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Search Volume Soared By 1200%, And "New Chinese Style" Became The Highlight Of Young Fashion?

2024/1/24 11:59:00 129

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"New Chinese style" clothing becomes a craze

When the "old money wind" blows to China, it cannot escape some localization transformation.

In 2023, the new Chinese style clothing, which can be called the "old money style of the East", will become a craze. This design style, which mixes Chinese elements with modern silhouettes, is attracting young girls who aspire to be "the first lady of scholarly family".

According to the data provided by Taobao Clothing to the interface fashion, as of October 31, 2023, the average daily search volume of "new Chinese style" on Taobao platform was 750000, still increasing from 500000 in 2022; During the "Double 11" in 2023, more than 100000 horse face skirts will be sold within the first hour of opening. It is one of the most outstanding pieces in this new Chinese trend.

Another sign of the popularity of the new Chinese style is the emergence of more players.

However, different from the styles of Spicy Girls and Jijianfeng in the past two years, it is difficult for new Chinese brands to expand online and offline quickly with a fast and fashionable approach, so online brands have more opportunities.

The first blockbuster appeared

Chen Haonan, the manager of the new Chinese brand Yangshi, clearly remembers that her Taobao store opened in 2021, and the first popular model - a new Chinese style buttoned overcoat appeared that winter.

"From this model, our store's performance began to grow rapidly." Chen Haonan recalled.

Also in 2021, Luqing, an online store that has long focused on French retro style, launched its first new Chinese style blockbuster. It was a new Chinese dress named "Wanqiao", which sold more than 10000 pieces on Taobao and Tiaoyin platforms on the day of its launch. This is far more than the brand expected - this is the first time Luqingyi has tried the new Chinese style style, and they only have more than 2000 pieces in stock.

Against the backdrop of the overall weak recovery of the clothing industry, the new Chinese style has become the lucky one favored by the fashion trend. However, it is not easy to seize the opportunity and continue to create blockbusters. Chen Haonan said frankly that at present, Yangshi has not formed a methodology for making blockbusters, but will follow up marketing of blockbusters that have been recognized by the market.

New Chinese style that "fast" can't get up

Wu Jing revealed that since the first time he set foot in New Chinese style in 2021, the proportion of new Chinese style products in Luqingyi Store has increased to 10% - 20%. In the future, Luqingyi may retain the new Chinese style for a long time, such as launching a related column in the store.

New Chinese style clothes are often made of smooth, light and thin silk fabrics. This book tests the patience and craftsmanship of garment makers. In addition to the basic techniques commonly used in traditional Chinese clothing, brands sometimes try other methods.

For example, the oblique cutting process commonly used by the blue dot refers to cutting the fabric at a 45 degree angle with the fabric's longitude and latitude. This kind of fabric can be used on the skirt to create an elegant wave feeling. The fabric cut diagonally requires the garment maker to patiently trim the strands of the raw edge, which takes more time and materials.

How long will the new Chinese style be popular?

Several brand leaders said that they are optimistic about the long-term development of the new Chinese style.

Behind the new Chinese style trend is the young people's increasing recognition of traditional culture, which is consistent with the popularity of national trends and the rise of domestic brands in recent years. Furthermore, it is a reflection of national self-confidence.

In addition, many new Chinese style lovers also show higher loyalty to this style, because what attracts them is not only the trend itself, but also a set of traditional culture behind the new Chinese style.

However, there are also critics who worry about the sustainability of the new Chinese style trend. They believe that most of the current new Chinese style design still focuses on the surface stacking of Chinese elements, rather than the deep re creation.

It can be predicted that when the popularity fades, the brands that follow the trend will naturally turn to the next trend, but there must also be brands that will continue to cultivate this segment of the track. In fact, they are also consciously broadening the track and getting rid of the limitations of the new Chinese style concept - at least in the current public perception, the new Chinese style still points to those Chinese elements that are easy to understand.

"The continuation and reconstruction of the aesthetic spirit of Chinese style can be said to be a new Chinese style, which can have a broader space for discussion," Kousang said.