• <abbr id="ck0wi"><source id="ck0wi"></source></abbr>
    <li id="ck0wi"></li>
  • <li id="ck0wi"><dl id="ck0wi"></dl></li><button id="ck0wi"><input id="ck0wi"></input></button>
  • <abbr id="ck0wi"></abbr>
  • <li id="ck0wi"><dl id="ck0wi"></dl></li>
  • Home >

    Han Clothing Market From Minority Culture To Mainstream Culture

    2020/8/6 13:08:00 3

    Hanfu

    From "burning clothes" to "hot selling", Hanfu has turned over

    Hanfu is really popular.

    When you walk in the streets of Chunxi Road in Chengdu, you can see girls in Hanfu in groups, traveling together, sometimes stopping to take out the mobile phone frame beautiful picture. And passers-by often do not cast a different look, only as if they are part of the ordinary street scene, as if their retro dress and their own T-shirt shorts are no different.

    You can see more and more Han Dynasty costumes on TV, whether it's a show or a variety show. Even in the trendy live broadcast with goods, there are CEOs wearing Hanfu on their bodies.

    According to the insight report on consumption trend of Hanfu in 2020 released by the first finance and economics business data center, in 2019, the transaction amount of Hanfu on Taobao platform exceeded 2 billion for the first time; in the past three years, tmall's Hanfu industry has increased by 6 times; so far, nearly 20 million people have placed orders to buy Hanfu in Ali. In the huge demand, Hanfu market will usher in a big outbreak.

    All these show that the Han culture is gradually accepted by the minority.

    However, if you put the time back ten years, you will see a different world. In 2010, a Chengdu girl was dining in Dexter near Chunxi Road, but was misunderstood as wearing kimono by a group of college students and asked to take off her clothes on the spot. This is the famous "Chunxi Road burning Hanfu incident.".

    At that time, the public did not have the concept of Hanfu. Wearing Hanfu out of the street would be said to be "singing opera", and only dare to wear it at home or in a studio. A short period of ten years later, Hanfu has become a well-known national costume from "strange dress". It is not surprising that even if you wear it out of the street everyday.

    So, what contributed to the popularity of Hanfu culture? Some people say that it is the influence of ancient costume idol drama, while others say that it is the role of the revival of traditional culture. However, the author believes that the popularity of Hanfu and the rise of e-commerce platform are inextricably linked.

    Moreover, it is not only Hanfu, but also the spread of subculture products such as "JK uniform" and "Lolita", which are "equally famous" with Hanfu, are almost all based on the popularity of e-commerce.

    It can even be said that between the minority and the mainstream, only a Taobao difference!

    Taobao is the number one meritorious official in the field of clothing

    Some people may ask, is the increase in sales of Hanfu on the e-commerce platform not caused by the increase in demand for Hanfu? Is it not a cause and effect inversion to attribute the rise of Hanfu to the development of e-commerce?

    However, this is not the case. If there is no e-commerce platform as a purchasing channel, the popularity of Hanfu will be greatly reduced and the demand will be impossible to talk about. This is determined by the consumption characteristics of minority clothing.

    Whether it is Hanfu, JK uniform or Lolita, in the early stage, they are generally the channel to go online. This is because this kind of clothing audience is small, and the shape is different, and the unit price is high. In the case of no definite buyer, businesses dare not purchase in large quantities. And for the ultimate appearance effect, these clothes need to be customized by special tailors, which is difficult to mass produce.

    As for the offline channel, it is more difficult to do. Due to the limitation of customer flow, the profit space of physical stores is small. In addition, most of the subculture lovers are "homesteaders" who don't like to go out. Selling only one type of clothes is almost doomed to lose money.

    Therefore, in order to reduce the risk, the early minority clothing merchants generally adopt the "deposit balance" transaction mode: the buyer needs to pay the deposit first, provide the demand to the seller, and then the seller finds the tailor or factory to customize, and the buyer will make up the balance after the shipment. Even if the goods are sold in cash, they can only be sold back to the buyer.

    The actual operation is like this: take Taobao as an example, the seller will provide a deposit link, the price ranges from 30 to 50 yuan, and the buyer needs to place an order and confirm the payment. According to Taobao's deposit mechanism, the buyer needs to make up the payment within a certain period of time, and then the seller will deliver the goods. Unless there is a quality problem, it will not be returned.

    We can see that the mechanism of deposit balance helps sellers solve the problem of high risk of non-standard goods supply, and also gives a small number of clothing lovers the opportunity to buy their favorite clothes. After this mode, there are variants such as the same type of group business, wechat order, etc., but the final payment should be made up in Taobao, because only Taobao can maximize the interests of both buyers and sellers.

