MLL E-Commerce Store Launched In China

Michelin Lifestyle recently launched a new Auto Accessory flagship store on Tmall, China’s largest on-line market place and equivalent to Amazon.

This has been prompted by the development of e-business and new buying behaviour of consumers. There is a growing need to establish e-commerce platforms for Michelin licensed products in order to provide wider availability in popular shopping environments and help develop a greater emotional bond with the Michelin brand amongst target consumers.

China were selected due to the growth opportunity of the market and to help counteract, counterfeit products sold online. Consumers want authentic products and prefer to buy directly from brands

We see it as an opportunity to increase the sales and the number of interactions with consumers and to build trust and an emotional link between Michelin brand and consumer.

The Michelin Auto Accessory Flagship Store is currently being piloted and will initially offer tyre pressure gauges, tyre inflators, cleaning brushes and wiper blades to mainland China only. This pilot phase will enable us to collect further consumer feedback and experience to aid the official launch planned for later in the year.