Summary
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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