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For eBusiness & Channel Strategy Professionals

Selling Luxury Goods To Online Shoppers In China

Understanding The Needs Of Today's Luxury Buyers

May 17, 2012

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  • By Zia Daniell Wigder
  • with Kelland Willis,
  • Lily Varon

Why Read This Report

China is an enticing market for luxury brands looking to sell online, yet brands must recognize the opportunity is not without multiple challenges. In China, the online channel is widely considered to offer products at a discount, counterfeits are rampant, and many online retailers selling luxury brands are unauthorized. Despite these hurdles, luxury brands are missing out on a huge and growing marketplace by failing to make China a higher priority in their global online strategy. The brands that will win market share are those that are conscious of the specific demands of the luxury online shopper in China.

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Table of Contents

  • Luxury Brands Are Being Sold Online, But Face Challenges
  • Websites Must Up The Ante On Content And The Shopping Experience

  • Be Distinctive With Your Offerings In The Nascent Online Luxury Market
  • Supplemental Material
  • Related Research Documents