Subdivide The Big Market In The Track | "Hanfu Economy" To Develop 10 Billion Market

In 2023, the number of Hanfu related enterprises registered in China will increase by 355.25% year on year, the market size will exceed 14.4 billion yuan, and relevant short videos will be played more than 100 billion times in total... Now, Hanfu has become a new 10 billion level market with continuous growth, and the "Hanfu craze" will also drive the development of culture and tourism, catering, film and television related industries.

According to the data of iMedia, the scale of China's Hanfu market continues to expand, reaching 14.47 billion yuan in 2023, and is expected to reach 24.18 billion yuan in 2027. At the same time, the "Hanfu craze" has also driven the development of related industries. Cultural tourism, catering, film and television, etc. have become a link in the Hanfu industry chain, and further expand the boundary of the Hanfu market in cross-border integration, with a broader prospect.

"In recent years, Hanfu has leapt from a cultural phenomenon to an industrial phenomenon." Wang Jinwei, a professor at the School of Tourism Science, Beijing International Studies University, said that behind the "Hanfu craze" phenomenon is the "new expression" of Chinese traditional culture in the clothing field, which is a reflection of people's confidence in traditional culture and consensus on value. In addition, short video and live broadcast e-commerce platforms have also played a role in boosting its dissemination.

The Research Report on the Development of the New Hanfu Industry Network Platform (2024) jointly released by the Innovation and Entrepreneurship Center of Peking University HSBC Business School and the Zhiwei Research Institute shows that the sales of new Hanfu have increased significantly driven by short videos and live broadcast e-commerce. In March 2024 alone, the sales volume of new Han style clothing of Tiaoyin E-commerce increased by 58% month on month and 549% year on year; The sales volume of new Chinese style clothing increased 136% month on month and 1238% year on year in March. Among them, the order volume of horse face skirt increased by 841% year on year.

Caoxian County, Shandong Province, known as the "Hanfu Cosmic Center", has become popular all over the country with its "horse face skirt" and "New Year clothes", and is now on the world stage.

"In the middle of January this year, we received more than 100 orders for horse face skirts from the UK, and many subsequent orders came from overseas." Yao Chixing, the head of Shandong Caoxian Hanfu brand "Luo Ruyan", is preparing for the next live broadcast of Hanfu at the "Youai Co creation Live Broadcast Base". She told reporters that there are more and more personalized customization orders, and the daily order volume of her e-commerce platform continues to increase.

"At present, the online retail sales of Han style clothing in Caoxian County from January to July reached 4.49 billion yuan, up 16.5% year on year. There are 2524 Han style clothing enterprises, including more than 90% of original Han style clothing processing enterprises, 14718 online stores, 206 offline Han style clothing experience stores, and nearly 100000 Han style clothing practitioners. It is the largest original Han style clothing industry cluster in China," said Ji Yunpeng, deputy director of the Publicity Department of Caoxian County Party Committee in Shandong Province.

When talking about the current development model of the Hanfu industry, Ji Yunpeng specifically mentioned the role of the new scene of cultural tourism in boosting the development of the Hanfu industry. "At present, we have established long-term cooperation relations with domestic famous ancient scenic spots such as Pingyao Ancient City, Luoyang Ancient City, Xi'an Datang Never Night City, etc., in combination with the new cultural and tourism scene of 'Han Suit+Makeup+Shooting'. In 61 ancient scenic spots, the market share of Cao County Han Suit has reached 90%."

Yang Jianfei, associate researcher and head of the Department of Cultural Industry Management of Communication University of China, pointed out that the rise of immersive cultural tourism has broadened the consumption scene of Hanfu. "With Hanfu culture as the core, immersive cultural tourism has not only promoted the prosperity of the clothing industry, but also promoted the development of related surrounding industries, and jointly built a diversified and interactive new industrial ecological group, including travel photography services, catering facilities and film and television production."

Enterprise survey data shows that in the first four months of this year, the cities with the highest number of Hanfu related enterprises registered are Xi'an, Heze and Luoyang in turn. Around the Hanfu industry chain, Xi'an, Luoyang and other "cultural and tourism cities" have also derived a variety of combinations such as "Hanfu hotels" and "Hanfu travel photos".

Meituan data shows that in the past year, the number of accommodation businesses providing Han clothing products in China increased by 120% year on year, including 330% in Luoyang, and 17 times the number of orders for related products.

In the trend of continuous improvement and expansion of the industrial chain, more and more cities are exploring new markets behind the Hanfu industry. Wang Jinwei believes that the Hanfu industry will carry out cross-border cooperation with museums, film and television dramas, games and comics, and create new growth with new track races. At the same time, it will also show a trend of digital and international development.

"In the future, new entrants will promote the development and popularization of the Hanfu industry. The Hanfu industry will achieve creative development in the process of cultural and tourism integration and the extension of the cultural industry chain, which will lead to more new cultural and tourism products and new ways of playing, and drive the growth of diversified consumption." Yang Jianfei said. (Reporter Chen Hanyang)

(Source: Economic Information Daily)