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Behind The Popularity Of Hanfu: Young Women Support This Industry.

2020/1/6 10:17:00 0

Hanfu

In recent years, Hanfu has become more and more popular. In the streets, young people who wear Hanfu are not new.
With the increasing acceptance of Hanfu, there has been a 1 billion level unknown industry.
According to the 2018 Hanfu industry report, as of the end of 2018, there were more than 2 million Hanfu fans in China. The total scale of Hanfu industry in China was about 1 billion 87 million yuan.
The number of Hanfu businesses on Taobao jumped from 7 in 2005 to 815 in 2018. Meanwhile, in 2018, the total sales of Taobao and Tmall's two platforms were 921 million yuan.
After the Han clothing industry grew, it attracted the attention of Internet Co.
According to reports, Ali and tiger teeth in July 2019 and December respectively on the ancient peach APP and Huaxia APP. These two APP are essentially social products, but the target customers are Hanfu enthusiasts.
The developer of ancient peach APP is Zhuo Yi Chang (Beijing) science and Technology Co., Ltd., which shows that the suspect is actually controlled by Alibaba. The developer of Huaxia APP is Guangzhou cashew information Mdt InfoTech Ltd, suspected of actual control of tiger teeth.
   Controversy over Hanfu
China has a huge base of one billion and four hundred million people, so the business opportunities behind its smaller sectors can not be ignored. What's more, today's Hanfu is gradually getting rid of the impression of weird clothes.
However, Hanfu has been controversial since its beginning.
In November 22, 2003, Wang Letian, a Zhengzhou native with the internet name, was dressed in the "Hanfu" produced by the TV drama. He was called the first person wearing the "Hanfu" to take the streets in public today.
At the beginning of Hanfu popular is the banner of protecting traditional culture.
In Japan and Korea, for example, they protect traditional costumes very well. Whenever the festival comes, people in Japan and South Korea will voluntarily wear prison clothes, kimono or Hanfu to the streets. You know, kimono and Hanfu are deeply influenced by Han traditional costumes.
In the view of Hanfu supporters, Japan and South Korea's attitude towards traditional costumes is worth learning. Therefore, the Han costume movement came into being.
However, the rise of Hanfu has also been criticized by many academic experts. In their view, the modern "Hanfu" is a traditional costume that is imagined by the participants of Hanfu sports, and is the style of national costume invented.
Although there are many criticisms, it is still not able to stop the trend that Hanfu is becoming more and more popular.
Young women have taken up Hanfu.
According to the relevant data, the global Hanfu Culture Association in 2017 was about 1300, and by 2019 there were more than 2000, with 46% increase in two years.
At present, there are more than 2 million consumers in Hanfu market in China, and the total industry size is about 1 billion 90 million yuan.
Tmall's data also corroborate the fact that the popularity of Hanfu is rising.
Since 2018, the search volume of "Hanfu" has been even more than that of "shirts". The number of Chinese clothes purchased has increased by 92% over the same period in 2017. Among them, 95 accounted for 48%, accounting for 24% after 90.
By buying the age of Han clothing, we can see that young people are the main group of Han clothing, 86% of Han Chinese lovers are under 24 years old, while 87% of Han costume fans are women. Young women are the absolute main force of Hanfu. It is no exaggeration to say that they support the Han costume industry.
In the B stations dominated by young people, some short videos with Hanfu as the theme play more than one million videos. Young people usually don't catch cold on traditional things, and the most valuable thing about Hanfu is that they can win the favor of young people. This will have a great influence on the follow-up development of Hanfu, and the heat may continue to rise.
The Hanfu market is promising.
Although sales of Chinese clothing have increased rapidly in recent years, there is still a great distance from the real industrialization.
From the perspective of brand supply, the current Hanfu market is mainly supported by head businesses, and there is a serious fault phenomenon in the absence of waist businesses. The new Hanfu craftsmen and designers struggled to survive in the cracks because of publicity, inadequate exposure to traffic, small shops, and lack of complete supply chain.
Moreover, compared to modern clothing, Hanfu design is much more complicated. Invisibly promoted the entry threshold, which is not conducive to the admission of new businesses.
Shanzhai phenomenon is also a major problem facing Han clothing market.
The design of original Hanfu requires time and effort. Some businesses directly copy others' creativity and make them with cheap materials, which will impact the market at a lower price.
However, the profits produced by the producers of the original Hanfu are significantly reduced. Over time, excellent designers and businesses have dropped out of the market, and the overall level of Hanfu has also declined. Eventually, a situation of "bad money drives out good money" has been formed.
In addition, the Han clothing industry is still out of touch with modern life. Although the popularity of Hanfu is from young people spontaneously, the momentum of development is fierce, but the problem can not be ignored.
In the future, there is still a long way to go for the minority clothing.

Source: finance afternoon tea

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