ROME, May 23 (Xinhua) -- A Television Commerce (T-Commerce) devoted to Italian fashion brands and addressed to the Chinese market was unveiled in Milan on Wednesday.

Italian Digital Company Giglio Group entered into a partnership with Chinese Internet giant Tencent to launch its e-commerce services on popular smartphone app WeChat, the firm said at a press conference.

Counting on its media properties (both TV and Digital) and an e-commerce service already developed in China, the deal would allow the group to offer Chinese consumers an integrated platform.

"Thanks to (the agreement with) Tencent/WeChat, contents transmitted on mobile phones could now be immediately turned into purchases," Giglio said in a statement.

Devoted to the promotion of Italian fashion and luxury brands, the new platform would especially target Chinese millennials, according to the group's chief executive officer.

"Our cross-media approach is in harmony with Chinese millennials, who are among the world's leading consumers of luxury brands for propensity and spending power," CEO Alessandro Giglio told the press conference.

With the platform, the company would help Italian brands fill a strategy gap in their marketing approach to China.

Joining the launching conference in Milan, Tencent Europe director Andrea Ghizzoni said e-commerce of luxury and fashion brands on Wechat was "in constant increase."

Founded in Milan in 2003, Giglio Group is a global e-commerce operator supplying about 40 digital retailers in the world, according to the company.