Beijing
This scene can be seen in Xi'an.
In popular scenic spots such as the Tang Dynasty Sleepless City, the Tang Dynasty Furong Garden, and the Bell and Drum Tower, there is an endless stream of tourists wearing Hanfu who come to take photos and check in. The ladies and gentlemen in Hanfu from all over the country and the bell tower when the lanterns are lit create a whole new realm. No matter how you take pictures, it will be a blockbuster!
Hanfu and Xi'an have achieved mutual success. Indeed, one is the new standard and the other is the main show venue.
Recently, a set of latest statistical data was announced at the Shaanxi Hanfu Industry Development Symposium:
As of now, there are a total of Hanfu in Xi'an There are 1,814 related companies, making it the first city in the country to experience Hanfu consumption.
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The empowerment of urban cultural genes allows Hanfu consumption to frequently "break out of the circle". Xi'an, a thousand-year-old ancient capital, is well-deserved.
At the beginning of this year, the popularity of horse-faced skirts has skyrocketed, becoming a new popular style of Hanfu.
According to iiMedia Consulting data, China’s Hanfu market will reach 14.47 billion yuan in 2023 and is expected to reach 24.18 billion yuan in 2027.
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Photo source: iiMedia Consulting
Behind the gratifying business figures is The younger generation's pursuit of Hanfu culture has become the trend of the times. The reasons for their "out of the circle" include the following points:
They all reveal a unique oriental aesthetic temperament
. When it comes to the traditional costumes of the Chinese nation, people usually think of phrases such as "the beauty of clothing and seals" and "the same robe as your son". The charm of Hanfu is not only that it looks "beautiful" at first glance, but also that it carries profound cultural heritage and ancient civilization.
For example, the wide cuffs in Hanfu symbolize the harmony of heaven; the deep clothes in Hanfu combine the top and bottom into one, but they are The upper and lower parts are separated at the waist, demonstrating an orderly harmony in the unity of opposites; the patterns such as cloud patterns, dragon patterns, and phoenix patterns on Hanfu are all symbols of auspiciousness in traditional Chinese culture, implying good luck and peace in the world. .
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Photo source: Chang'an Twelve Hours Theme Street
Youth Culture The awakening of genes.
On the one hand, Hanfu not only conforms to contemporary fashion aesthetic standards, but also displays the essence of traditional culture. What attracts consumers is the cultural heritage and nationality represented by Hanfu.Self-confidence is the growing sense of identity and self-confidence of young consumers in traditional culture.
On the other hand, behind the popularity of Hanfu-related consumption is a kind of self-confidence and pursuit of consumers on a spiritual level, which is integrated into their blood. The "awakening" of excellent traditional cultural genes. Wearing Hanfu on your body means wearing "cultural confidence" on your body.
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Picture source: Tang Dynasty Furong Garden
Establishing a sense of ritual in life New options.
Hanfu has become a new choice for young people to establish a sense of life ritual, shape their own personality and express cultural identity, and has formed a diverse expression that spans the Internet and reality, culture and tourism.
For example, the currently popular Chinese-style graduation photos, Hanfu coming-of-age ceremonies, and Chinese-style weddings are constantly satisfying the younger generation's individuality in the sense of life rituals. demand, which further promotes the continued expansion of the Hanfu market.
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"Weiyang Weiyang Yunjin Lexing" Water Wedding Show Source: Weiyang Civil Affairs
The style of Hanfu has spread all over the world.
Currently, more Hanfu with new elements and new designs are frequently appearing on international T-stage shows. This expansion of international vision not only enhances the popularity and influence of Hanfu, but also increases its popularity in the industry. Development in the international market has opened up a broader space. Take 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.
Come to Xi'an and truly realize the freedom of Hanfu! "Hanfu is the most suitable for the city" and has become Xi'an's characteristic IP.
