The competition between luxury brands has been intensified. Whether you are in online or offline the situation is pretty much the same. Some of global brands are pretty nicely in both channels and even know the tricks to use in WeChat.
However, the question is should you use your own ecommerce site or use the local conglomerates like Tmall, JD.com or Vipshop? There are several issues to consider starting from your brand and the customer audience. See below Jing Daily‘s article regarding that.