Ginori 1735 is marking the start of the Chinese New Year – the Year of the Ox – with its first mini-program on WeChat. Two of its collections, Il Viaggio di Nettuno and Totem, can be purchased in Chinese territory through the multi- functional platform as part of Ginori’s digital growth strategy.
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. The mini program is structured like a true Ginori 1735 website within the WeChat platform, with a homepage customised with the distinctive fonts and colours 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.
The mini program allows Ginori 1735 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. 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 per cent increase over the previous year, and 400 million daily active users.
“The new Ginori 1735 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,†says Alain Prost, president and CEO of Ginori 1735.
