Jiangsu
Chinese elegance is making ripples again. In recent years, with economic development, national cultural confidence has increased, and traditional culture has also shown a revival trend.
On June 26, with the support of the China National Garment Association, the Innovation and Entrepreneurship Center of Peking University HSBC Business School and Zhiwei Research Institute jointly released the "Research Report on the Development of the New Hanfu Industry Network Platform" (2024)" (hereinafter referred to as the "Report"). The report focuses on the enabling role of online platforms such as Douyin in the emergence, transformation and development of the new Hanfu industry. It points out that the short video platform not only promotes the revival of Hanfu culture, but also promotes the rise and growth of the new Hanfu industry belt through live broadcast e-commerce. Form an industrial agglomeration effect and drive regional economic development.
The popularity and sales have increased, and the underlying logic behind the explosion of new Hanfu
The report shows that since
After the Shanghai APEC meeting in 2001, the new Hanfu industry has experienced the transformation from entities to e-commerce platforms, and then to the rise of short video and live broadcast e-commerce. Each stage has been closely integrated with network platform technology to develop in an orderly manner. Since 2010, e-commerce platforms have developed rapidly, and New Hanfu has also taken advantage of this opportunity to solve the marketization problems of niche products and gradually formed its own industry. Entering 2018, after experiencing a stage of joint promotion by the government, associations, businesses, and celebrities, the renaissance of Hanfu culture has entered a new stage. The most important thing is that short video and live broadcast e-commerce platforms have become an important force in the development of the new Hanfu industry.
Short video platforms led by Douyin have brought new opportunities for the dissemination of Hanfu culture with their advantages of low threshold, wide communication range and strong entertainment. , and also played an important role in promoting the continued warming of Hanfu culture. New Hanfu enthusiasts share their dressing experience, matching skills, etc. on the platform, attracting the attention of a large number of fans and allowing more people to understand and love Hanfu culture. Data shows that New Hanfu enthusiasts mostly come into contact with New Hanfu on short video platforms for the first time, and short video platforms are their first choice for proactively obtaining information related to New Hanfu. The distribution of new Hanfu-related content on the Douyin platform is significantly ahead.
From the perspective of popularity,
In 2022, the search index of the keyword "Hanfu" on Douyin increased by 162% year-on-year. From 2023 to April 2024, there were more than 800 hotspots containing "Hanfu" on Douyin, of which more than 80 hotspots were on the Douyin hot list. As of April 2024, on the Douyin platform, the cumulative views of videos related to the keyword "Hanfu" have reached 112.63 billion times, and the cumulative views of videos related to the keyword "Hanfu" on the Kuaishou platform have also reached 21.8 billion. The short video live broadcast e-commerce platform combines the short video communication capabilities to drive the further promotion of Hanfu culture.
From a sales perspective, driven by short videos and live broadcast e-commerce, the overall sales of New Hanfu have increased significantly in terms of overall, distribution and deepening .
Only in March 2024, Douyin e-commerce new Hanfu sales increased by 58% month-on-month and 549% year-on-year in March last year; new Chinese-style clothing sales increased by 136% month-on-month and year-on-year. An increase of 1,238% in March. Among them, the order volume of female users increased by 195% year-on-year, the order volume of horse-faced skirts increased by 841% year-on-year, and the order volume of new Hanfu, Song brocade jacket, and Xiangyunsha clothing increased by 336%, 225%, and 112% respectively. Traditional e-commerce companies have also used short video and live broadcast e-commerce platforms to promote new Hanfu sales.
Liu Xiabei, a professor at the School of Sociology at Beijing Normal University and vice president of the Chinese Ethnology Society, said that the influence of Chinese traditional culture in the field of clothing
"Revival" is a reflection of China's traditional cultural complex at the social psychological level. It is a "revival" social phenomenon formed by the collision of traditional cultural elements and modern society. The phenomenon of "traditional cultural element products" becoming popular on Douyin and other platforms is an innovation that combines tradition and modernity, a collective recognition of traditional aesthetics and cultural values, and the confidence of a new generation of young people in traditional culture. and value consensus.
From the niche to the public, live streaming e-commerce promotes the transformation of the industrial chain into an industrial belt
The report shows that after the Dior horse-faced skirt incident in 2022, the short video platform cooperated with the new live broadcast e-commerce model, effectively promoting the new Hanfu from niche communication to mass communication, and promoting the expansion of the new Hanfu market and Laying the foundation for upgrading the industrial chain.
