Research on the Existing Problems and Marketing Strategies of Chinese Traditional Costume in the Way of Live-streaming

Abstract

Chinese Traditional costume is a special garment industry that has become popular recently. Although it has been regarded as an industry with great potential to expand and develop, problems in the marketing process - especially when related to e-commerce and live-streaming advertisement - are blocking the way for this industry to step toward success. Live-streaming is a newly developed but popular marketing method, creating channels and selling stuff online with real-time product promotion. Chinese traditional costume is highly valuable for the nation’s culture and economy, so it is essential to identify the potential problems and discover solutions individually, thus summarizing the most suitable approach to expand the market through online live-streaming. Due to the limitation of primary sources, this study mainly focuses on the case study and literature research analysis, supporting existing data in this field. The results reveal the current circumstance of the whole industry, and the customer behavior, hence discovering the ineffectiveness of its current live-streaming strategy. Furthermore, this study utilizes the “Ansoff matrix” concept to compare the four approaches for this industry to discover new growth opportunities and evaluate the advantages and disadvantages of the respective approaches. This result provides clear instructions about the methods of marketing through live-streaming for this industry at the current stage. It thus may be helpful for the business within the industry to revise the new approach.