Looking At The "New" And "Change" Of The Hanfu Industry In The "Off Season" -- A Summer Observation Of The Hanfu Industry In Cao County, Shandong Province

As a small county thriving due to e-commerce and thriving due to Han suits, Caoxian County, Shandong Province, is actively exploring new demand in the consumer market in the off-season of Han suits sales in summer, with frequent "small hits", continuous patterns of cooperation between Han suit enterprises and continuous industrial progress.

Walking into the production workshop of Nanxiao Original Hanfu Co., Ltd., although it is now the off-season for Hanfu sales, workers are sewing "five part skirts" for off white gold woven clothes to the sound of fans and sewing machines. Li Zhen, the person in charge of the company, told the reporter that in order to meet the needs of young people and middle-aged and elderly consumers in summer, the company has designed two new products, "five part skirt" and "seven part skirt". "We invited the designers for online draft, and the two products were adjusted to our satisfaction after several draft changes during design," said Li Zhen.

Whether the new product is on the market or not, the "purchase key" of consumers will not lie. In the exhibition hall with Aiyuncang Hanfu Base, a fresh and elegant dress attracted the attention of reporters. "This is also one of the new products this summer, but once it comes on the market, the supply cannot meet the demand." Li Zilei, the head of Youyuncang Hanfu Base in Caoxian County, said that this long skirt is made of imitation acetic acid fabric. Compared with the traditional horseface skirt, it has no wrinkles, is lighter, and has a stronger sense of pendency, which is suitable for women consumers of all ages to wear daily. Hu Xinyue, a Han clothing enthusiast, said, "I like to wear horse face skirts with light and light fabrics in summer. This kind of long skirt is cool and beautiful."

The staff showed the new products of summer hanfu. Photographed by Zhang Zhongren, reporter of Xinhua News Agency

The arrival of the summer tourism season has shifted the focus of Hanfu sales to the "sweeping" purchase of merchants. Li Zilei told reporters that in the past week, the staff of the Hanfu Experience Hall in Suzhou, Luoyang, Shenyang, Dali and other scenic spots have come to shop. "On average, 300 pieces of Hanfu are sold for about 260 yuan each. Although the Hanfu base is much cooler than usual, the demand side is still hot," Li Zilei said.

The exploration of Han clothing practitioners in summer has not only allowed their own goods to enter consumers' wardrobes, but also led to the vigorous development of industrial linkage. In June, colleges and universities ushered in the graduation season again. When the reporter browsed the Internet, he found that many graduates had Hanfu on their bachelor's clothes. "The concept of 'bachelor's clothing+Han style clothing' is novel, but because the bachelor's clothing is generally purchased by colleges and universities, most graduates can only achieve it by 'explosive modification' - putting cloud shoulders on the bachelor's clothing and wearing hairpins on the hats." Han style clothing practitioner Gao Yanjun said that this year, his company aimed at the "bachelor's clothing" market, and discussed separate design procurement plans with many colleges and universities in Jinan, Let Han clothing elements be integrated into the bachelor's clothing, and incorporate the school characteristics into the design. "At present, there are 4 colleges and universities with cooperation intentions. I believe that next year's graduation season will see more Han clothing products with ethnic customs and campus characteristics," said Gao Yanjun.

"Last October, I participated in the Hanfu experience activity. I was deeply impressed by the elegance and splendor of Chinese traditional culture, so I decided to use the garment design knowledge I learned to support the industrial development of my hometown." When talking about choosing the career of "Hanfu designer", Zhang Zichen, who was not long after graduation, was quite impressed. At the end of the internship, Zhang Zichen has been able to independently complete the "one-stop process" of Hanfu design, from design and pattern making to purchase and sample garment production. Not long ago, he successfully signed a contract with the enterprise. Zhang Zichen said: "Although the summer is the off-season for the sales of Han clothing, the frequent occurrence of 'small hits' is the best affirmation for the' post-00s' Han clothing practitioners."

A girl is carrying goods live. Photographed by Zhang Zhongren, reporter of Xinhua News Agency

Since this year, Han style clothes and horse face skirts have become popular. Recently, "New Chinese style" clothing has become popular among young consumers. Shanghai girl Xu Qian said: "I prefer traditional culture. 'New Chinese style' clothing has both traditional Chinese cultural attributes and is suitable for daily wear. It is beautiful and comfortable. Go to some historical and cultural attractions to take photos and 'clock in'. It feels like 'people come from paintings'." Kong Fanxing, director of Caoxian Culture and Tourism Bureau, believes that, The creativity of young talents will enable Han clothing and traditional culture again, forming a virtuous circle.

According to e-commerce platform data, the top 2000 online stores of Hanfu sales in China, 1200 of which are from Caoxian County. At present, there are nearly 100000 Han clothing practitioners in Caoxian County, and the dyeing and tailoring of Han clothing can be completed within five kilometers from the finished clothing, which has formed a complete industrial chain and brand incubation system. Liu Xia, deputy director of Caoxian E-Commerce Service Center, said, "Next, we will build Caoxian into a scene experience center for Chinese ancient costume films and TV plays, and a research and exchange center for Chinese Han costume culture, and constantly expand the connotation of the entire industry to achieve industrial upgrading."

(Source: Xinhuanet)