A Study on Marketing Strategies of Clothing Brands Based on Online Shopping Models : Centered on Sales Data Analysis of China's TikTok

This study focuses on clothing stores on the TikTok platform, exploring the marketing strategies of fashion brands under the online shopping model. The research uses sales data of clothing and underwear categories on TikTok in the third quarter of 2024 as a sample, and reveals the impact of factors such as live streaming with product promotion, user reviews, and browsing volume on sales through descriptive analysis, correlation analysis, and linear regression analysis. The study found that user reviews (all reviews) have a significant positive impact on sales, and browsing volume is strongly positively correlated with sales. Additionally, an increase in the number of product promoters can significantly boost sales, while an increase in the number of products promoted may reduce sales. The number of promotional videos and live streams with product promotion has no significant impact on sales. The research provides a new perspective on the digital transformation of the fashion industry, emphasizing the importance of social media marketing in e-commerce. Especially for clothing stores on the TikTok platform, effective marketing strategies can significantly improve sales performance.