New Chinese Style Clothing Is Popular, And Enterprises Seize Development Opportunities

In recent years, the new Chinese style clothing, which focuses on the integration of modern aesthetics and traditional cultural elements, has become popular, attracting people who love the national trend to "plant grass", driving the new fashion of culture and tourism, and related enterprises have entered the market. Experts said that to seize the development opportunity of new Chinese style clothing, we should adhere to the principle of "the essence is medium, the form is new", let the classical and modern maintain a deep link, and win a larger market. 　

Wearing a poncho skirt to attend the graduation ceremony, walking in the cherry trees in a Han suit, the embroidered mandarin jacket exudes a sense of dignity in leisure... In recent years, the new Chinese style clothing has become popular. Standing collar, square placket, button, embroidery, brocade, all kinds of traditional Chinese elements into daily life, and shirt, suit, one-step skirt and other modern clothing combined to attract people who like national fashion "grass planting".

The upsurge of "grass planting" has broad market prospects. According to the data released by the China Textile Industry Federation, the market size of new Chinese style clothing will reach 1 billion yuan in 2023.

Seizing the development opportunity of new Chinese style clothing, experts believe that it is necessary to start from the product core, promote the research of traditional clothing, and improve the fashion sense and practicality of clothing according to market demand.

　　 New Chinese style clothing drives new fashion of culture and tourism

"Luoyang made me wear a Han suit for the first time in my life, which made me feel immersed and relaxed at once." Recently, Dong Mingzhu, president of Zhuhai Gree Electric Appliance, visited Luoyang at night in a light blue stand collar pair jacket skirt, which attracted netizens' attention.

Dong Mingzhu's Love in Luoyang Hanfu Museum is located near the south gate of the ancient city of Luoyang, and is surrounded by a street of Hanfu Museum. The clothing in the store is not only made in Tang Dynasty, but also made in Ming Dynasty, Song Dynasty, exotic customs and other categories.

Nowadays, it has become a trend to come to Luoyang to experience Han clothing and experience the "crossing" of the ancient capital. In the ancient city of Luoyang, tourists with fluttering skirts can't distinguish the past from the present when they are in the restaurants of Tang Dynasty and shops of Song Dynasty; On social media, "wearing new Chinese style flowers" has become a unique way to open Luoyang tourism. In addition to the one-stop service of "Hanfu+modeling+shooting+photography", new business combinations such as "Hanfu+performing arts", "Hanfu+script killing", "Hanfu+research" have enriched the tourist experience in Luoyang from multiple dimensions.

When talking about the reasons for the popularity of new Chinese style clothing, Sun Youxia, associate professor of the College of Clothing of Henan University of Engineering, said that in terms of design philosophy, new Chinese style clothing pays more attention to the integration of modern aesthetic and traditional cultural elements, draws on some elements of Han style clothing, such as stand collar, wide sleeve, facing, and so on, and carries out modern improvement and innovation. "The essence is medium, the form is new, and the new Chinese style is new. The formal style now more pursues the simplicity and practicality of daily wear, and completes the diversified exploration of clothing through the integration of tradition and modernity." Sun Youxia said.

"Behind the popularity of new Chinese clothing, it reflects the growing cultural confidence." Deng Zhaoping, the ambassador for the promotion of intangible cultural heritage of China's textile industry, believes that new Chinese clothing is a vivid expression of traditional culture at the moment, rooted in the high cultural identity of Chinese people.

　　 Enterprises catch the fast train of development

Horse face skirt is also a fashionable dress nowadays, which drives both production and sales of enterprises. It is understood that as the leading enterprise of horseface skirt viscose filament fabric, Xinxiang Chemical Fiber has an annual production capacity of up to 90000 tons. As the new Chinese style trend has driven the growth of rayon demand, the price of various viscose filament varieties of the enterprise has increased by 1000 yuan/ton.

When you enter Zhengzhou Daguan International Trade Clothing Wholesale Market, the models in the women's clothing stores and the "C" clothes are all new Chinese clothes within your sight. In a women's clothing store on the second floor, Shi Qianling, the person in charge, shuttles back and forth to pack for customers who come to pick up goods.

The reporter observed in the store that a deal of 450 yuan was reached within 10 minutes. Shi Qianling said that the average daily turnover in the store was between 7000 yuan and 8000 yuan, and some customers picked up nearly 4000 yuan of goods at one time, which showed that the new Chinese style clothing was popular.

It is understood that three years ago, there were few merchants operating new Chinese style clothing in the wholesale market, but now this number has climbed to dozens. In addition, more and more women's wear brand enterprises are also quietly entering the market to catch the express train of new Chinese style clothing development.

Wu Lei, the operation manager of the new Chinese clothing brand Xuanfeiya, said that in order to meet the consumer trend, the company has set up a horse face skirt processing factory in Caoxian County, Shandong Province, which is known as the "capital of Han clothing"; In order to solve the problem of insufficient fabric supply, a fabric factory was established in Zhejiang. After the Spring Festival, we caught up with the sales boom of horse face skirts, and the orders kept flowing. The two factories increased their horsepower and produced round the clock.

According to the data of China Textile Industry Federation, the total trade volume of new Chinese clothing related products has increased by more than 100% in the past three years. According to Meituan's and the public's review data, since May, the search volume of Guochao clothing photo, represented by Hanfu photo, new Chinese style photo, etc., has increased by more than 50% year on year, and the related review volume has increased by more than 320%. Hanfu travel photography is popular with many young people.

　　 Find a bigger stage through industrial chain collaboration

While being favored by the fashion trend, the new Chinese style clothing is also facing more challenging supply chain and technical bottlenecks. Industry insiders said that, on the one hand, the supply of Guofeng fabrics falls short of demand, and there are also good and bad products on the market; On the other hand, new Chinese clothing usually has complex design and unique process, which requires high-level process technology and fine production management.

"An industry consensus is that the new Chinese style clothing merchants should have their own factories and invest a lot of energy in researching products and technology." Wu Lei said, because the processing links of the new Chinese style clothing are more than other clothing, so that no mistakes are made in any link, and quality control is very important, which requires strengthening industrial chain coordination.

Textile and clothing has always been a traditional advantageous industry in Henan. In June 2023, Henan will focus on the cultivation and expansion of textile and clothing as a hundred billion level industrial chain; Subsequently, the Action Plan for Henan Province to Cultivate and Strengthen the Textile and Garment Industry Chain (2023-2025) was issued, which clearly strengthened the docking between supply and demand, strengthened the support and guarantee of resources, technology and equipment, and promoted the high-quality development of the textile and garment industry.

Li Gang, president of Henan Garment Industry Association, said that Henan's profound historical and cultural resources can provide rich cultural support and design inspiration for the new Chinese style clothing industry and create a clothing brand with regional characteristics.

How to find a bigger stage for new Chinese clothing? Li Gang suggested that, on the one hand, we should start from the core of the product, promote the research of traditional clothing, and cultivate brands rooted in tradition, designed online, and of good quality; On the other hand, according to the market demand, we should seize the new opportunity of upgrading the consumption structure, select new materials, introduce new processes, apply new technologies, and formulate new standards to constantly improve the fashion sense and practicality of clothing, so as to maintain a deep link between classical and modern, and win a larger market. (Reporter Yu Jiaxi, Correspondent Ge Huijun)

(Source: Workers Daily)