Beijing
Source: CCTV Finance
It is currently the annual graduation season. This year’s graduation season has stirred up a national wave. With the fashion trend, traditional clothing elements such as Hanfu cloud shoulders and hairpin academic caps have been integrated into many students' graduation photos and graduation tours. The "new Chinese style" elements have promoted the upgrading of the consumer market.
02:25Yang Zhongqin, a 2024 graduate of Zhejiang University, attended the graduation ceremony with his classmates. At this year’s graduation ceremony, many students wore clothes with traditional Chinese characteristics, and everyone was on campus. Take photos to make this day an unforgettable memory.
Yu shirt, Confucian scarf and silk sash, blue robe, Jinshi scarf, palace flower, single tart tail leather belt and red shawl, these restored costumes of the Ming Dynasty were used by Ting Hao, a Chinese style blogger, for this year's graduation Paired with raw styling. Since April, he has received a lot of inquiries on topics such as "how to take Chinese-style graduation photos" and "matching Chinese-style clothing during the graduation season."
Ting Hao, Chinese style creative blogger: I have been very busy recently. This year is much busier than last year because everyone wants to use traditional costumes for graduation photos. The schedule for Hanfu graduation photos is very full and the work is very full.
The reporter searched on social platforms and found that many recent graduates were sharing their graduation photos in Chinese style, with the highest number of views for a single video exceeding 128,000 times. Analysts pointed out that the continued expansion of my country's Hanfu market is the basis for the popularity of Chinese-style graduation photos. In addition, this innovative attempt to integrate traditional Chinese elements with academic uniforms also satisfies the younger generation's personalized needs for graduation photos.
Wang Qinyu, a platform operation staff member: This year we will find that from the perspective of platform searches and clicks, "national style graduation season" will become a particularly big trending word. At present, more than 10,000 students have published notes related to the "National Style Graduation Season", covering more than 70 schools.
"Chinese style" graduation photos are popular
Sales of related clothing have doubled
Our country's academic uniforms were initially introduced from European and American universities, consisting of academic caps, tassels, and degree uniforms. It consists of four parts: robe and hanging cloth. since this year,The integration of Chinese style into academic uniforms has also boosted sales of related products.
02:23In a company that specializes in Hanfu, the reporter saw that designers have made different product designs for this year’s fresh graduates from different disciplines. The person in charge said that the sales volume since the launch of the new product in May It has exceeded their expectations and they are still receiving new orders.
Zhu Kai, Operation Director of an Internet Technology Co., Ltd. in Hangzhou, Zhejiang: Sales volume increased by more than 97% year-on-year. Cloud shoulders and bachelor's uniforms brought us a large part of sales during June, with cumulative sales of more than 4,000 pieces. For the store It is said to be a very hot sale, with the sales price of a single model being more than 300 yuan.
The Chinese-style graduation season has boosted the sales of traditional clothing and accessories such as cloud shoulders, long gowns, and hairpins. The reporter’s search found that on the e-commerce platform, there were more than 5.65 million searches related to hairpin academic caps, with prices ranging from tens to hundreds of yuan, and products such as round fans, oil-paper umbrellas, and cheongsams that can be matched with academic uniforms. Sales have also improved.
Hao Danyang, head of clothing and Hanfu industry operations on a certain platform: During the entire graduation season, the search volume of Yunjian more than doubled year-on-year, and the transaction volume more than doubled. For example, searches for horse-faced skirts, cheongsams, and hairpins have also doubled.
While the sales of Chinese-style clothing are booming, this graduation season, many photo studios have also launched a new "Chinese-style graduation photo" shooting service. A reporter from a photo studio in Hangzhou learned that the price of taking a set of Chinese-style graduation photos, from clothing, styling, photography to film selection, ranges from a few hundred yuan to a thousand yuan. The current shooting schedule is still relatively tight.
Xia Ningxin, the person in charge of a photo studio in Hangzhou, Zhejiang: Since June this year, we have begun to receive related orders. So far, we have received nearly 200 orders, of which nearly 80% are Chinese-style graduation photos. The enthusiasm is obviously higher than last year. I think this is also a romance unique to Chinese students.
“National style” is spreading overseas
“New Chinese style” clothing manufacturers are looking for business opportunities overseas
National style graduation photos are a unique romance for Chinese students. And this "national style" is gradually spreading overseas. How do "national style" clothing expand overseas markets? Many domestic companies have discovered business opportunities during this graduation season.machine.
02:06Zhou Yuxuan, a 2024 master’s graduate from the University of Pennsylvania: When entering the graduation ceremony, teachers and staff in our department will ask what kind of clothes they are and say they are very beautiful. I hope I can follow them. They talk. I would tell them that this is traditional Chinese clothing and comes from my hometown.
The unanimous praise from foreign teachers and classmates at the graduation ceremony was very unforgettable for Zhou Yuxuan. She told reporters that in order to prepare for this graduation ceremony, many classmates, including herself, had prepared "national style" clothing early. This is a unique experience for them.
Zhou Yuxuan, a 2024 master’s graduate from the University of Pennsylvania: On the one hand, Chinese culture has been moving towards the world, including traditional Chinese costumes such as horse-faced skirts, which are becoming more and more recognized by everyone. This is also a way for me to express my longing for my hometown, and at the same time I am very proud.
"Chinese style" has attracted a lot of attention in the auditoriums of world-famous universities. For overseas students studying in China, wearing cloud shoulders and hairpin hats also adds to their study journey in China. A color with unique oriental beauty. During the interview, the reporter learned that during this year’s graduation season, sales of “national style” clothing not only domestically but also overseas have also increased significantly.
Wang Chaofeng, visual director of a cultural technology company: This year, overseas business will have good orders every month. Some large group buying orders may cost hundreds of thousands of yuan, mainly from overseas students from the United States, Canada, and the United Kingdom. Wear them to attend their graduation ceremony and show the charm of our traditional Chinese cultural costumes.
Research reports show that China’s Hanfu market is expected to reach 19.11 billion yuan by 2025. At the same time, the overseas market for traditional Chinese clothing is rising rapidly. Taking horse-faced skirts as an example, in 2023, users in more than 90 overseas countries and regions posted content related to horse-faced skirts on social media platforms.