Online retailers hope to challenge industry trend

However, online luxury retailers still have to continue completing their business models and building up their reputations.

Consumers usually have doubts about spending so much money online and a fake luxury item from one retailer can hurt the entire industry, Sun said.

On the other hand, setting them apart from other online retailers, low prices cannot be a magic weapon of luxury retailers any more.

If retailers want to get permission to sell famous brands, they have to keep the brands' pricing system, although the brands sometimes offer special discounts to online customers.

"The convenience of online shopping is what we supply to our consumers," Sun said.

It will take a long time to get consumers used to shopping for luxury goods online.

Online retailers need to be patient if they want healthy growth, she added.

Shi Jing contributed to this story.