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"It is estimated that the consumption scale of Hanfu market will exceed one billion yuan in 2019."

In December 2019, AI media consulting released the "2019-2021 Chinese Hanfu industry data survey, user profile and prospect analysis report", pointing out that the Chinese Hanfu market will keep growing in the next 2-3 years, while the 2019 Han clothing sales volume is expected to reach 1 billion 410 million yuan. The report points out that the number of Hanfu fans in 2018 reached 2 million 42 thousand, an increase of 72.9% over the same period last year.

In 2018, Tmall released the "Han clothing consumption crowd report" in 2018, which showed that the number of Chinese clothing purchases increased by 92% in 2018, almost doubled. Although the data are not uniform, the vigorous development of Hanfu market is obvious to all.

More than 47% of consumers buy Hanfu as a hobby, while 40.3% of consumers recognize Hanfu as a fashion. The strong revival of antique clothing can not be achieved without the help of Internet celebrities such as jitter, micro-blog and other social new media.

Li Zi Qi, known as "the first net red" in 2017, has gained a strong popularity in the external network in 2019. In her video, she always wears Hanfu, the number of fans close to 20 million of her whole network and the cumulative volume of nearly 3 billion. The publicity effect of Hanfu antique culture is self-evident.

Li Zi Qi

The consumption scale of Hanfu market will exceed one billion yuan in 2019. At present, the investment in Hanfu market is still concentrated on Hanfu brand, for example, in 2019, the C round of financing was launched by women square, which launched "from one dress", while Semir clothing brand children's brand balbala launched a series of Hanfu products.

In terms of channels, Hanfu sales are still dominated by offline stores and online Taobao stores. Vertical channels for subdivision of Chinese clothing have not yet been formed. There is a great demand for new players in this field.

Extended reading: In recent years, "Hanfu" has become a new trend among young people. According to preliminary estimates, there are more than 2 million consumer groups in the Hanfu market in China, and the total industry size is about 1 billion 90 million yuan.

What kind of economic account is there behind such a fresh fashion trend?

1, Hanfu experience is hot, the scale of industry is over 1 billion yuan.

CCTV financial and economic information broadcast column video

Hanfu enthusiast Xie Jiayan: I have roughly calculated. Over nine years, there must be seventy thousand or eighty thousand yuan, about more than 240 sets, and the most expensive 6000 yuan.

In recent years, with the popularity of some ancient films and TV dramas, as well as the emergence of some national wind games, there are more and more Hanfu fans like Xie Jiayan.

Wang Jiawen, President of Hanfu Culture Committee of Guangdong Provincial Traditional Culture Promotion Association, there are about more than 1300 associations of Hanfu culture in 2017. By 2019, there were more than 2000, which has increased by 46% over the past two years. The growth rate is still very fast.

With the constant promotion of Hanfu, some rental shops with main Hanfu experience also came into being. CCTV financial reporter noted that from April to August this year, the number of Chinese clothes rental shops in Beijing rapidly increased from three or four to more than 20. Cheng Pei, who just opened the shop earlier this year, told reporters that the sales of their stores could reach about 60 thousand yuan because of their close proximity to the scenic spots.

A Beijing Hanbao experience rental shop owner Cheng Pei: one set down to bring jewelry, everything adds up to nearly 2000 yuan, rent a dress plus hair and make-up is about 300 yuan, if you need an hour to two hours of travel service, may be more than 1000-2000 yuan.

2, from high-end customization to mass production of Hanfu, the new favorite of garment industry.

CCTV financial and economic information broadcast column video

According to the statistics of an e-commerce platform, sales of Hanfu have increased by 146% over the past year, and sales of Guofeng creative accessories have increased by 94% over the same period last year. So, behind such a rapid market increment, can the supply of Hanfu meet the needs of the market?

In the interview, CCTV financial reporters also learned that Chinese clothing is more demanding for workmanship, tailoring and raw materials than modern western style tailoring. As most Hanfu suits need embroidery, Chinese Hanfu production requires more technology and time. With the rise of Hanfu, some high-end Chinese clothing brands, which are specially tailored to private customers, are in short supply.

Zhong Yi, the founder of a Hanfu brand: this kind of clothes are usually around 3000-10000 yuan, different styles have different differences, different collocations, and the time limit for the construction is now pat ed, almost the beginning of 2021.

Because of the potential of high-end Hanfu market, some traditional clothing sales companies have begun to represent Hanfu brands. Li Na, the head of a clothing company in Guangzhou, told reporters that the introduction of the famous Hanfu brand brought them about 30% gross profit. Meanwhile, Hanfu's peripheral industrial chain also won more sales for her.

Li Na, chairman of a clothing company in Guangzhou: sales volume last month was 470 thousand yuan. Sales of 100 thousand yuan, clothing should account for about 80 thousand yuan, accessories about 20 thousand yuan.

In addition to high-end customization, the market for cheap Chinese clothes is equally hot. According to the statistics of large domestic e-commerce platform, in 2018, Han clothing priced between 100-300 yuan accounted for more than 60% of the sales share, and more than 500 yuan accounted for more than 30%. This has also led many businesses to try to produce regular size Han clothing.

Chen Yiran, the founder of a Hanfu brand: the market acceptance is relatively high, which is about 199 yuan, which is probably more than 200 yuan. It can make a half hour rush on the new day and a turnover of 12 million yuan.

However, the industry also pointed out that the emergence of Hanfu is always closely related to traditional etiquette and culture. Hanfu production enterprises should not overly cater to the market, reduce the production process of Hanfu, and deviate from the cultural significance of Hanfu itself.

Li Wei, Professor of art and Design Department of dyeing and clothing, Academy of Fine Arts, Tsinghua University: If we turn it into the present product, we can inherit form, but we should inherit its spirit more.

Do you wear Hanfu? Will you try?