At present, with the popularization and application of emerging technologies such as mobile Internet, Internet of Things, big data, cloud computing and artificial intelligence, the fields of consumption and circulation have undergone "revolutionary" changes. Among them, the online channel clothing turnover represented by Tiktok e-commerce has maintained a good momentum of development.

"In the first half of this year, sales of women's clothing on Douyin increased by 47 percent year-on-year." A person in charge of a Douyin women's clothing e-commerce said, "We found that more and more female consumers are keen to place orders on e-commerce platforms by means of short-video band goods." "In the first half of this year, sales of short-band products increased by 203 percent."

With the development of Internet technology, online personalized customization of clothing has gradually emerged. Through online booking, professional personnel can achieve one-to-one door-to-door service. Not only in the style, production to provide customized services, but also to meet the consumer's personalized choice of clothing color and fabric, such as what style to choose for formal occasions, commute to wear what style is more appropriate, how to match the top and pants look better, what kind of color is more harmonious.

At present, consumers' demand for high quality, fashion label attributes and personality is increasing. Relevant survey data show that nearly 90% of consumers pay more attention to whether the brand is consistent with personal taste. The consumption demand and orientation of the new generation of consumers has changed from the simple pursuit of brand symbol value to the pursuit of personality and self.

Data show that in the first half of this year, the sales growth of new Chinese clothing on the Tiktok platform is fast, up to 303%; Sales of Hanfu products increased by 246% year on year. Taking the very representative horse-face skirt as an example, this year, the horse-face skirt not only repeatedly appeared on the fashion hot search list, but also became the Spring Festival dress of fashionable women.

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