Luxury Brands Face Tmall? What'S Going On Behind This?

　　 Coach Re settled at the end of August last year Tmall Just one year later, I closed the shop again. The brand's two opening and closing two stores in Tmall are all short. The more important and repeated cases are the first time for famous brands and Tmall. What are the conflicts of interest?

Coach and Tmall's cooperation, then Tmall also called Taobao mall.

At the end of 2011, the two sides worked together for the first time and solemnly released the public relations draft to the media. It is understandable that both sides regard this as a major event. One is Taobao, which is considered to be slightly "LOW" platform, ushered in luxury brands, one is the luxury goods business in the US. It is very meaningful for two companies.

However, the partnership died two months later, although Coach explained that it was based on the additional cooperation between the two sides. The agreement is open for two months.

However, the industry generally agreed that Taobao did not fulfill its promise to help Coach fight against Taobao, so Coach closed shop in a rage.

At that time, the two sides of the Coach also belong to the strong side. They should be right. Alibaba The "unreasonable" side.

In fact, at that time, Taobao could not sacrifice its small seller to sell fake goods for Coach, and even without a small seller selling fake products, there would be no Alibaba today.

The game between Coach and Taobao still exists until today, for example, the two time that Gucci has accused Alibaba of selling fake products, the logic behind it is exactly the same. For the first time, we all counted "well," but Alibaba failed to fulfill their commitments. Gucci could only take Alibaba to court once again.

After the first cooperation between Coach and Taobao, the two companies just came to their turning point. Coach was on the decline under the pressure of competitors' oppression and the company's own strategy, while Taobao experienced the rapid development of China's Internet and e-commerce industry, and finally ushered in the listing of the parent company Alibaba.

In 2015, if Coach and Taobao and Tmall were put together in the Chinese market, Tmall was already the "Coach" side of the Burberry, because a large number of international brands had entered Tmall, and even the traditional luxury brands such as the anti brand trend of the industry had been coming in.

45 months passed.

When Coach opened shop in Tmall in August 2015, what was it?

Coach can not enjoy any preferential treatment, even in Tmall search "coach" or "Cox", the first screen you simply can not see the products of the flagship store.

What is this equivalent to? It's equivalent to you are Li Kui. You see other people are selling the axe at the stall, and you sell it. You find that Li Gui is selling better than you, but this axe is only produced by you. You have no idea where his axe comes from, but it is selling better than you.

In the past 3 years, with the huge contrast and results of Alibaba cooperation, I believe that Coach should be very emotional. Of course, there should be a lot of fire. As for the Alibaba contacts, it may turn from a fire to a secret.

"Yesterday, you ignored me. I let you down today." Although this sentence is fabricated by Ma Yun, it has a perfect embodiment in the two cooperation between Coach and Tmall.

Now that Coach has licked his face and once again runs to Tmall, why did he shut the store again once a year later?

If you really sell it in Tmall, you will not be afraid to lick your face and talk about business.

As a result, the actual situation is likely to be, Coach, after a year of Tmall's real operation, found that, however, it was not worth it.

In the past two weeks, I wrote an article about why Chinese brands are doing nothing but the electricity business. The article mentioned that brands and Tmall cooperation partners have actually failed to catch up with the increasing dividends of netizens and businesses. Instead, they have to pay more and more "exorbitant taxes and levies" for Tmall to bear the pressure of cost.

Therefore, for the first time, Coach has some threat to Taobao mall, and the second withdrawal is Coach's great realization. Actually, it doesn't have much X to use.

Why is it useless? Because for luxury goods, the role of the electricity supplier is not sales, but the user experience. You can not expect that the proportion of luxury business income can reach 10% or even 20%, 5% is very good.

But luxury goods provide a hotbed for young consumers with potential consumers and rising passages, so that they can put luxury goods in their virtual shopping carts without buying them, even if they can't afford them, but luxury products, details and prices are like fingers. This is difficult to manifest in a physical store. They may not dare or feel embarrassed to enter the store, and feel embarrassed to ask East and ask West, then buy nothing. The electricity supplier just solved this problem and provided the potential consumers with a solution to this problem.

At present, the only real luxury product sold in Tmall is Burberry. The same cooperation aimed at counterfeiting has indeed partially eliminated the counterfeit Burberry on Taobao, but Burberry has disappeared on the list of China's most popular gifts.

If you look at the performance of Burberry again, you have made the end of CEO Christopher Bailey in Tmall shop strategy. I believe it is difficult for me to convince Christopher Bailey herself that she is doing the right thing.

Fortunately, Burberry has finally decided to change CEO before the new CEO changes next year, but Tmall shop is still not there.

Finally, for the luxury industry, send a sentence. Cherish life and stay away from Tmall.