Recently, Michael Kors Collaborated With Alipay Under Ma Yun'S Banner.

In the face of China's continued strong growth in the electricity supplier market, more and more

Began to give up doubts, choose to shake hands with the domestic electricity giant.

According to the world clothing shoes and hats net, American light luxury brand (NYSE:KORS)

In recent days, it has officially cooperated with Alipay under Ma Yun's banner. It will introduce Alipay flower, flower stage and flower pre authorized consumption mode in the brand China official online boutique.

According to the world clothing and shoe net, consumers can not only purchase the favorite products at the Michael Kors China official online boutique, but also participate in the pre empowerment activities of flowers, 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, and only 150 seconds were booked on the day of pre-sale.

Alipay is affiliated to Alibaba related enterprise ant gold clothing, the latter's business includes Alipay, Alipay wallet, balance treasure, Ali small loan and so on.

Ant gold clothing and Alibaba are affiliated companies, Alibaba service providers and important partners.

Ma also owns less than 10% of the ant's gold clothing.

With the increasingly frequent movements of luxury brands in China, there are endless forms of cooperation, and the introduction of new payment methods and limited edition is not uncommon.

But this is not a simple cooperation, or the relationship between Michael Kors and Alibaba (NYSE:BABA) is easing.

Last May, Michael Kors announced its withdrawal from the international anti fake alliance IACC because of its dissatisfaction with the Alibaba's accession a month ago.

Michael Kors long term legal adviser Lee Sporn said in a letter to IACC that the Alibaba founded by Ma Yun is

The most dangerous existence of the world is that Alibaba's strategy is limited to verbal support for brand law enforcement, but the problem of counterfeit goods on its trading platform has not been solved practically.

IACC is an international non-profit organization specialized in combating counterfeit and shoddy products. It has more than 250 luxury fashion brands.

Members of IACC also include law firms, investigation and product safety companies, government agencies and intellectual property associations. All these members are committed to combating counterfeit and shoddy goods. The serious Alibaba of counterfeit goods joined IACC formally in April last year, which puzzled the fashion industry.

Candice Li-Uzoigwe, vice president of IACC, points out that Alibaba's participation has led to many dissatisfaction with luxury and fashion brands.

After the Michael Kors, Italy's luxury brand Gucci immediately announced its withdrawal from IACC and joined the anti Alibaba camp, which seemed to rally against Ma Yun.

Earlier, the French accessories brand Longchamp also openly expressed its dissatisfaction with Alibaba membership.

EPA:KER, the parent company of Gucci, has been very keen on the fakes in the Chinese market.

Last May, the joint venture of Gucci, Yves Saint Laurent of Kai Yun group filed a lawsuit in the federal court of Manhattan, accusing Alibaba of violating trademark and fraud related laws and regulations, demanding compensation for losses and giving injunctions to the defendant.

The lawsuit alleges that Alibaba had collusion with manufacturers to produce counterfeit goods and provide services for its sales and pportation.

These counterfeit goods use brand names without permission.

In November of the same year, Kai Yun group filed a lawsuit against Alibaba for the same reason for the second time.

Prior to this, Forbes magazine reported that Alibaba founder and chairman of the board of directors Ma Yun said he would rather lose the lawsuit and do not want to solve the problem.

In a report published on Forbes's website in November 6th last year, when Ma Yun talked about Kai Yun group's lawsuit against Alibaba platform and infringed its trademark rights and sold counterfeit goods, it almost jumped from the sofa and said, "I'd rather lose the lawsuit than lose money". "But we will win dignity and respect."

However, a Alibaba close to the Forbes interview said that Forbes's interview and article writing were full of subjective factors and prejudices against the Chinese market. In fact, Ma described the matter more comprehensively, but they only intercepted the fragments they hoped to get, and put them together.

Later, the incident reversed, forced by Alibaba's strong market share of electricity providers, Kai Yun group began to speak for mediation.

Some people in the industry believe that Alibaba group owns Taobao and Tmall mall platform, but it is actually a problem member, and its platforms are still rampant.

