Diamond gold is not suitable for e-commerce mode.

First of all, the positioning of the two does not match.

On the one hand, the popularity of e-commerce platform is to meet the needs of the public. Coupled with the general cognition that "e-commerce = cheap", it gives people a sense of popularization, while luxury goods create an unattainable sense of fantasy and respect. Many luxury specialty stores deliberately control the number of specialty stores and create such a feeling by opening them only in first-and second-tier cities. Therefore, their positioning is very different. If we have to put luxury goods on the e-commerce platform, it will gradually erode the most important added value of luxury goods.

On the other hand, the convenience of e-commerce platform is the advantage of purchasing practical goods, but the purchase of luxury goods pays more attention to the experience and service in the whole purchase process. It is not a task that must be completed, but a spiritual pleasure, so there is no need for "convenience". Imagine that when you walk into a specialty store, exquisite goods are artistically placed on the booth. Constant indoor temperature and humidity make people feel relaxed and comfortable. In the faint scent of perfume, a shopping guide dressed in a formal suit and smiling walks up to you, patiently and politely serves you one-on-one, helps you try on, and brings you drinks at the right time. The "convenience" of the e-commerce platform just made us lose these experiences.

Secondly, the characteristics determine that consumers need to personally check.