Yang Baoyan: Brand Promotion Does Not Raise Prices

It is revealed that COACH surveys more than 50 thousand consumers worldwide in order to understand their preferences and potential market changes. The survey shows that in recent years, Chinese consumers have become more rational about the consumption concept of luxury goods, and are no longer enthusiastic about LOGO dominated design. Instead, products with high quality, low profile and unique brand style are more popular nowadays.

However, in the trend of "de LOGO", how to use LOGO elements in fashion brands is still controversial. During the period, some brands tried to change the presentation of LOGO icons and patterns.

"To LOGO, is not LOGO completely on the product, but LOGO can not be used too low." A staff member of COACH added that some customers reflected that the presentation of the brand LOGO on the bag was necessary. After all, they paid a lot of money to get the product, but only needed more fashionable and personalized design, so that the bag decoration could reflect the personal style and taste.

The reporter saw in the new concept store of COACH, which is located on the three floor of the new light world. brand The classic carriage design LOGO is mainly printed by convex concave, and it does not interfere with the color matching of bags.

In a global luxury brand Digital operation In the list, COACH Topped the list, before GUCCI, Burberry and other brands. Digital strategy is also one of COACH's four global strategies.

At present, COACH has adopted social media platforms such as Twitter, YouTube and Facebook to enhance interaction with global consumers and enhance consumer awareness. It is understood that the official micro-blog account of China's COACH has about 1 million 500 thousand fans, and the official WeChat account was opened in 2012.

According to Yang Baoyan, since November 12, 2014, COACH has officially launched a micro shop on WeChat platform. Consumers can browse, search and purchase COACH products through the official WeChat of COACH. He said that as early as the end of 2012, the COACH online store received orders from more than 300 cities in China, far exceeding the COACH's coverage in 55 cities.

Yang Baoyan said that the reason why he chose to operate the e-business platform is to hope that customers can enjoy a good experience in any channel and directly communicate with them.

Beijing Commercial Daily reporter noted that on January 6th, the official WeChat of COACH's new concept store opened up to over 73 thousand. Not long ago, the official WeChat reading of Angelababy Christmas handbags was nearly 100 thousand.

Yang Baoyan revealed that COACH will continue to increase investment in the field of digital marketing in China.