Ascension Research On The Brand Self Broadcasting Strategy Of "Taobao Village" Hanfu E-Commerce In Cao County Of Shandong Province

The "Taobao Village" Hanfu e-commerce in Caoxian County is based on the affordable Hanfu market and adopts a low-cost brand self broadcasting method for marketing and promotion,achieving good market returns.Brand self broadcasting is a new way of delivering goods that has evolved from live streaming.It has the characteristics of low cost,large brand ownership,and flexible production and broadcasting,and is highly favored by Caoxian Hanfu e-commerce.Brand self broadcasting has played a significant role in the development of Hanfu e-commerce in Taobao Village,Caoxian County,and it is worth summarizing its strategic experience.In terms of channel strategy,the strategy of comprehensive operation of self broadcasting channels such as short video placement,store live streaming,and cloud warehouse base live streaming complements the realization of brand merchants gathering private domain traffic;In terms of anchor strategy,Caoxian Hanfu E-commerce adopts a strategy of multiple types of anchors,achieving marketing goals at low cost through the specialization of anchor functions,differentiation of personality,and diversification of models;In terms of content strategy,content elements such as affordable goods,fashionable dressing experiences,and storytelling scene marketing have enhanced the affinity of e-commerce and enriched the content of self broadcasting;In the user profile strategy,precise marketing methods have been constructed based on characteristics such as gender,age,and consumption habits.However,there are still many unsolvable problems in the self broadcasting of Caoxian Hanfu e-commerce brand,including insufficient brand optimization,insufficient optimization of self broadcasting channel channels,improvement of anchor literacy,and lack of fan interaction.These are the difficulties that constrain the stable development of Caoxian Hanfu e-commerce brand self broadcasting.In response to the existing problems,this article proposes suggestions such as channel optimization,self broadcasting team optimization,brand innovation,and enhancing fan interaction.Meanwhile,based on the industry characteristics of self broadcasting,safeguard measures have been proposed from four aspects: channel supervision,team structure,innovative atmosphere,and industry services.The "Taobao Village" Hanfu e-commerce in Caoxian County should actively explore a new model of self broadcasting to adapt to the new trend of e-commerce development.