Underestimated Minority Clothing, The Next 10 Billion Magnitude Market?

Now the tide brand has moved from the small to the public. In the past two years, the trend of brand consumption has maintained a two digit growth trend, reaching about 200000000000 US dollars in 2017.

The tide card has been rolled out, and Lolita, Hanfu, JK uniforms and cheongsam clothes are now emptying 95 and 00 purses. These clothes, which were once very unusual, are now seen everywhere in shopping centers, cinemas, office buildings and department stores. Small clothing has become the daily dress of young consumers. No matter where they work, shop or date, no place can limit the desire of young consumers for beauty and personality.

Speaking of Hanfu alone, the scale of the Han costume market in 2018 has exceeded 1 billion yuan, which is several times more than the scale of 150 million yuan in 2015. Tmall's "2018 Hanfu consumption crowd report" also showed that the number of Chinese clothing purchased in 2018 increased by 92% compared with the same period last year.

　　 Special circle culture

The most outstanding feature of minority clothing is that the user group is young, vertical and circle. Before being a consumer of a clothing faction, they first correspond to the sub culture audience, and have a strong sense of identity and belonging to the corresponding sub culture and corresponding circles. For example, Lolita lovers, known as Lo Niang, Hanfu fans, are called "the same Robe". This is a distinction between identity and belonging, and therefore Shan Zheng.

Manufacturers who are not familiar with the corresponding subculture want to create a traditional sense of bursting money, which is really a dream. The core consumer brand awareness of minority clothing is very strong, and it is very sensitive to format, system and other issues. Businesses that cannot pirate their original designs and make them will be bombarded by core consumers alike.

Even the ordinary consumers who bought the counterfeit products were probably scolded. For the first two days, a video of a girl dressed in a Shanzhai Lolita Dress was abused on micro-blog's hot search. The video owner bought a copycat Lolita without knowing it, and was abused by two Lo niangs on the street.

Han clothing has the "despise" of the orthodox Hanfu to improve the Hanfu. The song and Ming costumes "despise" the Wei, Jin and Tang Dynasties. If you want to be a minority dress, the manufacturers must have a thorough understanding of these circles culture.

The minority clothing is moving towards daily life, and the consumer group is becoming mature and expanding. After 95, the consumption level after 00 increases year by year. For a thousand dollar Lolita skirt, young consumers have the ability to pay for it. On the market, the high-end clothing business, a single skirt is two thousand or three thousand of the price, the most expensive suit can reach more than ten thousand yuan, consumers are still in the rush.

High end Hanfu brand Ming Hua Tang price

High profit margins, booming online sales channels and increasingly escalating consumer markets attract more and more garment manufacturers. However, the small batch of small clothing orders, long production cycle, high production requirements, discourage a large number of factories!

The Hanfu and Qipao, which are mainly made of cotton, linen, silk and woolen fabrics, require a large amount of embroidery and printing processes. Lolita clothing, because of its luxurious and complex style, requires more printing processes. It is difficult for factories that have no definite production strength to deal with the future high-efficiency and mass production.

With the promotion and generalization of niche clothing, large-scale production is just around the corner. If clothing companies want to enter the niche clothing market and seize this rare opportunity, the most important thing to solve is the unity of production speed and product quality, while maintaining efficient production while maintaining the core cultural connotation of clothing.