At present, O2O and B2C luxury e-commerce sites have developed a little in China and more international e-commerce companies have begun to increase their involvement in China. The Chinese luxury market is much more complicated than it was a few years ago, and the affordable luxury sector has diverted a significant amount of consumer spending. International brands are no longer able to exploit the market just by opening new stores. Their more considered approach resulted in cautious store opening and a greater use of e-commerce.

In October 2012, Ferragamo officially announced its formal cooperation with Zouxiu.com and became the first international luxury brand to supply its luxury products to a domestic luxury e-commerce platform, creating a new business model in China. Since then, numerous international brands, including Lana Marks, Fossil and ST.Dupont have begun to cooperate with…

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