Coach Closes The Flagship Store Opened On An Electronic Business Platform In China

Recently, the United States

Closed last September 4th in a domestic e-commerce platform opened flagship flagship store.

Industry analysis, Coach two dejected out of the e-commerce platform, the main reason is that the performance is flat.

Reporters in the above electronic business platform search "Coach" or "Kou Chi", has not found a brand flagship store.

As early as the end of 2011, Coach landed on the electronic business platform, but after a month's sales of single digit figures, Coach ended the first commercial brand test in the country.

At that time, there were insiders in the Coach shop.

In order to collect information on domestic electricity supplier channels, so as to facilitate the future brand self built e-commerce platform.

It is understood that Coach first responds to the failure of its cooperation with the e-commerce platform, and the cooperation agreement is limited to two months' opening. It is an additional agreement based on cooperation in counterfeiting.

However, the industry believes that behind the success of the e-commerce platform is a huge free seller base, because Coach's promise to make a fake can not be guaranteed, resulting in its closing.

Subsequently, the change of the economic environment, the miscalculation of the Coach sales strategy, the dilution of brand image, the high price difference in China and the old design of product design led to Coach's return to the electronic business platform under the negative pressure of the downturn of the performance. However, the slow down of the performance for a year may make Coach think that setting up shop in this e-commerce platform is superfluous.

Zhou Ting, President of the Institute of wealth and quality, pointed out that Coach has entered the electronic business platform. On the one hand, it wants to clean up fake stores under the help of the electronic commerce platform, and on the other hand, it obtains traffic through cooperation, but it all backfires.

Coach has said that online stores are mainly for brand marketing and publicity, but no matter how, the domestic e-commerce platform does not have luxury advertising environment and product display environment.

Luxury brands still need to focus on the core consumers who need luxuries as the necessities. The customers of the e-commerce platform do not match the luxury brand customers, and the platform environment of fake commodities will only lower the brand image and brand value.

Reporters read the Coach2016 financial year fourth quarter financial report learned that Coach after three consecutive quarters of poor performance, performance began to bottom up.

Compared with the same period last year, Coach's net sales increased 15% in the fourth quarter and increased by 7% year-on-year.

In the subregion, its same store sales in North America also increased by 2%.

But Coach did not disclose the detailed data of Europe and greater China.

Reporters interviewed the brand on the basis of Coach's withdrawal from the e-commerce platform.

Coach responded that the performance gains of the e-business platform could not provide a single channel sales data. From the perspective of the whole channel plan, its online performance trend was stable, and the future Coach still attached importance to the digital field with potential for development.