It is reported that in 2011, Coach Choice in Hong Kong The stock exchange was listed as the first US registered company in Hongkong. Subsequently, its online flagship store CO operated with Tmall (formerly Taobao mall), the official flagship store of Coach Tmall mall was launched in December 12th last year, when its strategy was appreciated by many e-business people. "It is difficult for them to lay down their experience in the field of e-commerce in China." The company said at the time that the platform was launched to match Coach's 70th anniversary publicity campaign.

After more than two months of testing, Coach, a high-end brand in the US, closed its flagship store in Tmall mall. It is reported that the brand is planning to build its own online shopping platform.

According to industry sources, the fate of Coach's official flagship store may have been predicted in the first month of its launch. "But I didn't think so fast!" Because the same price does not bring competitive advantage to Coach Taobao official flagship store, "if you sell online luxury products, you may choose to make websites yourself, from goods to prices, and image is easier to control." The person analyzed.

In the industry's view, Coach's purpose is more than that. Fifth Avenue luxury goods network CEO Sun Yafei said that Coach established Tmall mall official flagship store, intended to collect information on the purchase of Chinese online shopping groups in a short time: including price sensitivity, consumer regional distribution and customer price, all of which will help the brand self build online shopping platform in the future.

In fact, Victor Luis, President of Coach's international retail business, has publicly stated in the middle of this month that it plans to open an official electronic mall in the next 12-18 months for multi-channel distribution. It is reported that Coach's online sales performance in the United States is excellent.

However, the industry believes that Coach will have a major challenge to open online stores in China. Reporters yesterday in Tmall mall search "Coach" keyword shows that the purchase price of the same shop is almost half of the original price of the official flagship store, or even lower.

Coach, head of public relations in China, told the investment community that the official flagship store of Taobao mall was launched to celebrate Coach brand 70th anniversary, the company's Alibaba B2C's shopping website Taobao mall, which is the first online shopping platform in the Chinese market. According to the agreement, the platform only set a one month operation period (from December 12, 2011 to January 15, 2012) and did not involve the so-called "closure" and "abort" later.

Coach's official flagship store may not be an accident, but NetEase's luxury online shopping platform is still closed, Hohhot net has lost pay gate, Shang goods network mass layoffs, vip.com blood is listed. Luxury shopping websites, which last year are still in the limbo, have crashed this year. In the industry view, layoffs and partial website closure are just the beginning of the dormant period of the industry. "From the second half of last year, there has been a continuous weakening in the industry. Investors have tightened their pockets and become an open secret."

What is quite significant is that when the line was launched last December, Jonathan Seliger, President of Coach China, once said, "this brand new online store will help us understand the domestic situation. online shopping Customers' needs and preferences accumulate valuable experience and insights in the field of e-commerce in China. Luxury electric business may be a long way to go.