Coach China President: We Won't Blindly Follow Price Increases or Fight for Market Share

Recently, Lillian Li, President of Coach China, said in an exclusive interview that purchasing behavior in China's consumer market is deeply value-driven. Coach will not blindly raise prices; "our business does not depend on price increases, but on the market." Tapestry Group, Coach's parent company, reported first-quarter sales of $1.89 billion, up 11% year over year, with core brand Coach achieving strong growth of 16%. At constant exchange rates, sales in the Chinese market surged 39%, becoming a key engine driving the group's global growth. In the first quarter, Tapestry Group added approximately 2.6 million new consumers globally, of whom Generation Z consumers accounted for about 35%. This data is equally strong in the Chinese market. Lillian Li emphasized that Coach's strategic focus is not to capture market share from traditional luxury goods, but to be committed to "bringing more new customers into the brand."