Turri: Digital Strategy for Made In Italy Design in China
How can an Italian luxury furniture brand like Turri strengthen its presence in the Chinese digital market and effectively communicate the value of Made in Italy?
Turri, a historic Italian brand specializing in high‑end furniture and complete interior design projects, has launched a strategic initiative to consolidate its digital presence in China. The goal was to enhance brand awareness and build a communication approach capable of highlighting Turri’s distinctive qualities: Italian craftsmanship, authentic design, and aesthetic comfort.
The project focused on creating a coherent and culturally relevant storytelling framework for the Chinese audience, composed primarily of high‑spending consumers, design lovers, and industry professionals in first-, second-, and third‑tier cities.
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The challenge
The Chinese market for luxury furniture and contemporary design is highly competitive and marked by a strong presence of both international brands and local players. For an Italian interior design brand like Turri, standing out within China’s digital landscape requires a localized and coherent communication strategy.
One of the main challenges was adapting the brand narrative to Chinese digital platforms, which follow dynamics, formats, and communication styles very different from Western social media. At the same time, it was essential to preserve the brand’s original identity, rooted in Italian artistic craftsmanship, the quality of materials, and the ability to design complete living environments.
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The solution
To strengthen Turri’s digital presence in China, a digital strategy was developed focusing on the country’s main social platforms.
The strategy involved optimizing the brand’s WeChat, REDnote, and Weibo channels through a year‑long editorial plan designed to increase brand visibility and enhance engagement with the Chinese audience interested in Italian design and luxury furniture.
A central element of the strategy was the reorganization of the brand’s storytelling. Content was structured to clearly and consistently communicate Turri’s identity, highlighting both its product collections and the company’s expertise in delivering bespoke interior projects. This approach improved content readability and ensured that each publication was easily accessible and effective across Chinese digital platforms.
To increase Turri’s visibility among Chinese users interested in interior design, luxury furniture, and high‑end lifestyle, the strategy included the activation of advertising campaigns on REDnote (Xiaohongshu), including the Brand Zone format during key events such as the Salone del Mobile.
The Brand Zone on REDnote is a premium advertising format that appears on the search results page when users look for keywords related to the brand or its products. This format allows the brand to occupy a highly visible space at the top of the results, strengthening brand recognition at the moment when users are already showing active interest in the topic or category.
The Brand Zone format makes it possible to integrate multiple digital assets into a single space, including:
the official REDnote account, supporting community growth
posts and editorial content, useful for showcasing collections and interior design projects
sections dedicated to specific lines or collections, increasing the visibility of the most representative solutions
Thanks to this solution, Turri was able to reach users already interested in premium design and furniture, improving brand visibility within search results and creating a direct connection to the brand’s official digital assets.
