Home >

Hanfu Business Is Not Only Selling Clothes, Broken Circle And Growing Tide

2021/10/22 0:02:00 0

This year's Mid Autumn Festival, a group of Guangdong "tongpao" wearing Hanfu, holding lanterns, enjoy the bright moon on the Pearl River cruise ship. This delightful scene has been performed frequently in traditional festivals in recent years. In the Hanfu circle, Hanfu enthusiasts affectionately call each other "tongpao", and senior colleagues also call themselves "old robes".

According to the data from AI media consulting, From 2015 to 2020, the sales scale of Chinese Hanfu market will increase from 190 million yuan to 6.36 billion yuan. It is estimated that the number of Hanfu enthusiasts will reach 6.894 million in 2021, and the sales scale of Chinese Hanfu will exceed 10 billion yuan.

Small number of clothes fly into ordinary people's homes

2019 is a key year for the Hanfu industry. Data shows that in this year, the sales scale of Hanfu reached 4.52 billion yuan, an increase of 318.5% year on year. In 2020, the growth rate will slow down and the sales scale will reach 6.36 billion yuan, but the market will still be vast.

My colleagues are also deeply aware of this change. "In 2019, the development of the Hanfu industry is absolutely blowout. In fact, as early as 2017-2018, the Hanfu industry has gradually become hot. In 2019, with the blessing of flow and capital, the Hanfu industry has ushered in an outbreak." Xie Jiayan, head of the well-known Hanfu community "Hanfu Guangdong", told Yangcheng Evening News.

What happened this year? This year, a "little sister of a tumbler" in Han Dynasty visited Xi'an Datang never night city, and was photographed by tourists and put on the tremolo, which instantly won millions of praise. This year, a large number of bloggers shot casual clothes "instant" into Chinese short video, widely spread on the Internet. This year, overseas students launched the "Hanfu travel around the world" campaign, and the popularity of Hanfu quickly spread to the world.

Behind the "broken circle" of Hanfu is an increasing number of Hanfu fans and consumers. According to the data, from 2017 to 2019, the number of Chinese Hanfu enthusiasts has maintained a high growth of more than 70% for three consecutive years. In 2019, there will be 3.561 million Hanfu enthusiasts in China, with a year-on-year increase of 74.4%.

When the trend of national trend meets the capital inflow

The market is bustling, and Hanfu practitioners also feel the heat of industry and capital. According to Tianyan survey data, more than 60% of Hanfu related enterprises (all enterprise status) have been registered in the past five years. In 2019, there will be 1000 new Hanfu related enterprises, and more than 800 will be added in 2020. Some organizations also predict that the market size of Hanfu will be nearly 10 billion yuan in 2021.

"A large part of the new entrants are capital with a keen sense of smell and traditional women's wear brands," Xie Jiayan told reporters. Before that, most of the Han clothing merchants were transformed from senior "tongpao", such as returning to the Han and Tang Dynasties and Han Shang Hualian. However, around 2019, a number of traditional women's clothing manufacturers, represented by Guangzhou foreign trade women's wear, entered the Hanfu industry chain. These manufacturers are very familiar with the clothing production and sales links. They also use the e-commerce mode of beauty, fashion and other fast-selling products to make Hanfu. They use the advantages of the industrial chain to reduce the average price of Hanfu, adding another fire to the "broken circle" of Hanfu.

A typical case is that more than 13 Hanfu brands ranked the first in terms of sales of Taobao tmall Hanfu brand in 2020. The brand was established in 2016. The founder of Xiaodou kou'er is the owner of Guofeng up in station B. There are nearly 10 million fans on the social platform and more than 4 million fans in Taobao tmall. As a rising star in the field of Hanfu, more than thirteen years has become the leader in the industry in a few years, with strong innovation potential, and is good at combining national aesthetic with modern design elements. In more than 13 years, he was awarded Jue, a famous angel investor, in 2019 ） Capital's pre a round of financing, more than 100 million yuan in 2021 round a financing, investors for zhengxingu, station B and bubble Mart.

The Hanfu system is rich and complex, with different styles and scenes, and different elements such as fabrics and patterns. Therefore, the price ranges from tens of yuan to tens of thousands of yuan. A set of original Hanfu needs to go through the initial scheme planning, designer drawing, plate making, material selection, factory clothing, embroidery factory embroidery, to the finished sample clothing, mass production, and finally on sale. "If any link in the industrial chain falls off the chain, the efforts of enterprises may be wasted. Therefore, the enterprises with competitiveness in the industrial chain can stand out in the competition of Hanfu industry," said Xie Jiayan.

"Li Gui" disturbs the market

For a long time, there are differences between the "restoration group" and the "reformist school" in the Han clothing circle. The former pursues the restoration of traditional clothing based on literature, ancient paintings and cultural relics, focusing on "truth"; The latter tends to add fashion elements to Hanfu, which makes Hanfu become "immortal", thus extending two styles of "Chuanfu" and "Xianfu".

