A week away from the Italian election on April 9th, a sudden and devastating battle added a thick smell of gunpowder to this election. One of the protagonists of this battle is the current Prime Minister Silvio Berlusconi, and the other is the annoyed Italian “shoe tycoon†and Florence football club owner Diego de la Valle.
The 52-year-old Della Valle, who is more than 10 years younger than Berlusconi, is one of the most successful businessmen in Italy, but the differences in political views eventually make them rivals. Turning the experience of de la Valle, every page is shocking: he makes a family factory a global enterprise group; he makes a brand an important member of the world luxury club; he buys a bankruptcy in Florence Football club, and make it back to Serie A within 2 years. With a series of commercial miracles, Della Valle became the legendary figure in Italian business history. But in the political field, Della Valle does not involve deep, perhaps this is only a matter of time. Thematic text: Zeng Xiangrong
According to the poll results, Prodi, Berlusconi’s largest candidate, former prime minister and chairman of the European Commission, led by 4 percentage points.
For the last fight, Berlusconi frequently attacked. Last week, he pointed his finger at Della Valle, a left-wing activist in Italy's industrial and commercial circles.
Criticized by the Prime Minister
Last week, heads of Italian business and industry gathered in the beautiful city of Vicenza in the northeast of the country to discuss the uncertain future of Italy. The conference was organized by the Italian Federation of Industry and Berlusconi was not among the invitees. But on the day of the meeting, unsolicited Berlusconi suddenly appeared at the venue. Obviously, he was well-prepared. A lot of his supporters were added to the participants.
Although the organizer of the conference was not allowed to speak for more than three minutes, Berlusconi did not care about these rules at all and he criticized the leadership of the industrial federation as “leftist†with very sharp words. It is claimed that if an entrepreneur supports the leftist, there must be an unspeakable secret and he is directed at the first-ranked de la Valle, the equally famous celebrity in Italy.
Ironically, the Prime Minister has a nervous disorder
Berlusconi angered Della Valle. He countered Berlusconi and said, "You are too shameless!" Later, de la Valle announced his resignation as an executive member of the Italian Federation of Industry. He said he was worried about the country’s future because Berlusconi was on the verge of a nervous disorder and he hoped that Italy would belong to him.
Della Valle said: "Mr. Berlusconi is too tired. His family should take him home to rest and take good care of him." Although the Industrialists Federation remained neutral in this election, but some of the organization Leaders have also made short remarks about Italy’s sluggish economic growth over the years and little effective reform measures, including de la Valle.
Change from friend to opponent
Della Valle said that his resignation from the Italian Federation of Industry was a personal act and his main intention was to be able to comment freely in the future.
In 1993, Berlusconi entered the political arena and founded the Italian Power Party. At that time, Della Valle was a friend and supporter of Berlusconi, and he also provided donations to Berlusconi’s party. Della Valle said that now his position has turned to the center-left, mainly because many of Berlusconi's good promises have not been honored and the Italian economy is in a very serious situation.
Analysts say that Berlusconi’s political career has been a few times, making him a “mythic makerâ€. But in the face of this election, Berlusconi would like to continue writing myths. I am afraid it will be difficult. The Italian business community is also starting to prepare for the era of Berlusconi. Berlusconi even worried that rich, elegant, confident Della Valle would suddenly become his strong political opponent.
In this regard, Della Valle denied that he had any political ambitions. He said that doing business is a completely different matter from politics. Italian political affairs should be given to real politicians. But if Berlusconi can win the election of April 9 unexpectedly, Della Valle will reconsider whether to enter the political arena.
Born in "Shoe-making family"
Della Valle was born in a family of shoemakers in Italy. His grandfather, Philip, started his own shoe repair business in his own kitchen. By the time of his father's generation, the family workshop had become a small shoe factory. After graduating from the Faculty of Law, Della Valle entered his father's factory for an internship, but the identity of the heir to the factory did not satisfy him. After going to the United States, he found a position in a large department store.
