Young People Are Willing To Spend Nearly One Hundred Thousand Of It. Why Did Han Take Fire?

In 2003, Wang Letian, an ordinary worker, walked on the streets of Zhengzhou in his homemade Hanfu. It was very windy that day, and his hair was a bit chaotic, but it was full of Chinese rhymes.

This move has been widely circulated, and has been supported by many people, and has brought about a wave of revival of Hanfu in the whole country.

But he will not think that, after sixteen years, today's Hanfu suit can start a prairie fire. It has grown from sporadic small audiences to today's 2 million 42 thousand lovers.

In the past year, it was the year of the outbreak of Hanfu. As a former gadget, it kept on heating in 2019, dominating over one billion of consumer demand - you know, this year, the down jacket is not sold so much.

The question arises: what stands out for Han clothing? What kind of inspiration does it bring to this era of advocating explosive products by its barbarous growth?

01

Not that "Hanfu".

Today we are no longer as we have been.

Before Hanfu became a phenomenological symbol, people had a vague description of it: "ancient costume". With 95 and 00 becoming the main consumers, they have a more accurate definition of clothing. Hanfu is defined as an independent clothing consumer category.

For a long time, people have been trapped in the discussion of whether the Hanfu is "pure blood". Some people think that although Hanfu has gained a certain degree of propagation and prosperity, it is still a niche market in terms of social culture.

In fact, data have confirmed that Hanfu is indeed "out of the loop".

According to CCTV financial report in September 2019, the consumption volume of the Hanfu market in China is estimated to be over 2 million, and the total market size is about 1 billion 90 million yuan.

Data show that Hanfu enthusiasts' Hanfu ownership and ownership are constantly improving. In Hanfu enthusiasts, about half of them collect two to four sets of Hanfu, five to ten sets of 21.71%, while only 1/10 did not start Hanfu.

Last March, "Taobao New Force Week" released the "2019 China fashion trend report". The report showed that in the fashion search keyword trend TOP10, Hanfu ranked third in the women's wear list. The "Hanfu" search volume increased by 2 times over the same period, and the number of searches in successive months exceeded the "shirt".

With the increasing popularity of Hanfu and the expanding demand of different consumers, more and more people are investing in the Hanfu sales market. In 2019, pan women square separated the specialized Hanfu brand from "one dress" from the Chinese antique photography service platform. In 2018, Semir clothing group began to layout Hanfu market from children's wear.

According to statistics from the eye, there are 478 enterprises including Hanfu in the business scope, of which 288 are newly registered enterprises in 2019. Hanpu has formed a more perfect industrial chain from graphic design, cloth transportation, plate cutting, processing and making to finished goods transportation, publicity and sales.

In addition, analysts have pointed out that the market scale of Hanfu derivatives industry is expanding by 12 to 15 times in recent two years. There are a large number of shops in Hanfu surrounding, Hanfu rental, Hanfu studio, Hanfu experience Museum and so on.

According to incomplete statistics, there are about 5000 to 10000 studio buildings in ancient China. From April to August last year, the number of Chinese clothes rental shops in Beijing rapidly increased from three or four to more than 20.

At the same time, the "circle" of Hanfu also attracted the attention of the Internet factory. Last year, Alibaba and tiger teeth were also infiltrated into Hanfu field. In July and November, there were two traditional Hanfu community App, ancient peach and flower summer. It is positioned as a content community for Hanfu enthusiasts to exchange and grow grass. Perhaps this means that more enterprises will join in the future.

　 02

Why is it that it is successful to "go out"?

Dolls, Lolita dresses, and hand accounts... Why are these small groups so good that they have yet to "break the cycle" and struggle in millions of markets, unable to find their own models? And only Hanfu is successful?

Perhaps we can see the secrets of explosive products behind its miraculous eruption.

First, the power of populism.

In a sense, the lack of taste of populism carnival is becoming another form of fashion, contrary to the traditional fashion self flaunting. Under the role of platform media, the pursuit of taste has become more and more small, and the populism route has become an inevitable trend.

Clothing has become a new way for young people to express themselves. Hanfu is a typical self expression product.

According to statistics, in 2019, Tmall "double eleven", 14:00 Chinese clothing sales volume has exceeded 180 million yuan, Taobao apparel operators said: "Han clothing consumption crowd tends to be younger, 95 after the crowd has basically reached 90 times after five times. Female consumers account for more than 90%.

