COACH Tmall Official Flagship Store Synchronizes With Official Website

Today, luxury brands' entanglement in e-commerce is still global, changing consumer habits, changing market conditions, and yearning for cash.

It may accelerate brand change.

For a long time, luxury brands pay attention to experience and want to control all details.

As a result, brands like Celine will repeatedly say "never touch the net". After the acquisition of Net-a-Porter, Rupert, chairman of the group, called on all luxury brands to join the platform, thus ensuring brand style and resisting the impact of other e-commerce channels.

Many luxury brands around the world have launched an attempt to build their own e-commerce platform.

Self built platform can control all aspects of sales.

Not only can the website image conform to the brand style, but also the best supplier can be selected in logistics and customer service to ensure customer satisfaction.

In September 4th, "COACH official flagship store" was quietly launched on Tmall.

Open COACH Tmall flagship store, the page and COACH's official website are very similar, but Taobao's Wangwang and so on are Tmall's settings.

The products are classified according to ladies' products, men's products, 2015 series of autumn and winter series, and a number of handbags are displayed. The price is in the range of 2000-5000 yuan, and the quantity of goods is relatively small.

The reporter learned from those close to COACH and Tmall that COACH flagship Tmall flagship store is still in the process of "loading goods". After completion, it will be able to synchronize Tmall flagship store and official website goods, and the price of products will be consistent with the COACH official website and COACH entity store in China.

The choice of early September may be intended for Tmall's "double 11" activities.

COACH confirmed to reporters that Tmall COACH flagship store is indeed "open".

Tmall also confirmed the news.

Both sides are very low-key about this and have not launched any positive publicity activities outside.

In fact, COACH is not new to Tmall.

In 2012, COACH celebrated the establishment of the world's 70th anniversary company and opened the Tmall flagship store in China. At that time, COACH was positive.

But only a month later, the COACH flagship store was offline.

COACH stresses that

It is not because of bad sales or other misfortune, but "originally planned for only one month".

But COACH is still one of the most active luxury brands for e-commerce and digital media.

After testing Tmall's flagship store, COACH also developed its shopping function on its official website, and COACH official website has also become an official online store.

At that time, many luxury brands in China were already discussing whether they should cooperate with Jingdong, Tmall and so on.

At that time, COACH might expect more of its official online store. After its completion, the Chinese CEO at that time did not forget to chat about this platform on various occasions.

COACH, the official online shop, the goods are consistent with the physical shops, the price is no difference, but only during some activities, customers enjoy online shopping.

"We will provide it at Tmall flagship store.

The link of official website, so that consumers can go to the official website to learn more about COACH brand, marketing activities and so on.

COACH told reporters on September 4 that the flagship store opened at Tmall will not be as time limited as it did last time. The relationship between Tmall stores and COACH's own official online stores is complementary and strong.

When COACH was tested in 2012, there were few big brands on Tmall, not to mention luxuries.

Over the past few years, Tmall has spared no effort in striving for big brands. Some of the more high-end fashion brands have appeared on Tmall, especially cosmetic brands, including Estee Lauder, CLARINS and so on.

In 2014, the opening of Tmall Burberry flagship store was regarded as a major event of Tmall, which opened up official cooperation.

In the past few years in China,

Hugo Boss authorized domestic e-commerce platform to launch online sales, and Burberry Burberry opened flagship store on Tmall.

These few "authorized" modes have been controversial in China.

Cooperation between the two sides is often referred to as dissimilar styles and too low sales.

From the COACH point of view, 2012 is a good year, the company set up 70th anniversary, and prosperous business in China.

Maintain two digit growth and open 30 stores in one year.

In the 2015 year of September, the market for luxury goods was not good enough. COACH also encountered some setbacks and challenges.

Not long ago, COACH just closed its flagship store in central Hongkong.

This year, COACH plans to open 25 stores around the Chinese market and close 11.

COACH suggests that brand positioning should be shifted from "the luxury of being in touch" to "modern luxury".

In China, Estee Lauder opened its own official online store earlier. Hugo Boss also operates its own official online store while authorizing it.

The relatively small Alexander McQueen also set up an official online store in China. Customers can pay the 180 yuan freight to buy the genuine Alexander McQueen, but wait for shipment from Italy.

The problem is that the core of the success of the e-commerce platform lies in the flow. Under the intense competition of the electricity supplier, it is necessary to consume an astonishing marketing cost for stimulating the traffic flow.

No matter which luxury brand, it is a worthless and irrational decision to drive the electricity supplier's flow with its own cost.

Warehousing, logistics and so on are not small expenses.

For COACH, Burberry, such as "light luxury" brand, the most important thing at present is website traffic.

With traffic, sales are possible.

At present, many luxury brands may start from this angle, decide whether to build their own platform, or cooperate with Tmall.