短视频平台对新中式服装跨境传播与消费转化的影响机制研究

A Study on the Influence Mechanism of Short-Video Platforms on the Cross-Border Dissemination and Consumption Conversion of New Chinese-Style Clothing

摘要: 在数字传播环境不断演进的背景下，短视频平台逐渐成为新中式服装跨境传播的重要渠道。新中式服装兼具服饰消费品属性与文化传播属性，其海外传播不仅关系到商品销售，也关系到中国文化元素的国际表达。短视频平台凭借可视化、场景化和互动化优势，为新中式服装跨境传播提供了新的媒介路径，但在实际传播过程中仍面临文化理解偏差、内容同质化以及传播与转化衔接不足等问题。围绕这一现实背景，文章从短视频平台与新中式服装跨境传播的发展背景出发，分析短视频在视觉呈现、文化认同与消费转化中的作用过程，并进一步探讨提升传播效果与转化效率的优化路径。研究表明，短视频平台能够通过增强内容吸引力、降低文化理解门槛、强化平台触达能力，推动新中式服装从文化展示走向消费转化，但这一过程仍有赖于内容表达、持续运营与跨境电商后端能力的协同配合。新中式服装要实现更稳定的海外传播效果，应在文化表达、平台传播与商业转化之间建立更加完整的衔接机制。

Abstract: In the context of the continuous evolution of digital communication, short-video platforms have gradually become an important channel for the cross-border dissemination of new Chinese-style clothing. As a product with both commercial and cultural attributes, the overseas dissemination of new Chinese-style clothing is related not only to product sales, but also to the international expression of Chinese cultural elements. With their advantages in visualization, scenarization, and interactivity, short-video platforms provide a new media path for the cross-border dissemination of new Chinese-style clothing. However, in practice, this process still faces problems such as cultural misunderstanding, content homogenization, and insufficient connection between communication and consumption conversion. Based on this background, this paper examines the development context of short-video platforms and the cross-border dissemination of new Chinese-style clothing, analyzes the role of short videos in visual presentation, cultural identification, and consumption conversion, and further explores optimization paths for improving dissemination effects and conversion efficiency. The study shows that short-video platforms can promote the transformation of new Chinese-style clothing from cultural display to consumption conversion by enhancing content attractiveness, reducing barriers to cultural understanding, and strengthening platform reach. Nevertheless, this process still depends on the coordination of content expression, sustained operation, and cross-border e-commerce support capabilities. To achieve more stable overseas dissemination outcomes, it is necessary to build a more integrated linkage among cultural expression, platform communication, and commercial conversion.