This article is reproduced from: Huashang.com
The TV series "The Twelve Hours of Chang'an" said: "There is no greater and majestic city than Chang'an."
On the eve of May Day, the country's first Tang-style street life experience block "Chang'an Ten" "Two Hours" appeared in Xi'an Mandi Square. During the May Day holiday alone, 60,000 people lined up for reservations. So far, more than 140,000 people have made reservations, and the popularity continues unabated. "Did you go to the 'Chang'an Twelve Hours' today?" "Have you made an appointment for the 'Chang'an Twelve Hours'?" Many netizens issued "soul torture". The streets were crowded with people, and the "Hanfu" craze was revived. Tourists said, "It seems like I have really traveled back to the Tang Dynasty. I don't feel so immersed without wearing Hanfu."
Hanfu, the full name of "Hanfu" "Traditional clothing", also known as Han clothing and Han clothing, is a system of traditional clothing and accessories of the Chinese Han people that is obviously different from other ethnic groups. It is also the embodiment of China's "land of clothing" and "land of etiquette", and does not specifically refer to the clothing of the Han Dynasty.
Pipa flying sleeves, elegant robes, crimson lips, and flowery smiles... In recent years, Hanfu has begun to move from traditional history to fashion. With the cultural renaissance and the rise of national trends, Hanfu has become a trend for some young people. It is an effective carrier for people to pursue self-expression and promote traditional culture. The trend of Hanfu is getting more and more popular. Will the Hanfu market also show prosperity?
Data
Niche hobbies
Leverage the tens of billions of markets
“The colorful clothes are trailing the wide belt, and they are floating in the sky.", dormant for many years, Hanfu has gradually entered the public eye from a niche hobby. According to data from Guanyantianxia's "2022 China Hanfu Market Analysis Report", in 2021, only 4.2% of Chinese people have no idea about Hanfu at all. As of now, WeChat The "Hanfu" chat on the blog has been read 5.41 billion times, and the topic of Hanfu on Douyin has been played more than 10 billion times.
Hanfu has become popular and is an emerging cultural consumption. The market is also growing rapidly. According to the iResearch report, the sales scale of China's Hanfu market has surged more than 40 times from 190 million yuan to 6.36 billion yuan from 2015 to 2020, and the market sales scale will reach 10.16 billion yuan in 2021. While the market is rapidly expanding, the number of Hanfu companies has also increased sharply. According to data from the Tianyancha information query platform, there are currently more than 3,000 Hanfu-related companies in operation in my country.
Leading Hanfu brands such as Shisanyu, Return to Hantang, Huashang Jiuzhou, and Zhiyuji, as well as Sankeng collection brands including Hanfu such as Twelve Light Years, Shi and Wanhuajing, have also taken advantage of the trend and received financing.
Online
Sales have been growing
Xi'an is at the forefront
Five thousand years of Chinese civilization has been passed down to this day, and Hanfu has become a new fashion trend. The scale of the online market continues to expand. Sales data from the "Douyin Trend Oriental Season" event from April 23 to May 4 show that sales of Hanfu products increased by 312% year-on-year, and the innovative summer Hanfu is loved by consumers.
The reporter opened the homepage of the Taobao store of the well-known Hanfu brand Zhong Lingji and saw that the brand has 3.04 million fans. The best-selling sets such as Liluo Yuefu and Xingchen have monthly sales of more than 1,000, and many sets such as Zisu and Xiaochongshan have sold more than 1,000 pieces per month. Monthly sales are 500+. The official flagship store of Return to the Han and Tang Dynasties has 2.9 million fans, and the monthly sales of the best-selling Huaxiang Beauty Set have reached 2,000+.
Xi’an is a gathering place for the culture of the Zhou, Qin, Han and Tang Dynasties. , is also known as "the most friendly city for Hanfu." Last year's "Douyin 618 Goods Festival" data report showed that Xi'an was the city that bought the most Hanfu during the Goods Festival.
"Hanfu sizes are inclusive. It has a strong sex appeal, and all shapes (styles) have unique charms, making it really difficult to restrain the desire to buy.” After 5 years in the industry, Lan Ruoting Taiping Youxiang’s 199 yuan set to Minghuatang’s regular clothes cost 5,000 yuan. Lan Xi, a junior at Xi'an University of Science and Technology, who has more than 30 sets of Hanfu, can be called a senior "comrade". "I buy most of my Hanfu online, because most well-known brands mainly sell online, and there are many reviews and reviews. , there are more references for purchasing, and it is not as niche as it was when it first emerged a few years ago. ”
Offline
Trying in physical stores is more than buying
Experience store rental makeup is popular
According to iiMedia Consulting report data According to Xiaohongshu Ap, among the top 10 regions with offline Hanfu physical stores/experience stores in China in 2021, Xi'an ranks first with 319.There have been more than 30,000 notes related to Xi'an Hanfu on p, covering many aspects such as strategies, photography, Hanfu experience, makeup, etc.
