Coach open Taobao shop
Coach Chinese official shop operation time for the December 12th to January 15th, to celebrate the 70 anniversary of the establishment of the brand.replica handbags In addition to the full range of Coach products, also sold Taobao store exclusive merchandise and Coach70 Anniversary Limited goods.
The network ’s flagship store is set to help Coach to enhance Chinese online consumer demand and preference knowledge, accumulate experience, Coach network management and prepare for the development, and enhance brand awareness.
In December 1st, Coach Hongkong securities depository just by way of introduction listed on the stock exchange of Hongkong, but also to enhance the brand reputation in china.
When luxury and Internet, the financial crisis and the Chinese market the words relate in together time, can go to small high inherent route?
Perhaps, high-end brand value does not depend on logo obviously, price how many, several stores, belong to which group, where a city, and it is a consumer for love and willing to pay for them high additional value, historical origin, craft inheritance, uncompromising attention to detail, proudly in every age inside, it is the soul.
Civilian luxury
With rare and expensive luxury has always been closely linked, but the Coach to act in a diametrically opposite way, will route customized for” accessible luxury” ( Accessible Luxury ).
Its origin is not noble. 1941 in New York Manhattan an attic, six leather craftsmen in the production of high quality leather goods, the company is called Manhattan leather company. Initially the main production wallet, is very durable and practical, five years after the start of production of handbags.
In the early 60 century, Manhattan leather goods company boss look for handbags have development outlook greatly, so please Bonnie cassin ( Bonnie Cashin ) to join. At that time, she is bold reform and innovation, the United States of America Coco Chanel designer of women. Now heat sleeve head cloak, jumpsuit, package on package comes from her design.
Eighteen seventies, the factory moved to New York, was officially renamed the Coach. This does not have the Royal origin and descent of the brand, is the public can afford to buy high-grade consumer goods, pricing in Europe less than a half of the leading luxury brands.
Coach is good at developing new markets, 20 years ago, the introduction of the consumer research, according to the market situation and strategy adjustment. Coach in 1988 to enter the Japanese market, until 2001 2% market share accounted for luggage. By 2009, its market share has increased to 12%. Among them, 2001 to 2006 five years this, Coach Japan earnings growth high amounts to 722%, bringing Japan into the second largest market outside the United states.
Coach not only in the consumer age is relatively small, the new speed and traditional luxury quarterly new rhythms draw further apart. Once a month on a new closer to Zara, H&M such fast fashion brand.
In this operation mode, Coach pioneered parity boutique fashion. Constantly updated products and affordable price so that Coach can be exposed to more consumers, promote the growth of the Coach.
Network marketing
In view of this, the Coach network of sales strategy in line with its consistent style, no ground for blame. But as the first to eat crab luxury brands in the purchase of goods, and full set up shop on Taobao, still let a person slightly surprised.
Sales network in the luxury industry examples still rare, but nearly one or two years and gradually formed a trend. More and more 70 after 80 consumer goods, become the important strength of the network channels, it is affecting their key exports. Armani ( Armani ), Barry ( Bally ), Estee Lauder ( Est e e Lauder ) brands such as the use of network to facilitate the expansion of direct marketing, not only to provide consumers with convenient, more for the company to save a lot of cost.
At the same time, like the domestic and public network, the network such luxuries luxury retail website rise, they pass for certain brand agency, or from a foreign factory store supply and other means, to provide consumers with more preferential price.
The next few years, Coach will focus on the development of the Chinese market, in three years China develops into the first big market, in addition to the network sales, will also open a new store and the secondary market.
Coach China president and CEO Seliger ( Jonathan Seliger ) revealed that, at present, Coach in China already has 71 stores, including the mainland 57, plans to open 30 stores in mainland china. The fiscal year of 2011, Coach sales in China will reach 300000000 dollar, and plans to reach $500000000 in 2014.
Not only is Coach, many luxury brands began to rapidly expand, stride to China two or three lines city stride. Because the Chinese market upset development speed, together with the European and American market for luxury goods is affected the financial crisis is more serious, many brands have thought China to divide a cup of a thick soup.
More than 100 top international brands in China’s store has reached a total of 1000, in addition to Beijing, Shanghai, Guangzhou and other big city, Midwest City branches are like bamboo shoots after a spring rain emerged. French luxury brand Louis Vuitton ( Louis Vuitton, LV) in China’s 22 city opened 27 stores, including Changsha, Xi’an, Qingdao, Xiamen, Wuxi, Wenzhou City, Hangzhou Ningbo line two or three, has gathered almost all international luxury major suit.
According to statistics, at present, the North Guangshengaosu four first-tier cities luxury retail store quantity occupies countrywide proportion about 35%, the second city of 41%. But usually, a luxury brand in China ’s retail store number of mostly less than 50, a first-tier cities on average has 3 stores, a number of relatively the same brand in New York, Tokyo and other large city volume is still low.