The combination of traditional elements and modern clothing attracts people who love national fashion to "plant grass", and the market prospects are broad
New Chinese-style clothing is popular and "out of the circle", and companies are seizing development opportunities
Reading Tips
In recent years, new Chinese-style clothing that focuses on the integration of modern aesthetics and traditional cultural elements has become popular, attracting people who love the national trend to "plant grass" and driving a new trend in cultural tourism. Relevant companies have entered the market one after another. Experts said that to seize the development opportunities of new Chinese-style clothing, we must adhere to the essence as the middle and the form as the new, maintain a deep link between classics and modernity, and win a larger market.
Wearing a horse-faced skirt to attend the graduation ceremony, walking in a Hanfu in the cherry blossom forest, and embroidered mandarin jacket showing a touch of nobility... In recent years, new Chinese-style clothing has become popular. Stand collars, square plackets, buttons, embroidery, brocade, various traditional Chinese elements have entered daily life, and are combined with modern clothing such as shirts, suits, one-step skirts, etc., attracting people who love national fashion to "plant grass".
The craze of “grass planting” contains broad market prospects. Data released by the China Textile and Apparel Industry Federation show that the new Chinese clothing market will reach 1 billion yuan in 2023.
To seize the development opportunities of new Chinese-style clothing, experts believe that it is necessary to start from the core of the product, promote research on traditional clothing, and at the same time improve the fashion sense and practicality of clothing according to market demand.
New Chinese-style clothing drives new trends in cultural tourism
"Luoyang allowed me to wear Hanfu for the first time in my life. It was very immersive and made me relax immediately." Recently, Zhuhai Dong Mingzhu, President of Gree Electric Appliances, wore a light blue stand-up collared double-breasted jacket and skirt for a night out in Luoyang, which attracted the attention of netizens.
The Luoyi Love Hanfu Museum that Dong Mingzhu experienced is located near the south gate of the ancient city of Luoyi. It is surrounded by a street of Hanfu Museum. The clothes in the store not only include Hanfu made in the Tang Dynasty, but also made in the Ming Dynasty, Song Dynasty and exotic styles. and many other categories.
Nowadays, it has become a trend to come to Luoyang to experience Hanfu and experience the "travel" of the ancient capital. In the ancient city of Luoyi, tourists with fluttering skirts are in restaurants of the Tang Dynasty and shops of the Song Dynasty, regardless of the past and present; on social media, "wearing new Chinese style to enjoy flowers" has become a unique way to open up Luoyang tourism. In addition to the one-stop service of "Hanfu + Styling + Shooting + Photos", new business combinations such as "Hanfu + Performing Arts", "Hanfu + Script Killing" and "Hanfu + Research" have enriched tourists' travel experience in Luoyang from multiple dimensions.
Talking about the reasons for the popularity of new Chinese-style clothing, Sun Youxia, associate professor at the School of Clothing, Henan Institute of Technology, said that in terms of design concept, new Chinese-style clothing pays more attention to the integration of modern aesthetics and traditional cultural elements, drawing on certain aspects of Hanfu. Some elements, such as stand-up collar, wide sleeves, double placket, etc., are also modernized and innovated. "The essence is middle and the form is new. The newness of the new Chinese style is reflected in the pursuit of simplicity and practicality in daily wear. Through the integration of tradition and modernity, we complete the diversified exploration of clothing." Sun Youxia said.
“Behind the popularity of new Chinese-style clothing, it reflects the increasingEnhanced cultural confidence. "China Textile Intangible Cultural Heritage Promotion Ambassador Deng Zhaoping believes that new Chinese-style clothing is a vivid expression of traditional culture at the moment and is rooted in the high cultural identity of the Chinese people.
