Yang Micheng Michael Kors Is The World'S First Brand Spokesperson.

With China

Market for global luxury

The driving force of the industry is more and more obvious.

China's market has been launched, and marketing methods such as celebrities and KOL have become a stepping stone to Chinese consumers.

Earlier foreign reports also pointed out that in China, KOL marketing is gradually replacing traditional marketing methods such as television and print advertising.

According to the world clothing shoes and hat net, since the beginning of this year, more than 16 luxury fashion brands have invited Chinese stars to be their ambassadors or spokesmen, such as Burberry's Wu Yifan, Dior's Angelababy, Bally's Tang Yan, and so on. The latest one is the luxury luxury brand Michael Kors, which announced in September 12th that Yang Mi was the world's first spokesperson in the world, which is Yang Mi's first light luxury brand endorsement.

In September 13th, Yang Mi and Mark attended the Michael Kors 2018 spring and summer show.

Yang Mi, who has about 70000000 followers on social media micro-blog, is one of China's most capable "goods" stars. It is known as the "Queen of goods" by the industry and has appeared on the cover of mainstream magazines such as Vogue, ELLE, Harper's Bazaar, Grazia and L'Officiel.

Michael Kors chairman and chief executive officer John D. Idol said, "Yang Mi is now one of the most influential trend guides in China. Young people like her wearing a Michael Kors dress, and I'm glad she became our brand ambassador."

Up to now, Yang Mi forwarded Michael Kors to announce that it has the world's first brand endorser micro-blog forwarding volume has reached 130 thousand, and has received 30 thousand reviews and 190 thousand praise, creating the brand's micro-blog forwarding and comment new record.

In the list of the first Chinese luxury goods index, launched by the world's largest luxury VIP service platform, Yang Mi made the top three list with the most outstanding data, such as star luxury brand cooperation, star exploding network sales force, star explosion network dissemination power and so on.

In fact, Yang Mi and Michael Kors have been friends for many years, and this cooperation will further enhance their relationship.

Recently, Michael Kors released Limited Edition Mercer handbags at DFS global duty free shop, especially invited to Yang Mi to take together the global image blockbuster.

In May this year, as the only Chinese star invited by the brand, Yang Mi wore a Michael Kors Collection dress tailored by designer Michael Kors to attend the New York Metropolitan Museum charity dinner.

In 2016, Yang Mi attended the Michael Kors Collection 2017 spring fashion show as a guest of the first row.

Prior to that, she was invited twice to the Michael Kors global Young series, the Young China exhibition held in Beijing in 2015 and the Young Power party held in Shanghai in 2016.

According to L2, Yang Mi, a female star, shared more than 12 million comments and commentaries on the micro-blog and live broadcast sites to share with 72 million fans the designer Michael Kors's birthday party.

Despite the lack of specific data support for the relationship between star goods and product sales, the industry has confirmed to fashion headlines that Yang Mi has indeed boosted sales directly for specific products.

Danielle Bailey, an analyst at L2, said that the brand must get enough attention and exposure in the Chinese market, and the influence of KOL on Chinese consumers, such as stars, should not be underestimated.

Earlier, some analysts pointed out that KOL, China's key opinion leader, has been leading the rest of the world and has become the real media carrier.

As more and more brands have realized the importance of localization stars to brand image building and sustainable development, many brands that have never used spokesmen have begun to change.

In August 17th, Italy fashion brand Diesel officially announced that Li Yuchun became the first global image spokesperson of the brand. The first advertising blockbuster co operated by Li Yuchun and Diesel opened in Beijing in September 6th. The future Diesel creative director Nicola Formichetti will also launch a series of deeper cooperation with Li Yuchun.

Converse also announced last month that Zhang Yixing, the popular star after 90, became the first Chinese artist to become a spokesman for the Asia Pacific region.

In the Chinese market, the balance of brand exposure and "take the goods" is constantly tilting to "bring goods".

One reason is that KOL is an indispensable part of luxury brands' publicity to Chinese consumers.

Because luxury goods are compatible with the growth of social media in China, Chinese consumers are very sensitive to the online evaluation of luxury goods. The younger generation of consumers is more likely to get luxury related information in social media. Therefore, KOL provides a significant channel for luxury brand digital marketing, and the commercial value of KOL naturally becomes an important yardstick in the market bidding process.

In terms of business conversion rate, star KOL has more advantages than ordinary fashion bloggers.

There are foreign media reports that Wu Yifan's series of cooperation with Burberry and his advertising image have boosted sales for Burberry's performance.