    For a minority clothing culture, there is nothing more important than purchasing channels. Seeing is better than seeing, seeing is better than wearing. No matter how you publicize or Amway, if you haven't experienced it in person, it's just like talking on paper.

    More importantly, Taobao let the social mainstream see the vast market space of minority clothing. You know, although the quantity of these clothes is low, the profit is astonishing. Some famous shops can sell for five or six times the cost. The merchants come here in a disguised form to publicize the circle, and the audience will naturally expand.

    Therefore, it is not the "Hanfu men" who made Taobao, but Taobao who made "Hanfu people". Taobao should be the number one meritorious official in terms of subculture "out of the circle".

    Although commercialization is good, too much is not enough

    In essence, cultural communication is a process of continuous "annexation". The strong culture will devour the weak culture and "exterminate" it in the fusion. As the main body of cultural activities is human, if we want to retain a certain culture, we must expand its audience and let more people spread it.

    Commercialization is the best way to expand the cultural audience. For example, some temples were originally uninhabited, and became popular after they became tourist attractions. Another example is that hip-hop culture is rarely known in China, but after the variety shows are made, hip-hop singers are invited to perform on stage almost every time. Of course, Hanfu and other minority clothing "out of the circle" is also a successful case of commercialization.

    However, it is easy to be destroyed in the process of commercialization. For example, with the emergence of Hanfu, the overall quality of shops on the e-commerce platform has declined a lot, with frequent problems such as color difference, jumper, and stains. There are also unscrupulous businesses selling fake goods, shoddy goods, cheating new people who have just entered the pit, making Hanfu infamous as "IQ tax".

    Therefore, just like the protection of scenic spots and historic sites, we should also guard against the excessive commercialization of small clothing, so as to prevent them from becoming mere tools of wealth collection. Therefore, the e-commerce platform needs to strengthen supervision, encourage conscientious businesses from the mechanism, and purify the industry environment.

    As long as there is a suitable "growth" environment, no matter how unpopular the culture will also usher in that day. Sometimes, between the minority and the mainstream, there may be only one difference between Taobao.



    • Related reading

    Magic 2020: What Is The Next Goal Of Fashion Investment

    Management strategy
    |
    2020/8/5 16:41:00
    2

    Fashion And Freshness Create

    Management strategy
    |
    2020/8/4 13:24:00
    142

    Ming Ni Fei Brand Focusing On Women'S Underwear Won 10 Million Yuan Pre-A Round Financing

    Management strategy
    |
    2020/7/31 12:43:00
    0

    How To Make The Worst Report Card?

    Management strategy
    |
    2020/7/29 9:29:00
    181

    Best First Store In China Settled In Hangzhou Wulin Yintai Department Store

    Management strategy
    |
    2020/7/28 11:41:00
    1
    Read the next article

    There Is A Vast Difference Between The Two! The Dyeing Factory Warms Up, The Raw Material Goes Up, But The Weaving Factory Can Only Look At The Empty Stock!

    In late July, there was a "change" at the end of the dyeing plant, and it was reported that some dyeing factory activities began in Shengze and Changshu

    主站蜘蛛池模板: 免费特级黄毛片在线成人观看| 性高湖久久久久久久久aaaaa| 国产欧美精品一区二区三区-老狼| 亚洲欧美一区二区三区二厂| 91麻豆黑人国产对白在线观看| 波多野结衣乱码中文字幕| 天天看免费高清影视| 亚洲色大成网站WWW国产| 99久久精品国产亚洲| 欧美黑人疯狂性受xxxxx喷水| 国产高清免费视频| 亚洲国产成人精品激情| 久久精品国产99国产精品澳门| 国产极品粉嫩交性大片| 日韩在线观看网址| 国产亚洲视频网站| 亚洲av日韩av综合| 国产精品你懂得| 日本电影一区二区| 四虎永久免费影院| 一级一级一级毛片| 特级毛片www| 国产精品视频一区二区三区无码| 亚洲国产精品一区二区九九| 亚洲欧美日韩精品久久奇米色影视| 果冻传媒麻豆电影| 国产亚洲3p无码一区二区| 两个人看的视频高清在线www| 真实国产乱子伦在线观看| 在厨房里挺进美妇雪臀| 亚洲午夜国产精品无码老牛影视 | 无码人妻精品一区二区三区蜜桃| 四虎影院最新域名| a级毛片免费全部播放无码| 欧美日韩中文一区二区三区| 国产成人精品综合久久久| 中文字幕版免费电影网站| 男女一级毛片免费视频看| 国产综合久久久久| 久久婷婷五月综合97色直播| 精品无码久久久久久久动漫|