Research On The Influence Of Cross-border E-commerce On Domestic Luxury Market

Cross-border e-commerce has brought some change in the retail industry.With the special shopping experience,convenience and the lower price,Cross-border E-commerce has a huge influence on the domestic luxury market.This paper firstly introduces the background and significance of the topic selection,and systematically sorts out the previous literature at home and abroad.Secondly,it gives an overview of luxury cross-border e-commerce.Then,the article launchs a mechanism analysis of how the cross-border e-commerce affects the domestic luxury goods market from three parts including reducing transaction costs,expanding the market size and increasing market risk.Thirdly,the article conducts an empirical study on the impact of cross-border e-commerce on the domestic luxury goods market.This section starts from the three aspects of the luxury goods industry,corporations,and consumers.It uses a large amount of data and cases to analyze specific impact of the cross-border e-commerce on the luxury market.At the industry level,cross-border e-commerce plays an important role in promoting the return of consumption,reducing the geographical disparity in the domestic market,promoting the development of online channels,and promoting the growth in the sales volume of beauty and personal care luxury goods.At the corporation level,cross-border e-commerce has impacted the luxury brand's positioning and original price system,prompted luxury goods companies to adjust the domestic and foreign price differences,and promoted the luxury brands to start operating the official e-commerce.At the consumer level,cross-border e-commerce is conducive to the generation of scene-style consumption and impulse consumption,and it also makes the consumption channels more diversified.Fourthly,on the basis of the above impact research,the article puts forward several suggestions for the management strategies of luxury corporations under the influence of cross-border e-commerce.The focus is on deepening the official e-commerce process,implementing the omnichannel business model reform,and improving the digital competitiveness.In addition,the article also studied the government's countermeasures as a macro-controller and proposed the importance of promoting the return of luxury goods and building an indigenous luxury brand.