Discussion on Market Segmentation and Marketing Strategy in Hanfu Economic

¹ Robert H. Smith School of Business, University of Maryland-College Park, USA
² Huaneng Longdong Energy Co., Ltd. Qingyang China

^* Corresponding author: Jinyi Yang, e-mail: jyang.116@umd.edu

Abstract

With popularity of Hanfu culture, more and more people know and are fond of Hanfu. Hanfu has gradually become popular from the once niche clothing, and more and more people are willing to buy and wear Hanfu. Therefore, the scale of Hanfu industry is growing. Due to increase in brands and products in the industry, the products that customers can choose from have also increased, and many Hanfu stores have also encountered challenges, and the competition has become increasingly fierce. This article segments different customers depend on different buying motivations, and analyses some competition situations encountered by Hanfu stores, and give some suggestions for Hanfu stores’ marketing strategies