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A huge runway! "

The chairman of the board and CEO Coach global road · Frankfurt (LewFrankfort) to describe his eyes of China's chance.

Over the past several years, Mercedes in this great article on the runway, "within reach of the luxury" for positioning Coach with performance that their strength. In 2009, the Coach of the buyback mainland China franchise, since then, its performance in China all the unconventional, fiscal year 2010 complete sales of $108 million, to $185 million in fiscal 2011, sales of the fiscal year 2012 is expected to reach us $300 million by. In addition to the growth of sales, and the number of shops, by October 2011, coach factory outlet in mainland China out of 57 shop.


Hand over beautiful transcript, Coach further speed up development speed in the Chinese market.

On December 1, 2011, Coach listed in Hong Kong, and announced that the Chinese market will in the future with a New Year 30 shops speed expansion. At this rate, by the end of 2013, China market in the United States, Japan will become the third Coach after the global market. In addition, the coach plan to fiscal year 2014, will Coach in Chinese luxury handbag accessories market share from the current 6% to 10%, at the scale of 500 million dollars.

Coach has been using multi-channel distribution strategy, according to the on-site situation choose new retail stores, flagship store, or in department stores, Shopping Mall in large open "the inn in inn". In the past, with this strategy, Coach stores open to a line outside the city more than two or three line city. In those who had not entered the luxury market, Coach is with high-grade imported cosmetics sales estimate itself in the city's development space. In the future, is going to continue to expand distribution channel of the Coach, the inn in inn will appear in more and more of the two, three lines city. And all types of coach outlet stores will increase store area, so that more comprehensive show products.

In addition, the Coach for the future in the Chinese market began to offer online sales channel for preparation. On December 12, 2011, Coach and taobao mall (now renamed day cat) of the operation of the first business cooperation shop, put down in the China electronic commerce figure accumulation of experience.
Choose in China at this time speed expansion, not blind. Coach through the investigation found that, because the target groups and increase the income of the participation, China purchased the crowd by 20% a year in the increasing proportion. The world famous company strategy consulting firm bain on 15 December 2011, which published the 2011 Chinese luxury market research report in 2010, said the Chinese luxury market scale of 87.1 billion yuan RMB, a 27% growth in 2009, ranking fifth. In 2011 the overall growth is expected to reach 25% to 30%, the size of the market will be the first time exceeded 100 billion yuan RMB.

China's luxury market scale impressive, and much more, compared with luxury development mature the European and American market, in emerging Asia market and consumer to luxury brand cognitive relatively lags behind, a brand and second line of the distinction between the brand has not yet clear. 2005 years later, China's luxury market to step into the period of development, more in the industry as "luxury goods" rather than luxury Coach, have opportunity in China's luxury war pulled a city. After all, the competition is just beginning.

"New York fashion"

Although can't read Chinese, but every once in a while, Coach and director of the China CEO Richard case (Jonathan Seliger) or will open their own sina micro bo to see see. The past two years to quickly flied red social networking site is coach factory store to do in China brand promotion, promote the popularity of an important window. Now in Shanghai is responsible for Coach sina micro bo's four small team, also is the reason a case skill.

Ascension brand awareness, was the case as a Coach Richard development in China is the most important one of the opportunities and challenges. Coach in China's current brand recognition is about 16%, but the United States and Japan in brand awareness of 79% and 64% respectively, this means that the Coach into the Chinese market and a large space.