Milanese luxury shopping district to attract online Chinese buyers

Italy
Published:  05 July, 2018

The MonteNapoleone District, an association comprised of over 150 luxury brands located in Milan’s ‘Quadrilatero della Moda’, has launched an official WeChat account to establish “a stronger connection” with Chinese consumers.

As one of the biggest high-end shopping areas in Europe, Milan’s Quadrilatero della Moda mainly targets Chinese tourists. The area is visited by about 25,000 people on a daily basis, 80% of whom are non-Europeans. Created in partnership with Digital Retex, a WeChat European Trusted Partner, the account will enable high-end labels to showcase their products on a “more entertaining” manner and to engage official accounts for an “unforgettable customer experience”.

As advertising campaigns become more sophisticated, social media enables the companies to attract customers with the ultimate goal of converting the interaction into a sale. “In addition to the pioneering WeChat project, we work with Global Blue to organise Cultural Sales Trainings to enhance the experience of international customers, according to their local behavioural codes. In this regard, we are also thinking to design an event to celebrate the Chinese New Year, with the aim of establishing a closer connection between the two cultures”, said Guglielmo Miani, President, MonteNapoleone District.