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"Chinese Costume" Has Become The New Blue Ocean Of Garment Industry.

2019/10/9 10:47:00 1

Hanfu

Wearing a light hairpin, wearing clothes and fluttering, the skirt flying over... In recent years, Hanfu culture has attracted more and more people, especially the younger generation. In the streets, in shopping malls, and in popular tourist spots, we can occasionally meet with immortal fans. Some people are fascinated by the beautiful appearance of Hanfu, and some people are keen to dig out the profound cultural connotation behind it.

The 2018 Hanfu industry report shows that as of the end of 2018, there were more than 2 million Chinese Hanfu fans. The total scale of Hanfu industry in China was about 1 billion 87 million yuan. The Hanfu economy is becoming a new blue ocean in China's garment industry.

  The average age is 21.03. Young people are the main consumers.

Hanfu, also known as Han dress, Han costume and Chinese clothing, is a main feature of hand painting, cutting, sewing, ironing and other techniques. It is characterized by the combination of dyeing, weaving and embroidery. The main features are the right hand clasp, the tie buckle and the hidden buckle. Later, a variety of styles, including curl, straight, high waist skirt, skirt, and Zi Zi, have been developed. It is a projection of the "Chinese civilization" and "ceremonies" on the costumes, showing the Chinese wind and oriental aesthetics, which make people feel full of "immortals".

In 2018, Hanbao information survey showed that the average age of Hanfu consumers was 21.03 years old. Among the 19 to 24 age group, the highest proportion was 52.14%. Compared with the previous year, the proportion of all ages below 18 years old has increased, indicating that the main force of Hanfu consumption has a tendency to become younger.

Some Chinese lovers of "95 after" and "00 after" told reporters that they always liked to organize Hanfu thematic activities on traditional festivals, such as the annual Tanabata Festival and Lantern Festival, wearing Han clothes and going out with 35 friends, feeling the romance of "the willows on the top of the moon and the dusk". Wearing Han clothes to the streets has gradually been accepted by the general public.

"I have been in touch with Hanfu for more than 10 years, and I dare not wear it until I dare to wear it today. Every Spring Festival, Dragon Boat Festival, Mid Autumn Festival and other traditional festivals, I will wear Chinese clothes to go out to express my respect for traditional culture." Miss Zhang, a senior Chinese clothing lover who lives in Jiangbei, told reporters that when she was in primary school, she liked Hanfu. In the university age, through learning Chinese traditional culture, she became more and more fond of Hanfu. "The popularity of Hanfu has been high over the past two years, and we have a high degree of acceptance. We can go out in Chinese clothes and feel the beauty of the whole people." Miss Zhang said.

"When I first tried to wear Hanfu, I was attracted by the elegant quality of Hanfu. I have bought several sets on Taobao, and now I am deeply in love with Hanfu." Miss Li, 24 years old, told reporters that there are many people who like Han clothes and like-minded people around him.

Zhou Lin began to promote and manage Hanfu in Ningbo in 2009. In 2013, the Han Culture Communication Association was established. There are hundreds of members. As president, she also established the Han culture experience Museum. Zhou Lin told reporters: "Ningbo is a relatively mature and advanced market for Hanfu in China, and its social inclusion and government support are relatively high. In the past 10 years, we have been committed to the promotion of Chinese culture. From free to reasonable fees, from non professional to professional, we are constantly adapting to the market and seeking development.

Under the leadership of Zhou Lin, a group of young people who love Chinese clothes have been promoting their Hanfu culture everywhere and promoting the Chinese tradition of etiquette. They will perform Hanfu performances in public space at some important time nodes, explaining traditional culture knowledge to visitors to attract fellow travelers. In the eyes of many "Hanfu youth", Hanfu is not only a dress worn on the body, but also a link between learning traditional culture.

  New media "fan the flames" Han clothing economy continues to heat up

Hanfu is mainly divided into two categories: daily dress and formal dress. A set of everyday clothes, ranging from 100 yuan to 600 yuan, is usually processed in large quantities in factories. Hanfu fans can buy them directly from Taobao.

