The Path Of Innovation: The Flourishing Of Hanfu Industry Is Still Long And Slow.

　　 "China has great etiquette, so it is called summer. It has the beauty of the service chapter.

In recent years, with the advent of the revival of traditional culture and the popularity of ancient costume drama, the "Hanfu craze" has become more and more popular. Walking in the street can often see young people traveling in Hanfu.

And from the beginning of last year's "China clothing day" (the 3th day of the third month of the Chinese lunar calendar), to the annual "Hanfu Culture Week" in Xitang, and then to the flower festival festival held around the country, a wide range of Hanfu activities are also attracting the public's attention. Obviously, the Han costume that used to be loved by a small number of people is now in the circle and gradually enters people's daily life.

The growth of demand brings the market hot. In September 2nd, according to the CCTV financial channel "economic information broadcasting" reported that the current consumer market in the Han Chinese clothing market has been estimated at over 2 million, and the total industry size is about 1 billion 90 million yuan. At present, the entire Hanfu circle has formed a more perfect industrial chain from the design of drawings, cloth transportation, plate cutting, processing and making to finished goods transportation, publicity and sales.

In March this year, Taobao's "2019 China fashion trend report" released during the Taobao new force week showed that in the fashion search keyword trend TOP10, Hanfu ranked third in the women's wear list and tenth in the men's wear list. The vertical media "Hanfu information" has made rough statistics on the output value of Taobao Hanfu business in 2018. Data show that in 2018, the top ten Hanfu businessmen made a total of 317 million output value, among which hanhanhua ranked 80 million.

Analysts pointed out that the market of traditional Chinese clothing is just rising, and the space behind it is huge. It contains hundreds of millions of market volume. More and more people are investing in the sales market of Hanfu, and the industry related to Hanfu also rises and becomes a new highlight. From Hanfu peripheral accessories to Hanfu rental, Hanfu experience Museum and other stores springing up.

The market prospect is very broad, but for the entire Hanfu industry, there are still many problems in the development process.

　 Hanfu reveals us: the road is blocked and long.

The first is to create a sales bottleneck for the business process and cost.

Compared with the ordinary clothing, Hanfu production process is more complex, time and manual cost is higher. Take Ming Hua Tang, a high-end Hanfu brand founded in 2007, for example, the price of the set price has exceeded 3000 yuan by adopting semi custom production techniques, and the type of 10000 yuan or more is not uncommon. Even if consumers want to buy, they need queuing up. By the end of October 12th, Ming Hua Tang's official website showed that the current construction period was at the end of March 2021.

According to the previous questionnaire survey of Hanfu information, the highest acceptance rate of Han clothing price was between 100-300, the ratio was 50.32%, followed by 500 yuan or more, 31.47% and 300-500 respectively, accounting for 16.47%, and the proportion below 100 yuan was 1.74%.

On the one hand, a considerable number of Hanfu enthusiasts say that if we want to take into account the appearance and quality, the Han costume is more than 500 yuan, but for students, this price is not affordable to everyone. On the other hand, due to the shape of Hanfu itself, higher demands for its workmanship and tailoring, the price is often high, and the market volume is limited. Businessmen are uncertain about future sales, and there is no way to store goods like ordinary clothes, which directly affects the scale of shops.

In addition to the sales bottleneck caused by price, the "despising chain" in Hanfu circle has also become a stubborn disease that impede the development of the industry.

Hanfu is not only the clothing of Han Dynasty, but the traditional clothing of Han nationality. In the Hanfu circle, the advocating of revival and respect for the old, the fans and the fans in the two camps who advocated the constant service of the streets have been in a state of endless quarrel. The former believed that the traditional forms of Hanfu should be firmly maintained, while the latter believed that the Hanfu should be improved according to people's modern wearing habits. At this point, the latter is often teasing the former as the "studio style".

Such a dispute has made Hanfu enterprises fall into a vicious circle of industry: if we choose an improved routine, the collective attack of the industry KOL will block the way of upgrading the products from the root, and the sales volume will be high enough to sell bargains. If we strictly follow the ancient fashion of dress and dress, we will make the limited audiences' scope of industries become smaller and also affect the development prospects.

A kind of clothing can be popularized to more and more groups, and then thoroughly accepted by the public. It must be inseparable from the comfort and convenience characteristics. Moreover, when fans first bravely wore Hanfu to the streets, they claimed that they should carry forward the traditional culture of the Han nationality. Now that they can be sprayed in an improved Han suit, how can they really carry forward the Hanfu?

The industry inherits culture and culture promotes the industry. Any cultural inheritance, leaving the industry and relying solely on feelings can not survive. After all, we can hear more users' needs, and the industry will develop healthily and continuously. In short, the Han clothing industry has a long way to go before it enters maturity, grows and develops and forms a real "Hanfu economy".

But like the way of "Han Wu whip", with determination, it will be strong and win.

　 "Wear my clothes and make my country a ceremonies."

Although the road is hard to walk, there are still many desperate figures in this industry. They are anxious about the blood of Hanfu and hope to inherit the Chinese cultural heritage with Hanfu as the carrier.

In May 23rd, the "2019 Tmall costumes" was held in Shanghai. It was the only Hanfu business to be invited to return to Han and Tang Dynasties.

Since its return to the Han and Tang Dynasties in 2006, it has been more than just a company or a brand in the eyes of its founder Sun Yi and green pearl. The goal of returning to the Han and Tang Dynasties is to wear "Hanfu" at least once in every person's life. To "every person has at least one set of Hanfu" in his life, his determination is to make people fall in love with Hanfu by displaying the aesthetic design of Hanfu culture.

To this end, the Han and Tang Dynasties returned to the Han Dynasty not only to hold the design competition, but also to make Hanfu for the Malaysia Chinese cultural life camp from 2007 to now, hoping to arouse more overseas Chinese's concern and inheritance of Han culture through the experience of Han culture. Just as Sun Yi sang for the theme song of Han Fu movement, "I am a nation of ceremonies in the clothes of my Han family."

Similarly, the Chinese clothing is deeply loved, and Hanfu is regarded as an indispensable part of the traditional Chinese culture, as well as another Hanfu brand mentioned in the foregoing: Ming Hua Tang. In the second quarter of the documentary, the great craftsman, Zhong Yi, the founder of Ming Hua Tang, told his audience the story of his brand.

Zhong Yi found that the application of Hanfu in modern life is the most easily accepted occasion. Therefore, Ming Hua Tang's positioning for Hanfu is close to formal dress. Although the price is often high, it is often regarded as the luxury of Hanfu costume by many Chinese colleagues. However, Ming Hua Tang has gained a lot of recognition in the controversial Han costume circle due to its rigorous form, exquisite materials and exquisite handwork.

From the university period, every day he practiced wearing Chinese clothes and classes, and later founded Ming Hua Tang, determined to restore the traditional costume of the Ming Dynasty. Zhong Yi has been making efforts to popularize Hanfu culture. Zhong Yi's wife laughingly called him "an idealist in modern society". In Chung Yi's view, "Hanfu and kimono are the same as kimono, Hanfu or European suits, but Hanfu has been ignored". Over the past few years, only a head has been opened, and he believes he is on the right road.

"Hanfu is still dead today. I want him to live." this is Zhong Yi's wish, and it is also the common expectation of millions of Hanfu fans.

　　 epilogue

Hanfu is not only a garment, but also a special symbol bearing cultural meaning. With the continuous improvement of our cultural confidence and national pride, we have reason to believe that the future Chinese clothing industry will usher in its own prosperity.

A hundred flowers bloom and a hundred schools of thought contend in the Hanfu industry.