On the Chinization of International Luxuries - How to play the role of Chinese electronic commerce

摘要

Under the environment of global economic downturn and European debt crisis in recent years, the international luxury brands still have maintained a rapid growth in China. By the end of December 2011, China had become the consumer country with the largest share of luxuries in the world. More and more international luxury brands are entering the competition for the Chinese market, and promoting localized practices in line with Chinese national conditions, and hence the Chinese tendency of international luxuries has become increasingly evident. Based on the development status of international luxuries in China as well as the development condition of the Chinese electronic commerce for luxuries, this paper explores how can the international luxuries cooperate with Chinese electronic commerce and play their roles in the process of chinization.