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What Has Captured The Hearts Of Modern Young People In The Silent Hanfu Culture?

2021/6/8 17:23:00 0

Hanfu Economy

What has captured the hearts of modern young people in the silent Hanfu culture?

"No clothes? He is in the same robe with his son. ".  

Hanfu, which has been recognized and sought after by the new generation of young people, has attracted many people's attention with its own efforts and hot search on microblogs.  

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

Data screenshot from AI media data center  

Through the data, it is not difficult to find that Hanfu culture is breaking through the circle with an unstoppable momentum.  

In such a new fashion track, what kind of economic account is behind it?

     From "self sprouting of enclosure" to "breaking through the boundary"  

"A set of costumes with Chinese elements actually sold at a high price of 220000 yuan.".  

The broadcast of "mountain and river order" also makes more and more people realize the charm of Hanfu. Based on the influence and benefit of stars themselves, the fans can not be ignored, and the fan economy has become an important force to break the circle of Hanfu.  

In recent years, with the ancient costume dramas such as Yanxi strategy pay more attention to the restoration of Fu Hua Dao; And "national treasure" and other variety shows continue to appear in the figure of Hanfu; Offline Xi'an Datang night city of the little sister of the tumbler out of the circle popular; In addition, under the constant catalysis of multi-channel communication such as microblog, fast hand and shaking tone on social platform, Hanfu is moving from small aesthetic to public.  

Hanfu, which originally existed only in the film and TV series or in the minority circles, is breaking through the gap between the existing circles and striving to reap the favor and love of more new consumer users.  

More than thirteen national style brands of Hanfu can be said to be the elder in the field of Hanfu. At the same time, it also has the pronoun of "the first set of Hanfu in the Wardrobe", and it is the favorite of entry-level Hanfu enthusiasts. The investor behind the a-round financing of more than 100 million yuan is also the B station and bubble mart that attracts much attention.  

Both of them are in the leading position in their respective fields. It is not difficult to see the attention and recognition of the capital for the consumption blue ocean of Hanfu.  

 
The travel of Hanfu is not only limited to the Forbidden City, but also can be seen everywhere in the streets and subways. Nowadays, it has become a common phenomenon to wear Hanfu in various public places.  

Hanfu has grown rapidly from a small circle in the past to a "big business" with a market scale of 10 billion. The Hanfu economy led by Hanfu is growing wildly.  

With the rapid expansion of market demand and the bright vision of broad consumption blue ocean, new players are flocking to accelerate the layout. At this stage, the Hanfu market shows a complex phenomenon of mixed good and bad, good and bad.  

According to the data of Tianyan survey, the information of Hanfu related enterprises registered in the past two years is several times that before 2019, and Hanfu related enterprises are springing up like mushrooms and are constantly pouring in.  

"Emphasis on culture" + "high appearance value" to leverage the 10 billion market  

Xiaobai, an ordinary college student, occasionally got the chance to join the Hanfu club. From then on, she filled her wardrobe with elegant and classic Han clothes. "I will spend a fixed monthly living expenses to buy Hanfu and accessories, with an average price of 300-500," she said. Since "entering the pit" Han clothing, it has brought me more satisfaction and delicacy to my life. When buying Hanfu, style is more important than quality. I am willing to try and believe in new stores. "  

Xiaoqu, as the founder of the school club, has different feelings and views on Hanfu from ordinary people. "As a" ashes level "player of Hanfu, I usually prefer to spend a long time on high-end payment. From the beginning of wearing Hanfu on the street, we generally looked at each other's eyes, and now we say hello to "my colleagues" in public. Our attitude towards Hanfu has also brought me more happiness. As for the reason why you mentioned is Gaoding, you can only say that the quality of cheap Hanfu can't be flattered. It's all luck to find goods. "  

Facing the soaring market demand, as one of the original Hanfu production places, Caoxian, Shandong Province, accounts for one third of the same product market in China. Yes, you're right. It's the place that monopolized the Japanese coffin market.  

With the continuous development of "tongpao" group, Hanfu is no longer a solitary Carnival in the circle, but as a commodity, its commercial value is seen by more people.  

From planting grass to purchasing, a Hanfu industry chain is gradually improving and extending.  

According to the "insight report on consumption trend of Hanfu 2020", the number of consumers who have purchased Hanfu on Alibaba platform is close to 20 million; In 2019, the transaction amount of Hanfu on Taobao platform exceeded 2 billion yuan.  

The data further reveals that in the current hot tremolo platform, the total number of short videos with the theme of Hanfu has exceeded 30 billion times, and the potential consumer scale of Hanfu has reached 415 million person times. The consumption energy of potential users needs to be further stimulated and released. There is still a long way to go for the user ceiling of Hanfu.  

What can not be ignored is that the development of Hanfu, as a subdivision track under the clothing track, can not only rely on the huge consumption group of Hanfu, its own quality and original IP is its brand moat.  

With Taobao platform as the entry point and Hanfu as the key words for search, it is not difficult to find that for affordable Hanfu, the homogenization competition is serious, and the war between "Zheng" and "Shan" has been spreading, constantly stimulating the nerves of consumers.  

The contradiction between the uncertainty of the market and the high production cost forces the new players to be more inclined to the price war and seize the market share quickly relying on the "cost performance" to gain a firm foothold. However, in its follow-up development, the disadvantages are obvious. The development path relying on its own plagiarism, imitation and poor quality cloth is not easy to form user stickiness, and it is difficult to occupy a place in the increasingly mature Hanfu system.  

Hanfu market wind suddenly, has formed a "trend". However, the industry is now in the stage of fuzzy stratification, and the action of "shuffling" and remodeling is breaking the inherent situation of the circle. Whether the "storm" can last or not, the players who can laugh to the end think that it is necessary to go through a round of market pains to have an answer.


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