On The Eve Of Double Eleven: Coach Brand Enters Tmall Again

Yesterday, 2019 Tmall double 11 opened on the hot spot, the first day of pre-sale turnover doubled over the same period last year. It has to be said that Tmall double 11 is now a major opportunity for the brand to compete for the biggest growth in the whole year.

On the eve of Tmall's double 11 this year, nearly 100 other luxury brands including Chanel, MichaelKors and AcneStu-dios participated actively and joined Tmall to open their flagship store in time. Over five of the beauty dressing brands brought the exclusive Christmas gift box to Tmall 11 11, including 215 big brands including Lancome, SK-II, YSL, Givenchy and Shiseido, and made 241 special gift boxes for double 11.

Many big names have made moves, and Coach is also one of them. Coach group Tapestry group said in a statement that the group has formed a retail strategic partnership with Alibaba group's Tmall mall. Apart from Coach, its brand Kate Spade and Stuart Weitzman will also enter Tmall mall in September.

Prior to this, Coach has twice settled in Tmall platform: Tmall entered Tmall for the first time in 2011, but because of the differences between the two sides in counterfeiting cooperation, it only ended in a month. Four years later, Coach was stationed in Tmall at two degrees. But after a year on the line, Coach again chose to close Tmall flagship store in 2016.

This year, Coach is back. This Coach is located in Tmall mall's luxury Channel "Luxury Pavilion". It is worth noting that the "Luxury Pavilion" channel is not all Tmall users can see, Tmall will be in the background in terms of user consumption, search and browse and "naughty value" and other data to conduct comprehensive assessment to determine whether "users" can become the target consumers of luxury goods, and this part of the users will have the opportunity to see the "Luxury Pavilion" channel access.

For Coach, this entry, Tmall set up a threshold for its protection, also molded the brand, and the entry of many luxury brands, also greatly improved the competitiveness of Coach. Moreover, this way of screening is also dubbed by many netizens the symbol of identity.