Alfa Romeo sets up Chinese social media channels

Swiss team to launch three China-based social media channels.

Swiss Formula One team Alfa Romeo have announced the launch of three China-based social media channels to venture into the Asian market. Alfa Romeo’s new Chinese language channels will be on Weibo, WeChat, and Douyin as it looks to capitalize on their new driver Zhou Guanyu’s popularity in the region. China’s first ever driver, Zhou, is already a star amongst the country’s growing motorsports fans. With the new social media channels, Alfa Romeo will hope to gain more popularity and visibility.

Yan Lefort, Commercial Director of Alfa Romeo F1 Team ORLEN, commented,

“We are excited to open three new social media channels for our fans in China. The love and support we have received from the country since the arrival of Zhou Guanyu have been beyond our wildest dreams and we’re delighted to welcome all the new fans to the Alfa Romeo F1 Team ORLEN family. Zhou is a trailblazer in his country and we are excited to be writing the history of motorsport with him – these channels will be our way to chronicle this historical moment. 

‘Our decision to create exclusive content, in Chinese, for this wide new audience shows our commitment to our #GetCloser mantra and to turn the millions of new fans who may be just watching Formula One for the first time into die-hard supporters of the team.”

The new social media channels will feature content curated exclusively for the Chinese market, and with the potential of breaking through to nearly 1.5 billion fans, the Swiss team will use Zhou to even reach out to potential team partners in the region.