Milan luxury brands take Chinese social media step
04/07/2018
MonteNapoleone District, which represents more than 150 luxury brands with shops and showrooms in Milan’s famous Quadrilatero, the streets in area around via Monte Napoleone, via Verri, via Sant’Andrea, via Santo Spirito, via Borgospesso and via Bagutta, has scored a European first by setting up an official account on Chinese messaging, social media and mobile payment platform WeChat.
Around 25,000 people visit il Quadrilatero every day and businesses in Milan calculate that, these days, more than 80% of these potential customers are from outside Europe. MonteNapoleone District said on announcing the new initiative that its presence on WeChat will help its members establish a stronger connection with Chinese consumers, tapping into these visitors’ enthusiasm both for luxury goods and “digital experience”. It will also provide brands with live streaming capabilities for the real-time broadcasting across Chinese digital platforms of fashion shows and launches, making new product available for sale through WeChat.
The association’s president, Guglielmo Miani, said at the time of the announcement: “Montenapoleone District is committed to delivering initiatives to develop solutions for non-European clients. In addition to the pioneering WeChat project, we are organising sales and cultural training to enhance the whole customer experience for international customers, including changing the sales process in accordance with the what these customers are used to. For example, we are thinking about designing an event to celebrate Chinese New Year, with the aim of establishing a closer connection between the two cultures.”
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