Online consumer reviews is often considered to be one of the most important factors in e-commerce marketing as it is closely related to the online sales of the products. Although a few examples of analyzing the impact of online consumer reviews consumer reviews on the online sales have been reported so far, the specific attributes of online consumer reviews were barely considered in the traditional Chinese costumes domain. Therefore, this study applied the data of online consumer reviews and online sales of Chinese costumes products from Tmall as samples, using multiple linear regression model and random forest model to analyze the impact and predict effect of online consumer reviews attributes as description score, logistics score, service score, price, the number of reviews, the number of pictures in reviews, the number of Q&A and the number of follow-up reviews, on the online sales. The results indicate that the price, the number of reviews and the number of pictures in reviews post a significant impact and well predict effect on the online sales. Then, suggestions of management measures to increase online sales for e-commerce merchants were presented accordingly, so as to promote the economic performance and cultural inheritance of Chinese costumes.