Han Suit Industry In Caoxian County -- County Economy At Upwind

In scenic spots all over the country, tourists wearing traditional costumes such as Han suits, cheongsam, horse face skirts can be seen everywhere, and tourist photography shops and makeup shops are doing brisk business; On the street, young men and women dressed in "new Chinese style" can be seen from time to time; On the e-commerce platform, the trading volume of traditional clothing and active businesses ushered in explosive growth. In recent years, clothing with Chinese elements and traditional characteristics has become a new highlight of the consumer market. The latest data shows that the market size of China's Guochao economy will be 2.05 trillion yuan in 2023, with a year-on-year growth of 9.44%. 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.

In the face of the consumption boom brought by traditional clothing, how can clothing related industries leverage the vast blue ocean? The reporter visited many real estate industries.

Caoxian Hanfu Industry——

Stepping on the County Economy

When it comes to Hanfu, we must mention Cao County in Heze, Shandong Province. Every three Hanfu sold nationwide, one comes from here. The eye-catching data shows the vitality of the Hanfu industry in Caoxian County, making the county "out of the circle" and entering the vision of the people of the country.

If we want to talk about the Han clothing industry in Caoxian, we have to mention the "Caoxian model" of e-commerce+costumes. At the turn of the century, local villagers began to produce studio supplies and costumes during slack seasons. After the rise of e-commerce economy, people began to sell clothes and connect with OEM customers through online channels, and Caoxian gradually developed into the largest performance clothing processing base in China. As of July 2024, Cao County has 21 Taobao towns and 181 Taobao villages, making it the second largest Taobao village cluster in China.

Hu Chunqing, president of Caoxian Hanfu Association and founder of Chenfei Clothing, is a doctor in material processing of Dalian University of Technology, and also an experienced person in the transformation and upgrading of Caoxian clothing industry. In 2014, he and his wife returned to their hometown to start their own businesses and joined the e-commerce boom, producing and selling children's jazz dance performance clothes. With the decrease of orders for performance clothes and the rise of "national tide fever", they began to focus on the Hanfu, and founded the Hanfu Studio in 2020. The initial stage of transformation was not smooth, but they continued to accumulate Hanfu culture and business experience. Today, they have designed more than 560 Han suits, and obtained 320 original art creation copyright patents. The company's annual sales reached 30 million yuan, driving more than 1000 people to work.

In recent years, with the rising popularity of Hanfu, more and more businesses like Chenfei Clothing are focusing on business opportunities for transformation and development. At present, Caoxian has 2524 Hanfu enterprises, 14718 online stores, 206 offline Hanfu experience stores, and nearly 100000 Hanfu practitioners, achieving industrial clustering within 5 kilometers (from dyeing, tailoring to garment production within 5 kilometers), forming a complete industrial chain and brand incubation system.

When both heat and foundation are available, how can we further continue the development momentum of the Hanfu industry? In Hu Chunqing's opinion, on the one hand, it is necessary to strengthen the propaganda and marketing of Han suits, on the other hand, it is also necessary to strengthen the product updating, especially the iterative upgrading of the design level. Hu Chunqing introduced to us that at the end of last year, their team made a Warring States Robe, in which patterns and accessories were restored and improved according to historical records, and color matching was based on modern aesthetics. Once the product was launched, it was widely concerned by consumers.

Chen Long, the principal of Shanhe Jinxiu Design Company, also settled in Caoxian County this spring, enabling the development of Han clothing industry with design. "At present, we have reached a deep cooperation with more than ten Hanfu enterprises, covering about 80% of the local leading enterprises." Chen Long said that the industrial agglomeration has brought high cost performance advantages to Caoxian Hanfu, making it a paradise for designers, "As a design company, we should, on the basis of respecting history, combine modern aesthetics and wearing needs, design different styles and functions of Han clothing for different age groups, so that Han clothing can be truly 'worn' into daily life, and promote and inherit traditional culture with clothing."

