Coop Alleanza 3.0 in China with WeChat

Coop Alleanza 3.0 began in 2016 with the merger of Coop Adriatica, Coop Nordest and Coop Estense. It is the largest Italian cooperative, present in twelve regions with over 400 stores.
The company decided to invest in the Chinese market and promote its own branded products. It had a double objective of the B2B market to spread the offer using local partners, and B2C for a direct relationship with consumers.


Retex helped the Coop interact with both targets by opening and developing an official WeChat account, making it one of the first Italian Mass Retailers to operate in China.


Coop has improved its commercial results and now has provileged access to information on Chinese consumers, thanks to the considerable amount of data on WeChat.

Case History Coop China


The creation of an Official WeChat Account has enabled Coop to divulge specific contents for the Chinese market. Via WeChat, it has set up a direct channel with consumers to send “one to one” messages and to activate a customer care service.