Home >

The National Tide Is Blowing Into The Han Clothing Consumption Market In The Graduation Season, Ushering In New Business Opportunities

2024/6/12 19:35:00 1

National Tide; Hanfu

Wearing a DIY hairpin cap, wearing a cloud shoulder with embroidery and beads, wearing a gold woven horse dress, and matching a bachelor's dress... This graduation season, the "Chinese style matching" national style graduation photos became popular quietly, and more and more graduates chose to integrate national style elements into their bachelor's clothes, showing a different personality and style.

Cloud shoulder and horse face skirt become a new match for bachelor's wear

When the reporter browsed several e-commerce platforms, he found that since April, Hanfu clothing has seen explosive growth on Taobao, Tiaoyin, Fasthand and other platforms. In particular, various national style pieces such as "national style bachelor's dress cloud shoulder" and "bachelor's dress with horse face skirt inside" have become popular commodities in graduation season.

According to the data from Taobao Roadside News Agency, as early as early as the beginning of April, "graduation photos of Chinese princesses" were frequently posted on Taobao hot search, and the major Han clothing stores were launched at the same time to explore business opportunities in the graduation season. Taobao's Hanfu shop "More than 13 Little Nutmeg Guofeng Studio" has launched a variety of Hanfu suits, such as "Junxin Lingyun", "Jiu Lei Jinzhi", "Blue and White Broken Jade", "Night Boat", "Green Bird Returns to Sichuan", and other head stores of Taobao's Hanfu, such as "Weaving Department", "Quiet Return" and "Zhong Lingji", have also been successively updated, with prices ranging from hundreds of yuan, and the highest sales volume exceeding 2000 pieces.

The designer of "More than 13 Little Nutmeg Guofeng Studio" told the reporter that the design inspiration of the popular "Jun Xin Ling Yun" Han Suit in the store comes from peacock tail feathers, implying Ling Yun's ambition. The white gown is simple and generous in design, which complements the bachelor's clothing; Double layer embroidery cloud shoulder is mainly made of peacock green, bright yellow and dark red, interweaving a gorgeous visual effect; The horse face skirt is mainly in black gold and peacock green, and the skirt is dotted with white peacock patterns, which contains good wishes for students' bright future and good luck.

In addition to the popular clothing items such as cloud shoulder and horse face skirt, other small items matching with bachelor's clothes have also been popular, and the sales volume has exceeded thousands. On the e-commerce platform, the popularity of accessories such as "bachelor's clothes with oil paper umbrellas", "bachelor's clothes with round fans", "bachelor's clothes with shoes" rose by more than 300%.

"We Chinese students finally have their graduation photos." Consumer Xiao Yun excitedly told reporters that the cloud shoulder on the bachelor's clothing is not only beautiful in its own gorgeous patterns, but also beautiful in the beautiful implication behind the traditional cultural symbols, providing young people with a sense of cultural identity. "At an important moment in life, it is very ceremonial to wear a thousand year old Han suit!"

  "Hairpin+Bachelor's cap" DIY made into a trend

The reporter noticed that recently, the "hairpin" culture from Fujian has become the new favorite of students. Many prospective graduates make their own hairpin caps, and design the color and arrangement of hairpin flowers on the caps, so as to feel the charm of national style in handcraft. On the e-commerce platform, the search volume of "hairpin bachelor hat" once exceeded 8 million times, and the sales volume of many products exceeded 1000.

Xie, who is about to graduate, is one of the many students who have made their own hairpin hats. "In the days waiting for the passage of the paper, I learned to make Han costume makeup, hair weaving, and make hairpin bachelor's hat and bouquet matching." Xie told the reporter that just need to buy materials such as imitation flowers, immortal flowers, imitation pearl jewelry, and then create according to the design you like, and spend 30 yuan to DIY a hairpin bachelor's hat of your own. "Traditional hairpin flowers wear flowers on hair buns or hats, which symbolize good luck and happiness, and represent people's love of life and pursuit of beauty. The hairpin flowers like clouds symbolize the beauty of flowers. I hope the 'hairpin flowers' on the cap of the bachelor can bring good luck to my future."

"The perfect combination of the beauty of traditional cultural elements and modernity can stimulate the national cultural confidence of young people." Dai Xiantian, a Han clothing enthusiast, told reporters that the DIY hairpin bachelor's hat can more stimulate the unique feelings and recognition of young people on national trend consumption, so that young people can be more proud to show their recognition and love of Chinese culture.

   New opportunities under national tide consumption

The "national style" is blowing into the graduation season, and the "tide" of traditional culture is rising. Industry insiders believe that this is not only a change in consumption trends, but also a reflection of the young generation's deep recognition of traditional culture and cultural self-confidence. Guochao consumption represents the combination of tradition and innovation, carries people's yearning for a better life, and is leading the new consumption trend.

According to the data of fast hand e-commerce, in the first quarter of this year, the order volume of "new Chinese style" goods increased by 700% year on year, and the order volume of Han clothing goods increased by nearly 300% year on year. The traditional cheongsam is overlapped with the Han half skirt, the Song brocade jacket with wide leg pants, the button down shirt with the horse face skirt and other improved Han clothing and new Chinese clothing that combine the traditional Chinese elements and the current aesthetic fashion are more and more popular among many people.

Zhan Junhao, a well-known strategic positioning expert, pointed out that the rise of national trend consumption reflects the young generation's high recognition and pride in traditional culture. The rise of China's economy and the improvement of its international status have made young people more culturally confident. They express their personal identity and willingness to inherit culture by wearing traditional and modern national style clothes. In addition, the rise of social media and e-commerce platforms has provided a convenient and efficient channel for the spread of national fashion products and accelerated the popularity of national style culture.

"Wearing out is the best inheritance." Wang Peng, a researcher at the Beijing Academy of Social Sciences, said that consumers are not only paying for clothing, but also recognizing its aesthetic significance and cultural value. National style clothing has become a new track in the clothing industry.

Fu Yifu, a senior researcher of Starmap Financial Research Institute, believes that the future national tide is no longer just a pile of concepts, but a symbol of real quality. Enterprises should dig deeply into the essence of traditional culture, combine modern aesthetic and consumer demand for innovative design, and create Han clothing products with both traditional charm and fashion sense. At the same time, enterprises should make full use of social media and e-commerce platforms to accurately target consumer groups, increase exposure through KOL, live streaming and other emerging marketing methods, and constantly improve products and services to meet the needs of different consumer groups. (Reporter Lu Yuewang Qichen)

(Source: Consumption Daily)

  • Related reading

吉林化纤年产15万吨华绒项目开车投产

I want to break the news.
|
2024/6/12 19:28:00
4

Science And Technology Enable Xinjiang Cotton To Improve "Quality" And Efficiency

I want to break the news.
|
2024/6/12 19:27:00
0

Breakthroughs Have Been Made In The Project Of "Development And Industrialization Of Wide Cotton And Soft Knitted Home Textile Fabrics"

I want to break the news.
|
2024/6/12 19:27:00
0

Daiyue District Of Tai'An: Special Class Investigation Helps Textile Enterprises To Become "Smart"

I want to break the news.
|
2024/6/12 14:20:00
1

Suqian City'S Efforts To Promote The Output Value Of High-End Textile Industry To Exceed 100 Billion Yuan

I want to break the news.
|
2024/6/7 14:54:00
1
Read the next article

新中式服装火爆“出圈”,企业抢抓发展机遇

近年来,注重现代审美与传统文化元素融合的新中式服装火爆“出圈”,吸引喜爱国潮的人群“种草”,带动了文