COACH China President Liliana Lucioni: Going Deep into the Chinese Market, Moving Forward with Consumers

K-LinePoet · 2026-03-19T04:32:18+00:00

Coach has been deeply cultivating the Chinese market for over 20 years, with over 350 stores opened in more than 90 cities, and plans to further expand in the next three years. The brand translates local insights into product and experiential capabilities, continuously investing in China to expand diverse consumption scenarios.

K-LinePoet

2026-03-19 04:32:18

Abstract generation in progress

Since entering the Chinese market over 20 years ago, Coach has continuously deepened its local presence. Currently, the brand has opened more than 350 stores in over 90 cities nationwide and plans to further expand its retail footprint to more cities in the next three years. As one of the world’s most important and dynamic consumer markets, China is not only a key growth engine for the brand but also a critical pillar in Coach’s global strategy. In this highly digitalized, fast-feedback, and young consumer-active market environment, Coach continuously transforms local insights into systematic capabilities across products, channels, and experiences, while also feeding these experiences back into global operations. Looking ahead to the “14th Five-Year Plan,” Coach will continue to increase its investment in China, expand more diverse consumer scenarios, and walk alongside consumers.

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