Wearing a wide-sleeved long skirt to visit popular attractions, you can go shopping, go to work, or go to school... The antique Hanfu has become the new favorite of Chinese people in recent years.
Traditional clothing embodies the public’s recognition of traditional Chinese culture and aesthetics. The scene of Chinese people wearing Hanfu has gradually changed from traditional travel photos and specific dates to daily shopping and commuting.
The popularity of Hanfu continues to rise and industry standards are gradually taking shape
In recent years, with the increasing influence of Chinese traditional culture and the increasing popularity of cultural festivals and cultural tourism activities such as China’s Chinese Costume Day , the popularity of Hanfu continues to rise. In particular, the incident involving an international brand allegedly plagiarizing horse-faced skirts further promoted the popularity and recognition of Hanfu culture. The "2024 Hanfu Trend White Paper" released by JD Apparel shows that the Hanfu market size will reach 13.7 billion yuan in 2023 and is expected to grow to 33.4 billion yuan by 2028. The current consumer market size of the Hanfu industry is rapidly increasing, and the supply of brands and products is rapidly replenished and enriched. Among them, the Ming Dynasty Hanfu horse-faced skirt is the most popular.
It is worth noting that with the addition of leading brands and technological innovation, the Hanfu industry standards have gradually taken shape, bringing new opportunities to Hanfu. Some brands have promoted the breakout of Hanfu through cross-border co-branding and the application of modern technology. Taking the brand weaving department as an example, the brand has achieved more than 95% restoration of traditional craftsmanship by integrating intangible cultural heritage craftsmanship and modern textile technology while reducing clothing costs. In addition, the brand has carried out cross-border cooperation with Kaifeng Museum, NetEase Onmyoji, etc. to integrate more modern Hanfu into consumers' daily lives.
The "Hanfu craze" spreads to a wider range of people, and the three "factions" each have their own preferences
People wearing Hanfu are no longer limited to specific groups, gender, age, city line level The diversified development has enabled Hanfu culture to spread among a wider range of people. From first-tier cities to cultural and tourism cities, the main focus of Hanfu consumption is expanding to multiple cities.
According to statistics, the current main consumer group of Hanfu circles is young female users; from the perspective of regional characteristics, first-tier cities and cultural and tourism cities are the main areas for Hanfu consumption and have a relatively high growth rate. It is worth mentioning that the user-preferred style of Hanfu and cultural tourism citiesThe cultural background is highly consistent. For example, users in Xi'an prefer Hanfu made in the Tang Dynasty; users in Nanjing and Beijing prefer Hanfu made in the Song Dynasty and Hanfu made in the Ming Dynasty.
Judging from the preferences of Hanfu enthusiasts, they can be divided into three major groups: the appearance group, the immersion group, and the professional group. Entry-level users of Hanfu who love beauty, travel and try new things have formed the "appearance group", whose core pursuit is "appearance is justice"; the "immersion group" pays attention to a complete set of makeup and makeup, and has certain requirements for shape; Those who have high requirements for shape, appearance, and quality are the "professional group". They are mainly young students with high purchasing power.
Diversified attempts at "improved" Hanfu, the wearing scene shifts to daily commuting
The wearing scene of Hanfu is gradually changing from traditional travel photos and specific dates to daily shopping and commuting.
On special occasions such as festivals and cultural activities, Hanfu has become a link between tradition and modernity. From traditional festivals such as the Spring Festival and Mid-Autumn Festival to Hanfu-themed activities, wearing Hanfu not only adds to the festive atmosphere, but also promotes cultural inheritance and exchanges.
Back to daily wear, the improved Hanfu has made diversified attempts in fabrics, such as cotton, linen, chiffon, etc., which improves the comfort and breathability of wearing, and also adapts to different seasons. need. In terms of color, the improved Hanfu tends to be in low-saturation colors, and the pattern design is more simple and fresh, making it easy to match with modern clothing and meet the aesthetic needs of daily wear.
Data show that the proportion of Hanfu worn in shopping and commuting scenes has increased significantly. The modern design of Hanfu combines traditional aesthetics with modern tailoring, which not only meets the aesthetic needs of young consumers, but also adapts to the convenience of daily activities.
The horse-faced skirt is the most popular? There are four major trends in improvement.
The horse-faced skirt, which is more in line with modern wearing habits and aesthetics, is the first Hanfu for most people. Data shows that horse-faced skirts have become the subcategory with the highest year-on-year increase in views among Hanfu, and the transaction volume has increased by more than 8 times year-on-year.
In terms of product details, the appearance of horse-faced skirts is the first focus of consumers, followed closely by comfort, breathability, and style. In addition, as horse-face skirts are worn more daily, people are paying more and more attention to practical needs such as waist adjustment, anti-exposure design, and length.
In line with people's core demands for dressing, the horse-faced skirt has been driven to evolve into four emerging trends and styles: "skirt length segmentation", "pattern modernization", "fabric diversification" and "practical wearing".
Data show that horse-faced skirts with improved skirt length currently account for 80% of the market share, and the turnover increased by more than 12 times year-on-year; in terms of fabric selection, horse-faced skirts are gradually turning to cotton, linen, chiffon and other soft and comfortable materials. Skin-friendly fabrics further enhance comfort and fit. Judging from the appearance and style of the horse-face skirt, the color and pattern of the improved horse-face skirt are low-key and simple, making it easier to match with modern clothing; the trend of adding zippers on the waist can also further improve the practicality of wearing. (Reporter Chen Si)
Source: Beijing Youth Daily