Data during this year’s “May Day” period show that “new Chinese-style” tourism featuring new cultural and tourism experiences such as Hanfu check-in has ushered in consumption Due to the boom, more than 400 Hanfu stores were added in Xi'an, an increase of 28.6%. The four districts of Yanta, Beilin, Lianhu and Xincheng alone are home to more than 90% of the city's Hanfu makeup stores, and the search popularity of "Hanfu makeup" ranks first in the country.
【1】
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Picture source: Xi'an City Wall
"Net View" believes that Xi'an Winning "first" does not happen overnight.
Urban genes and Hanfu experience are “official match”.
The countless historical relics in Xi'an are like gates to time and space, providing tourists with a window to "dialogue" with history, and wearing Hanfu will create an "illusion of time and space." At the same time, Xi'an's high passenger flow also provides necessary conditions for the consumption experience of Hanfu.
In short, the high "tacit understanding" between Xi'an and Hanfu comes from the fact that Xi'an's historical heritage and Hanfu culture complement each other.
In this sense, the "Hanfu craze" has made Xi'an an "Internet celebrity city", and Xi'an's cultural accumulation, long history and super popularity have also contributed to the local renewal of Hanfu and "Hanfu+" "Industrial development provides the soil.
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Photo source: Xi'an Xingqing Palace Park
Industrial chain trends To be complete and move towards professional segmentation.
Not long ago,
Shaanxi Hanfu Trading Center
was established. It is understood that the two exhibition and sales service centers set up by the center in Xi'an not only provide offline purchase and experience places for tourists, but also provide purchase channels for the Hanfu museum in Xi'an. Up to now, they have developed more than 300 Tang suit series. The 10 Hanfu production lines at the production base in Qian County, Shaanxi Province can produce up to 20,000 Hanfu pieces per day. In addition, 30 sets of sterilization equipment are also equipped to provide cleaning services for Hanfu merchants.
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It can be seen that
Xi'an has formed a Hanfu design, production, A complete industrial chain such as sales and leasing, and continues to move towards professional segmentation and business integration.
For example, clothing experience stores are showing a new trend of segmentation and specialization. Consumers can find clothing of different styles such as Warring States robes, Tang suits, Song Dynasty suits, and Ming Dynasty clothes in one store; for example, more instant and flexible photography experiences such as "Hanfu + follow-up shooting" are popular. According to Meituan data, since July, the volume of group buying orders related to "following the shooting" in Xi'an has increased by nearly 40% year-on-year.
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In Xi'an, from clothing selection, makeup completion to "travel photography appointment", This mature experience system has been scaled up and chained.
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Foreign tourists become “Tang Chao people”. Picture source: Chang'an Twelve Hours Theme Street
It is inseparable from policy support and humanized management.
In order to support the chain brand of Hanfu sales enterprisesTo promote cultural development, Shaanxi Province has introduced a series of policies and measures. Those with a retail scale of more than 5 million yuan are encouraged to be included in the statistics of the retail industry above the designated size, and the finance will provide certain financial rewards.
Those with annual sales of more than 300 million yuan , Xi'an City will grant a maximum reward of 3 million yuan.
Encourage Hanfu production enterprises to register as sales enterprises, and those with annual sales of 20 million yuan are encouraged to be included in online wholesale industry statistics, and the finance will provide certain financial rewards;
Annual sales of 5 For projects exceeding 100 million yuan, Xi'an City will grant a maximum reward of 3 million yuan.
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At the same time,
Xi’an continues to launch a variety of traditional cultural products Tourist routes not only provide more space for tourists to "travel", but also achieve humane and refined functional management.
For example, the "exclusive photo area" for tourists in the Bell Tower Scenic Area has warmed the hearts of tourists and citizens, and its approach of taking into account all parties has won unanimous praise.
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"Exclusive photo area" for tourists and the public in the Bell Tower
Recommended by the social platform "Zangcao".
