American Fashion Brand COACH Enters E-Commerce

Licensing storm, buying fraud, selling fake fake goods, domestic luxury electric business is experiencing wave after wave test.

Internal worries and dark clouds have not yet dispersed.

Following Thecorner.com, Net - A - Porter and other foreign luxury electric business leading enterprises to enter China, the reporter learned that the American fashion brand COACH will launch its own business platform in the next 6-12 months.

After the two or three tier cities of the big international layout, e-commerce has become the next market for its development, thus developing in an all-round way in China.

From offline to online,

The strategy of deep ploughing the Chinese market is already obvious, which indicates that the luxury goods go deep into China.

Big name self built e-commerce platform luxury plan deep ploughing China

The reporter learned from Victor Luis, President of COACH International Department, that COACH will build its own e-commerce platform in China in the next 6-12 months, which is basically the same as its e-commerce platform in the US and Japan.

Insiders say that COACH has been planning for a long time. At the end of last year, Tmall flagship store (micro-blog), which was built by Tmall mall, was preparing for its entry into the domestic electricity supplier market.

On the cooperation between COACH and Tmall, Victor Luis said: "our cooperation with Tmall is mainly aimed at better understanding the Chinese market, for example, to understand how Chinese consumers are shopping online. Where are they? What is the response to our products? It is also the matching of logistics and payment systems."

In this regard, luxury research expert Zhou Ting said.

As a high-end fashion brand, its audience is mainly young people, and now young people's online status is also a favorable condition for their development of e-commerce platform.

The electronic business platform is not only a means of sales, but also a very good way of publicity.

Reporters found that many large websites now have Chinese pages, and compared with the previous "simple" style, the current page design, product information and so on are comparable to the official website of the foreign language, some even more attractive and attractive than their local official website.

Zhou Ting said that now many luxury brands are optimistic about the Chinese market. After entering the Chinese market for several years, they are preparing to deepen the Chinese market, which can be described as the depth of Sinicization of luxury goods.

One of the main manifestations is the Sinicization of circulation.

Many big brands began to plan their own distribution channels, the electricity supplier mode is the general trend.

Expand business, eliminate counterfeit goods and target luxury domestic suppliers

Reporters found that COACH began to gradually withdraw its retail business in many Asian countries from 2001, and withdrew its management rights from the agents and became independent businesses.

In this regard,

The company's decision to reclaim agency is mainly for better control of goods, services and other aspects.

Zhou Ting said that the right of COACH to reclaim agency is different from that of China's self built electronic business platform, all of which are aimed at improving effective control over brand management, commodities and services, thereby increasing profits.

And selling products on the official website is also a window to get closer to Chinese consumers.

Zhou Ting also said that because of the prosperous market of luxury goods, many people began to pay attention to this market. Over A and high imitation were flooded in every corner of the market.

To prevent the emergence of counterfeit goods is also an important reason for setting up a proprietary e-commerce platform.

Emotional marketing, perfect service luxury multi development weapon

Reporters learned that the COACH self built e-commerce platform logistics links will choose the mode of cooperation with the third party, but for which logistics company Victor Luis did not give a clear answer.

Insiders said that at present, the domestic electricity supplier environment is not very suitable for the healthy growth of big brands.

For example, logistics is a very important issue. The cost of self logistics is very high, which is equivalent to the big card is forced to make profits, and the third party logistics company may produce a series of problems.

UPS and FedEx are allowed to operate domestic business, which is good news for COACH.

Digital 100 market research company's survey data on consumer online shopping luxuries show that consumers' online shopping luxuries value internal factors "quality assurance, quality assurance" to 76.9%, timely delivery and safety, and good after-sales service account for 56%.

"It is easy to see that the quality and service of goods are two important factors for consumers to choose online shopping platforms.

In my opinion, COACH not only built its self built e-commerce platform into an emotional marketing platform, but also paid attention to young people's preferences in marketing means, enhanced customer's experience and service follow-up function, and took customer service as the added value of consumer shopping, forming a unique network sales advantage.

And it should be pformed into an interactive platform for consumers to interact and share, organize consumer clubs and create consumers as potential customers to guide and lead COACH and its brands.

The mechanism of word of mouth pmission is to train professional consumers belonging to COACH.

Zhou Ting, COACH's self built e-commerce platform in China's future development path, gives its own suggestions.

Industry experts say, customizing service, one-stop service, concentrating the technical department of after-sales service center and strengthening the third party partners affecting the brand are the problems that COACH can not be ignored in the future.

Victor Luis said, "customer service is mainly through our backstage call service center, and customers can communicate with us through phone calls and e-mail.

We want to ensure that our employees are well trained to provide customers with the same online and offline customer experience.