Dazhong.com·Poster News, Caoxian County, April 22
(Trainee reporter Zhao Shichuang) “These are all Hanfu designed by me. From painting to design to packaging, I do it all by myself. Made." In the Hanfu processing workshop of Yulinji, Ancailou Town, Cao County, entrepreneur Qi Yong introduced the Hanfu to Dazhong.com·Poster News reporter while holding the Hanfu in his hand. Qi Yong has been engaged in selling performance clothing and accessories online since 2013. After 7 years of development, he has developed from selling goods to building his own brand, and established his own Yibei Hanfu Studio to create original Hanfu, and Taobao The average monthly sales in stores and other online stores reach 600,000 to 700,000 yuan.Has a unique vision and transformed e-commerce from performance costumes to Hanfu in 2013
Qi Yong is one of the earliest e-commerce people in Ancailou Town, Cao County , In 2013, influenced by the "Taobao Village" and the strong e-commerce atmosphere in Caoxian County, Qi Yong began to learn how others do e-commerce at home, and he has been doing this for 7 years. At the beginning, because he did not have his own supply, he could only buy goods from others and sell some low-end performance clothing products. From the initial exploration to gradually entering the industry, Qi Yong gradually stabilized his pace in the e-commerce industry and started selling performance clothing. There has been significant improvement, and it has also established its own production workshop in the village.
As the Cao County government’s policies to support e-commerce become better and better, college students and migrant workers are encouraged to return to their hometowns to do Taobao. More and more people are selling performance clothes on Taobao, but there are too many cakes. On average, everyone's share is not much, and the friends around him are also competitors. Qi Yong's store sales have also declined, not as popular as two years ago.
“At that time, there were a lot of people selling performance costumes. All my friends were engaged in this industry, and sometimes they would ask me to copy samples. The competition was very stressful. I thought if I kept selling performance costumes and didn’t make new ones, If there is a change, the pressure of competition will definitely increase." Qi Yong told reporters that he especially likes watching costume dramas. At that time, he saw that there were people making Hanfu in Caoxian County, but not many, so he thought this was an opportunity. "Hanfu can also be regarded as a special product among performance costumes. It is easy to transform with experience, so I changed my strategy from performance costumes to specializing in Hanfu."
One pieceHanfu sells for 35,000 yuan, teaches himself to design and build an original Hanfu brand
For Qi Yong, who has two years of experience in performing costumes, it is not difficult to switch to Hanfu, but Qi Yong does not want to start from the past The factory buys and sells Hanfu designed by others, and the styles of Hanfu from the factory are few and single, and there are many people who ship them. Low-end styles are easy to repeat, and the cost of high-end is too high. Qi Yong simply wants to independently design Hanfu and make it. Create your own Hanfu brand with originality.
From 2017 to the end of 2018, Qi Yong spent a year studying Hanfu design knowledge, from painting, design, production, to packaging. Qi Yong told Dazhong.com·Poster News reporter, " At that time, I spent a year and a half preparing, learning about the forms, practices, drawing elements and techniques of designing Hanfu from various dynasties in history. Then I spent another year in 2019 using the knowledge I learned to design original Hanfu. These Hanfu products only started to be put on the shelves in December 2019, and more than 800 pieces were sold in the first month after they were put on the shelves.”
Qi Yong’s studio is filled with various Hanfu products. , one of the particularly gorgeous red robes attracted the reporter's attention. Qi Yong explained to the reporter, "This is the 'red gold woven bullfighting robe' from the Ming Dynasty. The design, workmanship and materials are all high-end. One piece It can be sold for about 3,000 yuan. Currently, the Hanfu I sell is mainly high-end. Every high-end Hanfu is my original design. I like the costume drama "The Ming Dynasty". Influenced by it, many high-end Hanfu are based on the style of Ming Dynasty Hanfu. Among them, the two Ming Dynasty Hanfus, the blue compass gold embroidered python robe and the colorful embroidered fragrant python robe, are currently the main featured products. ”
A piece of Hanfu can be sold for 3,000 yuan, which is not even the highest price Qi Yong has ever sold. Once he posted a Hanfu that he had just designed in a fan group and it sold for a high price of 35,000 yuan. "Which one is customized?" The price of 35,000 yuan for a model of Hanfu includes pre-printing fees, manuscript fees, and factory proofing fees. In addition to these fees, the fabrics and ingredients used also cost several thousand yuan. Because only one type was made, the price is relatively high. The mark is 35,000 yuan.”
Qi Yong told reporters that influenced by traditional culture, he believes that Hanfu will become more and more popular in the next few years. Now his Hanfu shop covers a large number of people.There are three levels of Hanfu products in the middle and low levels. Currently, only the high-end Hanfu is the original Hanfu created by me. The mid-range and low-end Hanfu are still sold using other people’s samples and copyrights. In the next two years, they will continue to create Our own brand of mid-range and low-end Hanfu brings high-quality original Hanfu to more people.
Qi Yong can achieve such a big success in the field of Hanfu. In addition to his own efforts, he cannot do without the help and support of the government. In the early days of starting a business, because there was no start-up capital, the town’s e-commerce service center learned about the situation and provided Qi Yong with A small interest loan of 500,000 yuan helped him develop his own e-commerce business. The county e-commerce office also provided him with opportunities to participate in Hanfu exhibitions at various conferences and exhibitions to expand publicity and traffic.
During the epidemic, performances and cultural undertakings were largely hindered, and performance clothing and other industries were greatly affected. Qi Yong’s store was no exception. He told reporters that the sales volume of performance clothing was much less, but the sales volume of Hanfu It has already come up and made up for a lot of losses. Thanks to the call of the county e-commerce company to "live-stream selling goods", especially County Magistrate Liang Huimin who personally went online to "live-stream" to endorse Cao County's "Hanfu", which not only inspired the majority of Hanfu operators, but also Spread the label "Cao County Hanfu" to the entire Internet. "Now Caoxian Hanfu has become a label on several major online platforms. It has not only brought huge traffic and economic benefits to our Hanfu merchants in Caoxian County, but will also be of great help to our future Hanfu production and sales." Qi Yong said, now Caoxian County is building China's original Hanfu industry cluster, and those who make performance costumes and Hanfu are even more motivated.
