When China's online luxury shoppers click to spend more than $4,000 on a Maison Martin Margiela leather jacket or over $3,000 for an Alexander McQueen dress on fashion website thecorner.com.cn, they will have an option the company doesn't make available to any other customers around the world.

　　當(dāng)中國的網(wǎng)絡(luò)奢侈品購物者在時(shí)尚網(wǎng)站thecorner.com.cn點(diǎn)擊鼠標(biāo)花四千多美元買下一件Maison Martin Margiela的皮夾克或花三千多美元買一條Alexander McQueen的裙子時(shí)，他們有機(jī)會(huì)享受該網(wǎng)站還未向全球任何其它地區(qū)購物者提供的一項(xiàng)服務(wù)。

　　FedEx Corp. delivery men will wait on the doorsteps of Chinese consumers while they inspect their purchases, try them on for size, and decide if the products are worthy of keeping or sending back.

　　Dan and Corina LeccaThecorner.com.cn將在線銷售時(shí)裝，比如圖中由海德•艾克曼(Haider Ackermann)設(shè)計(jì)的這件。聯(lián)邦快遞（FedEx Corp.）公司的快遞員會(huì)在中國消費(fèi)者的家門口等著他們驗(yàn)收貨品、試穿衣物并決定是留下還是退回商品。

　　Luxury Internet-retail company Yoox Group SpA and FedEx custom designed the service, which will start up in September to accompany the launch of thecorner.com.cn, Yoox's online designer fashion store.

　　伴隨時(shí)尚品牌購物網(wǎng)站thecorner.com.cn的推出，網(wǎng)絡(luò)奢侈品零售商Yoox Group SpA和聯(lián)邦快遞聯(lián)手定制了這項(xiàng)將于今年9月開始提供的服務(wù)。thecorner.com.cn是Yoox公司旗下的設(shè)計(jì)師品牌時(shí)尚網(wǎng)店。

　　Yoox, based in Milan, is aiming to appeal to China's high-end buyers, who are driving the world's fastest-growing luxury market and are getting accustomed to being pampered each time they open their wallets. The goal is to draw more of that luxury spending online. It is also part of a larger trend of retailers offering special perks to impress upon China's consumers they are priority No. 1.

　　總部設(shè)在米蘭的Yoox的目標(biāo)是吸引中國的高端顧客。這些顧客正在推動(dòng)全球增長速度最快的奢侈品市場，他們已經(jīng)習(xí)慣每次打開錢包時(shí)受到優(yōu)待。推出上述舉措的目的是將更多的奢侈品購買引導(dǎo)到網(wǎng)上。這種做法也和如今的大趨勢(shì)吻合：為了給中國消費(fèi)者留下他們是最重要的這一深刻印象，零售商總是會(huì)給他們一些特殊優(yōu)待。

　　“China's luxury buyers started decades later than the rest of the world, but in many ways, they are not only catching up but are surpassing the others,” said Federico Marchetti, founder and chief executive of Yoox, which runs thecorner.com.

　　Yoox的創(chuàng)辦人兼首席執(zhí)行長馬爾凱蒂（Federico Marchetti）說，和世界其它國家相比，中國的奢侈品買家起步要晚數(shù)十年。但從很多方面看，他們不僅趕了上來，而且正在超過其它國家的消費(fèi)者。Yoox運(yùn)營在線購物網(wǎng)站thecorner.com。

　　Thecorner.com sells collections from rising designers to consumers in more than 50 countries including the U.S. and countries across Europe. It may offer the standby service designed with FedEx in other countries if it proves successful in China, Mr. Marchetti added. Yoox.com, another of the company's online stores, launched in China in December.

　　Thecorner.com向包括美國和歐洲國家在內(nèi)的50多個(gè)國家的消費(fèi)者銷售新興設(shè)計(jì)師的系列產(chǎn)品。馬爾凱蒂說，如果上述與聯(lián)邦快遞合作的服務(wù)在中國取得了成功，該公司可能會(huì)向其它國家推廣。該公司的另一個(gè)在線商店Yoox.com已于去年12月登陸中國。

　　Yoox and FedEx declined to specify the financial details of their arrangement.

　　Yoox和聯(lián)邦快遞拒絕透露雙方合作的財(cái)務(wù)細(xì)節(jié)。

　　Long gone are the days when setting up a store in China was enough to attract the attention of that nation's big spenders. China's luxury lovers are now among the world's most sophisticated, Mr. Marchetti said, adding they are well versed in their knowledge of brands.

