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Hanfu Industry Chain In Caoxian, Shandong Province

2021/5/17 15:33:00 0

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Nowadays, Hanfu has become a favorite dress for many young people, and it has even become a fashion trend to wear Hanfu for travel. Since this year, as the impact of the epidemic on domestic travel has been greatly weakened, the demand for Hanfu by many scenic spots and Hanfu enthusiasts has increased significantly.

In Caoxian, Shandong Province, there are more than 2000 Hanfu industry chain merchants, and the sales of original Hanfu account for one third of the same market in China. In order to cope with the surging demand, many local Hanfu factories work overtime to produce, but the supply still falls short of demand.

01. The Hanfu market has broken out, and the market sales volume may exceed 10 billion this year

In Caoxian, there are all kinds of Hanfu with tens of yuan and up to 10000 yuan. However, they are mainly cheap, and the average price is about several hundred yuan.

Many ordinary consumers tend to choose more affordable styles when they come into contact with Hanfu. In addition, the consumption group of Hanfu is mainly young people, so cheap Hanfu has become the choice of many student party.

Every local Han clothing seller in Caoxian county basically has two or more online stores. They told reporters that due to the better spread of Hanfu culture in recent years, the cheap Hanfu market has shown an explosive situation. In particular, since this year, the impact of the epidemic on the market has been greatly weakened, and sales are booming.

Yin Qixing, boss of a Han clothing factory in Caoxian, Shandong Province: it may be several times better than that in 2020. In the past, it sold tens of thousands of yuan. This year, an average of more than 300000 sales of a store every month. Online stores can make a lot of money. If a model is sold well, it may be 100000 pieces or 50000 pieces.

Yue Yuancheng, head of a Express branch in southeast area of Caoxian County, Shandong Province: now the express volume of Hanfu is increasing by 30% to 40% every year. In our express site, during the children's day, children's Hanfu category is also in the burst list, like some cooperative businesses, now they have sold out of stock.

When Hanfu, which used to be limited to a small group of people, broke through the circle, which meant the birth of a more popular consumer category. The love of Hanfu lovers for it and its historical culture also made many consumers began to collect Hanfu.

Wang Fengqing, a Hanfu seller in Caoxian County, Shandong Province: I have a client who wants to buy new clothes as long as I make them. Her personal room for storing Hanfu has to have several hundred sets.

According to the report of AI media consulting in January this year, the number and market scale of Chinese Hanfu enthusiasts are growing rapidly. It is estimated that in 2021, the number of Hanfu enthusiasts will reach 6.894 million, and the market sales scale will reach 10.16 billion yuan.

In the future, with the "post-95s" and "post-00s" gradually moving to the center of the economic stage, they are expected to become the main consumers of Guochao and further release the market potential.

02. Fabric shortage order doubled, Hanfu manufacturing factory worked overtime

Located in the southeast of Caoxian, Shandong Province, Dazhi town has more than 18000 online stores. At first, the villagers mainly engaged in the business of performance clothes. As the Han clothing market became more and more popular, many of the town's 600 or 700 performing clothing manufacturers turned to producing Hanfu. The second quarter into the peak production season, the town's Hanfu factories are working overtime.

The reporter came to a cloth shop in Daji town of Caoxian county. The shop displayed various kinds of Hanfu fabrics. The boss said that all villages in Daji town are Taobao villages. There are many e-commerce companies making Hanfu and there is a large demand for cloth. It takes an average of seven or eight meters of cloth to make a set of Hanfu. According to the different fabrics, the price of cloth per meter varies from a few yuan to dozens of yuan. His shop's fabric orders are doubling every year, and the daily shipment is about 200000 meters.

The second quarter of each year is the peak production season for Hanfu merchants. As soon as this time comes, fabrics begin to be in short supply.

Chen Jichao, boss of a fabric sales company in Daji Town, Caoxian County, Shandong Province: now they don't talk about the price. They all say when the boss will give me the fabric and when it will be available. Now it is not a matter of price. Now it is out of stock directly.

In the production process of a set of Hanfu, simple and elegant printing and exquisite embroidery are indispensable, and the local printing factory is working overtime to make products.

Meng Desheng, owner of a printing factory in Daji Town, Caoxian County, Shandong Province: this year, almost after the new year, there are a lot of orders, doubling. The workers have to work overtime to around 11:00 to 12:00 every day. At present, the daily output is about seven kilometers, which is far from enough. It can't meet the requirements of customers. After we have finished debugging the industrial machines, we can't meet the requirements of our customers, It is estimated that the output per day is about 30000 meters.

Compared with printing, the price of embroidery is relatively high. Embroidery is calculated according to the number of stitches. In Caoxian County, about 12000 stitches per yuan. The more embroidery and the more complex the process, the higher the cost. The boss of the embroidery factory said that more and more local villagers started the business of Hanfu, and the competition was very fierce. Therefore, the production cost of a set of Hanfu was also constantly compressed.

Ma de Germany, owner of an embroidery factory in Daji Town, Caoxian County, Shandong Province: the profit has dropped by more than half. Now the wages of workers are rising, and all the accessories are going up a bit. The profit is not so high, but the quantity is gradually rising, and the order quantity is a little more.

As the scale of Hanfu industry continues to expand, local service-oriented enterprises, such as online shop page design, product models and photography, are also increasing.

03. Cao County, Shandong Province: investment in original Hanfu increased, Hanfu manufacturing moved towards refinement

The development path of Hanfu industry is not smooth. The Hanfu industry in Caoxian, Shandong Province, was called "Shanzhai goods" in the industry at first, and then strived to take the original road and move towards branding. The development of Hanfu industry in Caoxian is also the epitome of the whole Hanfu market.

Hu Chunqing is a native of Daji town in Caoxian county. After finishing his doctorate, he chose to go back to his hometown and set up an e-commerce business with his wife Meng Xiaoxia. After the rise of Hanfu, they seized the opportunity to switch to Hanfu. Today, more than 100000 pieces of Hanfu have been sold online and offline, but whenever he recalls the days when he first set foot in Hanfu, he says it is too difficult. It may take ten days and a half months, or even months, to develop a Hanfu.

Hanfu has strict shape requirements, but at the same time, it also pays attention to the original color matching, embroidery patterns and even production technology, so it needs independent design. At first, many local businesses directly imitated the original works to produce Hanfu, which was criticized as "Shanzhai goods" by Hanfu fans. Meng Xiaoxia, who had a strong foundation in design, decided to study Hanfu design on her own and began to cooperate with designers at the same time.

Hu Chunqing told reporters that the development cost of a set of Hanfu before it went on the market was less than 7000 yuan, and more than 35000 yuan. As long as one of them became popular, the development cost of many styles could be recovered very quickly. If the market reaction is not good, it may also lose money. In addition, the high return rate of Hanfu is also a pain point for enterprises.

With the continuous development of the industry and the continuous improvement of consumer demand, Hanfu industry is developing in the direction of scale, refinement and fashion.


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