Italian luxury brand Gucci has announced a collaboration with Chinese digital giant Tencent, aiming to enhance its content production and consumer engagement strategies. With Tencent’s expertise in the digital space, the partnership will focus on creating new digital content that aligns with Gucci’s brand identity, the unique aspects of social media platforms QQ and WeChat, and the expectations of their users. QQ boasts 803 million monthly active users, while WeChat has over one billion. This move comes shortly after British fashion brand Burberry announced a similar partnership with Tencent to bolster its social media retail strategy in China.
The collaboration between Gucci and Tencent is expected to result in the development of innovative online and omni-channel experiences for consumers. This may involve the utilization of mini-programs, product launches referred to as “drops,” and the implementation of IoT scenarios in physical stores. It is highly likely that these strategies will also be applied to Gucci Pin, the brand’s network of pop-up stores owned by the Kering Group.
The initial phase of this partnership will see the introduction of video sequences called “Gucci Inspiration Map” featuring celebrity friends and brand ambassadors. The first video has already achieved impressive success, accumulating over 64 million views across Tencent and Gucci’s local platforms. With such high engagement, the question arises: could this collaboration help Gucci surpass its competitor Louis Vuitton as the most successful luxury brand on digital platforms in China?
Overall, Gucci’s partnership with Tencent showcases its commitment to leveraging digital channels to connect with Chinese consumers. By tapping into Tencent’s expertise and incorporating native content formats, Gucci is on the path to strengthening its digital presence in one of the world’s largest luxury markets.
Useful Links:
1. The New Rules of Content for Fashion Brands in China
2. How Gucci Captures China’s Gen-Z Market with Gucci Pin
