The Old Wind Is Coming! Hanfu Economy Blowout: The Scale Of Hanfu Market Exceeded 2 Billion Yuan In 2019.

Hanfu refers to the traditional costumes of the Han nationality.

In recent years, the Han costume culture has sprang up, and the consumption of Chinese style clothes has increased greatly. Nowadays, young people wearing Han clothes are often encountered in the streets. Statistics show that the scale of Hanfu market on Taobao platform in 2019 has exceeded 2 billion yuan, and has maintained an annual growth rate of about 150%.

This is an activity under the Hanfu line of Shanghai Xuan and culture society organization. It is called "elegant collection" in Hanfu circle. The president told reporters that there would be one or two such activities every month, and only five members were founded in July 2019, and now it has expanded to more than 200.

Zhou Wenbin, President of Shanghai Xuan he culture society, Han clothing, it is from the Han Dynasty to the Ming Dynasty (costumes), we collectively called Hanfu, it has different shapes during the period, we are not just drinking tea and playing the piano. It will be explained to you, for example, the culture of tea, or some popular Guqin (knowledge).

Shen Shi is a Chinese dress enthusiast. She came into contact with Hanfu in University Associations three years ago. She usually made some accessories around her own, and many Hanfu shops invited her to be a model. She told reporters that at present, there are 10 sets of Hanfu suits, which cost about one thousand yuan a month in Hanfu and accessories.

Shen Shihua, a Han costume fan: Personally, I prefer the round collar gown, just like this one on me. It is a round collar gown of Tang Dynasty. In the Sui and Tang Dynasties, such a round collar can be worn by both men and women. Like I wear a round collar, I usually wear hair bands and crowns. Today is wearing a hair belt, and then sent in a dozen to tens of dollars.

Yu Ruomeng, a Han costume fan: Today, I am wearing a long gown and a jacket, and next is a horse faced skirt. It belongs to a late Ming style. Ming Dynasty is relatively warm. Now it can hide clothes in winter. I basically buy a suit of Chinese clothes every month, about one thousand yuan.

Statistics show that in 2019, the number of Hanfu fans reached 3 million 561 thousand, an increase of 74.4% over the same period last year. In terms of price, the price range from 300 to 500 yuan accounts for 43.1% of the total consumption of Hanfu.

At present, the scale of Hanfu market is several billion. On the Taobao platform, the turnover of Hanfu in 2019 has exceeded 2 billion yuan, and its annual average growth rate has remained at around 150%.

Taobao apparel operator Yang Shirui: In fact, Hanfu actually tends to be younger when consuming people. After 95, the population has basically reached five times that of the 1990s. In fact, we can also find that in fact, female consumers are in the whole market, which can account for more than 90%.

The production cycle of Hanfu is shortened, and the order volume of enterprises is greatly increased.

Over the past year, the economy of Hanfu has been blowout. According to statistics from the sky eye, up to now, there are 478 enterprises in Hanjiang clothing business, including 288 newly registered enterprises in 2019. So, what is the current development of Hanfu enterprises and what bottlenecks have they encountered in the development process?

Qingshui brook and Han Dynasty was a Hanfu store founded in 2009, mainly in ink and wash painting, with an annual turnover of about 40 million yuan. Co-founder Tang Wei told reporters that in the early days of their business, they only sold some hand painted T-shirts, bags and shoes. Actually, they began to make Hanfu in 2012. At the beginning, YISHION handmade paintings were the main ones. After improvement, it has been possible to combine hand-painted creativity with software to mass production, effectively reducing the cost.

Sun Yao, designer of Hanfu in Qingshui stream and early Han Dynasty: I am drawing a picture of the Zhijin fabric, which is similar to this one. It may be to feel like a vector graph. I usually try my best to show it, which is a more intelligent feeling.

Tang Wei, co-founder of Qingshui stream and early Han Dynasty: The sales volume is about twenty thousand clothes per month. Price belt, for example, like spring and summer, the price is about 250 yuan. If that is the autumn and winter payment, the price is about 350 yuan.

