In Italy, the crisis is exacerbated by the entrepreneurial culture.
2013 confirms another year of tremendous crisis in all sectors and in particular in the two-wheeled sector which collides with immense difficulties also dictated by a stringent taxation and by the inoperability of the Ministry of Economy which was not far-sighted in the promotion of the sector.
Many factors have generated this situation; Many have never been discussed in the appropriate institutional fora. Of course, the crisis is international and is due to absurd situations and compromises: first and foremost the entry of China into the WTO - World Trade Organization - which annihilated 100 years of workers' struggles to conquer the current social security and safety rights in the workplace. Politics is proposing itself with demagogy by addressing speeches that continually shift the focus from burning issues. All this benefits those who have made the art of chatting the pivot of their salary. The analysis of our country highlights an Italy divided in two: those who work in the public sector who receive a salary always and in any case against those who work in the private sector who are linked to results. If the state does not guarantee certain growth conditions, the latter has their destiny sealed!
The opening towards a country like China, but so it is in all emerging countries, where workers have yet to conquer the most common rules and protections in the workplace destroys a sophisticated system like ours where the protection of work and the culture of security has higher costs.
One of the most sensational cases of poor job protection and the use of weak groups in production is the Foxconn factory - www.foxconn.com - also nicknamed the suicide factory for the disastrous events that have accompanied it in recent years. Foxconn produces iPhones and iPads for Apple, one of the largest American multinationals, so it is evident the complicity in exploiting the situations of weakness of the Chinese population. Many Western entrepreneurs and mostly multinationals take advantage of these forms of slavery.
The Italian production and distribution companies working in the two-wheeler sector are well aware of these dynamics and, from my personal experience, I am sure that many have different scruples and check the workforce of the factories before making use of a Far East manufacturer. .
This macroeconomic theme could be developed with many arguments but this is not the right place. My intention was only to open my mind to the phenomenon of globalization and the lack of protection that our political leaders have given us in defending work in civilized countries.
When our manpower was compared with the low cost one of emerging countries, it lost competitiveness. For many years the most specialized workforce has resisted and is resisting, but also in the East the techniques are thriving and sooner or later there is the risk of no longer being competitive. This process could have an inversion if the workers of the Emerging Countries acquired rights at work… but how many years will pass?
In Italy the situation is difficult for many reasons. The two-wheeler sector has been hit hard both by the lack of liquidity in the pockets of enthusiasts and by a very onerous bureaucracy for simple operations such as registering a two-wheeler or making a change of ownership. The tax burden also plays its part.
The factors linked to the market, however, are not the only causes that contribute to the failure of many companies in our country. In the two-wheeler sector it often happens to clash with a low culture of the web and computerization of one's company. Of course this phenomenon is not limited only to our sector but is widespread throughout the Italian fabric; it almost seems that there is a refusal to open the mind to the new that advances. I have already spoken about it in the previous issue of DRN and I have amply documented how in Italy companies have not yet culturally absorbed the importance of having an online showcase that represents and communicates their products / services in a coherent way; it seems obvious to me to say that companies cannot limit themselves to having a showcase in their city or country since the number of customers is defined and too limited. It is necessary to broaden one's horizons at least to the Italian territory and, why not, also abroad! Statistically, if you widen your horizon, it is easier to find the customer who buys that model of cordura jacket or that accessory that we have in stock for some time.
Couriers are currently very efficient and deliver the goods in a very short time at more than affordable costs. For professionals who do not want to rely on DIY and who decide to make use of professional online sales systems - e.commerce - there is the possibility of cataloging many couriers in their sales management system in order to have an automatic selection. of those who are cheaper / faster in deliveries.
Surfers are increasingly specializing in online purchases also thanks to the knowledge of secure systems for digital money transactions - such as Pay Pal - which allow you to have guarantees on the products / services purchased and on any refund in case of dispute. The web is open to the whole world and Italian merchants often lose sales because foreign ones are more efficient on the sales channels and in the positioning of the website - in fact they are always in first place on search engines like “google”.
Positioning is a concept that should be the daily bread of anyone who has a business of products / services. There are many digital channels to communicate to a multitude of people and potential customers: all SOCIALS (facebook, twitter, google plus, foursquare etc.), BLOGs that channel very important flows of followers - followers - and for which they are capable of positively or negatively influence people on certain topics, the MAIL SHOOTING - sending multiple mails - managed by agencies with databases of incredible breadth and which are generally divided into categories allowing you to send a promotional / advertising message in a targeted way and then of course your own WEBSITE.
Generally anyone who has a business uses SOCIAL as a privileged channel for corporate communication. This means that they have already understood the power of the web. But SOCIAL is a very inflated channel and to be always present you should spend many hours publishing promotions or news that arouse people's curiosity.
What could be the best solution to position yourself without dedicating your entire working day to SOCIAL? It is necessary to use a digital communication agency that is able to index your website so that, when surfers look for a product / service that you provide, they will find you in the first position of the search engines. Above all you need to have a reference site, a concept that is not clear to everyone!
If you were to open a shop in a city, would you like to have the window in a passage area where you are visible or in an adjacent street? Where is it most likely to make a sale or connect with the public?
I hope I have not been too verbose but the subject is of an incredible breadth and, despite my skills of synthesis, I am always afraid of not addressing the arguments in an exhaustive way.
Andrea Incandela
