Virtual European Licensee Workshops – A new way of working

Like many, MLL are embracing change and the new digital way of working, by holding quarterly Virtual Workshops for their licensees in Europe, China and the US.

In March and June, 40 participants from 11 licensees and members of the Michelin Lifestyle European and central teams based in 6 different countries came together to exchange and share best practices and challenges faced during these unprecedented times. 

Despite the ongoing pandemic it’s amazing to see how we are all adapting and further pushing our businesses forward by introducing more innovative licensed products and looking for new distribution channels in order to continue building on the success already achieved.

The MLL team shared some valuable insights including:

• Michelin Narrative and Group strategy for growth 
• Global and Europe Vehicle Accessories business updates on sales and forecasts
• Product authenticity label project 
• MLL’s digital strategy and in particular the part e-commerce and the new amazon brand stores will play 

We also got some great feedback and ideas from licensees in interactive break-out sessions focussed on moving our businesses forward and succeeding in achieving the ambitious targets for 2021.

Despite forfeiting the usual format, a 2 day business trip to a cultural city centre, the licensees seem to value the new virtual format, scoring them 8.8 out of 10 in a satisfaction survey.