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Agricultural Development Bank of China
CLASS

Richard Ginori to enter the Chinese market with WeChat

September 03, 2020


Abstract : Richard Ginori, symbol of the Italian excellence in the high-quality artistic manufacture of pure china, has opened an official account on WeChat, the most important and most used Chinese multifunctional platform worldwide, owned by Tencent.

MILAN, Sept. 2 (Class Editori) - Richard Ginori, symbol of the Italian excellence in the high-quality artistic manufacture of pure china, has opened an official account on WeChat, the most important and most used Chinese multifunctional platform worldwide, owned by Tencent.

With a monthly basis of more than one billion active users, WeChat is used to chat, surf, purchase products and services and pay online, and it can boast a penetration rate which exceeds 93% of the population in the main Chinese cities.

"The new account is strategic for our digital growth and in order to create a direct link with Chinese consumers. Our aim is making the soul of Richard Ginori increasingly more renowned in China as well," Alain Prost, CEO of Richard Ginori, has explained. The brand is part of the French group Kering, led by Francois-Henri Pinault. "WeChat is a direct and modern channel, which allows us to offer a dynamic and interactive tool, in order to have all our collections at hand."

The Official Service Account Richard Ginori on WeChat provides users with the possibility of living a unique touch experience, by exploiting innovative functions at their best as well as the efficiency of a multifunctional social communications platform. Through the account, Richard Ginori can send weekly push messages to users, in the form of real articles, with clickable contents, videos and external or internal links on WeChat.

Moreover, the account relies on a series of API interfaces, namely apps which simplify the connection possibility between one app and the other. This allows Richard Ginori to integrate many more functions, among which users' analysis, loyalty and social activities, CRM and e-commerce. Users can also leave a comment on the published contents and chat with the company. Lastly, an automatic bot system can redirect users according to their needs, such as the list of the locations where Richard Ginori products can be found in China, but also information on the brand and products.

The account will allow therefore all brands enthusiasts to keep themselves updated with the news by Richard Ginori, in real time and wherever they are. In this way, the brand can manage to increase its brand awareness and the Chinese consumers engagement.

In this way, Richard Ginori is strengthening its competitiveness on the luxury Chinese market, which-according to esteems-willbe worth about €160 billion by 2025, with a domestic demand accounting for 50% of the global one and an online expenditure equal to about €19 billion.

The brand from Florence (Italy) is also aiming at reaching a young and connected audience, which is used to have alternative interactions with the top brands.

The storytelling Richard Ginori will be developed with the support of Chinese resources in order to ensure cohesion to the cultural model, seasonality, consumption trends and the aesthetic standards of the Chinese consumer, aiming at allowing the management of particular digital advertising campaigns for the brand’s promotion to the reference targets.

Established in 2011, WeChat has become a key part of Chinese people' everyday life and not only. In the app, indeed, it is possible to have access not only to the most characteristic chat and social networking mechanisms by individuals and companies, but also to mini-programmes and services which are useful for all the most daily aspects of life: starting from the healthcare reservations to the purchase of luxury products; from the management of the own bank account, until the possibility to do payments.

The Richard Ginori manufacture, whose origins can date back to 1735, has been taken over after the bankruptcy and relaunched by Kering Group in 2013. Currently, it can rely on a distributive network composed by flagship stores in Florence and Milan, on the monobrand store of Moscow, an authorized network of resellers in Italy, stores in selected Department stores and the multibrand Specialty Store of high level worldwide. The manufacture is active in the creation, production and selling of pure china, manufactured by following several procedures, some of which have remained unchanged since the very beginning.

(Source:Class Editori)

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Keyword: WeChat Tencent Richard Ginori

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