Coach Tmall Flagship Store Opens, Rio Tinto Digital New Pattern

Recently, the official Tmall flagship store of Coach has opened a grand opening. With a more diversified fashion expression and digital lifestyle, it interprets the pure New York fashion and the modern luxury that can be readily displayed. It presents a wonderful year-end ceremony for Chinese consumers.

Digitalization is the global strategy of Coach, and Coach pays more attention to adapting to the active digital environment in China. The grand opening of Tmall flagship store marks the new stage of Coach's digital innovation agenda in the Chinese market. In September of this year, Coach and its parent company Tapestry established strategic partnership with Tmall, becoming one of the first brands to participate in the Tmall 2 upgrade platform. Coach is more invited to Tmall luxury platform Luxury Pavilion, which will not only provide Tmall customers with exclusive products, but also create personalized page content and provide better shopping experience based on consumer preferences. Coach will take the opening as an opportunity to integrate online and offline channels to create a more aggregate consumption closed loop.

Nowadays, Chinese consumers have developed a mature personal fashion sense, and can get the latest fashion information at any time through the Internet and social media. Based on the overall consideration of different online media and the characteristics of the audiences gathered by different media, Coach is optimizing the best allocation of digital media resources and providing better fashion experience for Chinese consumers, such as the word sales of micro-blog, WeChat and other channels.

It is noteworthy that Coach's new Horse & Carriage series is also officially launched in the near future, and is cooperating with the digital platform promotion activities such as micro-blog, WeChat and Xiaohong. It will give a very high praise to the classic carriage design. Coach has invested a lot of resources in the marketing level through all dimensional integrated marketing, including all levels of contact such as plane, network and outdoor media, so as to maintain zero distance interaction with customers. By the end of December 2019, Coach official micro-blog already had more than 4 million of its huge fans, while Coach's fans and interactive effects on WeChat platform have been leading many times in the third party social media marketing report.

In addition, the Horse & Carriage products have been the first China International Import Fair held second years ago. During the exhibition, the collision and integration of this series of retro and innovative styles has become a highlight of the exhibition area, attracting many consumers to stop. Coach, with the help of the Expo, has formed a zero distance interaction with the large audiences, thus effectively realizing the recognition and favor of the local consumers to this "imported product". The concept store with the theme of this series has recently held the opening ceremony of SKP in Beijing, and has joined hands with a new generation of young artists. It has shown the diversity of fashion genes to Chinese consumers. It also shows that Coach is developing the Chinese market with the determination of opening, innovation and sustainable development, and constantly exploring the Coach market. Focusing on the future, with the trend of consumption upgrading, Coach expects to gradually strengthen the local exploration of the brand in the digitalization process, and bring more international fashion experience to more Chinese consumers.