Market segmentation is not determined by people’s subjective will, but because with the improvement of productivity, the abundance of products, the improvement of quality and the increase in varieties, consumers have room to choose, and competition has emerged in the market, and the competition is becoming increasingly fierce. Therefore, enterprises must pay attention to market research, do a good job in market segmentation, and accurately grasp the changes in consumers’ hobbies and needs, so that they can be targeted and at ease in the market economy.
There are thousands of consumers in the cross-border network market and the number of consumers is increasing rapidly. They have their own psychological needs, lifestyles and behavioral characteristics. From the perspective of consumers’ demand for clothing alone, there are great differences. For example, when consumers buy clothes, some are in pursuit of fashion and buy fashionable clothes at high prices; some buy expensive, high-quality and elegant international brand-name clothing to show their identity and social status; some buy popular clothing due to low income or pursuit of simplicity.
Enterprises face the diverse needs of consumers. Due to the limitations of manpower, material resources and financial resources, it is impossible to produce a variety of different products to meet the different needs of all consumers, nor is it possible to produce a variety of products to meet all the needs of consumers. In order to improve the economic benefits of enterprises, it is necessary to segment the market. The differences in the needs of cross-border online consumers are the inherent basis for cross-border online market segmentation. As long as there are more than two consumers, market segmentation can be carried out based on their different needs, habits and purchasing behaviors. Moreover, in market competition, it is impossible for a company to have an absolute advantage in the entire marketing process. In order to compete effectively, companies must evaluate, select and concentrate their efforts on markets where they can exert their relative advantages. This is the external compulsion of market segmentation, that is, its necessity.