The explosion of the Hanfu industry has not only boosted the pockets of practitioners, but also made a leap in Caoxian's GDP - from 2021 to 2023, Caoxian's total GDP ranked first in Heze City for three consecutive years. "Next, Caoxian will focus on market demand and consumption trends, further promote the expansion and upgrading of the Hanfu industry, and make Hanfu a cultural link connecting tradition and modernity, history and future," said the relevant person in charge of Caoxian.

Lunjiao Xiangyun yarn industry——

Standards lead the healthy development of the industry

In Shunde, Foshan, Guangdong, and the Pearl River Delta, the dyeing and finishing technology of Xiangyun yarn has been passed on for more than 100 years without interruption. In 2008, the dyeing and finishing technology of Xiangyun yarn was included in the national intangible cultural heritage. Lunjiao Street, Shunde District, Foshan City is the core production place of Xiangyun yarn and the inheritance place of dyeing and finishing technology. How can such a traditional textile treasure with strong regional characteristics and cultural heritage further open the market space? How can the relevant industries continue to develop healthily?

Xiangyun yarn practitioners gave their answers: standards lead, innovation first.

The original name of Xiangyun yarn is "Rang yarn", which has the reputation of "soft gold". Its production process is complex and exquisite, and only the dyeing and finishing process needs to go through "three dips, six boiling and eighteen drying". "As a handicraft based industry, the establishment of standards is very important," Zhou Xiaogang, president of Lunjiao Xiangyun Yarn Association, told reporters.

From becoming a national intangible cultural heritage to taking advantage of the "new Chinese style" clothing craze, the Xiangyun yarn and Xiangyun yarn clothing industry experienced a period of rapid development, and also encountered the problem of low-quality products damaging the industrial image. The Xiangyun yarn local standard standardized the production process of Xiangyun yarn from the dimensions of materials, environment, technology, etc, It ensures that the tear force, color fastness and other indicators of the Xiangyun yarn fabric can meet the requirements of modern clothing, and improves the product quality.

If the quality is improved, innovation is also indispensable.

Zhou Xiaogang introduced that in recent years, the fabrics of Xiangyun gauze drying farm are rich in color, jacquard pattern, printing pattern, etc., providing more choices for downstream design and production, and making the products more close to the needs of young consumers. In production, the addition of the mud coating machine reduces the labor burden and makes the fabric production more stable; By making use of the relatively lack of sunlight to make light colored fabrics, the production window of fragrant cloud yarn has also been extended to a certain extent.

"At present, the market has a demand for exquisite and young Xiangyun gauze clothing. Therefore, we pay attention to the combination of traditional elements and modern design in design, for example, our Chinese zodiac series dresses sell well." Lin Hui, executive chairman of the China Guangdong Hong Kong Macao Garment Association (Macao) and founder of Langzhuang Xiangyun gauze, Today's Xiangyun gauze clothing styles are more diverse, with materials such as Song brocade and Shu brocade blended into the fabric, famous embroidery techniques such as Guangzhou embroidery, Suzhou embroidery and Shu embroidery comprehensively used in the embroidery process, and modern design elements such as floating yarn, tassels, and stitching, making the private Xiangyun gauze clothing more in line with the aesthetics of modern life while maintaining traditional characteristics.

It is understood that at present, there are more than 100 craftsmen in Langzhuang Xiangyun Yarn, with an annual output value of about 30 million yuan, which has increased four times compared with the initial stage. From following the National Art Foundation to carry out "Global Ecological Fragrant Cloud Yarn Promotion" in Italy, Russia and other seven countries, to supply "Rongbao" hand embroidered Fragrant Cloud Yarn series screens and related clothing as a franchise brand for the 31st Summer Universiade in Chengdu, and then to carry "Longteng Qianrui · Fengyin Pursuit" Themed clothing works won wide praise from Chinese and foreign peers when they participated in the Silk Road International Fashion Week. While expanding the market of Xiangyun gauze products, Langzhuang Xiangyun gauze is also trying to promote its cultural and creative collections to the international stage step by step.

