How to promote Hanfu

How does Hanfu industry attract accurate customers? Learn these tricks to make you a winner in the industry.

Affected by consumption upgrading, consumers' demands are becoming more and more personalized, and products that can meet different needs can also show higher premium ability. For the Hanfu market, more and more young people have higher and higher demand for customized Hanfu in pursuit of individuality, and enterprises also need to adjust their industrial structure to cope with market-oriented production with more flexible production.

1. When and where

Hanfu, as a kind of clothing, has few purchase time restrictions, but there are still obvious differences. Difference 1: the number of Hanfu purchased in spring, summer and autumn is more than that in winter, because the thicker Hanfu in winter is difficult to reflect the elegant beauty and more expensive, and is not sought after by most women; Difference 2: The number of purchases before the traditional festivals is more than usual, because during the traditional festivals, Hanfu lovers from all over the world will gather together to hold some memorial activities to worship their ancestors, and the demand for Hanfu is also higher than usual. Where can I buy it in this market? Hanfu is not as big as everyday clothes, and the price is more expensive. All kinds of sales channels are immature. Consumers choose online customization. Now physical stores in major cities have also appeared. Therefore, people who have high requirements for Hanfu tailoring and fabric will also choose to customize it in physical stores. In addition, the second-hand market of Hanfu is also very active. The majority of the same robes posted in and out of Hanfu through the post bar, and then traded second-hand through Taobao.

2. Influencing factors

The purchasing decisions of Hanfu consumers are also influenced by personal preferences, such as their preferences for Hanfu tailoring and modern clothing, and their trust in various online stores, especially their education level, cultural environment, lifestyle and personality. As for psychological factors, most people who love Hanfu are Han people, and they have the psychology of "seeking roots". It is generally believed that Hanfu represents the clothing culture of the Han nationality since the emperor, and the promotion of Hanfu is an affirmation of its own culture. Therefore, the root-seeking tradition of the Han people from ancient times to the present is deeply rooted in their hearts.

3. Purchase process

(1) Confirm requirements

There are several reasons for buyers to buy Hanfu: merchants put on new models and buyers like them very much; Merchants carry out promotional discount activities; The influence of living environment, such as the stimulation of friends, the popularity of costume dramas, etc. Traditional festivals need Hanfu to hold grand ceremonies.

2 collect news.

There are five sources of Hanfu consumption information: personal sources, including family and friends; Commercial sources: advertisements of Hanfu merchants on the Internet, clothing display in physical stores, etc. Official source: mass media communication; Source of experience: previous experience of trying on Hanfu or buying Hanfu; Organization source, opinions of Hanfu associations and fellow practitioners all over the country.

4. After-sales service

After consumers buy Hanfu, they enter the post-purchase stage. At this stage, marketers should pay special attention to collecting and sorting out consumer satisfaction. Many times, the satisfaction of consumers is evaluated according to whether the expectation before purchase is equal to getting Hanfu. Therefore, different people may have different degrees of satisfaction with the same Hanfu. Generally speaking, Hanfu marketers should not over-beautify personal products, which will make consumers have too high expectations before buying, thus making it difficult to satisfy customers, which is not conducive to retaining old customers and attracting new customers.

The warming of traditional culture is an inevitable development trend. There will be more and more film and television programs of traditional culture in the future, which will play a positive role in promoting the development of Hanfu industry.