It's about the bag or box, not what's inside

China's online shoppers have taken the concept that packaging can be as important as what's inside to a whole new level - a plane where they do away with the contents altogether.

Many who order Gucci bags online aren't purchasing the handbags for which the brand is known but rather the paper shopping bags these purses would come in if bought in stores.

Status-seeking shoppers on Taobao, the country's largest online store, also buy empty bottles of fine wine and fake iPhone tags for the QQ messaging service.