On March 8, a report from Douyin e-commerce: In the past year, the order volume of new Chinese-style clothing purchased by female users on Douyin e-commerce increased by 195% year-on-year, among which the order volume of horse-faced skirts increased by 841% year-on-year.
This shows that female consumption plays an important role in the cultural inheritance and market expansion of national trends and intangible cultural heritage.
According to the Qianzhan Smart Investment Recruitment System, Caoxian County, Shandong Province is one of the production and sales bases of Hanfu in my country, with annual sales of Hanfu exceeding 7 billion yuan. This year, the sales of Year of the Dragon New Year clothes, mainly horse-faced skirts, in Caoxian County have exceeded 300 million yuan.
Merchants selling Hanfu and horse-faced skirts in Cao County said that production was in short supply, offline sales had increased dozens of times, and a single online live broadcast account averaged 200,000 per day.
National trend promotes the popularity of Hanfu
In recent years, the consumption craze for domestic products has continued to heat up, and the national trend has spread across all walks of life. According to data from Baidu and the People's Daily Online Research Institute, the national trend has now entered the 3.0 era, with the rise of Chinese brands, Chinese culture, and Chinese technology. In addition to domestic products, the national trend at this time is also reflected in the emphasis on national culture and national technology. sought after.
Hanfu, also known as Han clothing, Han clothing and Chinese clothing, is the embodiment of China's "land of clothing", "land of etiquette", "splendid China" and the country of Seris. It carries the outstanding craftsmanship and aesthetics of the Han people such as dyeing, weaving and embroidery. , is a symbol of Chinese traditional culture. Today's vigorous national trend has also promoted the popularity of Hanfu, which is very popular among the younger generation and reflects the cultural confidence of the younger generation.
Hanfu market explodes
With the rise of national fashion, the consumer demand of young people, who are the main consumers of national fashion, is also constantly escalating. Hanfu, which reflects traditional culture, is increasingly sought after by young people, and my country's Hanfu market is ushering in an explosion. Data shows that in recent years, the number of Hanfu enthusiasts and the size of the Hanfu market in my country have shown a trend of rapid growth.
In 2020, the number of Hanfu enthusiasts in my country reached 5.163 million, and the Hanfu market reached 6.36 billion yuan, a year-on-year growth rate of more than 40%. It is expected to exceed 7 million people and 9 billion yuan in 2021.
Cultural scholar Qi Fei said that the New Year shirt has always been a traditional custom passed down from generation to generation. This year, the "New Year shirt" further specifically refers to Hanfu and Chinese-style clothing, which to some extent reflects people's higher pursuit of elegant life. This type of clothing that is currently popular maintains ancient charm and distinctive features in shape and style. It also adds festive atmosphere and emotional value to current traditional festivals. Over the years, many people have lamented that the flavor of the New Year is getting less and less, but Hanfu and new Chinese clothing have continued to appear in the circle, dominate the rankings, stand in the C position, and apply to "play" at major cultural festivals. Slowly It has slowly become a New Year custom symbol for Chinese people, which undoubtedly makes traditional culture truly revitalized and effectively spread, which is gratifying. ”
“The cultural tourism industry is booming now, and relevant departments and scenic spots can also incorporate some Hanfu thinking.” An industry expert praised Suzhou’s policy of “wearing Hanfu and taking the subway for free during the Spring Festival” this year. "Related experiences, tours, and immersive performances can be fully integrated into these elements, allowing people to travel, play, and participate in cultural life more reasonably and freely in a rich cultural atmosphere and friendly cultural space. Then, the so-called jersey will be more If it is widely available to the public, its utilization will be more complete and efficient."
Forward-looking Economist APP Information Group
For more detailed research and analysis of this industry, please see the "Forecast Analysis Report on Production and Sales Demand and Development Prospects of China's Garment Industry" by the Qianzhan Industry Research Institute
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