GUCCI Announces Cooperation With Tencent, Formulating Digital Strategy Framework

In December 2nd, GUCCI Gucci announced a strategic cooperation agreement with Tencent.

Under the agreement, Gucci is working with Tencent to formulate a digital strategy framework to jointly lead innovation and development in the fields of Internet of things, AI, data science, intelligent retailing, content generation and digital thinking.

Gucci president and chief executive officer Marco Bizzarri said: "the current technology and innovation technology make the digital field more complex, but at the same time, it provides great possibility to achieve a deeper, more personalized and customized brand community experience. The purpose of this cooperation is to create the situation so that both sides can fully grasp this pioneer.

Liu Chiping, President of Tencent Inc, said: "Tencent is committed to driving industrial upgrading through technological innovation and creating maximum value for users. In this cooperation, we will create an extraordinary experience for the audience and deliver the Gucci fashion concept and its contemporary aesthetics to Chinese consumers.

The short film series of GUCCI inspiration map is the first achievement of this strategic cooperation. It is also the original content project created by Tencent for the first time in collaboration with premium brands.

The short film series has four trilogy, inviting the influential contemporary Chinese art and creative workers to play the role of talented people from the global multi creative field with Gucci.

The path between time and philosophy collects time imprints and explores the meaning of "creating the old"; Wu Lei joined hands with the German insect breeding scientist, Adrian, in the Florence countryside of Italy to carry out a "challenge of change". He also visited the Gucci garden, opened a journey to explore Gu Chiyu's adventure. Ni Ni joined Mrs. Burlington, the wife of the Duchess of Devonshire, and wandered to the chateworth garden, to unlock the British fashion code of Gucci and enlighten the contemporary thinking. Finally, he invited Lai Guanlin, Song Yanfei, Wang Yueyi, Yang Chao and the five Chinese pop culture workers to jointly open the creative dialogue of multiple thinking. Li Yuchun joined the Biblioteca Angelica director of communications in Anji Fiammetta Terlizzi and Antica Libreria Cascianelli antique Bookstore art director and ancient literary scientist Valentina La Rocca open the series of the first song, together on the roaming.

This series explores deeply the core values of brand diversification, self-expression, inclusiveness and social connection that Gucci has been advocating. Since its official broadcast in Tencent video and Gucci official platform in October 11th, the number of viewers has exceeded 64 million, and micro-blog's hot topic search has reached 440 million.