"Xiangyun yarn dyeing and finishing technology has been followed for hundreds of years, and it is really hard won to form today's industrial development." Zhou Xiaogang said that Xiangyun yarn practitioners should further record, inherit and innovate their skills, and at the same time, they should support and cultivate young people in the industry to make them "able to enter and stay", It will lay a good foundation for the sustainable and healthy development of the fragrant cloud yarn industry.

Hankou North Market——

Han style clothing broadcasting opens new market

Golden Eagle Supply Chain Selection Center entered the live broadcast supply chain base of Hankou North Brand Clothing City in 2019. Boss Chen, the person in charge, has opened a store and set up his own clothing factory, and has been in the clothing industry for more than 30 years. At one time, the original brand independently developed, produced and sold by her was widely favored by young and middle-aged groups. The direct stores covered more than 50 large and medium-sized malls in all counties and cities of Hubei Province, and more than 500 regional agents nationwide.

When the traditional online platform rose, she took the lead in opening a number of online platform account marketing routes among peers. In 2020, during the stay at home of the COVID-19 epidemic, she followed the trend of the times again, with a learning attitude, opened a live broadcast account at the first time, and used the resources of the clothing industry for many years to transform into a clothing supply chain.

In her opinion, the dividend of garment enterprises relying on traditional e-commerce channels in the early days has almost disappeared, and it is the trend to use the new supply chain model to reorganize the digital layout. After settling down in Hankou North in 2019, she built a Golden Eagle clothing supply chain selection center based on Hankou North's super radiation ability and comprehensive live broadcast service advantages, providing Hanpai clothing products for live broadcast booths on various platforms. Now, she has become the backbone of promoting the revival of Hanpai clothing, and successfully realized the transformation from "traditional clothing trade service provider" to "clothing industry supply chain platform" Digital transformation.

In recent years, the Han style clothing has been constantly innovating, innovatively designing and expressing traditional elements such as Han embroidery and Chu culture, and has gained many young users.

In 2023, Huipin Brand Clothing Supply Chain Enterprise, one of the most influential brand clothing discount suppliers of Hanpai, will settle in Hankou North Brand Clothing City, build a live broadcast supply chain exhibition hall with an area of 2000 square meters, and accelerate the integration of e-commerce "gene".

Huipin brand clothing supply chain has its own production factory and design team. Since its founding more than ten years ago, it has constantly improved its original design and cultural bearing, integrated into the oriental aesthetics and national fashion culture, so that the fashion experience of Han style clothing continues to add points. It has cooperated with many clothing brands, and has more than 3000 downstream buyers, all over the country's offline shopping malls and business streets.

The Hankou North Clothing Direct Broadcast Supply Chain Base has a total area of 300000 square meters. It has gathered nearly 200 clothing supply chain enterprises and more than 200 permanent anchors with goods, including more than 10 million level well-known anchor teams. Backed by the clothing wholesale business circle with the largest single volume in central China, it has built a textile and clothing supply chain platform, weaving a complete industrial chain with "one line", and "longitude and latitude" are all over the country.

"The fabric of this dress feels soft, and you deserve it" "It's all in stock, affordable, and first come first" "... The live broadcast of the brand clothing city live broadcast base is non-stop 24 hours, and the anchors introduce their products to consumers through the e-commerce platform. Outside the live broadcast room, merchants push cars to shuttle around the base, scan and pack each piece of clothing, and then send it to all parts of the country.

The well-equipped and bustling live broadcast rooms, and the supply chain enterprises and live broadcast merchants with mature business types, are not only proof of the digital transformation of traditional clothing enterprises, but also represent the exploration of new development directions of the clothing industry. The in-depth integration and development of physical clothing enterprises and the digital economy help Hankou North market to create a "online and offline" 100 billion level market. (Reporter Xu Jiawei and Liu Fawei)

(Source: People's Daily Overseas Edition)