The membership of IACC is mainly provided by companies affected by counterfeit goods and companies seeking intellectual property protection. However, due to the industry status and related policies of Alibaba group, it has the opportunity to cooperate with potential partners IACC to combat counterfeit and pirated goods.

Barbara Kolsun, the former general counsel of Stuart Weitzman, a high-end shoe shoe brand, served as chairman of IACC's board of directors. He told reporters that about more than 20 brands and other members of IACC have privately expressed their support for Michael Kors through e-mail and telephone.

But they are reluctant to make public statements because they are working with Alibaba to remove fake and shoddy products from their websites.

But now the wind is changing.

Shortly before the Michael Kors cooperation with Alipay, this month reported that the most popular luxury brand Gucci, after 3 years of confrontation, finally shook hands with Ma Yun.

Gucci's parent company, Kai Yun group, and Alibaba group and its associated enterprises ant Kim suit group announced an agreement. The two sides will jointly carry out intellectual property protection, and launch joint action against infringers online and offline.

It is reported that the two sides have set up a joint working group to carry out full cooperation and exchange useful information, through Alibaba's technological capability recognition, to cooperate with law enforcement agencies in taking actions against intellectual property infringement of the brand of Kai Yun group, and take timely actions.

It is noteworthy that, as part of the agreement, Kai Yun group has agreed to withdraw the lawsuit initiated by the New York regional court to the Alibaba group and the ant Gold Service Group subsidiary Alipay.

In July 2014, Kai Yun group began accusing Alibaba of forming a gang with a number of unidentified businesses and jointly selling counterfeit Gucci handbags to make profits.

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For example, the original price of the Gucci handbag is 1250 dollars, and the selling price of the counterfeit company is set at 18.99 dollars.

According to statistics, Kai Yun has a range of luxury brands of fashion, leather goods, jewelry and tabulation products. Besides Gucci, it also includes Bottega Veneta, Saint Laurent, Alexander McQueen, Balenciaga, Brioni, Stella McCartney and other brands, as well as sports brand Brioni.

The change of attitude of Kai Yun group may be related to the positive position of LVMH.

Since 2016, Kai Yun group's competitor, LVMH, the world's largest luxury goods group, has started the platform for Ma Yun.

In May last year, LV joined forces with Guangzhou police and Dubai police, together with the support of Alibaba's anti-counterfeiting team, and seized a hundred million counterfeit gangs with annual output value.

According to the clues provided by Alibaba, in September 14, 2015, the Guangzhou Economic Investigation Brigade unified the 4 networks scattered in different regions of Guangzhou to launch a net operation.

A total of 7 suspects were arrested, 6 of them were destroyed, including 2 production lines, warehouses and logistics dens, and 2 pieces of fake leather production lines and a large number of leather materials, and more than 6000 pieces of fake LV products and semi-finished products.

In September last year, LVMH announced a high-profile bid to embrace Alibaba, bringing its luxury brands Guerlain GUERLAIN, Make Up For Ever and Make to enter Tmall.

Wu Yue, President of LVMH group Greater China, said that Tmall represents China and reflects China's progress and development. It has attracted Chinese fashion crowd, so luxury fashion brands enter Tmall for granted.

In December last year, it had been cold to cooperate with Alibaba in the luxury brand LV, and invited Alibaba's high-end black card member APASS to visit LV headquarters and workshops which were generally not open to the public. It was also revealed that LV headquarters also provided close service and arranged for APASS to visit the former residence of LV foundation and founder.

In order to please these consumers, members received the invitation letter from LV executives, which made the industry daydream about the relationship between Alibaba and LV, and whether LV had signs of easing the electricity supplier's entry to Tmall.

Some analysts say there are indications that the relationship between Alibaba and luxury goods is easing. Another reason behind that is that Alibaba firmly grasped the big data of high-end consumers in China.

In October 2016, Dong Benhong, chief marketing officer of Alibaba group, disclosed that the consumption scale of APASS members was at least 30 billion yuan a year. According to the data, APASS black card members are about 1/10000 of the active members of the Alibaba. According to the third quarter earnings report of Alibaba, the annual active buyers of Ali are about 440 million, which means that the average annual consumption of black cards is as high as 600 thousand.

