In recent years, when people talk about online shopping, the words "exploding money" and "cheap" appear in everyone's mind. Luxury brand Gradually expand to China's retail market, many brands began to adjust the global market strategy, some brands went to the domestic market for sale. Recently, reporters have learned that although online sales make a lot of price concessions for many luxury goods, they are invisible to the public. Online shopping luxury goods are still unacceptable. Besides, after-sales and fake products are also the most worrying problems.

Shop can guarantee genuine goods, 7 days to return goods.

In April this year, the famous British luxury brand Burberry The successful entry into Tmall online mall became the first luxury item to be opened in China's B2C online store. On the morning of 15, reporters registered on Tmall brand street and found that there were dozens of luxury brands including Versace, Dior, Prada and so on. But sales records of many brands are not optimistic.

The reporter consulted a number of brands, and learned that apart from some products, most of the goods had no difference from the official website and the store price. A brand Tmall flagship store customer service told reporters that most of the new products sold during the season, because there is not much stock on the market, there is basically no discount. The price of most brands Tmall flagship store and official website and entity store is the same. The luxury flagship stores certified by Tmall all said that the goods sold were 100% brand-new genuine products, and they could enjoy 7 days' no reason to return the goods, and support the counter checking, and the fake penalty was ten.

Worry can not see the real thing, buy is not assured.

"These luxuries are often thousands or even tens of thousands of pieces. They can't be seen or touched from the Internet. I'm not very sure about it. I always feel that there is no insurance in the counter." Ms. Zeng told reporters that although she would buy online, she was more willing to believe in luxury counters and shopping malls. If online shopping first concerns whether it is genuine or not, secondly, it can not see whether there is any defect in physical objects, and it is also not easy to sell after sale. "Although many overseas purchasing and online stores have marked" support counters "on their pages, in fact, most luxury stores do not provide" counter inspection "services.

But miss Ho, who has always been concerned about the luxury industry, said: "if you have to pass it, online shopping To buy fashion luxury goods, I will definitely go to the physical store to choose the best style, and then find a discount channel through the sea scouring. If the price on the Internet is the same as that sold in a physical store, it can't be tested on the upper body. Why? "

This data also showed in the reporter's questionnaire that the reporter received 211 valid questionnaires within a week. Among the netizens who participated in the survey, more than 40% of them were not willing to purchase luxury goods online, but the reason was that the after-sale could not be guaranteed, the fake goods were more and the time was too long for the first three.

The bottleneck is not enough.

"Why can luxury goods keep rising every year? The supply of luxury goods is not unlimited, but there is a certain quantity." A luxury industry insider told reporters that although luxury brands also have online stores, most of them are flagship stores with online and offline prices, because luxury goods do not want to hurt their image by taking the quantity and low price. Therefore, many websites, known as online sales of luxury goods, can only be obtained through other channels rather than luxury licensing. And this is the important reason why the source of goods can not be guaranteed.

As China's openness becomes more and more high, consumers have access to luxury goods rather than physical stores. They can learn about product information and prices through the global Internet. More and more people are going abroad. Overseas market is an important position for Chinese to consume luxury goods. Luxury consumption, shopping environment, distinguished service and other soft experience, online consumption prices dominate. Buyers go abroad to enjoy the luxury store experience in the overseas market stores. The luxury industry insiders said: "all of these are making competition for luxury online sales more competitive."