Luxury porcelain brand Richard Ginori makes an entry on WeChat

In a move towards digitally expanding the brand and reaching a wider audience, Richard Ginori has opened its official account on WeChat

Richard Ginori Porcelain collection

September 3, 2020: Taking a new step into the digital world, Richard Ginori has landed on WeChat, the most widely used Chinese multi-functional platform around the world for chatting, browsing and e-commerce. With a monthly base of 1 billion active users on WeChat, the Italian brand will be making itself accessible to a wider set of audience. 

Richard Ginori is an Italian brand known for its luxury porcelain products since 1735 and this historic company will now be offering a unique experience through the innovative functionalities of this multipurpose platform. Features like sending weekly push messages in the form of articles with clickable content, animations, internal and external links to WeChat are integrated. A series of APIs have enabled other functions like user analyses, loyalty initiatives, social CRM and e-commerce. Users can comment on the published content, interact with the company, get information on Richard Ginori products and their availability in China. 

This account will allow access to real time insights to all the connoisseurs of the brand while increasing brand awareness and engagement with Chinese consumers. With a vision of approaching a younger and more connected audience, Richard Ginori’s brand narrative will enhance with the support of Chinese resources to fit the cultural model, seasonality, consumption trends and the aesthetic principles of the Chinese consumer.

Richard Ginori Porcelain collection

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 euros. 

Alain Prost, Chairman and CEO of Richard Ginori commented, “Richard Ginori is a brand with 285 years of history, projected into the future, both international and exclusive. In this view, the new account is strategic for our digital growth and to create a direct connection with the Chinese consumer. Our goal is to further introduce the Richard Ginori soul also in China, and we are certain that the opening of the account will help improve the dialogue and make the brand experience more enveloping and exciting. WeChat is, in fact, a direct and modern channel that allows us to offer a dynamic and interactive tool that puts access to our entire collection at the click of a fingertip."

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