The Spring Festival holiday is over, but new Chinese-style clothing is still hot. The new Chinese-style clothing consumption boom, ignited by consumers who are passionate about Chinese style, clothing brands, and e-commerce platforms, is sweeping across the country.
New Chinese style has become the first popular style to go out of fashion in 2024: Horse-faced skirts have become the standard for fashionable girls before the Spring Festival. Song brocade jackets, Xiangyun gauze shirts and even Hanfu and cheongsam have become popular one after another, with "one piece per capita." "Celebrating the Spring Festival in the new Chinese style" has become a way of celebrating the festival for girls who love Chinese style.
On multiple e-commerce platforms, new Chinese-style clothing has also become one of the categories with the fastest growth in sales during the New Year. Data from special sale e-commerce Vipshop show that in the month before and after the Spring Festival, women’s clothing and children’s clothing have become the first categories to explode with new Chinese-style clothing. Sales of Chinese-themed clothing doubled compared to January last year, with sales of new Chinese-style women's clothing nearly tripling.
According to industry insiders in the clothing industry, new Chinese-style clothing became popular around the Spring Festival, thanks to the "favorable time, place and people". The Spring Festival of the Year of the Dragon has once again made national style and national trends the focus of young consumers. The popularity of new Chinese-style clothing A core dressing scene is during traditional holidays; at the same time, clothing brands are also focusing on the design and research and development of new Chinese-style clothing. Xiyu, a women's clothing brand that once focused on fashionable clothing, is focusing on the layout of new Chinese-style clothing this year. Around the Spring Festival, at Vipshop, the proportion of new Chinese-style styles in its overall styles has risen to about 25%, and the sales of new Chinese-style clothing have increased several times year-on-year.
Picture: New Chinese-style clothing quickly became popular around the Spring Festival
In addition, e-commerce platforms have also become one of the driving forces behind the rapid explosion of new Chinese-style clothing. Before the Spring Festival, horse-faced skirts took the lead in becoming popular on e-commerce platforms. According to CCTV, big data from multiple e-commerce platforms showed that in January this year Since then, the number of searches for Hanfu has skyrocketed. Among them, the horse-faced skirt has become the most popular item in the Hanfu category, with sales of many hot-selling items exceeding one million yuan.
According to the "2024 Vipshop Apparel Industry Spring and Summer Trends White Paper", new Chinese-style dressing will become one of the most important trends in this spring and summer. Traditional Chinese elements such as embroidery, buttons, and ink blooming are combined with modern fashion designs. , will have a strong appeal to the younger generation with unique national aesthetics.. Buttoned jackets, horse-faced skirts, embroidered shirts, national-style suits, etc. are expected to see a sales explosion this spring and summer.
In fact, New Chinese-style clothing is increasingly breaking out among young people, and more and more high-end designer brands are gradually exploring the field of New Chinese-style clothing. This has undoubtedly further promoted the popularity of New Chinese-style clothing. The New Chinese-style clothing designed by fashion brand ZHUCHONGYUN The average price of clothing is more than 2,000 yuan, and its sales on the special e-commerce platform have also increased exponentially year-on-year.
According to the above-mentioned industry insiders, unlike previous years, new Chinese-style clothing is becoming increasingly "life-oriented". In the past, new Chinese-style clothing was the focus of choice in traditional festivals and national style photography. Now it is more and more common in girls’ workplace and daily wear. As the dressing scenes become more and more widespread, new Chinese-style clothing is expected to be more popular in the workplace. 2024 will also usher in rapid growth.
This article comes from financial industry information
