As global manufacturers expand operations and international sports events deepen engagement, foreign investors are doubling down on opportunities in the Chinese mainland. In a recent BizTalk discussion, two industry leaders highlighted how strategic investments and cultural connections are driving success in Asia’s largest economy.
Andrea Casaluci, Global CEO of Pirelli, emphasized the tire manufacturer’s 20-year journey in China, noting recent expansions in Shandong and Jiangsu provinces. "Our R&D partnerships with local universities and supply chain integration demonstrate long-term confidence," he said, referencing plans to increase production capacity by 15% before 2025.
Roddy Campbell of Tennis Australia revealed how the Australian Open has tripled Chinese brand partnerships since 2019. "Our ‘AO Festival’ in Shanghai and digital campaigns targeting younger audiences show sport’s power to bridge markets," Campbell explained, citing a 40% year-on-year growth in Chinese viewership.
Both executives pointed to China’s evolving consumer base and innovation ecosystem as key growth drivers. While Pirelli leverages advanced manufacturing policies, Tennis Australia taps into rising health consciousness among China’s middle class – illustrating diverse pathways to market leadership.
