Press release
328KB
february 11, 2021 - Ginori 1735
Ginori 1735 opens its first mini-program on WeChat for the celebration of Chinese New Year
- To celebrate the start of the Year of the Ox, iconic collections of the Maison Il Viaggio di Nettuno and Totem may be purchased in Chinese territory through the most important and widely used multi-functional platform in the world.
- The mini-program offers an immediate, creative and interactive shopping experience, customized with the distinct #ginori1735 #design, and represents a new step in the digitalization and internationalization process of the brand, and a further approach to a young netizen clientele looking for alternative interactions with luxury brands.
Sesto Fiorentino (Florence), 11th February 2021 – Ginori 1735, the expression of the Italian #excellence in the field of luxury and lifestyle, one of the world's leading brands in pure porcelain and in the highest quality artistic #design, continues with its #digital growth strategy, opening its first mini-program on WeChat, the most important and widely used multi-functional Chinese platform, with a sub-application completely dedicated to e-commerce, for the celebration of Chinese New Year.
Following the inauguration of the official account last July, the Maison now offers the more than 400 million daily active users of WeChat the possibility to purchase its products #online directly through the app. But not only. In fact, the mini-program is structured like a true #ginori1735 website within the WeChat platform, with a Homepage customized with the distinctive fonts and colors of the Maison and a Mall section where users can access #ecommerce and Shopping bag services. Without leaving the app, the client is guided through the entire purchase process, enjoying a unique shopping experience that, since its opening, sees two iconic #ginori1735 collections specifically selected to celebrate the lunar new year as protagonists: IlViaggiodiNettuno and Totem.
Ginori 1735 starts 2021 by looking to the East, paying homage to the Year of the Ox: an invitation to open the doors to the new with a view to the future and to share good luck, joy and Spring Festival celebrations.
With the new WeChat mini-program, the Chinese netizen public can now interact simply, immediately and directly with the brand content and have a series of innovative #online experiences while always remaining in the app. Dedicated to a mainly mobile clientele, this “app-in-app” stimulates user interaction through the possibility of sharing the mini-program through links, QR codes or in specific cards in the WeChat articles.
Through the new tool, #ginori1735 maximizes the extraordinary marketing and communication opportunities offered by WeChat, aiming at a deeper loyalty of the Chinese clientele, which can now use the many innovative services of the platform without having to access the website, download specific apps or physically go to a store: from payments through WeChat Pay, to livestreaming, from the API interfaces to continuous brand engagement.
The mini-program allows #ginori1735 to further increase its brand awareness and to reinforce its competitiveness in the Chinese luxury market that, according to estimates, will have a total value of approximately 160 billion euros in 2025, with internal demand that will account for half of worldwide demand, and with #online sales of approximately 19 billion euros[1]. On the basis of the most recent estimates, in particular, the total value of transactions generated in the WeChat Mini-Program exceeded 800 billion RMB (more than 100 billion euros) in 2019, with a 160% increase over the previous year, and 400 million daily active users[2].
“The new #ginori1735 mini-program on WeChat represents another element in the #digital and internationalization strategy that we are following, with the objective of bringing our multi-century history to a young, digital-native public interested in alternative and immediate interactions. Maximizing the opportunities offered by a fundamental market like China and the innovations of a constantly growing #ecommerce channel, with this interactive and customizable tool we introduce all of our collections to the Chinese public, with the ease of a tap of the telephone screen” declared Alain Prost, Chairman and CEO of Ginori 1735.
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