As a businessman who started making Hanfu in China earlier, Tang Wei felt deeply about the changes in Hanfu market. He told reporters that many people used Hanfu as costume or film and television costumes, and because the production process of Hanfu was very complicated, many production factories and fabric merchants were unwilling to cooperate with them. So Tang Wei started to build factories in 2016. Now the production capacity of his own production line plus cooperative factory is around twenty thousand.

Tang Wei, co-founder of Qingshui stream and early Han Dynasty: When we did not build our own factory, our longest cycle reached over 60 days. That is to say, the order from customers to goods is 60 days. Then we can deliver the goods within 15 days as soon as possible. Our order has been placed in March after the Spring Festival.

Far mountain Joe is a Chinese clothing brand founded for 13 months, and now its fans are over 210 thousand. Brand co-founder Wang Xiaming told reporters that for the 16-28 year old young consumer, Tooyama Takashi launched three product lines, ranging from 200 yuan to 10000 yuan. There are two models of sale and customization, and the order in December 2019 has exceeded the peak in the first half of the year, an increase of 200% over the same period.

Cao Ying, a technician in the far hills. This is the cloud shoulder part of the Hanfu suit. Then I am now making a handicraft wrapping process. The biggest hand work of this dress is in this position, all of which are made by hand.

Wang Xiaming far away Joe co founder Wang Xiaming: Our customer base is quite similar to that of the female group, which is 95 or 00. They have more advanced aesthetics than this generation, and this value. In many categories, Hanfu is a category with stronger content and stronger attributes. After buying a hand, a Hanfu buyer will go to some self timer, or ask someone else to shoot, and then do the two spread.

The scale of experience consumption derivatives market continues to expand under the development of Hanfu development line.

The development of Hanfu industry has also stimulated the new consumption vitality, and all kinds of offline experiential shops have sprung up. The growth of the entire Hanfu derivative industry has greatly surpassed the Hanfu industry itself.

Set up in 2019 August, Chao Le Ji Hanfu studio is a line store experiencing the sale of Chinese clothing, rental, photo and makeup. The head of the studio began to contact Han clothing thirteen years ago, and is also a senior lover of Hanfu. She told reporters that the area of the shop is about 160 square meters, and the rent is fifteen thousand yuan per month. At present, it has been able to break even. When the reporter came to the studio, there was a make-up lesson.

Liu Min, the dresser of the Han Dynasty costume studio. This hairstyle is a clear system that will be used more, is a mountain bun. The whole is like this positive one called Zheng Feng, the nine tail of a Zheng Feng, Jin Si Feng. Her hairstyle is still made of a large pattern of this wedding dress.

Cao Yirong, head of Hanfu studio, If we have a complete experience now, it will probably be close to 2000 from makeup, clothing, and later filming. In fact, we have chosen more than 20 brands, which are better quality, and then some original brands. Then I will go and represent them. The normal price of our price is one to two thousand and one hundred sets. Han Yi Hua Han Hanfu studio was established in March 2019. Besides makeup and photo, there are two real scenes for consumers to shoot. The head of the studio told reporters that the price of makeup, modeling, Hanfu collocation and real experience is 138 yuan per hour.

Consumers in Shanghai: I think it's very good. Like us, who can't comb their hair and do not make up much, they feel that they will make themselves more beautiful if they find such an experiential shop. The types of clothing here, as well as some accessories including makeup, have wide range of options.

Yuan Huirou, head of Hanfu's Hanfu experience studio, Hanfu is becoming more and more popular, so this kind of experience hall is also increasing, including the Hanfu that is like our side is to be customized through this manufacturer or businessman to buy, so this is equivalent to forming an industrial chain. In fact, the peripheral industry driven by Hanfu market is not limited to offline experience. Analysts pointed out that the market scale of Hanfu derivatives industry is expanding by 12 to 15 times in recent years.

AI media consulting chief analyst Zhang Yi: The first is from the upstream, that is, the production, processing and design of a factory, and so on, it brings a sub industry that has already formed. The other one is some of the cultural tours we have seen, such as the elements and culture of Hanfu. The other, that is to say, in the modern fashion design, add some factors such as Hanfu and Han culture.