網(wǎng)購(gòu)奢侈品日趨流行：產(chǎn)品質(zhì)量引擔(dān)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.

由于中國(guó)巨大的市場(chǎng)潛力，中國(guó)奢侈品網(wǎng)站近年來(lái)經(jīng)歷了爆炸性增長(zhǎng)。這些網(wǎng)站已將其產(chǎn)品范圍擴(kuò)展到豪華轎車和私人飛機(jī)，而這些事在幾年前是難以想象的。但消費(fèi)者對(duì)產(chǎn)品質(zhì)量的抱怨將成為困擾奢侈品供應(yīng)商的生死問(wèn)題。

China’s luxury e-commerce provider secoo.com (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(guó)的奢侈品電子商務(wù)供應(yīng)商寺庫(kù)網(wǎng)最近得到了大量的關(guān)注，他們?cè)?月16日舉行了一項(xiàng)促銷活動(dòng)，他們同高端跑車制造商蘭博基尼合作，把豪華汽車放在其網(wǎng)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(xiàng)活動(dòng)只是中國(guó)蓬勃發(fā)展的奢侈品電子商務(wù)市場(chǎng)的一個(gè)例子。幾年前，中國(guó)消費(fèi)者還不愿意在線購(gòu)買奢侈品。但現(xiàn)在，在網(wǎng)上購(gòu)買一架飛機(jī)的想法似乎不在那么不尋常了。

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(wǎng)上購(gòu)買奢侈品已經(jīng)變得流行起來(lái)。北京一家公司“投資中國(guó)網(wǎng)”高級(jí)顧問(wèn)陳煒說(shuō)，“越來(lái)越多的消費(fèi)者會(huì)由于其便利性和較低的價(jià)格選擇網(wǎng)上購(gòu)買奢侈品。”

Quality concerns

質(zhì)量擔(dān)憂

"I have bought luxury goods on Secoo and other luxury goods websites several times," a Shanghai-based consumer surnamed Wang told the Global Times on Wednesday.

“我曾在寺庫(kù)網(wǎng)和其他奢侈品網(wǎng)站買過(guò)幾次奢侈品，”上海的消費(fèi)者王女士周三接受《環(huán)球時(shí)報(bào)》采訪時(shí)說(shuō)道。

"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."

“但我只買一些不貴的東西。價(jià)格較高的東西我還是喜歡去品牌店買，因?yàn)槲遗沦I到假貨。”

Wang has good reason to be concerned.

王女士的擔(dān)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，人們普遍認(rèn)可只有少數(shù)的中國(guó)的奢侈品電子商務(wù)網(wǎng)站擁有奢侈品大牌的授權(quán)。

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.

售后服務(wù)也是另一個(gè)關(guān)于質(zhì)量的麻煩問(wèn)題。當(dāng)顧客在品牌商店購(gòu)物時(shí)，如果他對(duì)所購(gòu)物品不滿意，他可以隨時(shí)退換貨。

"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.

“但是網(wǎng)上購(gòu)物卻不容易做到這點(diǎn)，”陳煒指出，在線退貨需要耗費(fèi)大量的時(shí)間和精力。

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

寺庫(kù)網(wǎng)總裁李先生提供了一個(gè)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(shuō)：“我們?cè)谏虾?、北京等主要城市建立了線下體驗(yàn)店，消費(fèi)者可以在網(wǎng)上購(gòu)買產(chǎn)品之前，去店里體驗(yàn)商品，而在網(wǎng)上購(gòu)買產(chǎn)品后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.

這種一站式的服務(wù)模式可以幫助解決售后服務(wù)問(wèn)題，并帶來(lái)更多消費(fèi)者，陳煒說(shuō)，“但這種模式在中國(guó)的奢侈品電子商務(wù)行業(yè)仍然是少見(jiàn)的。”