網購奢侈品日趨流行 產品質量引擔憂

China's luxury goods websites have undergone explosive growth in recent years due to the great potential size of the Chinese market. The websites have expanded their product offerings to things like luxury cars and private aircraft, which would have been inconceivable a few years ago. But consumers continue to complain about product quality - a life and death issue for luxury goods vendors.

由於中國巨大的市場潛力，中國奢侈品網站近年來經歷了爆炸性增長。這些網站已將其產品範圍擴展到豪華轎車和私人飛機，而這些事在幾年前是難以想象的。但消費者對產品質量的抱怨將成爲關乎奢侈品供應商生死的問題。

China's luxury e-commerce provider (Secoo) got a lot of attention for a promotional event it held with high-end sports carmaker Lamborghini on May 16, in which it put luxury cars up for sale on its website.

中國的奢侈品電子商務供應商寺庫網最近得到了大量的關注，他們在5月16日舉行了一項促銷活動，同高端跑車製造商蘭博基尼合作，把豪華汽車放在其網站上銷售。

This activity is just one example of China's booming e-commerce market for luxury goods. Until a few years ago, consumers in China had been reluctant to buy luxury goods online. But now, the idea of buying a plane over the Internet no longer seems so unusual.

這項活動只是中國蓬勃發展的奢侈品電子商務市場的一個例子。幾年前，中國消費者還不願意在線購買奢侈品。但現在，在網上購買一架飛機的想法似乎不再那麼不尋常了。

And buying luxury goods online has grown in popularity. "More and more consumers will choose to shop online for luxury goods due to its convenience and lower prices," said Chen Wei, a senior consultant at Beijing-based ChinaVenture.

網上購買奢侈品已經變得流行起來。總部位於北京的“投資中國網”的高級顧問陳煒表示：“越來越多的消費者會由於其便利性和較低的價格，而選擇網上購買奢侈品。”

"I have bought luxury goods on Secoo and other luxury goods websites several times," a Shanghai-based consumer surnamed Wang told the Global Times last Wednesday. "But I have only bought stuff that isn't that expensive. For really expensive things, I still like to go to brand stores because I'm afraid of buying knockoffs."

“我曾在寺庫網和其他奢侈品網站買過幾次奢侈品，”上海的消費者王女士週三接受《環球時報》採訪時說道。“但我只買一些不貴的東西。價格較高的東西我還是喜歡去品牌店買，因爲我怕買到假貨。”

Wang has good reason to be concerned.

王女士的擔憂是有理由的。

First, it is a universal phenomenon that only a few of China's luxury e-commerce sites have been authorized by big luxury brands.

首先，只有少數的中國的奢侈品電子商務網站擁有奢侈品大牌的授權，這是一個普遍的現象。

After-sales service is another troublesome quality issue. When a customer isn't happy with an item bought from a brand store, he can always take it back for a refund or exchange. "But that isn't very easy when it happens online," Chen said, noting that returning a product online can take a lot of time and energy.

此外，售後服務也是另一個關於質量的麻煩問題。當顧客在品牌商店購物時，如果他對所購物品不滿意，他可以隨時退換貨。“但是網上購物卻不容易做到這點，”陳煒指出，在線退貨需要耗費大量的時間和精力。

Li, Secoo's CEO, offered a solution to the problem.

寺庫網CEO李先生對此提供了一個解決辦法。

"We have built offline experience stores in major cities such as Beijing and Shanghai where consumers can touch products before buying them online and get help with products they have already bought online," he said.

他說：“我們在上海、北京等主要城市建立了線下體驗店，消費者可以在網上購買產品之前，去店裏體驗商品，而在網上購買產品後也可以獲得一些幫助。”

This kind of one-stop service model can help solve the after-sales service problem and bring in consumers, Chen said. "But this model is still rare in China's luxury e-commerce industry," he noted.

陳煒表示，這種一站式的服務模式可以幫助解決售後服務問題，並帶來更多消費者，“但這種模式在中國的奢侈品電子商務行業仍然是少見的。”