COACH Tmall Store Came Back Only A Month Ago Three Years Ago.

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 the flagship store of COACH Tmall is still in the process of "loading goods". After completion, Tmall's flagship store and official website goods will be synchronized. The price of the product will be consistent with that of 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 70 anniversary of the establishment of the company in China, and opened the Tmall flagship store in China. At that time, COACH was positive about it.

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

COACH stressed that the sale was not due to 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. COACH's 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 links to COACH official website in Tmall flagship store, so that consumers can visit the official website to learn more about the COACH brand.

Information about activities, etc.

On September, COACH told reporters that the flagship store opened at Tmall will not be as time limited as it did last time. In the future, the relationship between Tmall stores and COACH's own official online stores is complementary to each other, and each has its own strengths.

From 2012 to 2015, both in mainland China.

The environment, or COACH's own situation, has undergone great changes.

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In the 2012 year of the COACH test, 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.

Over the past few years in China, Ferragamo and Hugo Boss have authorized the domestic e-commerce platform to launch online sales, and Burberry Burberry has opened flagship stores 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.

By September 2015, the market for luxury goods was not good enough, and 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 about 25 stores in the Chinese market while closing 11.

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

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.

So brands like Celine will repeatedly say "never touch the net", and Rupert, chairman of the group, called after Net-a-Porter.

All industry brands 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 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 has also opened an official online store in China. Customers can pay for 180 yuan freight to purchase 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 a "light luxury" brand, the most worthy of attention at present is website traffic.

With traffic, sales are possible.

At the moment, many luxury brands may decide whether to build their own platform or Tmall.

Cooperation.