　　那種在中國開設(shè)一家店面就足以吸引多金顧客注意的日子早已一去不復(fù)返了。馬爾凱蒂說，中國的奢侈品愛好者現(xiàn)已成為全球最精明的消費(fèi)者。他還說這些消費(fèi)者精通各種品牌的背景知識(shí)。

　　They have also grown more demanding, said Chloe Reuter, who runs ReuterPR, a Shanghai-based public-relations firm. “The crucial question is: How can a brand go above and beyond to offer an unforgettable experience?”

　　總部位于上海的公關(guān)公司ReuterPR的負(fù)責(zé)人魯爾特（Chloe Reuter）說，中國客戶的要求也變得越來越高。關(guān)鍵的問題在于：一個(gè)品牌如何才能超越對(duì)手給顧客提供一次難忘的購物經(jīng)歷？

　　Luxury brands now have to up their ante with star-studded events and China-centric offers to win the affection and loyalty of the market, which is poised to become the world's largest luxury market by 2020. China is estimated to account for at least 20% of anticipated $547 billion worth of luxury purchases by that year, according to investment research group CLSA Asia-Pacific Markets.

　　想要贏得中國消費(fèi)者的傾慕和忠誠，各大奢侈品牌如今不得不提高標(biāo)準(zhǔn)，舉辦一些星光熠熠的活動(dòng)并為中國市場專門準(zhǔn)備一些禮物。到2020年中國將成為全球最大奢侈品市場。據(jù)投資研究集團(tuán)里昂證券亞太區(qū)市場（CLSA Asia-Pacific Markets）估計(jì)，到2020年全球奢侈品購買量將達(dá)到5,470億美元，預(yù)計(jì)中國至少能在其中占據(jù)20%的份額。

　　Events that were once reserved for established fashion centers -- New York, Paris, and Tokyo -- are now popping up in China. Jewelry designer Cindy Chao in late July brought “Sex and the City” actress Sarah Jessica Parker to help her show off her $400,000 bracelets to prized and would-be customers. Around the same time, Ferrari gave customers private driving lessons in Shanghai with professional Formula 1 drivers.

　　那些曾為老牌時(shí)尚中心（紐約、巴黎和東京）保留的特別活動(dòng)如今已現(xiàn)身中國。珠寶設(shè)計(jì)師趙心綺（Cindy Chao）攜電視劇《欲望都市》（Sex and the City）中的女演員薩拉•杰西卡•帕克（Sarah Jessica Parker）向潛在重要客戶展示其價(jià)值40萬美元的手鐲。大約在同一時(shí)間，法拉利在上海給客戶提供由F1專業(yè)車手執(zhí)教的私人駕駛課程。

　　Also in July, Prada invited a limited crowd of its Chinese customers to a fashion show in which runway models presented sister-brand Miu Miu's winter collection, while guests sat at dinner tables, feasting on lobster tail and passion fruit panna cotta.

　　同樣在7月，普拉達(dá)（Prada）在其中國客戶中邀請(qǐng)了一小批來參加一場時(shí)裝展示會(huì)。展示會(huì)上，時(shí)裝模特展示了普拉達(dá)的姊妹品牌Miu Miu的冬季系列時(shí)裝。來賓圍坐在餐桌旁，吃著龍蝦尾和西番蓮果奶酪。

　　Service providers are also working to distinguish themselves in the increasingly crowded luxury market. At Hilton Worldwide Inc. hotels, China's high-end world travelers can have access to customized Chinese services that include front desk workers fluent in Mandarin, Chinese-language television channels, and their own breakfast menu of friend dough sticks and rice porridge known as zhou (pronounced like “joe”). Starwood Hotels Resorts Worldwide now globally offers in-room tea kettles, slippers, and translation services.

　　在競爭日益激烈的奢侈品市場上，服務(wù)提供商也在努力將自己和競爭者區(qū)別開來。在希爾頓酒店（Hilton Worldwide Inc.），中國高端環(huán)球商旅人士能夠使用中文定制服務(wù)，其中包括能說流利普通話的前臺(tái)工作人員；中文電視頻道以及特供早餐：油條配粥。喜達(dá)屋酒店度假村集團(tuán)（Starwood Hotels Resorts Worldwide）目前在全球范圍內(nèi)為中國客人提供室內(nèi)茶壺、拖鞋和翻譯服務(wù)。

　　“In a country where everything has been built within the past five to 10 years, just being new isn't enough,” Starwood CEO Frits van Paaschen said in a recent interview in Beijing.

　　喜達(dá)屋酒店集團(tuán)首席執(zhí)行長帕薩岑（Frits van Paaschen）最近在北京接受采訪時(shí)說，在一個(gè)一切都是在過去五到10年內(nèi)建成的國家，僅僅做到“新”是不夠的。

　　Thecorner.com.cn will feature a 24-hour call center and instant-messaging fashion advisers who can answer questions about fabric, quality, style and sizing. Mr. Marchetti expects to have many queries since thecorner.com.cn is unveiling for the first time in the China market clothing from designers such as Alexander Wang, whose dresses have been worn by First Lady Michelle Obama, and Haider Ackermann, whose works have been shown off by pop star legend Lady Gaga.

