Consortium activities
Digital Marketing

We employ digital marketing strategies, including social media marketing on Chinese platforms such as WeChat and Weibo, to maximize the visibility of our member companies.

Thanks to extensive experience in the Chinese market, which began in 2006, we decided a few years ago to give the Consortium and its activities greater visibility and recognition in this market.

The Chinese market is often described by marketing experts as "product visibility & brand building." These two terms emphasize the importance of visual and brand identity, whether it is a product or simply a name. Not everyone is aware, however, that characters used in our writing are not always immediately visible and memorable to the vast majority of the Chinese population.

Since 2010, at the initiative of our Chinese office, the starting point was to focus on the Consortium’s name and the creation of a specific logo that would represent it. This helped quickly identify our activities and gain some recognition in promoting Italian wines in this market.

The natural next step after this initial phase was to develop, with the help of the Chinese offices and, most importantly, a group of Chinese communication and marketing professionals, a stronger social communication strategy for the activities carried out by the Consortium in China.

As part of this strategy, the Consortium entrusted a Chinese professional agency with registering and creating some informative pages on the most famous and widely used social networking application in China: WeChat (known as Weixin in Chinese).

In July 2020, a specific digital social marketing project was launched on Chinese social media, called Uva Italica, which involved creating the Uva Italica platform to bring together a limited number of wineries for group digital marketing. This was done through the creation of a WeChat Official Account, a Weibo profile, and a XiaoHongShu (RED) account.