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Diploma Thesis from the year 2014 in the subject Business economics - Trade and Distribution, Tongji University, language: English, abstract: Selling Luxury online has been at the heart of a debate among Luxury professionals for many years already. For some of them online selling is good for mass market products but goes totally against the idea that a luxury product is rare, precious and has to be sold within a specific luxury buying experience. For others, selling luxury online is just a normal way to adapt luxury sales channels strategy to the today's world. But how considering this question for the Chinese market? Is it relevant for luxury brands to develop online strategies to sell their products specifically in China?