Research on the Marketing Management of Hanfu Stores Derived from Internet Celebrity Economy -- Take Shisanyu as an Example

Abstract

Due to changes in the times and consumption patterns, online shopping has become more and more popular, which has spawned the Internet Celebrity economy. Compared with general online stores, stores derived from the Internet Celebrity economy have different characteristics, such as targeted marketing and low product inventory. However, Internet Celebrity stores still have many shortcomings. These shortcomings can damage consumer rights. This article takes Shisanyu as an example to discuss the management problems of shops derived from the Internet Celebrity economy and the consequences of the problems. Finally, it analyzes the reasons why this type of store has many problems but is still popular, and gives how this type of store needs to be improved.