2 Million People Go Crazy To Catch Up, Sell 1 Billion Annually. How Did Han Costume Go All Over China?

Today I want to talk about the most recent Hanfu market.

If you look at a market's fire, let's look at some important data. Let's take a look at the sales growth rate of Hanfu products in recent years.

The market for cosmetic products has increased by 13% a year. We can happily say that it is a fast growing market.

If there is a market that grows by more than 50% a year, do you think it is a frightening market?

Hanfu is just such a market.

Capital, tycoon and social media prove the three dimensions of Hanfu.

According to Tmall's "2018 Hanfu consumption crowd report", the number of Chinese clothing purchased in 2018 increased by 92% over the same period last year, almost doubled. According to the report of AI media consulting, sales of Chinese clothing in 2019 will reach 1 billion 410 million yuan. In 2018, the number of Hanfu fans in China will reach 2 million 42 thousand, an increase of 72.9% over the same period last year.

From the above set of data, we can easily get two interesting conclusions:

On the one hand, the Hanfu market is growing very fast. Whether it is the fans, or the volume of purchases continues to grow rapidly.

But it also reflects the important fact that even in such a fast growing market, it is still a small niche market with a small group of people, because the total sales volume is still only about more than 10 billion. Even though the last two years have been very hot, it is also a matter of the last one or two years.

Let's look at the other dimension to prove the logic of Hanfu's fire.

The capital is the most sensitive group of people in the industry. Once they are talking or they are already showing off, they prove that they are very optimistic about this field.

Looking at public information, we can see that the giants of capital and traditional industries have actually arranged the industry in different ways.

First, layout from the content side. This is the consistent way for Internet Co to cut into the consumption area, so they will definitely start with the layout of the content field, first make a app occupy the pit. According to media reports, Ali and the live giant giant tiger tooth have respectively launched two app ancient peach app and flower summer app in July 2019 and December respectively.

Cut in from the content is the lightest cutting method of the giants. First, aggregating users' demand side crowd is the consistent method of the Internet giants.

Next is the layout of VC. It has been rumored that VC will invest in Hanfu. At present, K2VC has invested many new brands in the new brand investment direction. In 2018, the brand new Hanfu brand "weaving Feather set" was established by the famous movie star Xu Jiao and Wuhan Yi Xing Hui culture and creative Co., Ltd., and then the brand parent company obtained 20 million yuan angel investment from K2VC leading, Chen Hai capital, East Lake Angel Fund and AC capital.

In addition to this, the famous photography agency, the women's workshop, which has been focused on antique photography, was awarded the C round of financing from Yuan Chuang capital in 2018. They also launched a dress from the same group. The famous clothing group Semir group's children's wear brand balbala has also launched a series of Hanfu products.

Finally, the popularity of social media has proved that Hanfu has a good mass foundation in the crowd market.

Jitter is the main battlefield of social media, and has become a hot force for cultural and consumer products. On the one hand, vibrato is pregnant and incubating popular; on the other hand, it reflects the fact that the crowd needs consumer demand to lead to a hot trend. Of course, this kind of driving Hanfu becomes the pioneer of the trend is necessarily the recent hot Li Ziqi, almost all of her hot video are wearing Hanfu, which can almost be equivalent to the core promoter of Hanfu.

We searched the trembling sound and found that there were two big V characters on the shaking platform. They often wore Hanfu performances in their own video content. The famous shaking V rabbit teeth were more than one time wearing Hanfu suits in their videos, while the other Tang Dynasty tumblers became popular, making Hanfu more influential in social media.

The influence of these social media will further precipitate different kinds of societies that promote this trend culture, which will further exacerbate the popularity of Hanfu culture.

In 2017, there were about more than 1300 Hanfu culture associations in the world, and more than 2000 in 2019. According to public reports, the consumption of Chinese clothing has exceeded 2 million, which is reflected from the side. The consumption of Hanfu has gradually evolved from a consumption that has not been rolled out to a popular popular consumer product. Many famous Han clothing stores have shown that many production periods have been scheduled for 2021.

According to the above interesting data, the consumption of Hanfu clothes has really been on fire, so we will definitely further ask why there are new consumer business opportunities in the middle of Hanfu.

Why is Han clothing fire? Social media and big IP detonated.

Recently, when I was exchanging IP and consumer goods with many investors, an investor told me that the IP that has suddenly become popular in recent years is just a couple of ways.

1. The IP formed by a popular culture trend.

In the book "cultural strategy", it has been very clear that behind the popularity of any consumer product is a cultural phenomenon that caters to the youth of a certain era. The birth of Nike is inseparable from the trend culture of the United States.

And the Molly that we have recently studied is also very popular.

2, through a strong content manufacturing IP, such as popular content in movies.

This belongs to the typical Disney mode of IP, first through popular content, and then further penetrated into the IP field and retail area.

3 after the awakening of user awareness, IP is fed by itself.

