Sesto Fiorentino, 2 September 2020 – Richard Ginori, since 1735 the maximum expression of Italian excellence in the high-quality artistic creation of pure porcelain, takes a new step forward in its digital growth, opening its own official account on WeChat, the most important and widely used Chinese multi-function platform in the world, used for chatting, browsing, buying and paying online, with a monthly base of more than 1 billion active users and a penetration exceeding 93% of the population in the biggest cities of the country.
The Official Richard Ginori Service Account on WeChat provides users with a unique touch experience, thanks to the innovative functionalities and the efficiency of a multi-function social communication platform. Through its Account, Richard Ginori can, in fact, send weekly push messages to users in the form of articles, with clickable content, animations and internal and external links to WeChat. The Account also features a series of APIs (Application Programming Interfaces, i.e. app that simplify the dialogue between one application and another, ed.) that allow Richard Ginori to integrate greater functionalities, including user analyses, loyalty initiatives, social CRM and e-commerce. Users can also comment on the content published and chat with the Company. Finally, an automatic bot system can redirect users according to their different needs, such as to lists of locations where to find Richard Ginori products in China, brand and product information and much more.
The account will allow all fans of the Maison to stay in touch with the latest products by Richard Ginori, wherever they are, in real time, allowing the brand to increase its brand awareness and engagement with Chinese consumers.
Thanks to this tool, Richard Ginori further reinforces 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 50% of worldwide demand, and online sales of approximately 19 billion euros1.
The opening of the new Account is an integral part of the digitalisation and internationalization strategy of Richard Ginori, with the goal of approaching a younger and connected audience, desirous of alternative interactions with top brands.