Transformation of Distribution Channels of Luxury Goods in Conditions of the Digital Economy (on the example of China)

Nowadays, the modern luxury industry is an important sector of the global retail industry, which is developing at an incredible расе and is changing under the influence of the digital economy. The widespread use of the Internet, social networking and various advanced technologies has had a major impact on changing the marketing concept and has obliged luxury manufacturers to review their distribution strategies. In particular, fashion brands have been forced to develop their digital presence and take active steps to sell through online channels in the Chinese market, where the largest group of luxury consumers and main users of the Internet and electronic gadgets in the world live. For many luxury companies, understanding the organization and transformation of sales in the Chinese market has become a commitment to sales in the analyzed country, as well as to attract and retain key Chinese customers. Therefore, the main directions for changing the distribution channels for luxury goods in the Chinese market in the digital economy were analyzed.