Semir's Children's Wear Brand Balbala Online Hanfu

In September 9th, Semir released an announcement on investor activity records, saying that Semir's children's wear brand Barbara recently launched a series of Hanfu products in new products. In this regard, Semir pointed out in the announcement that "balbala Hanfu products are suitable for everyday wear without losing the charm of Hanfu and are loved by consumers."

Beijing Commercial Daily reporter landed at Barbara Tmall flagship store, entered "Hanfu" also found relevant products. At present, balbala has launched 4 Chinese clothing products, all of which are girls' children's clothing. The price of the products is basically between 100-300 yuan. Among them, the highest sales of Hanfu children's clothing products have been paid by 738 people, but there are also no sales of Hanfu style.

In recent years, with the revival of traditional culture and the upsurge of national style, Hanfu has returned to public view. It is estimated that the total consumption of the Hanfu market has exceeded 2 million, and the total industry size is about 1 billion 90 million yuan. In a media interview, Wang Jiawen, President of the Guangdong provincial council of traditional Chinese Culture Promotion Committee, said in 2017 that the number of Hanfu culture associations in the world was more than 1300. By 2019, it had reached more than 2000, with an increase of 46% over the past two years.

It is noteworthy that the retail price of Hanfu is not low, and the market of Chinese clothing is becoming more and more popular under the upsurge of Hanfu. According to the statistics of large domestic e-commerce platform, in 2018, Han clothing priced between 100-300 yuan accounted for more than 60% of the sales share, and the ratio of more than 500 yuan was more than 30%.

Why does Hanfu's heat rise steadily? Some analysts have pointed out that this is due to the emergence of ancient films and TV dramas and the emergence of antique games. On the other hand, clothing brands hope to rely on Chinese traditional culture and differentiate innovative products in order to seek new growth points. As the first brand of children's wear industry in China, balbala, the launch of Hanfu series products, also hopes to take the initiative in the category of Hanfu, and continue to lead the field.

Data show that in 2018, Barbara's revenue was 8 billion 825 million yuan, an increase of 39.6% over the same period, leaving other brands far behind. Take second Teenie Weenie as an example, its data in 2018 was 2 billion 193 million yuan, less than 1/4 in Barbara's revenue.

"At present, the brand of children's clothing in China has not yet received more than ten billion yuan, and Barbara is the nearest one. It is not hard to see that billions of dollars in revenue Barbara are ambitious. In the Red Sea competition of children's wear market, Barbara's promotion of Hanfu by traditional Chinese culture is a step to be sure, but it remains to be seen whether it can continue to attract consumers. Insiders pointed out.