Coach is a brand that is emerging as a leader in the handbag and accessories market in China. The brand has rapidly expanded its presence across China . In China, Coach has rebuilt its brand image by moving from a youthful branding strategy to a new image based in the “hot mom” category.
Coach is aware that Chinese consumers are very different from Western consumers , therefore it is adapt the marketing strategy to this market and consumers. Focusing on e-commerce and social media marketing strategies. Coach was recognized as the fourth most digitally efficient innovative brand in China.
What make coach become one of the successful luxury brand in China is the reason that they completely understand Chinese consumers’ needs and concerns and also understand how to implementing and get in touch with customer on social media platforms.
References : http://marketrealist.com/2015/02/coachs-international-business-solid-footing-china/
Lalana Trailertphattana (May)