China has become a key market for the luxury fashion industry. Yet the relationship with the role of digital marketing is still mostly unexplored. The increase of Internet in China has been Impressive. A report from CNNIC (China Internet Network Information Center) indicated that Chinese netizens increased to around 0.632 billion. Internet has a deep impact on people’s life, changing their lifestyles and consuming behaviours. For luxury brands entering Chinese market, the competition becomes fiercer. Despite the traditional marketing model, an increasing number of luxury companies are orienting their strategy towards the blue ocean—on-line market. On-line luxury fashion commerce has become a creative joint of Internet technology and business operations. Despite the fact that the Chinese market is regarded as potentially the fastest growing market for the luxury industry, many challenges exist nowadays since China is a young player in both luxury industry and e-commerce field. Some experts in the field believe that the limitation of customers’ experience is the most essential problem, and some others assert it would be difficult to do on-line marketing for luxury products. Besides, there is still an ongoing debate on the key factors that determine the success of on-line sales in luxury industry. Luxury Fashion customers are mainly composed by elder segment, while luxury consumers are increasingly becoming a younger segment (about under 40 years old) in China. In particular, their consumption concept is very different from that of traditional customers. A survey from McKinsey & Company indicates that there are almost 90% of Chinese Internet users living in tier1, tier2 and tier 3 cities have enrolled in a social-media site. Moreover, Chinese people are regarded as the world’s most active social-media population, around 91% of respondents telling they visited a social-media site in the previous six months, followed by 70% in South Korea, 67% in the United States and 30% in Japan (Chiu, Lin, & Silverman, 2012). This article is based on an exploratory study analysing the current situation of Chinese online market and the online shopping websites. Through interviews with customers who already had online luxury shopping experience and a questionnaire to about 150 potential customers of online luxury shopping websites, this paper tries to identify some of the key factors affecting the purchasing behaviour of Chinese customers of luxury fashion products. Based on the understanding of the current situation and the innovative role played by the digital orientation of purchasing behaviours in luxury, this article will introduce some hypotheses in order to verify the assumptions associated to key challenges and success factors in the Chinese market which can be the reference for luxury companies to fix their on-line marketing – pricing, distribution network, fashion brands variety. The exploratory study in the field has already showed specific results. With respect to pricing strategy for online purchasing, results showed clearly that besides the fact that traditional luxury purchasers are not price-sensitive also in relation to the fact that luxury products high price is a symbol of exclusivity; the modern luxury fashion Chinese customers, mainly composed by people younger than 30-years old, enjoying the wealth accumulated by their parents and other family members, have better education backgrounds which makes them have little conceptions about the purchasing power of currency. Logistics, which contain the products’ packaging, delivery mode and time and comprehensive quality of it appeared to be the one of the most important way to present the e-retailers’ services for online luxury customers. Through customers purchase luxury products online, the majority of them are still expected to enjoy the luxury experience and services just like in the traditional luxury boutiques. Based on the knowledge and the previous studies of luxury consumers and Chinese e-commerce two hypotheses will be proposed and verified in the empirical study. Furthermore, Supply channel for online luxury shopping websites have also shown to be also particularly relevant as the product quality and the modes are the most attractive factor for customers. A qualified supply channel will guarantee the products’ quality and variety for customers. Chinese market has its own characters and Chinese citizen shopping habits are also distinct, obviously, the current situation in China has indicated that luxury brands and e-commerce still in the run-in period. Through there are some successful cases in western countries which can partly provide some key factors for Chinese market, it is impracticable for luxury brands and some retailing websites copy their experience and follow those “rules” in China. It is quite critical for both luxury brands and e-commerce companies recognize the difference existed in this market, understand the real situation and then modify their marketing policies. This study has only analysed some of the key issues affecting the purchasing patterns of luxury fashion customers. Consequently more quantitative and qualitative research in the field that analyses it from different perspectives it is suggested.