INTERVIEW
to talk to in this first phase belongs to the Chinese middle class who got to know foreign products and brands only a few years ago, who initially appreciated them by buying directly abroad or through the daigou and only more recently directly in China through the cross-border flagship stores. She is a customer who wants a guarantee of quality and authenticity, she is hyperinformed and hyper-connected, she listens to and interacts with her group and belongs to several communities. In practice, the impressive speed with which China has been transformed from a closed country to a market with very intense purchasing activity has led to the birth of an advanced consumer immersed in an global omnichannel environment; it is therefore impossible having a segmented marketing plan and the challenge will be to succeed in creating A make-up session to a KOL by Luca Mannucci, Deborah a Deborah Milano Milano official MUA, during the Chin a Beauty Shanghai, live streaming on social med Expo in customer journey, ia full of the Italianness we express, through the synergetic and coherent of irreverence) which easily activation of the myriad of touch create familiarity and intimacy points Chinese consumers are with demanding consumers exposed to: from the marketing who do not settle for just influencers (with the crucial role anything and Chinese women of representative VIPs and Key are going in this direction. Opinion Leaders, KOL) to live streaming, from the trunk show EM: Will you be implementing O2O (the event is experienced a specific marketing physically but further engagement and communication and purchasing is online) plan to raise awareness to the most sophisticated with the final customers? instruments of AI in which MM: The consumer that China is at the cutting edge. Deborah Milano wants as already for other key markets, we will leverage this unique flexibility and reactivity to be closer to the consumer. Last but not least, our story, having been the first Italian make-up company in our segment has given us an identity of a complete and unique brand, a rational solidity (exclusive formulas, clinical tests, protection factors, affordable prices) and an emotional personality (irony, passion, joy, a hint
at Great interest from the operators for Deborah Milano ah by Debor China Beauty Expo in Shanghai; the outfits worn with IED Milano models were a prestigious collaboration Istituto Europeo del Design, the renowned Italian institute for education and research in design, fashion and visual communication
At China Beauty Expo in Shanghai, we were able to meet and make us better known with various types of professionals who have this objective in common: diversify their offer with respect to only massively distributed multinational brands. On the other side we gained better understanding of the various regional models of distribution. Each region requires a very particular type of presence, the purchasing behaviour even in equivalent channels can vary greatly from one area to another and the expertise of local partners is obviously decisive. EM: In your opinion what are the winning factors to establish your brand on such a huge and competitive market? MM: Deborah Milano is a pop
ambassador of the greatest excellence of Italian products: for the price of a mass-tige product we offer a complete aesthetic experience; products that are created at our headquarters in the heart of Milan, the fashion and design capital, by virtuous dialectics between our marketing department and cool hunting, our internal R & D laboratory and the best suppliers in the world, those of the Italian beauty district which is in the immediate vicinity of Milan. The extent of our product range is also strategic, we regularly renew it with extreme dynamism, but it can also be further extended and customized on demand with a super-competitive time to market; for China as well,
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