How can Breton strengthen the commercial growth of its Chinese subsidiary through digital tools designed for the sales team and customer management?
Breton, an Italian leader in advanced technologies for natural stone processing, composite materials and precision mechanics, operates in the Chinese market through a local structure dedicated to customer support and commercial activities.
To reinforce its presence in the region and improve communication with Chinese customers and local partners, Breton launched a digitalization project aimed at equipping its Chinese subsidiary with integrated tools for communication, relationship management, and pre‑ and post‑sales support.
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The challenge
In the Chinese market, where B2B commercial relationships develop primarily through local digital platforms, international companies must adopt tools that facilitate daily dialogue with customers, prospects and partners.
Breton needed to:
create a local digital ecosystem aligned with the presence of its Chinese subsidiary;
provide the sales team with more effective tools for managing contacts and customer relationships;
improve the distribution of technical content and product information;
support pre‑sales and after‑sales activities through dedicated digital channels.
It was therefore necessary to go beyond a simple online presence and develop operational tools capable of concretely supporting the work of the local team.
Value China developed an integrated digital ecosystem based on the main Chinese platforms, with a particular focus on WeCom, Tencent’s enterprise solution for corporate communication and customer relationship management.
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WeChat Official Account: the official WeChat account was developed and optimized as the brand’s digital touchpoint for the Chinese market, featuring localized content dedicated to corporate presentation, products, technologies and updates.
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WeChat Channels: WeChat Channels was activated to strengthen the brand’s video presence, showcasing technical demonstrations, industrial applications and corporate content through one of the key video communication tools within the WeChat ecosystem.
WeCom: WeCom was implemented as a support tool for the local team, enabling more effective management of customer and prospect relationships, facilitating the sharing of information and corporate materials, and improving coordination between sales activities and customer support.
Results
The project enabled Breton to build a local digital ecosystem capable of supporting not only brand communication but also the daily operations of its Chinese subsidiary.
Thanks to the integration of WeChat, WeChat Channels and WeCom, Breton now has dedicated tools to:
strengthen relationships with local customers and partners;
support the commercial process through proprietary digital channels;
improve the sharing of information and technical materials;
establish a continuous digital touchpoint with the Chinese market.