Horse-faced skirt, this ancient and elegant costume, originated from the ancient Chinese court culture. Its unique feature is that the skirt is wide and resembles a horse's face, hence the name "horse-faced skirt". Recently, "horse-faced skirts are selling like crazy" has become a hot topic on the Internet. This traditional costume originated from China, after a period of silence, suddenly burst out with amazing charm. Not only did its sales soar in the domestic market, it also attracted widespread attention in the international fashion circle. Behind this phenomenon, there is not only the unique cultural value of the horse-faced skirt itself, but also a reflection of contemporary consumers’ pursuit of cultural confidence and self-improvement. During the Spring Festival of 2024, the horse-faced skirt produced in Caoxian County, Shandong Province became a "hot item" and became the "New Year's jersey", driving an upsurge in traditional cultural consumption. As of March, Caoxian County's New Year's Eve clothes mainly made of horseface Sales have exceeded 300 million yuan, and transactions on many e-commerce platforms have also grown rapidly. More than 2,500 related Hanfu companies have been registered, a year-on-year increase of 355.25%, reaching the peak growth rate in ten years.
There are many phenomena and influences behind the consumption boom. Consumption boom is often accompanied by the trend of consumption upgrading, that is, consumers' requirements for products and services continue to increase. Consumers pay more attention to quality, experience, personalized customization and other factors, pushing the market to develop in the direction of high quality and high added value; the consumption boom has driven the rise of some emerging industries, such as the sharing economy, cultural and creative industries, health and wellness industries, etc. These emerging industries provide consumers with more diversified choices and create new economic growth points; the consumption boom reflects the diverse needs and consumption propositions of consumers. Consumers’ increased attention to environmental protection, health, sustainability and other issues has promoted the development of some new consumption models and emerging industries; the consumption boom has given rise to the vigorous development of e-commerce, and people are increasingly inclined to shop through the Internet, improving The consumption boom has made brand competition more intense, and companies need to continuously improve product quality, service levels and brand image to attract and retain consumers; the consumption boom has also brought some negative impacts, such as consumption Problems such as excess, waste of resources, and environmental pollution. People may fall into the quagmire of blind consumption, causing waste of resources and damage to the environment; the consumption boom has played a certain role in promoting economic growth. The increase in consumer demand has promoted the development of industries and the increase of employment, forming a positive pulling effect on the economy. . Therefore, behind the consumption craze involves consumption upgrades, the rise of emerging industries, diversification of consumer propositions, e-commerce development, intensified brand competition and other phenomena and influences, which have an important impact on economic and social development. While enjoying the convenience and happiness brought by the consumption boom, we also need to be wary of problems such as excessive consumption and waste, maintain rational consumption, and pursue sustainable development.
Cultural self-confidence refers to a country or a nation's confidence and pride in its own cultural traditions, cultural values, cultural creative capabilities and cultural soft power. One of the manifestations of cultural self-confidence is the respect, protection and inheritance of the country's traditional culture. Through the inheritance of traditional culture, people can deeply feel their ownThe uniqueness and historical heritage of culture; cultural confidence does not equate to conservatism, but more importantly, innovation and development on the basis of traditional culture. A country with cultural confidence will integrate modern elements into traditional culture and create cultural products with the characteristics of the times; a country with cultural confidence will attach importance to the development of the cultural industry and spread its own culture to the world through movies, music, literature, art and other forms. All over the world, improve the country's cultural soft power; culturally confident countries will open up their own culture, and are also willing to learn from the cultural achievements of other countries, achieve cultural exchanges and mutual learning, and promote the common progress of civilization; culturally confident countries will open up their own culture in the international Show your cultural self-confidence on the stage and show the charm of your country's culture to the world through various forms of cultural activities, exhibitions, performances, etc.; cultural self-confidence helps to enhance a country's cultural soft power and enhance its international influence. and competitiveness, providing strong support for the country’s development. Therefore, cultural self-confidence is the self-confidence and pride displayed by a country or nation in the cultural field. It is an important part of a country's soft power, helps to enhance national cohesion and centripetal force, and promotes the prosperity and development of national cultural undertakings.
The popularity of horse-faced skirts is not only a consumption phenomenon, but also a cultural phenomenon. It reflects contemporary consumers' pursuit of cultural confidence and re-understanding of traditional culture. In this global era, it is particularly important to maintain and inherit one's own cultural characteristics. The revival of the horse-faced skirt is a reflection of this cultural confidence.