Yesterday afternoon, a reporter from the Chinese Business News came to Cien Town, the North Square of the Big Wild Goose Pagoda. There are more than ten Hanfu physical stores and experience stores on the first floor. Well-known Hanfu brands have returned to the Han and Tang Dynasties, and Zhong Lingji physical stores are also Open in it. The reporter noticed that most physical stores were deserted and did not have many customers.
"In fact, offline sales have been relatively flat, including since the opening of 'Chang'an Twelve Hours', but it should be affected by it. The number of customers visiting the store and trying on clothes has indeed increased." Return to Han A clerk at Tang Xi'an store said, "Many Hanfu enthusiasts will try it on offline and confirm the details after learning the relevant information online. They don't have to wait for the construction period, and they can also enjoy the same price on Taobao." In her opinion, physical stores still prefer Hanfu. A publicity platform that allows people who don’t pay attention to Hanfu to directly understand and contact it.
At the nearby Zhong Lingji Hanfu store, Zhou Zhou, who came to choose Hanfu, told reporters, "I planted 'Liluo Yuefu' on Douyin, but the flagship store of the same brand did not have it in stock for 30 days. The pre-sale period was too long, so I happened to know that there was a physical store here, so I took my best friend to see the actual product. "After trying on the suit I liked, Zhou Zhou still gave up on buying it, "The embroidery and bronzing are very beautiful, and the fabric is also very light. But the color is too dark. For complex styles of Hanfu, you still need to try them on to judge whether they are suitable for you."
Compared with the physical store of Hanfu brands, you can rent, make up, and take a piece of Hanfu. Long's new experience store formats are expanding rapidly. On the same day, the reporter interviewed a group of Hanfu ladies with exquisite makeup and styles at the entrance of "Chang'an Twelve Hours". They said that their makeup was done at an experience store near the Everlasting City of the Tang Dynasty. Hanfu is cumbersome to wear, with many accessories and some styles. The style also needs to be matched with ancient makeup, so it is better to create a complete set in the experience store. You can wear your own Hanfu for makeup, or you can choose a package that includes clothing and styling in one step. One of the girls, who was wearing a stand-up collared gown and a gold-woven horse face, said that the Hanfu she bought would be worn out on weekdays, but in such a popular check-in place, she always had to take photos and pose, and with the people coming and going, it might be difficult for her beloved Hanfu caused damage, and you can rent the same style at the experience store, so why not.
The makeup artist of Lumingji Hanfu Experience Center told reporters that as of 4 p.m. that day, the store had completed orders from 10 Hanfu enthusiasts. Experience packages range from 77 yuan to 700 yuan. Generally, it takes about an hour to complete a set of makeup. The complete set of makeup will also be matched with accessories and props, which is very cost-effective. In addition to Hanfu rental, makeup and hair styling, the store also provides a series of services such as photography and photo retouching. Such one-stop services are very popular in the market.
How to be a qualified Changan beauty?
■Wu Lijuan, General Manager of Xi'an Zhixingge Traditional Culture Communication Co., Ltd.
Dressing skills: use anti-fall artifacts and detachable shoulder straps
Wearing Hanfu Above, there are many things that the new comrades need to pay attention to, such as the clothes and the centerpieces on the back of the big sleeves.The seams need to be aligned with our spine, and when wearing cross-collar Hanfu, we need to pay attention to the left and right sides of the collar. Xi'an has a strong Tang style, and many colleagues who are new to Hanfu prefer chest-length shirts and skirts. Taking this dress as an example, how can it be made more convenient and comfortable to wear? First of all, you can use an anti-fall device that is available on the market and fix the metal clips at both ends at the position of the head strap. The elastic part of the anti-fall device will fit the human body better and will not fall off easily. The second step is to sew shoulder straps on the chest-high shirt and skirt. After wearing the chest-high shirt and skirt, find a comfortable position for wearing suspenders on both sides of the shoulders, and sew a pair of small ears with detachable shoulder straps. It is recommended that you use transparent shoulder straps. Belt will not affect the aesthetics at all.
Suggestions for getting started: Look for authentic old-brand stores and bring friends to interact with them.
For those who are trying Hanfu for the first time, they have great enthusiasm for Hanfu and traditional culture. And these new colleagues are often at a disadvantage. First of all, they will carefully select and buy a Hanfu that they like. However, without knowing the origin of the shape and origin of the Hanfu, it is easy to buy a copycat Hanfu, which not only wastes money, but also dampens their enthusiasm. For newcomers, it is recommended that you look for some old and authentic Hanfu shops, such as Return to the Han and Tang Dynasties, Shisanyu, etc. Secondly, new colleagues can choose to go to places where their peers often appear, such as the recently popular "Chang'an Twelve Hours". It is easy to find friends who also like Hanfu and traditional culture. In the future, everyone can communicate with each other, and you can also meet up to wear Hanfu to check in at attractions, participate in Hanfu activities, etc., and quickly join the circle.
