"Chinese Style" Leads The Fashion Trend Of The New Year, And The "Out Of The Circle" Of Han Style Clothing Drives The "Expansion" Of The Industry

"Wearing Chinese clothes for the New Year" has become a scenic spot of this Spring Festival. No matter in the historical and cultural scenic spots or in the temple fair fair, young people wearing hairpin flowers and Han costumes can be seen everywhere. Their presence immediately fills the sense of ceremony and atmosphere of the Spring Festival. In fact, Hanfu has been popular among young people for several years. They express their recognition and pride of Chinese traditional culture through clothing. The cultural self-confidence of young people has created a Hanfu industry that has begun to take shape in just a few years, which has rapidly improved the design, process and quality of Hanfu.

　　 Young people become the main consumption force

During the Spring Festival in Beijing, down jacket is still the first choice for many people to go out, but the cold weather has not stopped young people's love for Han suits. Reporters in the Summer Palace saw that many people exposed classical makeup and hairstyle on their warm scarves, and the gorgeous skirt of Han clothing could be vaguely seen under the thick down coat. At the big stage, a girl wearing purple down jacket with Chinese embroidery and Han clothing elements attracted people's attention and attracted many Han clothing enthusiasts' questions.

In recent years, Han style clothes have become popular quietly. Ru skirt, Ma Mian skirt, cloud shoulder guzi and other traditional Chinese clothes have been worn for thousands of years to meet young people and have won their favor. "I have bought Hanfu for three years. Every holiday, birthday and salary increase, I will buy a set of Hanfu." He Xin, a Hanfu enthusiast, told reporters at the Beijing Model Temple Fair wearing a Hanfu, "This Spring Festival, I spent 2000 yuan to customize a Hanfu for myself, which can be regarded as a New Year gift for myself. I have eight Ming style horse face skirts like those I wear now."

Hanfu is loved by more and more people. Information picture

This Spring Festival, the Han style clothing represented by horse face skirt has become a popular commodity. JD sales data show that since January this year, the turnover of Chinese clothing products such as horse face skirts has increased by more than 300% year on year. During the Spring Festival, the turnover of Han clothing products increased by 325% year on year. According to the person in charge of the e-commerce operation of the "Weaving Department", since January, the turnover of all kinds of Han clothing has soared, among which the horse face skirt has become a "hot item" among many "battle gowns", and the sales boom of this category of goods has continued until the end of the Spring Festival holiday.

Young people are the main force of Han clothing consumption. The survey results released by the media of the Youth School in June 2023 show that 45.49% of the young people have had the experience of wearing Han suits; 13.59% of the respondents will wear Chinese clothing and other clothing when traveling or participating in specific activities; 27.12% of the respondents said that there were few occasions to wear hanfu, but they had worn it; 56.92% of the respondents prefer to wear Han style clothes for immersive clocking experience; 21.57% of the respondents think that Hanfu is a popular trend and they want to "follow the trend".

　　 Buy a new market

"Eight years ago, I opened a Hanfu studio to sell my own Hanfu on the e-commerce platform and accept customization. In the first three months, not only did I not sell any clothes, but also no one consulted me. Now it is different. In January this year, 83 Hanfu designed and made by myself were sold." Guo Meng, a graduate of Beijing Institute of Fashion Technology, told China Consumer News, Now more and more people like Hanfu, and the sales of Hanfu are increasing year by year.

It is because of the young people's real love that a Hanfu industry has begun to take shape. Cao County, Shandong Province, located at the junction of Shandong and Henan provinces, is constantly "out of the circle" by virtue of the powerful Han clothing industry. The reporter learned that the annual sales of Han suits in Caoxian exceeded 7 billion yuan. According to the statistics of Caoxian E-commerce Service Center, in January, the sales of Caoxian Hanfu reached 920 million yuan, of which the sales of horse face skirt reached about 400 million yuan.

In addition to the design, production and manufacturing of Han style clothing, the derivative surrounding areas related to Han style clothing are gradually improving into a complete industrial chain, which has not only produced a number of well-known brands in the circle, but also generated new occupations and new markets. "During the Spring Festival, customers who have made appointments for makeup have been scheduled for the Lantern Festival. When they are busy, they have to make up three people a day." Su Lin, a classical makeup maker, told reporters that the number of people who have related needs has increased significantly in the past two years.

Qing Yu, an amateur model of Hanfu, told reporters that three years ago, she sent photos of herself wearing Hanfu to the social platform for self entertainment. Unexpectedly, a brand contacted her and proposed to cooperate with her to take photos of Hanfu.

According to the enterprise survey data, there are 5853 Hanfu related enterprises in China. In recent 10 years, the number of Hanfu related enterprises registered showed an overall growth trend. From 2020 to 2022, there will be 819, 800 and 590 new hanfu related enterprises. In 2023, there will be 2686 new hanfu related enterprises, with a year-on-year growth of 355.25%, reaching the peak growth rate of nearly 10 years.

　　 Industry standardization development

Xiaoyan is a loyal Han clothing enthusiast. She told the reporter, "I will buy some Han clothing pieces with original designs and complex processes, which are customized by businesses. One piece sells for more than 1000 yuan. The fabric is mostly made of gold, imitation makeup flowers, chemical fiber, etc., and the style is mostly ancient restoration. Now people who buy Han clothing are more and more particular, and pay attention to every detail."

The specialization and quality of consumers' demand for Han style clothing has led to the continuous upgrading of the supply side. Guo Meng told the reporter: "Whether it is the Qu Train in the Qin and Han Dynasties, the Ru Skirt in the Tang Dynasty, or the Jiu Zi made in the Song Dynasty, the clothing of each dynasty has different cultural characteristics and has unique charm. Hanfu enthusiasts are very familiar with the regulation of clothing and are increasingly professional. Now Hanfu enthusiasts are divided into three schools, namely, textual criticism school, reformist school, and fairy clothing school."

The reporter learned that the production process of Hanfu is very particular. It takes several months for a Hanfu to go from designing and drawing to factory proofing, revision and finalization, and then to weaving and dyeing fabrics in the weaving factory. Only one new model is designed, and the cost varies from 30000 yuan to 100000 yuan depending on the complexity of the process and the number of revisions.

A Shu, a Hanfu producer, told the reporter that there are fewer and fewer consumers who dress casually, and businesses are making more and more professional products. In 2020, the Hanfu group standard T/CTES 1021-2019 Hanfu Classification was released, which stipulates the classification, terms and definitions, requirements, test methods, inspection rules, signs, packaging, storage and transportation of Hanfu. Nowadays, searching for the keyword "Hanfu" on various e-commerce platforms, we can find all kinds of colors and styles of goods. From hand painting to printing to embroidery and custom weaving and dyeing, the degree of industrialization is getting higher and higher.

As a new industry, in addition to design and production, Hanfu's marketing techniques are becoming more and more professional. It is understood that "The Smoke of the Past" and "Chen Qing Ling" jointly launched the customized Han suit of Wei Wuxian, the character in the play, and the sales volume increased more than three times within one month; The sales volume of large sleeve Ru skirt jointly launched by "Huachao Ji" and "Chang'an Twelve Hours" increased by 12 times; "Know whether you know whether you should be green, fat, red and thin" co branded customized hanfu, with sales of nearly one million yuan within one month of the popularity of film and television works.

After years of development, Hanfu began to jump out of the "small circle" of enthusiasts and gradually developed into a market with an annual consumption of 10 billion yuan, and maintained a high growth rate. It can be predicted that there is still much room for the development of Hanfu market in the future. (Reporter Li Yanjing)

(Source: China Consumer News)