This phenomenon is called the support of love. Today's star production and production links have undergone tremendous changes. In the past, stars or IP were isolated from us. Stars were on the top and fans were below.

Today, as the symbiotic relationship between the media and fans is getting closer and closer, users will naturally feel that they have formed stars, and the relationship between stars and fans has turned the opposite. Before the stars rely on the energy of love to radiate fans, today fans use their love to cultivate their own beans, which are two entirely different paths.

The reason why we should put this investor's IP cognition method in this position is the fact that Hanfu is actually a strong IP. We have to study how IP fires, so we can not learn how IP first came into being.

Now, let's talk about the reasons why Hanfu is on fire based on the results of our research.

1, niche products have become popular, attracting social media and spreading virus.

Why today's brand of such a large group of people will be formed? A group of 2 million people, if there is no Internet communication and social media tools, you want to form agglomeration effect is basically impossible.

Why did there not be so many personalization and niche brands in the TV and newspaper era? In the final analysis, the voice of the 1 billion 300 million people covered by the public has covered the voices of the small crowds. The public's "non existence" and "invisible" psychological state have covered the voices of the past crowds, and have also ignored the needs of the small audiences synchronously.

In the Internet age, with the strong rise of ubiquitous social media, we find that those who can not be found in the past can gather quickly because of content, so there will be a good little brand around the small crowd.

This is the tremendous power and effect brought by the Internet. The minority people who could not be found in the past can have instant social bursts due to social media. You can break through the network effect and find many people in the world like you, and this is something that you can't imagine in the past.

The popularity of Hanfu has a large part of its function in the rise of video media such as jitter. In the past, Hanfu was a popular culture based on the impact of visual experience. If it was only in the age of pure text, it could not impress users' psychological feelings effectively, but with strong and direct media such as jitter, it was becoming more and more possible for Hanfu to make emotional products of long decision based on its impact.

To put it another way, jitter will actually make the products of home, house display and so on depending on the visual experience and impact. The past products are conveyed only by live broadcast of pictures and texts, and now they rely on video, which will make the popularity of products become extremely different.

2, the inculcation of popular culture to users' consciousness should not be ignored.

This sentence may be a little empty and big. But if we look at it with our hearts, we will find an interesting phenomenon. The popular drama of "Sansheng III ten li peach blossom" will quickly create users' awareness in the consciousness level.

The most notable change of this kind of strong cognitive attitude is that if users used to feel embarrassed by wearing Hanfu clothes to the street or felt that it was a mainstream thing, but after the mass users were educated, the psychological barrier of this matter was eliminated, which would make the invisible obstacles disappear to the invisible.

This cognitive change will further promote the popularity of this culture.

3, the guiding role of public figures, especially the mainstream stars and guidance of Li Ziqi and Xu Jiao.

The data obtained from our Hanfu information show very interesting. In the Hanfu market, female users can occupy 70% of the market. This data can at least explain the most important point is that grass planting is effective, and female users are easily guided by a certain person in consumer purchase decisions.

Li Ziqi, as an example, as well as star Xu Jiao and others, can spare no efforts to promote. The trend is becoming a prairie fire in the crowd, but there is often a need for a detonation point. If there is no such detonating point, Hanfu itself will hardly become the real hot spot.

The above three reasons are all the factors that express the popularity of this product from the perspective of popular science. But in the industry chain of Hanfu, we think there are the following reasons and elements:

4, young people's aesthetic and cultural self-confidence return.

Let's look at the main group of users in the Han costume group. What is the core user group? The core is after 90 and 00. This generation of life has been deeply felt in the process of the strong nation, so it is more natural to trust domestic products and local culture.

We must know that after 80, the typical generation of Hong Kong and Taiwan is popular in the Han culture. After 90, you can hardly see their worship of foreign culture. They are typical of the generation who love local culture and are born in the Chinese culture.

We can clearly see that the popularity of Hanfu is first popular among college students, and the main promotion and dissemination enthusiasts are also young college students and various college associations.

The deeper reason is closely related to the promotion and support of the traditional culture by the state, so that the confident young people are more confident.

5, because Hanfu is a consumer product with strong cultural attributes, it also creates a strong cultural extension circle.

Hanfu is actually a trend culture. The rise of a trend culture can not be separated from a strong user group and community promotion.

According to our data, we find that the Hanfu bar of Baidu post bar has been very active for a long time, and many exhibitions and associations can not be overlooked. The Hanfu culture week, founded in 2013, combines traditional costumes with ancient towns and Xitang. It relies on the scenery and cultural accumulation of ancient towns to enhance the culture of the people. It has made Xitang Hanzhou culture week a Xitang cultural card. The following is a list of Hanfu Culture Festival.

Source: AI media consulting

6, the user's personalized consumption upgrade needs of the outbreak

The deeper reason behind the popularity of Hanfu is the outbreak of individualized differentiated consumption demand.

In the era of functional consumption, consumer products focus on their own functional attributes, and do not particularly care about their internal emotional elements.

