The Gentleman Magazine Issue 12 | December 2018 | Page 76

TONINO LAMBORGHINI SIGNS AGREEMENT WITH
DIGITAL RETEX FOR THE IMPLEMENTATION OF THE
COMPANY’S STRATEGY IN CHINA.
Digital Retex will manage official WeChat account and develop
the social media strategy for the Chinese market.
Tonino Lamborghini, the luxury brand belonging to
the Lamborghini family, has signed an agreement with
Digital Retex, trusted partner of WeChat in Europe, for the
implementation of a strategy that brings to China the spirit of
its “lifestyle experience brand".
The strategic objective of Tonino Lamborghini's agreement
with Digital Retex is to systematically oversee the Chinese
market, where the company has already been present for
thirty years with its clothing and accessories lines and, since
2012, with a 5-star and real estate hotel project (four branded
hotels are already open: in Suzhou, Kunshan, Huangshi and
Changde).
The plan envisages the launch of the official Tonino
Lamborghini account on WeChat in the autumn and will
continue in 2019 with the development of a social strategy
across the other Chinese platforms, namely Baidu and Weibo.
The official WeChat account enables the brand to interact
directly with its followers by sending messages, info and news
one-to-one and one-to-many. WeChat is not just a social
media, but a platform with 1 billion active users per month and
a penetration in major cities that exceeds 93%, used to chat,
browse, buy products and services and pay online.
The official account will present the history and philosophy
of the company Tonino Lamborghini, born in 1981 from
the passion for design and mechanics of its eclectic founder.
Tonino Lamborghini has created a wide range of luxury
products: watches, eyewear, mobile phones, perfumes,
furnishing accessories, clothing, sports accessories, beverages,
5-star hotels and branded cafés, drawing inspiration from his
family heritage and his professional experience in the field of
mechanical engineering and automotive design.
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The design of all the products recalls the values that characterize
the family history: the passion for four wheels, the mechanical
engineering, the Italian spirit. Lamborghini family’s heritage is
in fact the source of inspiration for all the brand's accessories,
which boast stylistic devices dedicated to a target of fans of
luxury sports cars.
Today, Tonino Lamborghini is active in China and in the
Middle East with 5-star hotel openings, as well as branded
buildings, residential districts and cafés. In January 2018
in Beijing it launched the first real estate project for the
construction of luxury residential and commercial buildings.
Over the next 15 years, buildings will be built in Zhengzhou,
Shanghai, Shenzhen, Chengdu and Hangzhou. Last May,
Tonino Lamborghini signed a multimillion-dollar agreement
for the development of a luxury residential community of
more than 40 hectares in the Meydan One district in Dubai. It
will include real estate units, clubs, lounges, restaurants, cafés,
gyms, spas and flagship stores for a high-end Chinese clientele
who loves the unbridled luxury of Dubai. Last June, Tonino
Lamborghini also announced a partnership with the Chinese
app and mobile company Meitu for the creation of a new co-
branded limited-edition smartphone.
Fausto Caprini, CEO of Retex explains: "The Chinese target is
young, high spending and sophisticated, in line with the values
of Tonino Lamborghini, which targets a classy, self-aware and
demanding clientele. By monitoring all the main Chinese social
channels, the brand will reach the customers and transfer all its
values with the goal to increase awareness and sales".
"The brand created by my father and inspired by the values
of our family - says Ferruccio Lamborghini, CEO and VP of
Tonino Lamborghini - is very popular in China. For many
years we have relied on our local partners to communicate
our brand equity to Chinese customers. Today, we can finally
control the Chinese digital channels with a more targeted and
interactive corporate and product communication thanks to
the new social platforms and digital devices ".
, Security in Motion”