After the incident, the keywords
"horse face skirt" and "Hanfu" related content increased in attention and continued to be popular to date. In the past six months, the cumulative views of #马面skirt#-related content on the Douyin platform exceeded 10.1 billion, and the cumulative number of likes exceeded 200 million. The cumulative number of comments is nearly 20 million, the cumulative number of shares is nearly 30 million, and the cumulative number of collections exceeds 20 million. Since the beginning of 2024, the number of videos related to horse-faced skirts has surged by nearly 500,000, with nearly 5.3 billion new views, nearly 100 million likes and over 5.4 million comments from netizens. Among them, during the Spring Festival, horse-faced skirts were posted on the Douyin platform.Attention reached a climax, with average daily views exceeding 100 million times.
At the same time, the number of entrants to the new Hanfu track has increased and it has gradually become an emerging industry.
In 2023, the number of registrations of new Hanfu-related companies nationwide will reach 2,686, a year-on-year increase of 355.25%, reaching the peak growth rate in the past ten years. From March 2023 to February 2024, the online market sales of horse-faced skirts were 2.35 billion yuan, a year-on-year surge of 503.1%. According to the "2024 Douyin E-commerce Women's Consumption Trend Data Report", the number of orders for horse-faced skirts purchased by female users on Douyin e-commerce increased by 841% year-on-year.
The "Horse Face Skirt" Douyin hit Caoxian County, Shandong Province, which is one of the main production bases of new Hanfu. As market demand surges, in the first quarter of 2023, sales of new Hanfu in Caoxian County reached 1.038 billion yuan, reaching a new high for the same period in previous years. In the first two months of 2024 alone, local sales of horse-faced skirts have reached nearly 550 million yuan. #Shandongcaoxian horse-faced skirts are in short supply and other related hot topics have frequently appeared on the Douyin hot list.
The report shows that the new Hanfu industry in Cao County has a long history and has built an industrial chain with the early e-commerce model. However, there are few companies, low output, and the overall supply chain is fragmented. Not fine. Now, according to statistics, there are currently 2,282 new Hanfu companies in Caoxian County, of which about 1,500 are horse-face skirt companies, accounting for more than 60% of the horse-face skirt industry. Relying on the all-round empowerment of short video and live broadcast e-commerce, local related supporting industries have been iteratively upgraded, and industrial belts have gradually formed, realizing the "blowout" development of the new Hanfu industry, and Caoxian County has thus become a model for the inheritance and innovation of Hanfu culture.
In 2023, Cao County’s new Hanfu industry sales will reach 7 billion yuan, with nearly 100,000 employees, and about 350,000 e-commerce entrepreneurs, including 5 More than 10,000 entrepreneurs returned to their hometowns. Combining the efficiency of short video and live broadcast e-commerce, the county has added 124 new offline new Hanfu experience stores and 170 cultural media studios, with the original new Hanfu rate exceeding 90%.
Caoxian County has gathered enterprises in all supporting links from pattern making, fabrics, cutting, printing, sewing, garments, etc., a complete industrial closed loop has been formed. Other local related supporting industries such as logistics, textiles, cosmetics and other industries have also achieved great development.
Jia Dun, a doctoral supervisor at Peking University and a Ph.D. in economics at the University of Maryland, said that live streaming e-commerce, as an emerging important channel for marketing, traffic and market expansion, will have a significant impact on the formation and development of the new Hanfu industry. Development, growth, and coordinated regional economic development have played a significant role in promoting. Through live broadcast, designers can obtain consumer feedback in real time, respond quickly to market changes, and promote new Hanfu design innovation and personalized customization; companies can more accurately predict market demand, reduce inventory backlogs, and improve production efficiency; brands can communicate to consumers The cultural story behind it enhances the cultural appeal of the brand. The rise of live streaming e-commerce, taking Caoxian County as an example, has formed an economic cluster with the new Hanfu industry as the core.
Four major trends in the development of the new Hanfu industry
The report also analyzes the short video and live broadcast e-commerce platforms of the new Hanfu industry. summarize the development trends.
First, around short video and live broadcast e-commerce platforms, new Hanfu communication will continue to interact and complement each other with cultural communication. This synergy will continue to strengthen cultural communication, attract consumer attention, expand market scope, and promote industry development.
Second, the new Hanfu product promotion capabilities will be further improved, and the immersive and interactive consumer experience will continue. The excellent product promotion capabilities of short video and live broadcast e-commerce are the core elements of its industry empowerment, and its ability to promote new Hanfu brands and products will be further improved.
Thirdly, the new Hanfu supply chain system will be shorter, smoother and faster. The development of live broadcast e-commerce not only provides new ways for market expansion, but also brings obvious changes to supply chain management. challenges and opportunities.
Fourth, the impact of short video and live broadcast e-commerce on the economic structure of the new Hanfu industry will be intensified. It is foreseeable that there will be more places like Caoxian. Short videos and live broadcast e-commerce will better promote the development of cultural industries in various regions, promote local economic development, promote employment and entrepreneurship, and provide strong impetus for rural revitalization.
