Luxury Brands Realize That They Can Not Rely Solely On Physical Stores To Switch To Online Sales.

Nowadays,

The brand realizes that it can't rely solely on physical stores. It must keep abreast of Chinese consumers when the macro-economy is not good enough.

The electricity supplier has become a "fast track train" in China, and about 15% of all pactions are completed through the Internet.

Luxury goods, however.

It seems not to be in the mass market.

The same speed increases.

Analysts have warned that luxury consumers in China are moving from physical stores to online buying their next boa skin handbag, and high-end fashion shops and retailers must follow suit.

"In China, the story of e-commerce is changing," said Winston Chestfeild, director of Wealth-X research. "Before, far away from e-commerce, because they worry that the electricity supplier will dilute the brand.

They have always wanted to rely on physical stores to maintain the image of traditional luxury goods in China.

But this means that luxury goods companies may miss the important market.

Chestfeild said: "millennials expect e-commerce in China." the electricity supplier "is an opportunity for luxury brands to march forward and create authentic online channels for luxury goods for this generation."

One reason is that many Chinese consumers still like to buy high-end products from abroad: the luxury goods purchased abroad are more authentic, and the price of choice is much lower than that in China.

More importantly, luxury companies are still not very comfortable with e-commerce, especially in terms of pricing and security.

If luxury companies accept e-commerce, they will not only enter a market dominated by low price mass market, but also enter a common domain of counterfeit products.

And luxury consumers always favor the specificity of products - not everyone can get them.

Therefore, maintaining certain prices and limited number of stores is considered to be beneficial.