Before the Spring Festival, Hanfu once again ushered in the peak sales season.
A reporter from China Business Daily learned in an interview that the single-day sales of a Hanfu merchant on the all-e-commerce platform reached 1.5 million yuan, and this company was established less than a year ago.
With the transformation of Hanfu into daily life, consumer acceptance is getting higher and higher. The scale of the Hanfu industry is gradually growing, more and more Hanfu merchants are appearing, and the related supply chain is gradually improving and maturing. Today, the Hanfu economy has once again driven a wave of traditional cultural consumption and has become a bright spot in the Spring Festival consumer market.
ISPO Beijing 2024 Asian Sports Goods and Fashion Exhibition was recently held at the National Convention Center in Beijing. The picture shows the combination of horse skirt and jacket attracting visitors. (Picture provided by CNSPHOTO)
A single Hanfu merchant’s daily sales is 1.5 million yuan
"Wearing Hanfu to celebrate the New Year" has become a new popular trend. , which also led to the hot sales of Hanfu.
The reporter searched for the keyword "Hanfu" on major e-commerce platforms and found that the classification of Hanfu is very detailed. There are not only Hanfu made in the Song Dynasty and Ming Dynasty divided by age, but also divided by type of clothing. Horse-faced skirts, Warring States robes, Ru skirts, etc., and all types of Hanfu have good sales. In the Taobao store of an original brand of Hanfu, the most popular horse-face skirt has achieved monthly sales of more than 6,000 pieces, and a total of more than 30,000 orders have been sold.
E-commerce platforms have also observed that Hanfu has become the three new items for the New Year. Since January, the search volume for “New Chinese Style” and “Song Brocade” on Taobao have increased significantly by 683% and 2058% month-on-month respectively. On the Taobao platform, horse-faced skirts have become the TOP 1 most popular item in the Hanfu category, with horse-faced skirt UVs (unique visitors) growing by over 1,600% year-on-year.
In fact, it is not just before the Spring Festival. In the past two years, Hanfu has appeared frequently, and "wearing Hanfu" has become a new fashion.
According to Awei, the store promotion manager of the Hanfu store "Xinghe Hange", the main product of Xinghe Hange is the horse-face skirt. When it first entered the Hanfu e-commerce field, the store sales were relatively flat. After three months, , the brand successfully launched a hit product on Douyin, and it has exploded since then. At that time, the platform alone had a sales volume of one day.Sales reached 200,000 yuan.
"The horse-face skirt category is not very complicated and is closer to daily clothing, and the price positioning of our products is not high, with most skirts priced at a few hundred yuan each." Awei said.
Before the Spring Festival, Hanfu ushered in another wave of sales peaks. Awei has a deep understanding of this: "Many people hope to buy their favorite horse-faced skirts before the Spring Festival to wear during the holidays. Currently, Our goods are in short supply. Judging from the situation in the past few days, our daily sales on Douyin, Video Account, Taobao and other platforms can reach 1.5 million yuan.”
One industry brings one. Annual sales of 7 billion yuan
The growth of each Hanfu brand is inseparable from the support of the supply chain. On the contrary, brand growth will also promote the growth of the Hanfu industry belt. With the popularity of Hanfu, the current development of my country's Hanfu industry has also become the focus of the industry.
Not long ago, Taobao released the "Taobao 2024 Spring and Summer Apparel Industry Trend White Paper" (hereinafter referred to as the white paper), which shows that Taobao's clothing and Hanfu category industry belt is relatively concentrated in Heze City, Guangzhou City and Hangzhou City. In addition, the white paper also points out that different industrial belts focus on different categories of Hanfu. For example, the most popular products in the Guangzhou Industrial Belt are mainly improved and daily Hanfu, while the attributes of the hot-selling products in the Heze Industrial Belt are concentrated in Song Dynasty, Tang Dynasty, and Hanfu. Ming system, Wei and Jin style Hanfu.
