Research On The Development Strategy Of COACH In The Northeast Market

The growth rate of the luxury goods industry is in slowdown after the long period of increasing.From 1994 to 2016,the average CAGR of the global luxury goods industry is about 6.5% with a growing trend.In the period of 2010 to 2014,the global luxury goods industry rapidly developed due to Chinese consumption demand.However,after 2015,the demand-pull by the Chinese consumers weakened,and thus the luxury goods industry slowed down,especially in the northeastern region of China.All the luxury brands are struggling with the slow growth,and need to response actively with new development strategies.There are many opportunities and challenges in the luxury market in Northeast China.This study focuses on the regional development strategy of Coach(Shanghai)Co.,Ltd.(hereinafter referred to as "Coach")in the Northeast market.The aim is to discover the opportunities and challenges facing by Coach on the basis of the analysis of the Northeast luxury market,explore the internal and external factors influencing the development of Coach,and provide the actual feasible development strategy.Using the theory of systematic strategic management and the methods of literature and comparison,this study carefully analyzes the domestic and international luxury markets,investigates the problems of Coach development in the northeastern regional market based on own practice in the Northeast luxury market,explore the causes of the problems,and finally offers policy for Coach development in the Northeast regional market according to the unique situation of the brand and the characteristics of the market.