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"No Clothes And Children'S Robe", Han Clothing Flow Into Capital Nuggets New Entrance

2020/1/17 15:20:00 0

Hanfu

If you want to compare West Lake with the west, you should always wear the same makeup.

It may be said that on the edge of the glittering water of West Lake, such a group of beauties with strong makeup and thick ink are always alive. No matter the plain elegance and elegant elegance, or the gorgeous sleeves and red skirts, the beauty of the Hanfu girls in West Lake can not be said in a few words.

The great heat of Hanfu is not only an increasing number of Han clothes and little sisters on the edge of West Lake, Hefangjie Street, and Dayun River, but also because of the most popular films and dramas such as Daming Fenghua, crane, Hua Ting and Qing Yu. Statistics show that in 2019, the scale of Hanfu market on Taobao platform has exceeded 2 billion yuan, and maintained an annual growth rate of about 150%. Just last month, Taobao data showed that since the launch of "hello" in Youku, the transaction volume of the same section has increased by 1206% compared with the previous month, and the number of transactions in the "Song Dynasty Han Costume" increased by 1172% compared to the same period last year, and the turnover increased by 932% over the same period last year.

With the growth of Hanfu community, there is also capital to see this piece of cake. Previously, it was reported that Ali and tiger teeth were respectively launched on July and December respectively in ancient China and App in July and December respectively. The target users of these two groups are all Hanfu users, aiming to build a community of communication and communication for the group.

Film and television drama cuts, capital access, and all walks of life joint name - Han clothing industry moves frequently, what makes Hanfu famous?

  The reporter interviewed 80 Hanfu enthusiasts randomly.

Lovers are willing to spend 10000 yuan to collect out of print Hanfu.

"What is it like? No clothes?" and "son of the same Robe", out of the phrase "Book of Songs", let the Han costume circles have a kindly name for their small partners who like Han clothes.

After 90, the Hangzhou girl Yun Zi is one of the "gowns" in West Lake. In the Han costume world, she has a name familiar to everyone. Four years ago, "entering the pit" (Han clothing circles, like Han clothes), she is now a micro-blog fan with nearly a million net red. "I used to play with a lot of photographers, and then I took a set of antiquity. I thought it was very nice, and when I was young, I liked to see costume dramas, and I also liked the antique things. I started to start with all kinds of Chinese clothes, starting from the chest dress, and now I gradually fell in love with the Ming Han costume. In the impression of Yun Zi, it is actually an accident to tie up Hanfu.

Speaking of the price of Hanfu, Yun Zi admits: "my horse skirt is almost forty, there are about more than 120 pieces in total, and the wardrobe in the house has not been put down."

95 after the Hangzhou girl Yun Yun is also a Hanfu net red ("fatal black eye"). "I bought the Hanfu expensive words, bought two thousand or three thousand, cheap dozens of dollars of single products have bought." Speaking of Hanfu, the clouds are numerous.

In fact, there are not many people who buy nearly 1000 yuan for Hanfu. Last weekend, reporters interviewed 80 young men wearing Han clothes in random streets such as lakeside, Hefangjie Street and arch bridge. Their age distribution was 12 years under 18 years old, 38 years old at the age of -25, 26 years old, 29 people aged -35, 1 persons over 35 years old. Data show that 53.75% of the small partners will buy Hanfu related products every month, and 20% of the partners will buy Hanfu related products every week. Among them, the number of small partners who buy Chinese clothes at 100 yuan / -500 yuan / set is the largest, accounting for 61.25%; the price of Chinese clothing is 500 yuan / set -1000 yuan / set of small partners 26.25%, and even more people are willing to spend 10000 yuan to collect the out of print Hanfu.

The glory of the king, the national treasure, and the crane

Video games become the new entrance of Hanfu traffic.

The "little monkey paper" is a loyal player of the "King's glory". After a few months ago, she opened the game, and the interface jumped out of the preferential information of the surrounding products. "One of the Chinese clothes that was improved according to the character of the game" Yang Yuhuan "clothes immediately caught my attention. Unlike Cosplay clothing, the Chinese clothing of the joint name has both the key elements of the game characters, and has not changed the original shape of the Hanfu. I prefer this style. The price of a suit is about 1000 yuan, and the price is acceptable. "Monkey paper" said that the king's honor, which is called "more than 13 odd cardamom children", is also a joint name of the king's other people.

In fact, games, movies and TV plays are becoming a new entry for Hanfu traffic. It is not only a popular game but also a joint name with Hanfu. Before this famous TV play "knows whether or not it should be green and fat and thin", it also launched Hanfu Lianhua, a joint Hanfu in Sheng Minglan's "Sheng Mo Lan".

Reporters in Taobao search "Hanfu", "know whether or not", "national treasure" and other keywords found that the joint Chinese clothing sales volume is very hot. For example, more than 13 years old, Yang Yuhuan, the "king of glory" and "the glory of the king's glory" jointly set up a total price of nearly 1000 yuan, and the monthly sales volume is over 400 pieces.

Hua Guo Ji's "national treasure" Hua Zhuang's Jiuzhou Luo Shen Fu map has three pieces of coupons, priced at 734 yuan, and has become the top seller of the shop. Some netizens commented that we should collect all the series. Customer service "cloud" said: "many joint names already have a certain fan base, which will in turn drive sales of Hanfu, both of which promote each other and complement each other."

"Hanfu society"

"Cat" and "tiger" capital enters

How can Chinese clothing flow be realized?

Earlier, it was reported that Ali and tiger teeth were in July 2019 and December on the location of the "Hanfu social" ancient peach App and Hua Xia App. Reporters through the sky eye search found that the ancient peach App developers for Zhuo Yi Changyou (Beijing) Technology Co., Ltd., the actual controller is Alibaba Culture Entertainment Limited, accounting for 90% of the shares, while Huaxia App developer is Guangzhou cashew Mdt InfoTech Ltd, the actual controller is suspected to be Guangzhou tiger tooth Mdt InfoTech Ltd, accounting for 100% of the shares.