>>Seize the opportunity
The problems of long sales cycle and poor quality control are difficult to solve and still need to work hard
■Industry insider Yuyu
Whether it is production and sales, brand building, or market development, the current Hanfu industry is still "immature": two major problems, long sales cycle and poor quality control, are often mentioned.
The process of Hanfu is relatively complicated and time-consuming. It is normal to wait for pre-sales if the goods are not available, and the overall production cycle has been lengthened. In addition, the cost of Hanfu is relatively high and the audience range is relatively narrow. Merchants cannot order and produce in large quantities like other conventional clothing. In the long term, they can only adopt the model of pre-sale + final payment to determine production based on sales.
Self-built production capacity in niche circles is often “outweighed by the losses”. Except for powerful brand stores, most other merchants choose to cooperate with foundries. Many of these small foundries are limited by their own technology, etc., and quality control issues arise. Lay hidden. In addition, issues such as style disputes, copycat plagiarism, and premium brands have created many problems amid the boom in the Hanfu market.
How to completely transform the temporary "Hanfu craze" into a stable and forward-looking Hanfu industry? It is very important to find out the positioning of each brand. Based on its clear positioning, the real commercialization of Hanfu can be realized by upgrading the channel and production ends of the whole industry. At the same time, we should also support the development of new business models such as Hanfu photo shoots, Hanfu experience, and integrated cultural tourism, so as to broaden development ideas and profit margins for the Hanfu industry. The popularity of "The Twelve Hours of Chang'an" is precisely due to theCircle of "good times and good times".
Newbies should know this early:
See which style of Hanfu is suitable for you
When you first enter the trap, the most troublesome thing for newbies is the complicated "shape" ", that is, the category and style of Hanfu, generally speaking, it is the style of Hanfu.
The five basic shapes of Hanfu are the shangzhi (upper and lower garments), the deep garment system (upper and lower garments are sewn together), the robe system (whole-body tailoring), the skirt system (the evolution of the upper and lower garments), The undergarment system (the evolution of upper and lower garments), after subdivision, there are more than 20 shapes such as cloak, jacket, bijia, straight jacket, jacket, curved jacket, half arm, jacket skirt, drag robe, round collar robe, etc.
Compared with these complex classifications and proper nouns, the Hanfu styles that are more accepted by the public are still divided into different dynasties. Currently, the styles of the four dynasties are Jin, Tang, Song and Ming. Lord.
Jin system:
The skinny and beautiful pear-shaped figure is very friendly
As the saying goes, "Wei and Jin Dynasties", the overall style of Jin system Hanfu is neutral and simple. It has an elegant and unrestrained feeling. They mainly include curved collars, double lapels, wide shirts and big sleeves, and most of the lower skirts are torn skirts, which are very friendly to sisters with a fat lower body. The style is mostly embellished with loose hair and simple hairpin rings. The makeup is simple and refreshing, showing the characteristics of being frank and free.
Made in the Tang Dynasty:
Don’t miss the graceful and elegant Hanfu made in the Tang Dynasty.
The elegant and elegant Hanfu made in the Tang Dynasty is gorgeous in style and rich in color. In the Tang Dynasty, when fatness was regarded as a beauty, the main styles were chest-length underskirts and myrobalan skirts. The designs did not tighten the waist and exposed a large area of the neck, highlighting the charm and grace of women. Most of the styles are Japanese-style hair ornaments with wavy hair on the temples, decorated with gold or some gorgeous flowers and other more luxurious hair accessories; the makeup is painted with flowers, willow-leaf eyebrows, wine-red rosy lips, and round and plump lips to highlight the nobility.
Made in the Song Dynasty:
More modern aesthetics and first-class slimming function
Hanfu made in the Song Dynasty advocates leisure and elegance, elegance and simplicity. Clothes are loose on the outside and tight on the inside, mostly in mild light colors, simple styles such as jackets, swirl skirts, pleated skirts, song pants, etc., which have a powerful slimming effect. You can choose a ponytail, a braid, or a bun, embellished with small flowers to add a fairy touch; just choose simple and light makeup to show your gentle temperament.
Ming system:
Pearl accessories look elegant
Slightly fat sisters look over
Ming system Hanfu style is more formal and standardized and widely used The auspicious patterns show elegance and dignity, and there is also a special style of pei, which is named "Xia pei" because of its beautiful shape like colorful clouds.
Mainly in the styles of coat skirts, round necks, stand-up collar shirts, and horse-face skirts, the tops are lengthened and the length of the exposed skirts are shortened. Because of their wide styles, they once became the first choice for fat girls. However, a top that is too long will weigh down your height, so it is recommended for taller sisters. The style is mainly simple updos or semi-dispersed hair, and she often wears pearl jewelry that highlights her elegant temperament. Pearls are also added to her makeup to create a cool, intellectual, gentle and elegant image.
