Luxury Coach Taobao Flagship Store Closes &Nbsp, Running For Only Two Months.

The official flagship store, the first online store CO operated by Coach and Tmall (formerly Taobao mall), announced its closure in after only two months of operation.

It is reported that in 2011, Coach chose to be 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 known as Taobao mall), was launched in December 12th last year, when its strategy was appreciated by many business people. "It is difficult for them to lay down their status and accumulate e-commerce in China. field Experience.

According to industry sources, the fate of Coach's official flagship store may have been predicted in the first month of its launch. "But I didn't think so fast!" Because the same price does not bring competitive advantage to Coach Taobao official flagship store, if luxury goods are sold online, it is more likely that they will choose to make their own websites. Goods To price and image is easier to control. The person analyzed.

Coach's official flagship store may not be an accident. Luxury website Hau network burst out of pay gate, Shang goods network mass layoffs, vip.com blood listing. Luxury shopping websites, which last year are still in the limbo, have crashed this year. In the industry view, layoffs and partial website closure are just the beginning of the dormant period of the industry. "From the second half of last year, there has been a continuous weakening in the industry. Investors have tightened their pockets and become an open secret."

What is quite significant is that, when the line was launched in December last year, Jonathan Seliger, President of Coach China, once said, "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 Chinese e-commerce." Luxury electric business may be a long way to go.

Coach China: operate under the agreement for one month.

Coach, head of public relations in China, told the investment community, Taobao mall official Flagship The store is designed to celebrate Coach brand 70th anniversary, which is the first online shopping platform in the Chinese market, which is launched by Taobao group, which is the leading B2C shopping website of Alibaba group. According to the agreement, the platform only set a one month operation period (from December 12, 2011 to January 15, 2012) and did not involve the so-called "closure" and "abort" later.