With the entry of capital and big brands, the "style dispute" in Hanfu has gradually evolved into the "industry competition". The first to drink soup is the "immortal clothes" manufacturers who mainly focus on the low-cost daily life. However, the traditional service groups with exquisite workmanship and pursuit of orthodox restoration are gradually unable to meet their expectations in the competition, and some of them have turned to compete in the market of cheap Chinese clothing. Gao Zhiluo, a master of Hanfu, expressed concern: when the "Xianfu school" makes the industrial cake bigger and bigger, the market of high-quality Hanfu may be further eroded, and will the cultural attribute of Hanfu be weakened?

What's even more worrying to my colleagues is that Hanfu manufacturers, which are pirating Shanzhai and making up for the number, are eroding the foundation of the healthy development of the Hanfu industry. In order to seize the market, business competition intensified, so that the use of Han clothing materials, quality and other major changes. However, it is difficult to define the Shanzhai products, consumers have insufficient resistance to the fake products, piracy and plagiarism, and confusion in shape and structure emerge in an endless stream, which makes the situation of Shanzhai continue to be banned.

Hanfu business is not just about selling clothes

The revival and development of Hanfu still has a long way to go. According to the survey data, 55.9% of the respondents said that they would not wear Hanfu in daily scenes. About 47.5% of Hanfu consumers only own 2-4 sets of Hanfu, and most of them wear them once or twice and then put them on the shelf. This has affected the further development of Hanfu industry.

"Although there are many challenges, Hanfu is still a market with great potential." according to the analysis of the reporters, Hanfu masters mentioned above should be closer to the normalization and popularization of Hanfu in the past. Only by improving the public acceptance and further opening up the market can we concentrate more energy on the polishing of high-quality products, "In the future, the Hanfu industry may be polarized. Exquisite high-end Hanfu will go hand in hand with grounded ordinary Hanfu. Just like suits, there will be both tailor-made and daily affordable ones."

In the promotion of Hanfu, practitioners have also explored more and more innovative models. "The main responsibility of" Hanfu Guangdong "is to promote Hanfu. In the past, we held more public welfare activities, but since last year, we have also explored some commercialization paths, which is good for the long-term promotion of Hanfu." Xie Jiayan told reporters that in recent years, "Hanfu Guangdong" has held competitions such as "China red makeup" Hanfu makeup and twelve flower Gods selection, Through the construction of immersive scenes to promote the in-depth experience of Hanfu, the scale and experience of the event have been improved.

In addition, the Hanfu industry chain extended from the clothing industry is becoming more and more mature. It not only has the "one-stop" business such as Hanfu sales, makeup experience and Hanfu photography, but also derives new business forms such as the script killing of the deep experience of Hanfu and the restoration of traditional banquets in Hanfu restaurants. "The road is simple." the future development of Hanfu industry must be innovative and grounded in order to enter ordinary people's homes. Of course, this promotion meeting has certain difficulties. On the one hand, we should keep the traditional foundation, on the other hand, we should also boldly innovate. "Li Shiyu, president of Guangdong Traditional Culture Promotion Association, told reporters.

"One capital, two states and one Cao county"

Guangzhou ranks among the top four Hanfu production bases

In the Hanfu industry, the saying of "one capital, two states" (Chengdu, Guangzhou, Hangzhou) was once popular. With the rise of Hanfu industry in Caoxian County, Shandong Province, at present, four Hanfu production bases in Chengdu, Guangzhou, Hangzhou and Caoxian in Shandong Province have been formed in China, providing a supply side guarantee for the popularity of Hanfu.

According to Tianyan data, as of the end of May this year, there were more than 3000 Hanfu related enterprises in China: Guangdong had the largest number, with more than 300; There are nearly 280 in Anhui Province; Zhejiang, Hubei, Henan and Jiangsu also have more than 200.

According to the data of iimedia research, Taobao Hanfu merchants in Zhejiang, Guangdong and other regions have a significant agglomeration effect, while the number of Hanfu stores in Xi'an, Chengdu and Hangzhou is large; In terms of the number of physical Hanfu merchants in the market, Guangdong and Hubei have the largest number of entity Hanfu merchants, both of which are 130. There are also more than 100 physical Hanfu merchants in Anhui and Zhejiang, 116 and 112 respectively; In the field of e-commerce, returning to the Han and Tang Dynasties, LAN ruotang and Han shanghualian ranked among the top three e-commerce companies of Han clothing. Among them, returning to the Han and Tang Dynasties, LAN ruotang are all from Chengdu, and hanshang Hualian is a Guangzhou merchant. In 2021, the top three Internet users who pay attention to "Hanfu" are Sichuan, Zhejiang and Guangdong, accounting for 12.71%, 12.02% and 9.3% respectively. On the whole, Guangdong is a well deserved hot spot of Hanfu industry.