　　Thecorner.com.cn將設(shè)有一個(gè)24小時(shí)呼叫中心，并配備時(shí)尚顧問。時(shí)尚顧問可以利用即時(shí)通訊工具回答有關(guān)面料、質(zhì)量、款式和尺寸等問題。馬爾凱蒂預(yù)計(jì)會(huì)接到很多咨詢，因?yàn)閠hecorner.com.cn是首次在中國市場引入設(shè)計(jì)師王大仁（Alexander Wang，美國第一夫人米歇爾•奧巴馬曾穿過他設(shè)計(jì)的禮服）和海德•艾克曼（Haider Ackermann，流行音樂傳奇人物L(fēng)ady Gaga曾展示過他的作品）等人的衣服。

　　To ease concerns about counterfeit products -- still a big issue in China -- Yoox is attaching to each product a radio-frequency-identification, or RFID, tag to track products from warehouse to doorstep to make sure nothing is swapped out for fake lookalikes. Consumers know that if it doesn't come with the RFID tag, which looks like an extra price tag, then it isn't the real thing.

　　為了緩解消費(fèi)者對(duì)假冒產(chǎn)品問題的擔(dān)憂（這種現(xiàn)象在中國仍很嚴(yán)重），Yoox給每件產(chǎn)品附加了一個(gè)無線射頻識(shí)別標(biāo)簽（RFID），以追蹤產(chǎn)品從倉庫到顧客手中的全過程，以確保正品不被調(diào)包。消費(fèi)者只要看到商品沒有附加無線射頻識(shí)別標(biāo)簽（看上去就像價(jià)格標(biāo)簽一樣）就知道這是假貨。

　　Products ordered on thecorner.com.cn in China also come with the shopping bag of the brand and in an reusable, extra-durable gift box made of sturdy cardboard with a magnetic clasp, as Chinese buyers like to flaunt their purchases, Mr. Marchetti said.

　　馬爾凱蒂說，在中國從thecorner.com.cn訂購的產(chǎn)品還配有所訂購品牌的購物袋，產(chǎn)品被放在一個(gè)可重復(fù)使用的、特別耐用的禮品盒中。禮品盒由堅(jiān)固的厚紙板制成，并帶有磁扣，因?yàn)橹袊M(fèi)者喜歡炫耀他們購買的商品。

　　Still, luxury services may be not be enough to convert high-end customers to online shopping, said Yuval Atsmon, a principal partner at consultancy McKinsey Co. in Shanghai. 'While everything online is growing very quickly, including spending on some luxury goods, most consumers will continue to buy in stores,' Mr. Atsmon said. A McKinsey survey of more than 1,500 consumers in 17 Chinese cities showed 44% of luxury shoppers prefer to learn about products in physical stores.

　　咨詢公司麥肯錫（McKinsey Co.）上海分公司全球董事安宇宏（Yuval Atsmon）說，盡管如此，奢華的服務(wù)可能還不足以讓高端消費(fèi)者轉(zhuǎn)到網(wǎng)上購物。安宇宏說，雖然在網(wǎng)上包括某些奢侈品購買在內(nèi)的一切事物都發(fā)展地非常迅速，但大多數(shù)消費(fèi)者還是會(huì)繼續(xù)到實(shí)體店購物。麥肯錫開展的一項(xiàng)針對(duì)中國17個(gè)城市的1,500多名消費(fèi)者的調(diào)查顯示，44%的奢侈品消費(fèi)者更愿意到實(shí)體店了解產(chǎn)品。

　　And even offering additional services may not be enough to win some shoppers for whom price trumps all. Jin Yunduan, a 46-year-old shopper in Beijing, said she normally buys her luxury products on Wooha.com, a Beijing-based online retailer that launched in 2006, because it typically has less-expensive prices and calls her when new products arrive.

　　甚至提供額外服務(wù)可能都不足以贏得一些最看重價(jià)格的消費(fèi)者。金云端（音）是北京一位46歲的消費(fèi)者，她說自己平時(shí)都在呼哈網(wǎng)（Wooha.com）買奢侈品，因?yàn)樗膬r(jià)格較低，每次新品到貨總會(huì)通知她。呼哈網(wǎng)是總部位于北京的一家2006年開業(yè)的網(wǎng)上零售商。

　　“I don't really need a FedEx man to stand at my door,” Ms. Jin said. “I just want to know I'm getting the best prices.”

　　金云端說，我真的不需要聯(lián)邦快遞的速遞員站在我家門口，我只想知道我買的商品價(jià)格是否最低。