Let Luxury Brands Get Closer To The Public &Nbsp; Coach (Kou Chi) Marches Into The Two Or Three Tier Cities.

Famous leather goods in America brand Coach (Kou Chi) recently announced its first quarter financial report for the 2012 fiscal year ended October 1, 2011, announcing its first quarter sales amounted to $1 billion 50 million, compared to $912 million in the same period last year. increase 15%. At the same time, the company also said that it will expand the 30 continents in China in the future. market 。

It is understood that there are 746 Coach global direct stores, while only 71 in China, Hongkong and Macao. If we expand according to the speed of 30 a year. The number of Coach stores in China will double over the next two years. As a brand defined as luxury goods, Coach will open stores to second or even three tier cities in addition to the high-end shopping centers in the first tier cities. Will this practice reduce the status of Coach brand in the minds of consumers? Many consumers may question: can a brand that can be bought in a two or three line city be an international brand?

In response, Mr. Jonathan Seliger, President and chief executive officer of Coach China, replied, "there are more than 120 cities in China with a population of over 1 million, and we hope to approach as many customers as possible. In order to drive the local target consumers, we will open more stores in the area where the traffic flow is high and the traffic is convenient, so that they can buy them. "

"Coach has always been improving its own innovation ability, enabling consumers to enjoy the balance between" magic "and" logic ", enjoying products with both design sense and practicality and with extraordinary value and luxury experience. Now, the products of Coach have been widely recognized by Chinese consumers. Mr. Jonathan Seliger said, "we have investigated consumers who purchase Coach products. It is found that the repurchase rate of Chinese consumers is 90%, higher than that of the US and Japanese markets.

It is reported that Coach spends $about 5000000 a year to conduct consumer and market research to understand the population situation of some target cities. Detailed assessment of the size, potential and consumption capacity of the target city will enable more stores to be opened to consumers in the region.