Ferruccio Lamborghini, the third generation leader of the Lamborghini family, and Ma Yuxiang, CEO of Yedao Group, held a signing ceremony for strategic cooperation at the Caohe Jing International Incubation Center in Shanghai.
The signing of the contract marked the formal strategic alliance between the two sides. WhatsMode HK Limited, a brand management company owned by Yedao Group, became the only official partner of By Tonino Lamborghini‘s electronic cigarette worldwide.
According to the agreement, the two sides will cooperate closely. Yedao will not only help the By Tonino Lamborghini brand of Lamborghini family to select high quality supply chain resources, but also promote the cooperative products to domestic and foreign sales channels of both sides.
It is reported that By Tonino Lamborghini, as a branch brand of Tonino Lamborghini, was actually founded by Tonino, the heir of the Lamborghini family, son of Ferruccio who created the legendary car business. In 1981, taking inspiration from his past business experiences and family heritage, Tonino created his own homonymous brand dedicated to luxury accessories and real estate projects, including: watches, eyewear, smartphones, perfumes, furnishings and interior design, clothing, sports accessories, signature beverages, 5-star boutique hotels, real estate projects, cafés and restaurants.
As early as 2012, the Tonino Lamborghini brand has established a partnership with KT&G, a Korean tobacco company, to launch cigarette products of the same name.
Yedao Group, its form company name as Shanghai Yedao Technology Co., Ltd., was established in 2014, focusing on the expansion of social e-commerce in Europe and the United States, specializing in online influencer marketing and helping brand build social influence.
And the Lamborghini family entered the electronic cigarette market this time, is because they are optimistic about the huge potential of electronic cigarettes in replacing cigarettes. The strong cooperation between the two sides has important strategic significance in the promotion of sales channel and marketing.