Coach Reopening Tmall Flagship Store Using Channel Addition And Subtraction

In August 31st, Coach just closed the flagship store in central Hongkong, and was also on trial on the same day at Tmall Coach flagship store. Does this mean that the channel strategy of Coach has changed? For the above flagship store closes, Coach said that the renewal and optimization of the store is an important part of the pformation of the brand, and mentioned that "Coach China region (including the mainland, Hongkong and Macao) has a net increase of 18 new stores in the 2015 fiscal year compared with the previous fiscal year".

For Tmall flagship store, which has been online again after more than 3 years, Coach told reporters today that "China's e-commerce market is growing rapidly and has great potential.

It is one of the global strategies of Coach to fully explore the unlimited potential of digital domain, and also an important part of the Coach brand pformation journey.

Coach announced a series of brand pformation plans in June last year, pforming the brand positioning from "accessible luxury" to "modern luxury" lifestyle brand, and hopes to win more consumers through the pformation of products, shops and marketing.

Why does the US luxury brand, which has its own official shopping website, cooperate with Tmall? Coach replied that it hopes to display its modern luxury brand image and products in mainland China through the use of Tmall's huge online visits, and further enhance its brand.

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A luxury industry insider told reporters that "under the influence of other light luxury and fast fashion brands, Coach's offline stores are under great pressure. After all, there are many fake commodities in vertical luxury electronic business platform. Coach will not cooperate with the latter."

Coach also told reporters that it has been an important strategic partner with Taobao for a long time. Since 2011, it has actively joined hands to fight counterfeits. The two sides signed a new memorandum in December 2013 to deepen cooperation in anti-counterfeiting.

For the relationship with Tmall official flagship store and official website, Coach said it was the former "will expand the Coach online channel", the two "complement each other", Tmall flagship store also provides the link of the official website, consumers can go to the official website to learn more about brand, marketing activities and other aspects of information.

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Is there a similar shop opening plan on other e-commerce platforms?

In response, it said, "Tmall flagship store is currently doing well". At the same time, it said that according to the plan, Coach Tmall official flagship store will carry out promotional activities similar to the physical store (for example, two winter and summer promotions each year).

"From the whole environment, with the development of Internet and mobile Internet and its impact on people's life and consumption, and the rise of new generation of consumers, luxury brands' views and actions in the field of electricity suppliers are not the same as they were a few years ago." the luxury industry insiders said that compared with the previously expensive luxury brand, the online shopping platform may be cold. Now people are accustomed to online, mobile terminal consumption, Burberry, Estee Lauder's La Mer and many other high-end cosmetics brands have been settled in Tmall, which may be one of the reasons why Coach once again entered Tmall after several years of preparation.