What is the meaning of "cat" and "tiger" capital entering into the Chinese clothing industry? In the eyes of the insiders, there may be more enterprises' eyes on the Hanfu market in the future. "Once the small Chinese clothing will move a huge industrial chain, it may become a big wind in the future." In fact, a lot of data have been able to corroborate the industry's statement. "According to CCTV financial report, the consumption crowd of the Han Chinese clothing market has been estimated at more than 2 million, the total scale of the industry is about 1 billion 90 million yuan, and the demand growth of Hanfu has brought the whole market hot." Tmall data show that from 2018, the search volume of Hanfu keyword in Tmall has exceeded that of "shirts", and the number of people buying Hanfu has increased by 92% compared with 2017.

"Yue Chu Xian" can be described as one of the earlier Han costume shops in Hangzhou. Yu Ji, the shopkeeper, has been in touch with Hanfu for about 10 years. (Yu Ji) "At that time, it was because of a report that people wearing Hanfu in Xi'an reported that this area was slowly entering the circle." Yu Ji said.

In the view of Yu Ji, capital entering Hanfu circle is actually a double-edged sword. "Advanced capital has its own vision. The backward capital may have more elements to follow blindly. From a good point of view, the entry of capital may bring its original supply chain into the whole production and sale, which will greatly reduce the cost. The most intuitive change is that now the Hanfu you will find more and more beautiful and cheaper. This will also help Hanfu open its home court and become more life oriented.

One of the sponsors of the maritime Silk Road Hanfu alliance unit, Chen Zhiqi, the head of Hangzhou Hanfu Culture Promotion Association and the founder of Hangzhou yuan he culture, has been looking at Hanfu for many years. He seems to say that capital entry is an inevitable event. From 2003 to 2008, it is probably a theoretical preparation stage and a network promotion stage. From 2008 to 2011, the stage of offline regional activities was followed, and the relationship and cooperation between different organizations became more and more close. The beginning of 2012 is a national promotion stage. The linkage of various communities has been strengthened, and the revival of Hanfu has gradually been industrialized and substantialized. At this time, some businesses, or capital, began to observe and pay attention to this field. By 2013, public figures and entertainment capital began to enter, such as Vincent Fang, Xu Jiao and so on. Their starting point should be the promotion of Hanfu, and profit is not the main purpose. Last year, a large number of capital came into being. These capital were pursued in pursuit of new economic growth points and economic hot spots, to a large extent, with blindness and impulsiveness. We are also observing and vigilant at this point. We hope that more capital can be imported to improve the Hanfu industrial chain, and Hanfu can be increased and quality improved, because both development of economy and development of culture require capital.

Little brother also began to like to wear Hanfu.

Subdivision of demand

Hanfu enters a new climax

In the "Yu Ji" impression, when she first entered the line, there were not many businessmen in Hanfu. "Compared with less supply, there are many demands, and even consumers can't buy what they want, so they have to buy materials and make them." In the view of Yu Ji, the subdivision of Hanfu is an inevitable trend. "Consumers' love for things will make them want to have more attempts, and the increase in consumer demand also makes businesses more innovative. This is also the reason why the shape is becoming more and more abundant now. In addition, it will also affect accessories and other surrounding industries, including silk mosaic.

It is not hard to find that nowadays, there are more and more young brothers in street clothes. There are fewer people in the business who make smaller brothers. The addition of male power has also had an impact on our industry. The younger brother who likes Han clothes early can only be customized, but now businessmen will also pay attention to the male market. "Yu Ji" said that there are many neutral Chinese clothing also came into being. Today, Hanfu is not like everyone knows that it is not necessary to wear a hairpin to go out. A hair band or a hat mix is also a new trend of national tide.

As the Chinese clothing net red, the meat Yun Zi says: "enters the Hanpu pit to understand before has" the silk "this craft, then also knew has the velvet flower, the winding flower, also has the filament to inlay these things. The process of settling down ancestors is really proud. "

"Now, everyday, I will also choose" Hanyang compromise "daily clothes, so that Hanfu can be more integrated into life. The inheritance of Hanfu contains a lot of Chinese cultural complex. It is hoped that people can learn more Hanfu and more Han culture through clothes. Yun Yun said, through Hanfu, I have known many like-minded friends, which can be said that this is a good teacher and helpful friend.

In Chen Zhiqi's view, Hanfu is a traditional costume of the nation. In the present process, it needs universality and creativity. According to the aesthetic and practical needs of the modern people, there are some applicable styles that can be universally accepted by all. This is also the reason why Hanfu is to be turned into life and dress. "We will sort out the types of clothes that are suitable for everyday life, and leave them more suitable for the present and more suitable for contemporary people's aesthetics. For example, the popularity of Ming style Hanfu is that the system of Ming Han clothing is relatively complete, and the clothing materials and production processes are relatively mature and suitable for promotion. In addition, because Hangzhou is the capital of the Southern Song Dynasty, it also accords with the aesthetic system of Song Dynasty. Therefore, the Song Dynasty Han costume is also more selected by Hangzhou people. It is precisely because there are different groups, there are different needs for Hanfu, will produce segmentation market. This is a necessary stage in the revival of Hanfu. " He said.

In the promotion of Hanfu, Chen Zhiqi will do a lot of related science. "After the expansion of Hanfu, the relevant systems and standards have not yet been established, and new business groups and new audiences and enthusiasts poured in. There are also problems of product errors and improper dress. We will also conduct corresponding guidance.


Source: daily business daily Author: Zou Ran

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