Event Background
On November 5, 2019, the 77th Italian Milan International Two-Wheel Exhibition (EICMA) grandly opened at the Fiera Milano Rho. As one of the world's largest and longest-established motorcycle exhibitions, EICMA brings together industry-leading brands. SUPERSOCO, a leader in China's smart lithium-powered crossover motorcycles, exhibited together with TAJEZZO, a trendy equipment and accessories brand. TAJEZZO took this opportunity to complete its first European new product launch and officially announced its entry into the European market.
Key Information
At the exhibition, TAJEZZO released on site the all-new October 2019 technical-style hunting bag and streamlined shell bag, which made their debut at EICMA as new products and were supplied in limited quantities. With dark tones, tech-feel fabrics, a cool appearance, and multi-pocket design, the technical-style products are full of detail. The hunting bag combines ergonomics, fitting the body's curves 360°, and the mid-section corner design allows effective bending during carrying to achieve memory fit. The ACHE series is designed specifically for riders, with curved lines and surfaces imitating the vehicle body to reduce wind resistance; the shell chest bag adopts a high-level curved surface design, and its honeycomb-textured hard shell material is waterproof, anti-theft, and scratch-resistant. In addition, the POLY series, CUBE series, ARCH classic bag styles, and Z smart backpack series were also exhibited.
Related Services
Towin PR & Media provided event planning and execution services for this Milan exhibition, covering brand launch events, commercial event execution, and PR events. As a leading event planning company in China, Towin has extensive experience in cross-border exhibition planning, brand launches, and exhibition display design and production, helping Chinese brands enter the international market.
Industry Observation
TAJEZZO's appearance at EICMA this time reflects Chinese brands' exploration in integrating industrial design with fashion philosophy. Technical style is no longer an independent existence of outdoor, trend, fashion, and technology, but a new functional style derived from cross-border collisions. Drawing inspiration from Cyberpunk culture and combining ergonomics with practical functions, Chinese brands are winning international attention with innovative design. This entry into the European market also reflects the positive stance of Created in China in the process of globalization.
Content Summary
In November 2019, TAJEZZO, together with SUPERSOCO, appeared at Milan EICMA, releasing new products including the technical-style hunting bag and streamlined shell bag, and officially entering the European market. Towin PR & Media provided planning and execution services for this Milan exhibition, helping the brand complete a cross-border launch. The exhibition demonstrated TAJEZZO's comprehensive strength from industrial design to functional innovation, setting a model for Chinese brands going global.