03 August 2021
Juventus has today launched its official account on Xiaohongshu, a Chinese lifestyle platform, becoming the first European football club to do so.
The Bianconeri club will post its latest developments on the official Juventus Xiaohongshu account. Juventus will share football-centric content including match updates, behind the scenes, and other exciting happenings to fans on Xiaohongshu. The club will simultaneously promote its lifestyle concept, whilst featuring its lifestyle content, such as fashion, music, and art.
Xiaohongshu is a lifestyle platform that mainly targets a younger demographic. Users post positive lifestyle-related pictures and videos, such as “outfit of the day”, healthy diets, fitness exercises, etc. Xiaohongshu has attracted a large number of younger users, with 70% of the current fanbase having been born in the 90s.
Luca Adornato, Head of Marketing at Juventus, commented, “Juventus is committed to promoting a football-centric lifestyle across a global scale and are delighted to be able to connect with our passionate fanbase, across China on Xiaohongshu. We hope to provide fans around the world with branded content, ranging from football to lifestyle and by launching on Xiaohongshu, we can use this platform to have more in-depth communication with Chinese fans and trend setters.”
Xiaohongshu's positioning of following the young trend and focusing on the innovative attitude of a better life, is highly compatible with Juventus' brand values of being Young and Innovative. Juventus has consistently explored the theme of “lifestyle”, from being featured at Milan Fashion Week to the creation of its Icon Collection.
Managing Director of Juventus APAC, Federico Palomba, said, “We have launched on several Chinese digital platforms, committed to providing Chinese fans with the latest developments in a more convenient manner, whilst conveying the Juventus core value to Chinese consumers.”
Juventus is already present on Chinese social media, such as Weibo, Wechat, and Douyin, and has frequently explored different digital content formats, as well as expanding its digital landscape to interact with Chinese fans. On Xiaohongshu, fans can follow Juventus' official Xiaohongshu account “尤文图斯liveahead” to learn more about Juventus and stay in touch with the club from afar. Through the upcoming 2021/22 season, Juventus will bring content across football and lifestyle to forge an enhanced communication with Chinese audiences through Xiaohongshu.