1 Billion Yuan Minority Clothing Market, The Industry Can Be Big?

"China has a great etiquette, so it is called summer, and 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 costumes and TV plays, the "Hanfu craze" is becoming more and more intense. From 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 attracted the public's attention. Previously only a small number of people love the Han costume has now been out of the loop, with micro-blog, jitter, B station and many other visualized exposure from the media content distribution platform, gradually into 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.

The potential of Hanfu market is huge.

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. Industry 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 businesses created a total output value of 317 million, of which Hanting Hua Lian 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.

And in this colorful Hanfu market, adult Hanfu has developed a lot of brands after several years of development. From the consumption scenario of children's Hanfu, children's clothing category is no more than adult clothing. There are not many famous brands. There is no fashion version and style consideration, and there is no need to print all kinds of cartoon IPLOGO. Since last year, the major clothing brands began to fight for children's clothing category. According to Semir's investor activity record announcement, Semir's brand children's wear Barbara will launch a series of Hanfu products in the near future. The person in charge said in Semir's announcement that the Hanfu series launched by Barbara has added Hanfu charm to everyday wear design, hoping to be recognized by consumers.

The major brands have made efforts to invest in the Hanfu industry.

In May 23rd this year, 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. Back to the Han and Tang Dynasties, in December 17, 2006, the Manjusri workshop in Chengdu opened to May 2016. There were 7 Hanfu clothing stores, a Taobao three crown store and a Hanfu Tmall flagship store.

With the rise of online shopping platforms such as Taobao and vip.com, e-commerce has gradually developed into a part of people's daily life. Many Hanfu businessmen seize this opportunity to set up electronic shops. In 2018, Taobao stores had 815 Chinese businesses in normal operation, up 24.43% in 2017.

Nowadays, capital has begun to aim at Hanfu industry. Public information shows that in September 2018, pan women square completed C round of financing, and investors were yuan Chuang capital. Previously, pan women square was awarded the Qingdao Zhixin A round of financing in June 2016. In July 2017, it was awarded by Chen Bang, chairman of the ophthalmology department of the ophthalmic group and the B round financing of the elite era. At present, the planning of landing on the capital market has already begun to take shape, but there is no specific timetable yet.

Brand building is not easy, and market bottlenecks are constantly emerging.

The prospect of Hanfu market is very broad, but for the whole Hanfu industry, there are still many problems in the development process. Insiders pointed out that, first of all, the production process, cost problems brought to business bottlenecks. 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.

Secondly, apart from the sales bottleneck caused by price, the increasing popularity of Hanfu makes the market facing the problem of imbalance between supply and demand. The daily economic news has reported that the Han clothing business "returned to the Han and Tang Dynasties" originally doubled the estimated sales volume from 2018 to 2019, but the actual situation was five or six times. The problem followed is the popularity of Shanzhai. To be original, you need to take a very big risk. But "Shanzhai" is not the same. Look at what Chinese dress is more popular, take the design of others directly, find some cloth, make the production line, and sell it at a low price. An original price may be very expensive, but some high quality Shanzhai can not only look similar, but also cheaper, which is a deep blow to the original Hanfu.

Third, apart from the Shanzhai market, there are also divisions within the genuine dress. The "despising chain" in the Hanfu circle has also become a stubborn disease that hinders the development of the industry. 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 road, the collective attack of industry KOL will block the way of product upgrading from the root, and the sales volume will be high enough to sell bargains. But if we strictly follow the ancient way of dress and dress, we will make the limited scope of the audience industry smaller and also affect the development prospects.

However, in a higher dimension, Hanfu consumption is still at the stage of interest. Data show that the proportion of Hanfu clothes used as daily wear is less than 1%, and is still declining. To realize daily consumption is the key to the sustainable development of minority culture market.