E-commerce, once resisted by luxury brands, has now become an important channel for its marketing, especially in the Chinese market.

As one of the largest online retail groups in the world, Alibaba is moving closer and closer to foreign luxury brands.

In January this year, the luxury brand of EPA:RMS, the French Hermes group, announced that it would visit Tmall, which is less than 3 days away from the first member of the Alibaba global counterfeiting alliance from luxury brand LV.

Jiang Qionger, the art director of "up and down" and CEO, said that cooperation with Tmall's mature platform is conducive to the future development of the brand, so as to guide consumers to contact more updated products.

On the 9 th of this month, Alibaba's Tmall announced today that the luxury flash shop Tmall Space was formally launched. The first phase reached exclusive cooperation with LVMH's luxury brand LOEWE Roy Wei. The Barcelona handbag designed for the Chinese market will be sold exclusively in Tmall worldwide. This is also the first time that LVMH's core handbag brand has been sold online in Tmall.

Alibaba's efforts to combat counterfeiting accelerated the cooperation between luxury brands and China's e-commerce platform.

The easing of the relationship between Michael Kors and Alibaba has also benefited from the brand's long-term layout of the Chinese market to some extent.

The Chinese market will become more and more important for the us light luxury brand Michael Kors.

Michael Kors CEO John Idol pointed out earlier that the expansion of global potential markets and the revival of men's clothing market are the key to the two growth of Michael Kors.

Michael Kors began to enter the Greater China market in 2011. During the 5 years, Michael Kors expanded to 100 stores in Greater China, and sales exceeded 200 million US dollars. China has become one of the most important potential markets for Michael Kors.

However, the expansion of Michael Kors in China must balance the purchasing factors.

As a Chinese consumer's favorite luxury brand, a large part of the purchase behavior has not occurred in China, but through purchasing agents or more active market initiatives in overseas outlets, including online shopping, will help bring consumers back to the Chinese market.

In June last year, in order to prove its long-term confidence in the Chinese market, Michael Kors completed its acquisition of Mike high (Hongkong) Limited for $500 million in cash and withdrew the franchise from Greater China, which is the exclusive licensor of Michael Kors in China and other parts of Asia.

In last year's Michael Kors Greater China 5th anniversary celebration, Li Dakang, President of the Asia Pacific region, told reporters that Michael Kors expects to expand 50 stores in 3 years and expand further in China.

At the same time of the 5th anniversary celebration, Michael Kors announced its official online shopping website was launched.

Mr. Li Dakang told 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 platform, Michael Kors's sales channel network will be richer and more diverse. However, he suggests that the luxury brand e-commerce market is still unable to get around Tmall's Alibaba.

In September last year, Michael Kors's rival Coach suddenly closed its Tmall flagship store. This is the second time that Coach has withdrawn from Tmall after being stationed in Tmall.

At that time, there were comments that in such a situation, in order to compete for more China's online market share, Michael Kors and Alibaba ice broke the industry full of imagination.

Now, the answer to this question seems obvious.

Last month, Michael Kors bought British luxury shoe brand Jimmy Choo for $1 billion 200 million to enhance its footwear business and stimulate growth.

In May this year, Coach Group acquired Kate Spade.

The acquisition of Kate Spade has greatly increased the status of Coach group. Some analysts even point out that Coach is interested in becoming an American version of LVMH.

For a while, the three brands of Kate Spade, Michael Kors and Coach in the light luxury camp have undergone structural changes, while Michael Kors is in a disadvantageous position, and the acquisition is becoming the most important defensive measure of the group.

Now, the group needs a more ambitious development strategy to put forward more initiatives in core markets such as China.

Obviously, the cooperation with Alipay means that Michael Kors began to take the initiative to attack, and the industry guessed whether its accounting was incorporated into Tmall.

There is no permanent enemy in the commercial world, only permanent interests.

However, for Alibaba, if you want to attract more luxury brands to enter, it is to deliver on their promises and eliminate counterfeit goods. After all, the Alibaba with a market value of more than 420 billion dollars has not gone back.

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