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Perfecting the Combination of Luxury and E-commerce

Although E-commerce of luxury enjoys ever-increasing global popularity, it can be found that there are many problems in E-commerce of luxury. How to perfect the combination of luxury and E-commerce has become an urgent issue. From my work experience in the domestic luxury websites and my investigation of some overseas luxury websites, some problems are found. And, I will talk about in what way we can perfect the combination of luxury and E-commerce and present a detailed analysis of E-commerce website design, commodity presentation, online community interaction and communication platform, the authenticity of commodities for sale, sufficient supply of goods, and after-sales service and etc.Günstige Handys ohne Vertrag online bestellen

In the domestic luxury websites, the website design adopts the virtual environment design, which imitates the luxurious decorations of the real luxury stores and uses the sensory enjoyment of melodious music to stimulate consumption. In the aspect of commodity presentation, the domestic ihaveu.com adopts 3D Animation Simulation mode, which enables the visitors to get an all-around experience of luxury goods by clipping the mouse; this will bring consumers a kind of fresh experience of luxury goods. To enable consumers to exchange and communicate with other consumer groups about the luxury goods they purchase, the online luxury websites establish the online community Billiges Handy ohne Vertrag interaction and communication mode. The commodities in E-commerce of luxury are directly purchased from brand stores or from the primary dealers of luxury brands and large department stores, so the authenticity of commodities can be guaranteed. However, there are some problems, for example, the design and layout of luxury websites is badly organized, the ways of commodity presentation are not diversified, the sales mode is singular, the online community interaction and communication are not humanized enough, there is no special after-sale logistics for luxury, which provides no guarantee for both businesses and consumers. These problems will impact the development of luxury industry.

In foreign countries, the E-commerce of luxury attracts customers by the distinctive product design and unique operation and sales mode. Take 20ltd in Britain for example, there are only 20 different kinds of luxury goods for sale in its website, but these luxury goods are attractive to customers because all of them are manufactured by designers invited by 20ltd and they can only be purchased from this website. However, the commodities sold in this website are too individualized and the customers with purchasing power may think that they are not practical and they are more likely to be the pure works of art. Another example, in Net-a-porter.com, the most famous online shop in the world, www.ibaikal.com besides cooperating with the designers to launch the products which cannot be purchased in any other luxury stores, it has also started its own electronic magazine and this magazine is updated 52 times every year and every time there will be corresponding themes and new commodities for consumers. This sales pattern is a good one, but if we build a channel of transportation and communication in every country, the scope may be wider. For example, Yoox cooperates with FedEx to build the consumption channel for Chinese customers, which is rare in the overseas online shopping websites.