On the one hand, tourists are "planting grass" on various Hanfus on social platforms such as Moments, Douyin, Xiaohongshu, Weibo, and Bilibili. While attracting traffic, they also look like Xi'an. A publicity window, it continuously attracts more people to come to Xi'an and experience the freedom of Hanfu.
On the other hand, Xi'an's Hanfu store operators have opened up market visibility through social platforms such as Meituan and Dianping, and through online and offline Linked standardized services allow consumers to have a better experience in the makeup process.
The Hanfu trend is not only a cultural resonance, but also a resonance for the development of the clothing industry in many cities. In the past, there was a super Hanfu production base in Caoxian County, and later there were a number of Hanfu consumer markets in Luoyang and Hangzhou gearing up.
So, how to make the Hanfu industry in Xi'an flourish? How to let the Hanfu trend find a bigger stage?
"Net View" believes that we can start from the following aspects.
"Make up for the shortcomings" in the production of Hanfu.
Currently, Xi'an and even Shaanxi are mainly engaged in decoration shops, and there are only a handful of production companies, resulting in a large market and small production pattern. Then, expanding the production of Hanfu is undoubtedly the best way to "make up for weaknesses." As for Caoxian County, Shandong Province, which was once popular as the "center of the universe", its Hanfu industry can be said to be in-depth layout and comprehensive development.
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Cao County horse-faced skirt picture source: Photo by Hao Zhaohong, Cao County Media Center
On the one hand, Caoxian County has a complete Hanfu industry chain including original research and development, design and production, copyright protection, cutting and pattern making, embroidery printing, auxiliary materials, exhibitions, online marketing, and after-sales services.
On the other hand, the Hanfu industry in Caoxian County has launched "industrial cluster operations." In other words, the entire production process from dyeing, tailoring to garments can be completed within five kilometers. This industrial cluster that both reduces costs and improves efficiency is showing the momentum of iterative upgrades and fission development.
The Hanfu production base in Qianxian County, Shaanxi Province mentioned above can follow suit and become the next "Cao County" of Shaanxi and even the northwest.
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Photo source: Photo by Wang Jing of Caoxian Integrated Media Center
Let “Hanfu+” become a new driver engine.
The current popularity of Hanfu is evolving into more "Hanfu+" industries, especially helping the innovative development of the local cultural tourism industry, focusing on the deep integration of the "Hanfu+culture+tourism+" industry , many places are actively developing a series of cultural tourism activities and products with Hanfu as the theme.
For example, Luoyi Ancient City, Longmen Grottoes and other scenic spots have successfully "out of the circle" with Hanfu as the hot spot. During the 2023 Luoyang Peony Cultural Festival , it also diverted traffic and boosted tourism revenue by 17.7 billion yuan. This requires Xi'an to make overall plans and use its advantages in the cultural tourism industry and this huge consumer market to innovate and upgrade the emerging industry of Hanfu in order to break through.
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"Peony Fantasy City Night 2023" party photo source: Luoyang Media·Luoyang.com
Talent training for Hanfu is the “key”.
The shortage of talents, especially those in the design field, is also a pain point in the development of Xi'an Hanfu. Therefore, talent cultivation is also key. It is necessary to strengthen cooperation with universities and professional institutions to cultivate a group of professionals who understand Hanfu culture and have innovative capabilities to provide strong intellectual support for the sustainable development of the industry.
In this regard, Caoxian County has also been at the forefront. As early as 2022, it established the Caoxian Hanfu Design Research Institute with the Shandong Provincial Fashion Design Association. At present, Caoxian County insists on "walking on two legs" in talent cultivation. On one side are academics, on the other side are Hanfu enthusiasts. Both have their own advantages and disadvantages. Academics have a higher level of cognition and a broader vision, while Hanfu enthusiasts are better able to understand the instant changes in the market and provide merchants with more market information.
Hanfu came from the "niche" market, but it adds luster to the city.
Original: Xi'an Newspaper·Chengduan Communication Lu Qi Editor: LiJiaxin
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