The Fast Development Of Hanfu Is Not Enough

Over the past year, some changes have occurred in the Hanfu circle, which makes people who have predicted that Hanfu is expected to jump out of the circle and become a regular one and go to the public have some hesitation.

In mid-2021, LAN ruoting, an old Hanfu brand, posted a microblog saying that the brand was reorganized, and Taobao stores were also closed; In the middle of January this year, there were several Amway huajianxi blogs in xiaohongshu and decided to close the store; In March, Yijin Jiudu Hanfu, known as the "cabbage shop" by Hanfu fans due to its high cost performance, also announced the decision to officially close the store and clear the warehouse, including lihuadu, tangchuanji, etc. In addition to these well-known brands in the circle, there are some small Hanfu shops in silent withdrawal.

For a time, there are some who are not good at singing, and some are still optimistic about it.

Not to mention the support and love of Hanfu culture, we should treat this industry calmly. From the blowout of consumption to the orderly market promotion, the Hanfu industry is going through a process from disorder to order. In this process, the growth will slow down and the survival of the fittest will inevitably occur.

Love is not enough

Different from other clothing categories, the original intention of many Hanfu brands is not so much business behavior as love. These entrepreneurs were not businessmen at first.

In 2016, a post-90s girl named "Xiaodou kou'er" (real name Lian Yuxin) created more than thirteen Hanfu brands. At first, Xiaodou kou'er only shared her ancient costume course on Weibo and B station, and got high broadcast volume. Then she started the idea of opening an online store because of her love for Han clothes. After several twists and turns in the past few years, I also experienced the high price, inappropriate version, material problems, a large number of negative comments and debts caused by high cost. However, along the way, it also gained a large number of recognition and follow of Hanfu fans, and finally gained a firm foothold.

Another Hanfu brand, qichuji, was founded in 2019 by several college students. It is popular in the Hanfu circle because of its fresh and everyday style design style and more people-friendly price. Qichuji fans often mix and match their products and daily clothes on small red books.

In 2021, the two brands ushered in different fates. More than 130 million yuan of round a financing has been announced, and investors even include familiar BiliBili Bili and bubble Mart; After they announced their graduation, the founders closed their minds.

Maybe this is the true portrayal of many Hanfu founders and brands. This is a circle gathered because of love. Some people stick to the original intention of creating a brand, some people gradually look down upon it after experiencing it, and some leave the field in dismay because of insufficient preparation for commercialization... Obviously, if a commodity wants to realize industrial development, only love is not enough. How to further expand the influence scope of Hanfu culture and realize the scale effect of the whole industry is now every Hanfu brand Cluster is facing related problems.

02. Capital injection and order reconstruction

After the rise of Hanfu culture, more capital began to come to an end. Their measures and changes promoted the development of Hanfu industry from another angle.

Cao County, nicknamed as "the center of the universe", is the largest production place of performance costumes in China. In 2020, the epidemic situation caused many performances to be interrupted, and the market of performance clothes was extremely cold. The transformation of Caoxian was imminent, and Hanfu became a new breakthrough.

Today, the sales of Hanfu in Caoxian has accounted for one third of the whole country. There are more than 2000 Hanfu enterprises and related upstream and downstream enterprises in the county, with nearly 100000 local Hanfu industry practitioners. Although the development is so rapid, there are many problems brought about by extensive operation in the early stage. The Hanfu industry in Caoxian has been criticized for its lack of leader, lack of brand, and plagiarism in the early stage.

But this phenomenon, under the attention of Cao county government, gradually pressed the "stop key". At present, the second phase of e-Chang town and the third phase of Daji town e-commerce Industrial Park are under construction in Caoxian county. In addition, a non-governmental organization named "Caoxian Hanfu Association" is also under preparation with the help of the government. With the support of various policy dividends, Caoxian has gradually attached importance to originality, and the government has taken the lead in recruiting a large number of design talents. Many local entrepreneurs are trying to activate more possibilities for industrial development. In Caoxian, the industrialization and clustering of Hanfu industry has been continuously promoted, forming from creative design, raw materials, styles, plate making, printing, production to e-commerce sales After sale, a complete Hanfu industry chain.

There are industrial clusters from production to culture. Chengdu is the most representative one. As the largest consumption city of Hanfu in China, Chengdu also has a strong brand strength. In the list of "top 10 Chinese Hanfu brands in 2021", Chengdu has 4 exclusive seats, namely, rumong nishang, Zhong LINGJI, Nanzhuang, capital city and returning to the Han and Tang Dynasties.

With the help of the depression effect of enriching brands and consumption in Chengdu, in August 2020, the local government started to build a "chishangjin" Hanfu characteristic industrial block integrating culture, industry, commerce and tourism in the core area of Hehuachi business circle, and officially opened the street in October last year.

In addition to gathering the top brands of Hanfu in China, the block also plans to use the fashion resources of relevant design, exhibition and research institutions of Hanfu to build China's largest Hanfu industrial cluster according to the layout of "design and sales in Jinniu, production and manufacturing in the surrounding areas", so as to build the block into a domestic and international well-known cultural and creative brand.

Although the current business model of Hanfu is not yet mature, it is still dominated by small-scale self-produced and self-sale. There are also limitations such as channel limitations, small single volume, complex process, low profit, lack of authoritative industry standards, and the problem of Shanzhai.

However, more local governments and commercial capital are laying a solid foundation for the development of Hanfu. At present, we just believe in the process of deep industrial adjustment. The rise of an industry often requires both the top-level co-ordination of "planning strategies" and the bottom level patience of "slowly drawing up plans". The Hanfu market is on the way.