What Can Coach Bring Back To Tmall Flagship Store?

Compared with other luxury brands such as C and line, the creative director of Phoebe Philo, Phoebe Philo, once said, "I would rather run naked on the street than join Facebook". In the field of electronic business development, Coach has always been a pioneer in luxury brands. As early as 90s (1999), Coach has opened an online store in the United States, and subsequently opened an e-commerce service in Japan.

In China, in addition to the official website,

In the field of social development, it has also made rapid progress. In November 2012, its number of micro-blog fans was around 540 thousand, and now it has close to 2 million micro-blog fans. On WeChat platform, consumers can also browse, search and purchase products directly.

In 2011, Coach was listed on the stock exchange of Hongkong and became the first US registered company in Hongkong.

Subsequently, its online flagship store, which was co operated with Tmall (formerly Taobao mall), was launched in December 12, 2011.

"This brand new online store will help us understand the needs and preferences of domestic online shopping customers and accumulate valuable experience and insights in the field of e-commerce in China," Coach said at the time.

However, only a month later, the flagship store was closed, and consumers and analysts speculated about the withdrawal of Coach.

Coach later explained that according to the agreement, the platform only set a one month operation period (December 12, 2011 to January 15, 2012), and did not involve the so-called "closure" and "abort" later.

"The last cooperation with Tmall was mainly to celebrate one of the 70th anniversary series of activities and the first online shopping platform in the Chinese market.

At the same time, we also hope that

Contact and understand the needs and preferences of domestic online shopping customers, and accumulate valuable experience and insights in the field of e-commerce in China.

Coach said to our reporter.

The above "valuable experience and insight", Coach said, including: the peak period of online passenger flow, customer preferences, and how to provide customers with the most convenient shopping experience (reducing two steps) and so on. Of course, part of the experience was accumulated again after the launch of Coach official online store in November 2012.

In fact, in 2009, the official website of Coach was launched on the resumption of Chinese business, but there was no product sales function at that time.

After testing the water at Tmall flagship store, Coach developed its shopping function on the basis of official website in November 2012.

"These experiences are very important for us to formulate and implement a set of strict standards to control the whole online shopping process and customer experience.

It is very important to control the interaction links between online platforms and every consumer, including website visual design, shopping experience, order fulfillment, delivery and after-sales service, "Coach said.

Reporters noted that in August 31st, Coach has just closed the flagship store in central Hongkong, and is also testing on the same day at Tmall Coach flagship store. Does this mean that the channel strategy of Coach has changed in China?

For the above flagship store closures, Coach said that the renewal and optimization of the store is an important part of brand pformation, 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".

"Online stores and physical stores can meet the needs of different consumers."

Coach said that as of the fourth quarter of fiscal year 2015, Coach has operated 151 entities in 55 cities in mainland China, while the official website has sold Coach products to 300 cities in China. "Tmall official flagship store will provide products for customers, but will also extend services to cities without Coach entities.

"Wei"

"Balance"

Online sales and consumption experience, Coach is trying to build online and offline seamless connections. "

Yang Baoyan, President and chief executive officer of Coach China, told reporters earlier that, for example, as long as the products purchased in the official channels of Coach, whether online or in physical stores, ordinary consumers can enjoy 1 years warranty service and free cleaning service in any store for Yann.