In recent years, with the development of new media such as jitter and fast hand, Hanfu has become more and more popular. The famous veteran dealer in Hanfu circle "returned to Han and Tang Dynasties" originally doubled the sales volume from 2018 to 2019, but the actual situation was five or six times. Not long ago, "Ningbo back to the Han and Tang Dynasties" just opened, attracting a lot of Hanfu enthusiasts to patronize.

Zhou Lin told reporters that compared to other women's clothing, Hanfu's profit is only 10% to 20%, its production process is complex, the material used is more, and the time cost is high. "A T-shirt may only need 0.5 to 1.5 meters of cloth, but it will take 5 meters or even more than 10 meters to make Hanfu. Even if the factory is made in bulk, it will be difficult to reduce the cost. "The main purpose of our offline stores is not to make profits, but to spread Chinese culture and promote the development of the surrounding businesses." Zhou Lin said that although Hanfu brand is still very small, and the surrounding business has just started, but Hanfu has great room for development, and will inevitably lead to related consumption, such as Hanfu rental, wedding services, tea culture, folk music, appliances, jewelry and other related industrial chain. At present, the business environment of Hanfu circle is still relatively simple and original, mainly relying on the fans in the circle to manage and promote. However, it is not enough to rely solely on hot blood, which requires professionals to operate in order to make the market develop steadily.

Ms. Su, who is 36 years old, has been involved in the wedding industry for many years. She told reporters that more and more new people like Hanfu wedding, hoping to feel the unique charm of Chinese traditional culture. "In fact, the price of a Hanfu wedding is not cheap," she said. The ceremonies used in various cases, copper pots, Han plates, gourd cups and other props are all tailored, and a wedding ceremony costs about 30 thousand yuan to 40 thousand yuan. Although the price is not high, but there are many people who are keen on it. At present, the order of Hanfu wedding order in Ms. Su has been released until next March.

The rise of traditional culture is driven by the development of a series of industries. In addition to Hanfu wedding, antique fans, lanterns and bags are also very popular. Because of the prospects for the development of "China Wind" accessories, Xiao Fan started an original work Taobao store on 2016. She told reporters that the business really started up this year, and her orders are increasing. "I work in the daytime and do manual work in the evening, but now I can't catch orders, and I buy one. Now, I'm doing hand accessories with some classmates. " Xiao Fan said with a smile.

  Let young people's vitality and innovation promote the upgrading of Hanfu industry

At present, many primary and secondary schools offer courses in Sinology. There are many Sinology associations in universities, which provide a way for the popularization of Hanfu culture. The relevant people believe that traditional culture and education should be picked up from childhood, while Hanfu culture is part of traditional culture, and it can also be used as an extension material to primary school textbooks. The influence of Hanfu culture on children is more to cultivate children's interest in the essence of traditional culture, to help children establish strong national self-confidence and sense of responsibility, and to cultivate cultural self-esteem and self-confidence.

Zhou Lin introduced that many young people in the association began to choose Hanfu from the pursuit of aesthetics and avant-garde at the beginning, while more people began to understand Chinese traditional customs and etiquette by learning from Hanfu as a starting point, learning traditional skills such as chess, calligraphy, painting, poetry, wine and scented tea and so on. In the process, they further contacted the traditional culture and healthy upward lifestyle and became the inheritors of traditional culture.

Related personages suggest that the development of Hanfu industry in the future can collect and restore the information of ancient crafts, and strengthen the training of inheritors. We should not only let old artisans play their leading role, but also enable more young people to take up jobs in Hanfu industry, so that young people's vigor and spirit of innovation can promote the upgrading and development of Hanfu industry.

In addition, Hanfu industry can seize the opportunity of building a "one belt and one road" and strive to promote products such as silk and other products with Chinese characteristics. At the same time, more Chinese elements should be integrated into fashion, catering to the market and catering to the current aesthetic. It is hoped that Hanfu can carry more traditional culture and national spirit and form a Chinese style, representing Chinese style aesthetics. Only in this way can Chinese culture be renewed.

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