During the interview, the reporter learned that the corporate headquarters of Galaxy Hange is located in Guangzhou. According to Awei, Guangzhou is the largest fabric gathering place in the country and has a mature Hanfu supply chain, which is an advantage for brands to develop the market. "The biggest cost of horse-face skirts is in the supply chain and fabrics. In the fierce market competition, it is important to have a strong supply chain." Awei said that in order to maintain a stable supply chain for the brand, they always give priority to suppliers. Business settlement.
Indeed, Guangzhou has a very important position in the Hanfu circle. According to the reporter’s understanding, in addition to Xinghe Hange, many original Hanfu brands are headquartered in Guangzhou, including leading brands such as Minghuatang, Ruyifang, Hanshang Hualian, and Weaving Division.
In addition to Guangzhou, Cao County in Heze, Shandong Province is also popular in the field of Hanfu. At present, the Hanfu industry in Cao County is still developing rapidly. It is reported that there are currently 2,282 Hanfu companies in Cao County, including 1,578 original Hanfu processing companies, and a complete Hanfu ecosystem integrating original research and development, design and production, auxiliary materials, experience display, and online marketing has been formed. In addition, Hanfu e-commerce in Caoxian County is also developing rapidly. Currently, there are 13,989 Hanfu online stores in Caoxian County. The latest data shows that in 2023, the Hanfu industry in Caoxian County will create more than 100,000 jobs and sales of 7 billion yuan.
The Hanfu economy expands its circle through cultural consumption
The craze for Hanfu is a reflection of cultural confidence. Currently, the circle of Hanfu adaptation is becoming wider and wider. The more people are willing to pay for cultural consumption.
The white paper proposes that young consumers wear HanfuThe cooperation continues to expand, with theme activities, short video/photography, and travel as the main driving scenarios. More than 40% of consumers will wear it in festivals and ceremonies, and for daily travel and shopping.
In addition, the number of consumers who like Hanfu is getting wider and wider. In addition to young people, consumers from other age groups have also begun to like Hanfu. According to Awei, Galaxy Hange’s initial user orientation is young people. As of September 2023, 70% of the brand’s users are college students. This phenomenon has changed in recent months, with middle-aged and elderly people in small towns becoming the main buyers of brands.
The popularity of Hanfu is getting higher and higher, and the scale of this industry is getting bigger and bigger.
It is understood that on the Taobao clothing platform, Hanfu has grown into a prosperous market with annual sales of nearly 10 billion yuan. At the end of 2023, Taobao Clothing added "Hanfu" as a secondary category. Pinduoduo platform data shows that clothing such as Chinese-style Hanfu has been one of the popular products in the past two years, with the industry’s annual growth rate exceeding 230%. Since 2023, horse-faced skirts have become the most popular hot-selling product for those born in 1995 and 2000. The sales of many hot-selling items have reached one million yuan.
The booming consumption of Hanfu not only drives the development of the Hanfu industry, but also drives the growth of peripheral industries such as cultural tourism activities, photo shooting and second-hand transactions.
As Hanfu "goes out of the circle", large and small Hanfu makeup experience centers have begun to emerge around scenic spots such as the New Guangzhou Cultural Center, Shawan Ancient Town, Huangpu Ancient Port, and Baomo Garden. At Xi'an's Tang Dynasty Evernight City, Qinglong Temple, Huaqing Palace, Xi'an City Wall and other scenic spots, more and more citizens and tourists wear traditional costumes to visit, and corresponding supporting services such as Hanfu makeup and travel photography have also followed suit. .
Hanfu culture is forming a new craze. How to turn "explosion popular" into "long-lasting popularity" is an important topic that continues to be studied. From an industry perspective, it is necessary to create more diversified consumption scenarios to help the development of the Hanfu industry; it is also necessary to formulate industry-related standards to ensure the healthy development of industry standards. From the perspective of enterprises and brands, they also need to continue to innovate and follow trends to seek development.
Hanfu has become popular, and the efforts of various forces in the industry and in various fields have given more possibilities to the development of the Hanfu economy.
(China Business Daily reporter Jiang Yongxia)