On March 9, CCTV Finance reported that in the first two months of this year, the supply of horse-faced skirts in Cao County, Shandong Province exceeded the demand, and the sales of horse-faced skirts were close to 550 million yuan. New Chinese style national trend + intangible cultural heritage. In recent years, they have frequently appeared in the circle. Wearing hairpins and horse-faced skirts have become the latest check-in combinations at many tourist attractions during the Spring Festival this year. Horse-faced skirts have become integrated into more people’s daily lives. In regular service, Fujian Youshen has become popular, attracting millions of tourists to the local area.
Reporters from Xiaoxiang Morning News and Morning Video found that in recent years, "new Chinese styles" such as horse-faced skirts and hairpins have become popular, playing a new role in promoting consumption and driving industrial development in cultural tourism, fashion and other industries.
Horse-faced skirt becomes New Year’s jersey
During the Spring Festival, topics such as #Caoxian sold 300 million horse-faced skirts and are still in short supply# became hot searches. As a "New Year's jersey" that can be worn by all ages, the horse-faced skirt has undoubtedly become the most popular clothing item in recent times. On March 9, CCTV Finance reported that in the first two months of this year alone, local sales of horse-faced skirts were close to 550 million yuan.
According to iResearch's "White Paper on the Development of China's New Hanfu Industry in 2022", the Hanfu industry has developed rapidly in recent years, and four major Hanfu production areas have formed across the country, namely Jiangsu and Zhejiang, Cao County in Heze, Shandong, Sichuan and Chongqing, and Guangzhou, Guangdong. Ms. Chen from Hunan bought a Chinese New Year Hanfu for her daughter a few years ago. The red and blue color scheme included a horse-faced skirt with dragon elements, which her daughter particularly liked. Ms. Chen discovered that the place where this set of Hanfu was shipped was Caoxian County, Shandong Province.
Caoxian County was originally a processing base for various performance costumes in my country. In recent years, it has seized the opportunity and transformed into a Hanfu production base, becoming one of the earliest areas for the industrialization of Hanfu manufacturing in China. Caoxian County currently has a high degree of industrialization of Hanfu production, strong production capacity, rapid supply, and focuses on the sinking market. According to public information, the number of e-commerce companies in Cao County has grown to 7,068, with more than 83,500 online stores, 21 "Taobao towns" and 176 "Taobao villages". According to Tianyancha, there are 13,183 textile and clothing and textile industry companies in Caoxian area, and the number of registered companies in 2023 will be 3,720.
Previously, "Heze Release" mentioned that the annual sales of Caoxian Hanfu in 2023 will exceed 7 billion yuan. During the Spring Festival, Caoxian’s “New Year’s greetings clothing + horse-faced skirt” has become a new favorite among people pursuing fashion and culture. According to statistics from the Cao County E-commerce Service Center, sales of Hanfu in Cao County reached 920 million yuan in January, and sales of horse-faced skirts accounted for about 400 million yuan. The rapid popularity of horse-faced skirts has boosted the popularity of the entire New Chinese-style market. Countless entrepreneurs and capital have poured into the "New Chinese-style track", making it gradually become an emerging industry.
According to data from Qichacha, there are currently more than 5,800 Hanfu companies in my country, and more than 2,600 related companies will be added in 2023 alone, which is the peak in the past ten years. From a nationwide perspective, there are relatively many Hanfu manufacturing companies in Guangzhou, Jiangsu and Zhejiang, Shandong and Sichuan and Chongqing.Nanzhoukou is also showing a rapid growth trend. These areas are the main production areas that lead and support the development of Hanfu.
Hairpin carries cultural communication and runs through traffic monetization path
"Put romance on your head." The popularity of hairpins in Quanzhou, Fujian, first began in 2023 with a set of "hairpin" photos of star Zhao Liying. After the star effect continued to ferment, Quanzhou Quanpu, which originally relied on fishing as its main economic income, The village has become a new popular check-in point. This traffic model that uses beautiful makeup to carry cultural communication is also running through the "traffic monetization" path. According to the "2024 Kuaishou Spring Festival Report" released by Kuaishou, during the Spring Festival this year, the playback volume of the hairpin flower wait in Quanzhou, Fujian Province increased by 3058% year-on-year, becoming the intangible cultural heritage folk custom with the fastest growing playback volume.
In fact, hairpin flowers have already become popular in 2023 and have successfully promoted local cultural tourism in Quanzhou. According to data from the Quanzhou Municipal Culture, Radio, Television and Tourism Bureau, the city received a total of 4.1522 million tourists during the National Day holiday in 2022, a year-on-year increase of 193.8%; tourism has been achieved Revenue was 3.524 billion yuan, an increase of 438.2%. According to a previous report by the Xinhua Daily Telegraph, the tourism industry in the Qianpu community has exploded. The village with an area of only 3.8 square kilometers has an average daily passenger flow of several thousand people, and tens of thousands of tourists during holidays. The average income of each household has increased by about 30. %above.
The craze for hairpins has not only spread to local culture and tourism, hairpin accessories have also become popular on the Internet, and many e-commerce sellers with a keen sense of smell have also boarded this traffic express. Since the end of 2022, a group of sellers selling hairpin jewelry have emerged on shopping platforms. Xiaoxiang Morning News·Morning Video reporter searched and found that the hairpins sold online range from more than 30 yuan for the simple version to 300 yuan for the exquisite version, and the colors and styles are also rich and diverse. In addition, compared to tourist attractions where customers need to carefully decorate hairpins, online stores have improved the "hairpin waist" to form a more wearable accessory. Several high-selling stores sell more than 2,000 pieces per month. Moving hairpin flowers + taking pictures to scenic spots outside Quanzhou can also successfully "monetize traffic". According to media reports, a girl from Quanzhou opened a hairpin flower shop in Hangzhou. After half a year of market cultivation, the shop became very popular. At its best, the five shops earned tens of thousands of yuan a day.
Walking "Folk Museum", Fujian wandering god becomes popular
During the Spring Festival of 2024, Fujian's "Wandering God" exploded into popularity. The tall and mighty god general walked through the streets surrounded by people, and the team performed folk performances such as drum music, dragon dance, and lion dance. Some netizens called it It is a "walking folk museum". This unique folk culture of blessing has been selected as a local intangible cultural heritage project. In particular, the "Prince Tian Tuan" in You Shen has its own dedicated fans.
According to the latest release of Tencent's location big data, in the list of popular domestic cities for population migration during the Spring Festival in 2024, Fuzhou increased by 30% year-on-year, surpassing Harbin and ranking first in the country. According to statistics from Fuzhou Culture and Tourism, about 6.295 million people flocked to Fuzhou during the Spring Festival, achieving a total tourism revenue of 5.634 billion yuan. countryTrendy + intangible cultural heritage has become the exclusive "taste of the New Year". Jigua data shows that since February, there have been 258 topics about "Fujian Traveling God" on Douyin, with a total number of views exceeding 3 billion times. The popularity of traditional folk activities has become a highlight of Fujian's tourism market this year. According to relevant data from the Ctrip platform, the number of trips booked for the Lantern Festival in Fuzhou in 2024 increased by 117.9% year-on-year, and the total consumption amount increased by 90.7% year-on-year.