Second, the cultural background is close to each other.

After 95 and 00, the generation of costume drama grew up. The four works of Yang Naiwu and pakchoi, the elegy of women, the king of Gelsall and the anecdote of Zhuang Fei in 1990 opened the great curtain of the Chinese ancient costume TV drama in the 90s of last century.

In 1998, "Huan Zhu Ge", "2004 branches of gold" and "The Legend of Zhen Huan" in 2011... The traditional oriental aesthetic style and the mixture of traditional Chinese opera and traditional Chinese style have influenced the modern fashions and hairstyles.

Looking at the 95 and 00 after the costume grew up, it will bring itself into the environment, and gradually blurred the boundaries between the two and three dimensions. Han costumes and other ritual experience of ancient style, realized their "dream of ancient costume".

But based on China's huge market dividend, there is another logic behind the phenomenal explosion. The long tail theory put forward by Chris Anderson, editor in chief of the United magazine, may also explain the popularity of Hanfu.

The long tail theory points out that some products that seem to involve unpopular needs actually cover more people. The Internet platform has provided the sales market for these niche products, and the economic driving mode has changed from the mainstream market to the non mainstream market. On the Taobao platform, which already has nearly 800 million consumers, a small number of hobbies can make hundreds of millions of businesses.

In addition to the above three points, niche products become popular, and the attraction and dissemination power of social media should not be underestimated.

"In 2006, when I first contacted Hanfu, the circle was really small. I could hardly find a place to buy Hanfu. At that time, only the older generation knew where to buy it. And now you can search for Hanfu in Taobao, no matter what style or color you like. Senior Chinese clothing enthusiast @ if there is Feng Lai Yi said.

According to the third party's conservative estimation, Taobao's active Hanfu enthusiasts are about tens of millions, although not many, but also formed a huge demand, driving the rapid evolution of the supply side.

In recent years, such as "twelve hours in Changan", "know whether or not, should be green fat red thin" and other costumes, the importance of costumes has expanded the popularity of Hanfu to a certain extent, so that wearing "Hanfu" has become a trend among young people. With the help of film and television IP, Hanfu has also been widely disseminated - Hanfu brand Shang Hua Lian and the "know no" official jointly launched 14 joint Hanfu suits, and sold nearly 100 pieces on line for three weeks.

With the rise of the short video platform, the heat of Chinese traditional costumes is getting higher and higher. In trembling sound search Hanfu, the related topic video has been broadcast more than 18 billion times. Retrieving "Hanfu" on micro-blog, it can be found that it involves not only an isolated field, but also a symbol of folk music, Guofeng pop music and traditional customs. In a sense, Hanfu is a common topic linking many aesthetic tastes and tastes.

　　 03

　 Can it continue to heat down?

Even in the fast track of growth, Hanfu is still a small niche market for a group of people. In order to truly realize the development of industrialization, or to transform the mass consumption, many problems are ahead.

First of all, as a minority dress, the exclusiveness of Hanfu itself restricts its pace of development. It is hard to really scale more people to accept it, and also restricts the development of the store, and even hinders the development of the whole industry.

Despite the current trend of Hanfu style, Hanfu has not been sought after by all. "Although many people are now entering Hanfu pits, I don't know what they like about Hanfu, and they will not spend money on Hanfu, so they only want to have a look." 97 years student Xiao Zhu said.

From the perspective of brand suppliers, there are less than 10 brands of Hanfu clothes produced in large quantities in China. Most of them are sold through small batch in the form of workshops or small companies, or by group buying, issuing limited money and other methods to promote buyers' consumption, and are attached to the electronic business platform in the form of studios.

More importantly, Hanfu consumption still stays in the stage of interest. According to the data, the number of people wearing Hanfu as daily wear is less than 1%. It is hoped that people who wear Hanfu in daily life will be 52.94%. In 2018, Han clothing sales accounted for only 1% of the total clothing sales in the whole year, and Hanfu industry was far from daily consumption.

Although Hanfu has been very popular in the last two years, it is also a matter of the last one or two years. In fact, history tells us that every 2-3 years there will be new fashions. Tang costume, Qipao, Bohemia style, Han Feng, ethos and Hanfu are the emergence of a particular social trend. The huge "Hanfu revival" is probably only a personalized upper position after 95 and 00. The attachment of totem on the age is not sufficient at present.