Network Group Buying Luxury Goods Phenomenon Research

The phenomenon of Luxury buying in group online, is on the basis of of the fanatical pursuit of luxury goods of the Chinese consumers, and on the basis of the rapid development of buying in-group online. It have produced some positive effects to luxury consumers, the group web site, and luxury goods manufacturers. But some particularities of luxury and buy the network itself, and of them the characteristics of mutual conflicts on luxury items long-term development of the brand is very ills. Based on the analysis on the basis of the above features and advantages and disadvantages of measure, put forward their own views and forecasts. And hope to provide some reference to the role of luxury brand building to the Chinese mainland.