In 1975, Della Valle returned to Italy with fresh business knowledge. “In the six months in the United States, I seemed to have received a baptism. I first saw the dramaticness of the market operation and could not be processed by others. I want to create something for myself.†Della Valle said: "From the very first day, I looked for one thing: I want to be the best shoe. Even though we did not even think about the name of the brand at that time, an accurate market position is more important than anything else."
With the sense of smell of the market, Della Valle, who had not studied the design, observed that the upper class people who knew the taste of luxury life, even though they had 100 pairs of good shoes, they did not match their identities at leisure time. The "good quality" shoes that can be used to enjoy sports cars, shopping, and shopping without any pressure are the first inspiration for Della Valle.
20 years to create Tod's brand
Many people do not believe that Tod's such a screaming international luxury brand has only 20 years of history.
In 1986, the Tod's brand was officially founded. The “Beanie Shoes†that was launched immediately became popular among the top department stores in Europe and America on a night time: These soft soles, consisting of 133 rubber particles, have become a symbol of international fashion. It was not only a must-have item for the Spanish royal family, but also accompanied many stars such as Julia Roberts and Michael Douglas on the podium.
The production process of a Tod's shoe will be over 100 processes; depending on the design, a shoe will use up to 35 pieces of leather and undergo a rigorous manual inspection before finally making it into a shoe. Tod's bag making process is very similar to shoes. Some leathers are just like wine. They need to be stored for a long time to reach the desired shape and texture. The experts will examine the color, thickness and texture of each piece of leather.
Still a "football tycoon"
In fact, it is not Tod's success that really made the name of Della Valle a household name in Italy, but his efforts to revive Florence Football Club.
In August 2002, the bankruptcy of Florence dropped to C, and Della Valle took over the team. He declared: "Florence will be the best team in Italy and even in the world." Strong financial support and Della Valerie’s aggressive style has given the team a great deal of momentum. The overjoyed fans even gave Della Valle a No. 7 jersey and called him "Florence's greatest guard." Two years later, the Florentine football team passed the game and returned to Serie A.
Although Della Valle is a tycoon with great wealth and power, he still maintains the traditional concept of a “good manâ€: he loves his family and loves his friends. After almost every day after work, Della Valle will return to Milan's home and play billiards with his son.
In dealing with friends, he sold generously and bought an 18th-century castle in central Italy. To allow his two friends to hold the most perfect wedding in their dreams, Della Valle not only generously leased the villa, but also for the day. Pay for the bill.
Prime Minister and Footwear Tycoon:
Different grand tycoons
Despite all the great wealth, Della Valle and Berlusconi’s methods of getting rich are very different.
The Prime Minister gets rich overnight
Berlusconi, who was born in a family of bank employees, made a fortune by investing in the real estate industry. He then set up a financial company and invested in many small and medium-sized television stations, eventually establishing his own media empire. Although Berlusconi is an outstanding player in the business sector, it is not business talent that ultimately contributed to Berlusconi's success. Disgraceful political contributions have played an important role.
British media claimed that compared with Della Valle, Berlusconi was always just an outbreak, and he could not escape this role even when he died. Della Valle is elegant, friendly, and loves the family. Berlusconi is rude and hostile. At best, he is a monarch.
Shoe tycoon rely on talent
And on the road to the success of Della Valle, business talent made him. He made a family factory into a global enterprise group. He made a brand an important member of the world luxury club, and he also saved the bankruptcy of the Florence Football Club.
Whether it is Berlusconi or Della Valle, the United States has had a major impact on them, but its influence is different. Berlusconi moved American-style soap operas and various television shows to Italy and instilled them in Italian families, thus earning a large amount of money for himself. But for Della Valle, the influence of the United States is deep. He learned the American business philosophy and applied it to commercial practices in Italy to create one of the world's most famous luxury goods. .
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