Enterprises are rushing to ride on the express train of development
Horse-faced skirts are also a trendy garment, which has boosted the company's production and sales. It is understood that as a leading enterprise of horse-faced skirts viscose filament fabrics, Xinxiang Chemical Fiber's annual production capacity is as high as 90,000 tons of rayon due to the new Chinese style trend. Due to the increase in demand, the price of various varieties of viscose filament of this company has been increased by 1,000 yuan/ton.
Walking into Zhengzhou Daguan International Clothing Wholesale Market, you can see the clothes worn by models and the "C position" in the women's clothing store. Everything you see is new Chinese clothing. In a women's clothing store on the second floor, the person in charge, Shi Qianling, shuttles back and forth to package goods for customers.
The reporter observed in the store that an order of 450 yuan. The transaction was completed within 10 minutes. Shi Qianling said that the average daily turnover of the store is 7,000 yuan to 8,000 yuan, and some customers pick up nearly 4,000 yuan of goods at a time, which shows that the new Chinese clothing is very popular.
It is understood that three years ago, there were only a few merchants selling new Chinese-style clothing in this wholesale market. Now this number has climbed to dozens. In addition, more and more women's clothing brands are also quietly entering the market. Hop on the fast train of new Chinese clothing development
Wu Lei, operations manager of the new Chinese clothing brand Xuanfeiya, said that in order to cater to consumer trends, the company has established a presence in Cao County, Shandong Province, which is known as the "City of Hanfu". A horse-face skirt processing factory was established; in order to solve the problem of insufficient fabric supply, a fabric factory was established in Zhejiang. After the Spring Festival, the sales boom of horse-face skirts came and orders continued to flow. The two factories increased their capacity and produced non-stop day and night.
According to data from the China Textile and Apparel Federation, in the past three years, the total merchandise transaction rate of new Chinese clothing-related products has exceeded 100%. Data from Meituan and Dianping show that since May, Hanfu photo albums and new products have grown at a rate of more than 100%. The search volume for national fashion photos represented by Chinese-style photos has increased by more than 50% year-on-year, and the number of related comments has increased by more than 320%. The new method of Hanfu travel photography is sought after by many young people.
Find more information through industry chain collaboration. The big stage
While favored by fashion trends, new Chinese-style clothing also faces more challenging supply chain and technical bottlenecks. Industry insiders say that on the one hand, the supply of Chinese-style fabrics exceeds demand, and there are also uneven products on the market. phenomenon; on the other hand, new Chinese-style clothing usually has complex designs and unique craftsmanship, requiring a high level of process technology and sophisticated production management.
"An industry consensus is that new Chinese-style clothing merchants should. It has its own factory and invests a lot of energy in researching products and technology. "Wu Lei said that because new Chinese-style clothing requires more processing links than other clothing, quality control is very important to ensure that there is no flaw in any link, which requires strengthening industrial chain coordination.
Textiles and clothing have always been Henan’s traditional advantageous industries.In August, Henan focused on cultivating and growing textile and garment industry chains as a 100-billion-dollar industry chain; then issued the "Henan Province Action Plan for Cultivating and Strengthening the Textile and Garment Industry Chain (2023-2025)" to clearly strengthen the connection between supply and demand and increase resources, technology, and equipment support. Ensure efforts to promote high-quality development of the textile and apparel industry.
Li Gang, president of the Henan Garment Industry Association, said that Henan's rich historical and cultural resources can provide rich cultural support and design inspiration for the new Chinese-style clothing industry and create clothing brands with regional characteristics.
How to let new Chinese clothing find a bigger stage? Li Gang suggested that on the one hand, we should start from the core of the product, promote research on traditional clothing, and cultivate brands rooted in tradition, with online design and high quality; on the other hand, we should seize new opportunities from the upgrading of the consumption structure based on market demand and choose New materials, the introduction of new processes, the use of new technologies, and the formulation of new standards will constantly improve the fashion sense and practicality of clothing, maintain a deep link between classics and modernity, and win a larger market.
(Worker Daily reporter Yu Jiaxi and correspondent Ge Huijun)
