{"id":26002,"date":"2025-01-27T11:59:00","date_gmt":"2025-01-27T10:59:00","guid":{"rendered":"https:\/\/www.adiacent.com\/?post_type=work&p=26002"},"modified":"2025-01-27T12:01:17","modified_gmt":"2025-01-27T11:01:17","slug":"meloria","status":"publish","type":"work","link":"https:\/\/www.adiacent.com\/en\/work\/meloria\/","title":{"rendered":"Meloria"},"content":{"rendered":"\t\t
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Graziani Srl, a historic company from Tuscany specializing in high-quality artisanal candles, has consolidated its success in Europe with the luxury brand Meloria<\/b>, known for blending traditional craftsmanship and modern design. Driven by the growing demand for high-end products in the lifestyle and furniture sectors, the company decided to expand into the Chinese market, a complex environment requiring a well-rounded strategy.<\/p>

To achieve this goal, Graziani partnered with Adiacent, aiming to position Meloria as a leading brand for design candles in China. The strategy included strengthening the digital presence, managing logistics and distribution, and participating in industry events, with a particular focus on B2B and communication with the end consumer.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Solution and Strategies<\/small><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\u00b7 Business Strategy & Brand Positioning
\u00b7 Social Media Management & Marketing
\u00b7 Supply Chain, Operations , Store & Finance
\u00b7 E-commerce
\u00b7 B2B distribution<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Digital communication on WeChat for an authentic and engaging dialogue<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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One of the first steps was developing a strong presence on WeChat<\/b>, the most widely used social platform in China and the ideal channel to connect with both distributors and consumers. We launched the official Meloria profile on WeChat, using a strategic approach focused on content that tells the brand’s story, showcases its artisanal quality, and highlights new collections.
Our team managed the publication of editorial content in Chinese, adapting it to local tastes and trends, with the aim of creating an authentic and engaging dialogue. In addition to traditional posts, we launched promotional campaigns to drive traffic to the Mini Program<\/b> dedicated to B2B.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"Fotocomposizione\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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A closer relationship between buyers and brands: e-commerce and Logistics Management<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The WeChat Mini Program<\/b> dedicated exclusively to B2B was a key element in simplifying and optimizing the purchasing process for Chinese distributors. Through an interactive catalog, users could explore Meloria’s entire product range, request quotes, place custom orders, and access discounts based on purchase volumes, all directly within the app. This system facilitated order management, reduced barriers between buyers and the brand, and strengthened the relationship with distributors.<\/p>

At the same time, we managed all logistics operations<\/b> related to importing and distributing in China. Adiacent handled customs procedures and local regulations, coordinated the arrival of Meloria candles at Chinese warehouses, and organized widespread distribution to various retail points and commercial partners. The creation of an efficient supply chain ensured fast and secure distribution, allowing Meloria to reach major Chinese cities such as Beijing, Shanghai, and Shenzhen.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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A strategic presence in China: Participation in Trade Fairs and Events\u2028<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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To further increase the visibility of Meloria, we organized the brand’s participation in major luxury and design fairs<\/b> in China, including Design Shanghai, Maison Objet Shanghai, Design Shenzhen, and Design Guangzhou. These events provided a valuable opportunity to showcase the candle collections to a qualified audience of buyers, retailers, and distributors, creating networking opportunities and potential business partnerships. Participation in these fairs led to numerous commercial contacts and helped establish Meloria as a leading brand in the design candle segment.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Strengthening Meloria's positioning: Marketing and Collaborations with Influencers<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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In a dynamic market like China, a digital marketing<\/b> strategy involving collaborations with KOLs (Key Opinion Leaders) and KOCs (Key Opinion Consumers) <\/b>was essential for the success of the brand. Through partnerships with local influencers on platforms like WeChat, Douyin (Chinese TikTok), and Xiaohongshu (Red), we promoted Meloria candles through reviews, visual content, and unboxing. These influencers created a strong connection with their audience, positioning the brand not only as a luxury product but also as a design and collectible art piece.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Meloria and Adiacent: the collaboration that supports growth in the Chinese market<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Thanks to an integrated strategy<\/b> combining digital management, marketing, and logistics operations, Meloria has successfully established itself in the competitive Chinese market. The collaboration between Graziani and our agency enabled the brand to position itself as a reference in the luxury and design world, building a strong network of distributors<\/b> and a broad customer base. In addition to the economic results, the innovative approach has made Meloria a sought-after brand among Chinese consumers looking for high-end products and exclusive design.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"Candele\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

The Expansion of the Meloria Brand in the Chinese Market<\/p>\n","protected":false},"featured_media":25967,"template":"","tags":[],"category-work":[],"class_list":["post-26002","work","type-work","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\nMeloria - Adiacent | digital comes true<\/title>\n<meta name=\"description\" content=\"Discover how Meloria, Graziani Srl's luxury brand, conquered the Chinese market with a digital strategy on WeChat, optimized logistics, and influencer collaborations, establishing itself in the designer candle segment.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adiacent.com\/en\/work\/meloria\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Expansion of the Meloria Brand in the Chinese Market\" \/>\n<meta property=\"og:description\" content=\"Discover how Meloria, Graziani Srl's luxury brand, conquered the Chinese market with a digital strategy on WeChat, optimized logistics, and influencer collaborations, establishing itself in the designer candle segment.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.adiacent.com\/en\/work\/meloria\/\" \/>\n<meta property=\"og:site_name\" content=\"Adiacent | digital comes true\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/adiacent\/\" \/>\n<meta property=\"article:modified_time\" content=\"2025-01-27T11:01:17+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.adiacent.com\/wp-content\/uploads\/2025\/01\/Meloria-cover.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"The Expansion of the Meloria Brand in the Chinese Market\" \/>\n<meta name=\"twitter:description\" content=\"Discover how Meloria, Graziani Srl's luxury brand, conquered the Chinese market with a digital strategy on WeChat, optimized logistics, and influencer collaborations, establishing itself in the designer candle segment.\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/www.adiacent.com\/wp-content\/uploads\/2025\/01\/Meloria-cover.jpg\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.adiacent.com\\\/en\\\/work\\\/meloria\\\/\",\"url\":\"https:\\\/\\\/www.adiacent.com\\\/en\\\/work\\\/meloria\\\/\",\"name\":\"Meloria - 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