Michael Kors Li Dakang How To Share Brand Success Quickly

The new generation who grew up with the Internet has gradually become the main consumer group. Their enthusiasm for social media, the pursuit of personalized products and services are all pushing forward.

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Brand actively change marketing strategy, and more easily use social media to intimately contact and interact with users.

The US luxury brand Michael Kors can be the best among them.

Lisa Pomerantz, vice president of the world, once said: "where we are going, we will go wherever we are."

In the fashion week September that just ended in New York, according to ListenFirst social media participation statistics, Michael Kors got 9 million 600 thousand participation, and social media influence ranked first.

Michael Kors has maintained good social media influence in recent fashion week, which is closely related to the brand's commitment to target communication, interaction and cooperation with young people.

In order to reach a new generation of consumers in the near future, Michael Kors recently joined the five Chinese new generation idols, as spokesmen for the new force of Young Power, photographed the video with the star's multiple identities as the theme, conveyed the brand's core spirit of "Jet Set" and made H5 interactive pages. Audiences can participate in the production of their own I "m a Slash" posters while watching videos.

(above): Michael Kors is the exclusive MERCER handbag for Guli Nazha, Yang Mi and Xi Meng Yao.

With the growing maturity of Chinese consumers, the marketing mode of Michael Kors has also been adjusted accordingly, from traditional one-way communication to multiple interaction, from product marketing to lifestyle marketing, from self satisfied expression to "self acceptance", coupled with the fans effect that China's new generation of idols should not be overlooked in the emerging consumer groups. With the help of fans Michael Kors with star focused fans, we hope to convey the brand spirit with star theme videos, touch consumers more accurately, and accurately understand the interest points of Generation Z., which will lead to the recognition and empathy of Generation Z. generation.

This change is made by Michael Kors, who knows that brands must be shared with consumers.

Too many brands strive to shout, but they often fail to enter their channels.

In 2016, Michael Kors entered Greater China 5th anniversary.

In five years, Michael Kors has opened 100 stores in Greater China and launched an e-commerce platform in China in October of this year.

In addition, the brand men's wear series also landed in Taiwan and Mainland China this year, making the product line richer.

Recently, the reporter gave an exclusive interview to Mr. Patrick Lee, President of Michael Kors Asia Pacific region (L=Luxe.Co P=Patrick Lee): Li Dakang:

What are the different characteristics of L:Michael Kors consumer groups, such as age, consumption strength and geographical location?

P: our basic market position is "light luxury", while the main target consumers are young people between 25 and 40 years old.

Of course, the overall age of customers is not limited to this age group, but the core consumer group is about 30 years old.

This consumer group has been working for about ten years after graduating from University, and has generally become the "manager" level of the company's employees.

The main areas are middle class white-collar workers in the second tier cities.

Their lifestyle is more fashionable, pursuit of taste, their own requirements for life, and love of tourism. It has become the largest consumer group in the world.

Moreover, the population of this group has been increasing in the past few years and even in the future, providing a very good growth prospect for the light luxury market.

L: how to select the co stars? What are their characteristics, such as social media influence and fans group characteristics?

P: before answering this question, I want to explain the source of the "young power" activity.

When we first entered the Chinese market, the main goal was to create brand awareness and image.

The early co star was Gao Yuanyuan, who was initially a "goddess of the nation" and had a high popularity among the middle class.

We built her into a "fashion goddess" and also made our first stage activities very successful and enhanced the popularity of MK.

Now, our next major consumer group will be the 90s. The oldest among them is 26 years old and will soon become our main consumer group.

Therefore, we must establish contacts and dialogue with them as soon as possible.

So we held the "Young China" activity in Beijing last year. The co stars including Yang Mi, Di Ali Gerba, Ma Sichun and so on are all very influential new faces in the post-90s.

It is hoped that in this way, the creation of a MK will be the image of the post-90s.

This "Young Power" is also a continuation of this concept, and continues to work with Yang Mi, the younger generation of celebrities.

Most importantly, through these stars, we can establish dialogue with the post-90s.

Of course, other characteristics of these stars, such as performing arts and personality are also very important.

Because young people nowadays do not like to define themselves in a single role.

L: we understand that in just 5 years, Michael Kors has opened 100 stores in Greater China, and its popularity has improved rapidly.

Can you share with us why brands are so successful at such a rapid pace?

P: one of the investors asked me the same question: why can MK succeed?

I say, the success of a brand can not be separated from several factors, such as market positioning, team, investors, cut in time and so on. Many factors will have an impact on the success of the brand, so it can be said to be indispensable.

But the most important thing is timing.

I mention this because in the period from 2001 to 2011, it was the golden age of traditional luxury development. Consumers are always pursuing the most expensive, and many high-end luxury stores are expanding very fast.

But 10 years later, the new generation of consumers has grown up, and they are different from the previous generation of consumers.

This is not just a different viewpoint. The rise of new media such as social media has provided consumers with a new channel to acquire information.

In the past, consumers were led by luxury goods, and the information of the two sides was not equal.

With the emergence of new media such as Facebook and micro-blog, the information between consumers and brands has gradually become equal. They can get the same consultation with brands at the same time, which has greatly changed the view of the younger generation on the brand awareness of luxury goods and luxury goods.

In the 2010, social media changed Chinese young people's understanding and understanding of luxury goods, and China's middle class was also rising rapidly.

Compared with the former luxury consumers, the positive purchasing power of the middle class is limited, but at the same time, they are also pursuing the best quality. This provides a chance for the light luxury to rise.

If Michael Kors enters China in 2005, it will not succeed. It may lose a lot of money. No one will pay attention to such an unknown brand such as MK.

At that time, everyone was pursuing the most expensive and best.

Timing is the most important factor for the development of a company.

And if you did not enter the Chinese market until 2016, because China's economic environment has begun to change, so many companies have invested a lot of money and resources, but the return is very small, because they missed the best opportunity.

Compared with them, MK has built a very good foundation.

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What is the next plan for L:Michael Kors Greater China in terms of opening stores, e-commerce, and product line development?

P: there are several messages to share.

We have opened 100 stores in 5 years, and in this young power event, China's official business platform will also be formally launched.

It also represents an important milestone for us.

After 5 years of building brand and establishing a physical store, we officially enter the field of electricity supplier.

At present, we have a good brand awareness. Next we will promote the introduction of men's clothing business.

We believe that the positioning of men's clothing market based on MK has great potential.

In addition, we will continue to open stores selectively and increase the number of stores to around 150 in the next three years.

The store will mainly focus on the second tier cities, covering three lines and other areas through e-commerce.

This is our "three carriages" and go hand in hand.

Stores, electricity suppliers and men's clothing.

Introduction to Mr. Li Dakang

Mr. Li Dakang has a master's degree in Business Administration from the southern California business school.

He also studied in Manila's Asian Institute of management and INSEAD School of business in France.

In addition, Mr. Li Dakang has been selected as the "1997 Hall of fame World Hall of fame".

In 2012, he was elected one of the 25 most influential Chinese in Forbes fashion world.

Over the past decade, Mr. Li Dakang has been the top Dior brand China president of the Lu Wei Mo Xuan group, responsible for the integration and development of the products of high fashion, jewellery and perfume and cosmetics in China. The brand has been upgraded to the most desirable luxury brand in China, and has accumulated practical experience in all aspects.

In August 2011, Mr. Li Dakang joined MICHAEL KORS Mike, the world's top fashion brand. He was appointed chairman and chief executive of Greater China, and is responsible for the establishment and development of the brand in the high-end market.

In May 2016, Mr. Li Dakang was appointed president of the Asia Pacific region of MICHAEL KORS Mike.