It is undeniable that with the support of KOL, such as big stars and bloggers, the digitalization of luxury fashion brands has ushered in the best era in China.

Some people in the industry pointed out that the application potential of the technology platform is increasing. The cooperation between luxury fashion brands and stars KOL is no longer a simple investment, but rather an investment, and they expect to get a lot from it.

Some analysts believe that behind the invitation of Yang Mi to be the first speaker of the brand, Michael Kors looks at the Asian market including China.

To invite Yang Mi to cooperate can not only make the brand image younger, but also promote the growth of the brand in China.

According to the world clothing and shoe net, Michael Kors sales fell 3.6% to 952 million US dollars in the first quarter of July 1st compared with the same period last year. Net profit decreased by 14.7% to 125 million US dollars compared with the same period last year, while the same store sales reached 5.9%, but they were better than analysts' expectations.

As of the end of the reporting period, Michael Kors has 979 sales outlets worldwide, including 771 retail outlets.

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Thanks to strong sales in the Greater China region, Asia became the only market that Michael Kors recorded last year.

Micahel Kors began to enter the Greater China market in 2011. During the period, the number of Michael Kors stores in Greater China expanded to 100, with sales of 300 million US dollars.

Last June, Micahel Kors offered $500 million to recover the franchise in Greater China. China has become one of the most important potential markets for Michael Kors.

At the same time, Michael Kors is stepping up its layout of its digital matrix in the Chinese market in order to face increasingly fierce market competition.

According to the world clothing and shoe net, Michael Kors officially launched the first service small program in the luxury industry in August 31st to further promote the digitalization process of the brand.

This small program is mainly aimed at brand members. The platform will carry out the loyalty plan of the Greater China region, providing more brand courtesy, perfect after-sales service and professional online fashion consultant for customers.

While launching small programs, Michael Kors also upgraded the full channel after-sales service experience. It became the only brand in China's fashion luxury industry that realized the online and offline member database and the brand courtesy information of the Greater China region, including China's mainland, Hongkong Macao and Taiwan, including China's official online boutiques and offline boutiques.

Last year, the official online shopping website was formally launched on the 5th anniversary celebration of Michael Kors Greater China.

Li Dakang, President of the brand Asia Pacific region, once said to fashion headlines that any luxury brand expects the sales of Chinese electricity providers to account for 10% to 20% of the total revenue. Through the establishment of official online shopping website platform, the sales channel network of Michael Kors will be richer and more diverse.

While investing in digitalization, especially in China, where electricity providers are developing rapidly, the relationship between Michael Kors and Alibaba is gradually easing.

According to the world clothing and shoe net, Michael Kors officially launched its cooperation with Alipay in Ma Yun banner in July. It will introduce Alipay flower, flower stage and flower pre authorized consumption mode in the brand China official online boutique.

Consumers can not only purchase their favorite products at the Michael Kors China official online boutique, but also participate in the pre empowerment activities, using a portion of the amount of flowers as a deposit to book the limited products ahead of schedule.

As a precondition for this cooperation, in from August 15th to 18th, consumers booked Michael Kors Limited Edition SELMA city series handbags in advance on the pre sale platform, which was only 150 seconds after the 300 day advance sale.

As for the bold innovations and attempts of Michael Kors in the Chinese market, Daniel Baily said in an interview with the American women's Wear Daily that because of the huge size of the Chinese market and the different aspects of its customers, many other regions in China will change the tradition and promote it in a faster and more effective way.

By inviting spokesmen and localization marketing strategies, the brand will gain a higher reputation in areas outside the first tier cities.

In addition, after the failure of bidding for Kate Spade&Co. with Coach Inc., Michael Kors7 successfully purchased Jimmy Choo for $1 billion 200 million.

John D.Idol said that after completing the acquisition of Jimmy Choo, Michael Kors will maintain its two brand independent operation. Pierre Denis will continue to serve as the chief executive officer of Jimmy Choo, while Sandra Sandra will continue to be the creative director.

According to the world clothing shoes and hats net, sales of Michael Kors shoes are only 11% of the total sales. Analysts say that it can attract Jimmy Choo, which will help improve the proportion of Michael Kors footwear products in the overall sales.

At this point, the confrontation between the three brands of Kate Spade, Michael Kors and Coach in the light luxury camp has undergone structural changes and has become the two competition between Coach group and Michael Kors group.

John D.Idol said earlier that the ultimate goal of Michael Kors is to create a global fashion luxury group, and the Chinese market must not be lost.

More interesting reports, please pay attention to the world clothing shoes and hats net.