However, with the continuous explosion of consumer escalation, the improvement of users' needs is no longer just to pursue the consumption of products with a single function, but to express their own personalized consumption needs.

More popular, it is to express why I consume and consume, in order to express my value proposition and attitude towards life. In fact, behind the consumption of Hanfu products is the deep expression of young users' desire to be different and cultural self-confidence.

Another point is that after 90, compared with the 80's, many of them are single children. Most of them will have a sense of loneliness. But by consuming emotional products, users will have a feeling of spiritual resonance, which naturally promotes the popularity of such products.

Finally, the Hanfu product is naturally relaxed in design. It is no longer the core of expressing the beauty of female curves in the past. It gives users a more comfortable experience. The essence behind this feeling is the expression of the spirit of the user's own value proposition.

Yang Jian, the chairman of the ladies' workshop, entered the antique photography many years ago. This is the same field as Hanfu. The senior entrepreneurs, when interviewed by the Beijing News, also talked about the three core elements of the growth of Hanfu.

1, economic development brings national self-confidence, coupled with traditional culture, which is easy to be encouraged and supported. This is also the reason for the emergence of many enterprises in this field.

2, cultural content, especially a large number of ancient costume themes occupy popular hot list list, gradually recognized by the market has a lot to do, which makes this group of user base tables large, which has become a major factor in the rise of Hanfu.

3, there are also many reasons for the promotion of Hanfu fans. A Hanfu revival movement is helping Hanfu industry grow rapidly.

Is Hanfu really a good business?

In the last part of the article, let's talk about the fact that Hanfu has already been involved in and invested by investors, but is it really a good business that the new consumer considers?

According to the new consumer arrangement, there has been a large number of brand names of Hanfu brands in the field of Hanfu. It can be said that in this seemingly small market, a large number of Hanfu brands have already appeared. The following are the 10 brands of Chinese clothing relative to the head of the new consumer. The following rankings are divided.

These brands are already the top selling companies on Taobao, but in general, the industry has the following characteristics:

1, brand concentration is low, users have loyalty to Hanfu, but low loyalty to specific brands.

In our research, we find that because many Chinese lovers are still college students, this group is limited by economic conditions, and will still give priority to the price of products with hundred yuan price.

But at the same time, as these young users enter the society and the economic strength improves, the trend of high-end extension is obvious. Because these users are willing to spend money, the demand for continuous renewal of new products is still very strong, so the biggest risk is inventory.

If there is a larger capital in this area, it is possible to form a very good Hanfu group by relying on merger and acquisition to form a multi brand matrix group, and at the same time, force the content and designer IP on the Internet. At present, it is only a single factory brand, it can only be understood as business, but not enough to constitute a relatively large business model.

2, customization may be the breaking point in the field of Hanfu, the core of which is the integration of apparel supply chain.

Therefore, after referring to the previous inventory problem, we will have to think about where the breaking point of Hanfu's subdivision may come from, and if the users do not have the demand for the performance time, especially in the direction of high-end customization. There is a great opportunity to effectively solve the important problem of Hanfu's industrial chain, that is, the inventory of Hanfu.

3, the surrounding industrial chain is huge, and the business mode is pluralistic.

After the Hanfu is bought, this industry chain service has just begun, with shoes and bags around. Fans, oil paper umbrellas, and related photography models, clothing rentals are new business opportunities.

In the subdivision of photography, a quasi stealth Champion Inc dish woman square has emerged. This company is the main field of costume photography. Now it has 224 stores in the whole country. Recently, it has acquired hundreds of millions of yuan of C financing, and the market has huge imagination around the content of antiquity.

4, high-end is the trend of the future, but still need to guard against the devil's law in women's clothing industry.

If we regard Hanfu as a kind of clothing, when we finally take stock of this business model, we need to ask the most important question. Can we break the curse of women's clothing industry?

This vocabulary is what I define. In the women's clothing industry, because of the low loyalty of female users, many years ago, many women's clothing companies have formed huge inventories. Every Taobao store began to feel unfashionable from the moment they arrived.

Therefore, the industry has to create a large number of SKU, because the main consumer groups of Hanfu are female users. Their pursuit of color and pursuit of SKU has always been diversified. Therefore, it is necessary to understand their needs for a large number of new products, and the transformation of SKU and demand of their products is very demanding. Sometimes the capacity of the supply chain is not enough, which will lead to the backlog of a large number of product inventory.

This Law of magic is often reborn in this industry, so will Hanfu break this law?

Summary

At the end of the article, we draw a conclusion on this industry:

The industry is still very early, and the product combines the dual attributes of spirit and consumption. Whether the market will be popular or popular in the future, we have a skeptical attitude. But we think there is no problem in this format, but whether it can solve the problem of clothing supply chain will be a big problem.

But at the same time, we are also optimistic, because all consumer goods will change in the process of redoing, and changes may mean new business opportunities.