The Study Of China E-commerce Chanel Optimization For Luxury Company BC

According to the “China Luxury E-commerce Development Report 2017” released by the well-known e-commerce company and Internet + Zhiku,China E-Commerce Center(100EC.CN),China has become one of the world's largest consumers of luxury goods.According to the data,the global luxury goods market in 2016 was 249 billion euros;China reached 120 billion euros,accounting for nearly 50%,of which China's luxury e-commerce market reached 57.35 billion yuan,accounting for 48% of the entire Chinese luxury goods sales.In terms of growth rate,the global luxury goods market was decreased 1% from 2015 affected by Brexit and French terrorist activities;this was the first negative growth after the 2008 economic crisis.China's growth rate of 6% has brought a glimmer of hope to the depressed global market.Among them,the growth rate of China's luxury e-commerce channel has reached 43%,which makes all international luxury brands eager to look around China's e-commerce channel.The channels of domestic luxury e-commerce can be described as ever-changing.In the very beginning the form is simple and quality level is not guaranteed,so that all luxury brands are hesitant to wait and see,and now it's becoming much maturer.The preliminary purpose of this paper is to collect and analyze a large amount of second-hand data through literature and information collection.According to wholesale channels(vertical e-commerce platforms)and self-operated channels(online official flagship stores and fast)The two categories are compared horizontally and vertically,and the advantages and disadvantages are analyzed to study which channels of luxury goods are preferred and why.In the end,Brunello Cucinelli(hereinafter referred to as BC)is used as an example to study the business model of the existing e-commerce channel,analyze the SWOT of the brand in China's luxury e-commerce,provide a feasible solution,and hope to give similar luxury brands to carry out Chinese e-commerce.reference.