect way
to ride out the recession and increase their
market competitiveness.
While no one ever declares to dismiss this option
outright, some are thoroughly convinced
that the best results will be gained through
individual efforts. Indeed, many companies
share the opinion of Isal and Cimel, who see
their respective strong corporate autonomous
policies as being more strategic Companies -
such as Adiatek - state that chances for key
alliances do exist that may lead to important
results even though they maintain their focus
on their own strategies.
AR.CO (chemicals) and Vileda,
on the other hand, have
decided to go for a partnership,
resulting in the production
of an evolved system of product
delivery (“wet” mops), dedicated to the cleaning
of sanitary structures. Talking about the
big Italian Companies, it should be noted that
IPC (Integrated Professional Cleaning)
aims at making its brand more visible and further
penetrating the market by integrating and capitalizing on the Group synergies as well as
adding distributors’ partnerships which grant
an appropriate service level in line with the
Group positioning.
 ::: Italian innovation and technology
Pulire Verona 2009 offered the ideal setting
for showcasing company commitments to
investing in technology and launching innovative
products. The producers of machinery,
equipment, and chemical products all rose to
the occasion.
Dulevo International, with its 5000 Zero
Model – a methane-gas powered street
sweeper equipped with a filter in Gore material
– won the Clean Green Afidamp Award, a
coveted prize that recognizes commitment to
ecological design and innovation for environmental
sustainability. The Award was also given
to Falpi, and its Microrapid 2 Model stainless
steel cleaning trolley built with “zero” environmental
impact. The special attention dedicated
to the prototype of a hydrogen-powered
sweeper presented by RCM to be marketed
in 2010 was acknowledged by the awarding of
an honourable mention plaque. This machine
has been designed to reduce the weight and
increase the output of today’s lead batteries as
power generators and eliminate dependence
on bulky accumulators in order to permit the
creation of new “homemade” energy circuits.
This represents a new approach to the technological
product, which is proposed as an
integral part of an energy production system
and a network for its production and use. In
time, the system will become a modular fleet
of machines, from the smallest washer-dryer
to the most powerful sweepers, inserted in a
hydrogen production, distribution and storage network fed by photovoltaic systems. The system
guarantees long working autonomy and
high energy efficiency. The user of the product
is invited to become not only a client but to
take part in the entire chain in the production
and distribution of the energy that powers his
own machines. In short: clean energy for the
cleaning business. Continuing down the award
list, the Innovation Prize in the Machine Category
went to IPC for its High Rise robotized
and safe skyscraper window washing system
(which also won the Innovation Prize awarded
by the public) and to Ghibli for its Contaresa,
a measurement instruments that checks the
effective yield of both machine and operator.
AR.CO Chimica, with its Gynius Pack automatic
detergent concentrate packet dispenser
and built-in control system, took the prize in
the Chemical Products Category. The reason
we highlight all these awards is simple: they
amply document the current vitality of the Italian
cleaning industry, which even in a moment
of difficulty demonstrates its strength and intention
to continue developing and invest in
innovation, knowing full well that this is the
only way to beat the crisis.
::: Reports from the field
Italian companies appear to be addressing the
market on the basis of the quality of their products,
and their strategies differ according to
whether they aim higher or lower. Companies
like Adiatek, Isal and Leoncini, for example,
are focusing their sights on the higher-quality
end, as is also Martignani (for which, however,
the cleaning sector accounts for only 30%
of its overall turnover, given that its core business
is agriculture/food-processing), whereas
Cimel – the producer of a niche product –
chooses to concentrate its offer in the midrange
segment. Building products that offer
good and innovative technique without forgetting
the price “constant” is the strategy adopted
by Beneforti in pursuit of improvement
in its market positions. IPC strategy targets
premium products and innovative solutions
for certain market segments, such as health
and urban cleaning. Thus, relentless efforts
spent by all the Italian Companies to understand
the needs of the different markets —
notwithstanding the current difficulties caused
by the economy— as well as to develop products
satisfying said needs.
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