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200 Thousand Sales In Half A Year, Hanfu Has Derived From A Small Hobby A Big Industry.

2019/7/11 18:50:00 0

Hanfu

Hangzhou girl sells 200 thousand Hanfu suits half a day in a Chinese Tmall shop.

Hanfu once again ushered in its own great era!

Hangzhou lakeside wanders around, often sees the Cui sleeve red skirt, the broad robe big sleeve, the blue shirt white coat's younger brother's elder sister, also has wears the skirt to match the sports shoes, wears the song trousers and the flip flops the young person, is mingled in the modern dress's passerby, has a kind of time and space interlocking feeling. On the jitter, the short video played by the Hanfu label reached 14 billion 860 million times.

How did Hanfu burn up? Why do more and more young people love Hanfu?

Hanfu is developing a big industry from a niche hobby.

Hanfu control

Hangzhou girl

Dressed in Hanfu for five days a week.

People in the Han costume circle call each other "the same Robe", which means "Book of Songs". With his son.

Lan Yu and Shui Er are members of the Council of the Han Yue society in the thousand and autumn months. They are also teachers of the blue primary school. One is teaching English and one is teaching Chinese. Because Chinese clothes become related, they become "Robe". In the school, the Han culture study society is set up, and students wear Chinese clothes and learn Chinese culture together.

Lan Yu clearly remembered that he had heard the word "Hanfu" for the first time, or in Chinese class at high school. By the time she had the first set of her own Hanfu, it was 10 years apart. "In 2014, I bought the first Chinese dress, which is a white and purple matching skirt." Lan Yu simply combed a half shawl, a pair of swing, pearl earrings, and took a picture.

At that time, directly wearing Han clothes to the streets is a very small matter. There will be passers-by saying that this is "kimono, costume, costumes, COSPLAY".

On one occasion, Lan Yu was wearing a Hanfu suit on the side of the road, and a taxi passing through the empty car passed by. The driver was surprised and stopped short.

"I have been used to being surprised by passers-by. Once I was wearing a Chinese dress and taking a bus. Someone passed me by and said, "this is Hanfu," I am very happy. Water child recalls.

Once you have a circle of hobbies, you have the bottom line.

On the Double Ninth Festival in 2014, Shui Er found several like-minded "gowns" on the Internet, and participated in the activities of Han costume circle in Hangzhou for the first time. He was also one of the most active people in the early Han Chinese clothing circles in Hangzhou, who won the title of the Chinese poetry conference last year. "Hangzhou is the most active person in the early Han costume circles."

Nowadays, the Hanfu circle in Hangzhou is getting bigger and bigger. There are many Hanfu social organizations, almost all colleges and universities have Hanfu societies.

"When you wear your clothes, you can sweep the grass and sweep the plum." The women depicted by Meng Haoran in Chun Qing are not only poems. With the revival of the national trend in recent years, Hanfu has gradually become popular culture, and more and more people wear Hanfu to go to the streets.

"The so-called Hanfu is not the Han Dynasty costumes, but the Han nationality's traditional costumes, should be able to wear everyday." The atmosphere of the Han Dynasty, the elegance of the Jin Dynasty, the opening of the Tang Dynasty, the elegance of the song, and the neutralization of the Ming continued in another form of Han costume improvement. Shui Er recalls, "before buying a Hanfu suit, at least one month is custom-made, longer than half a year, or even more than a year. Now there are all kinds of online shops on Taobao. In the Southern Song Dynasty, you can buy your favorite clothes on hand," return to the Han and Tang Dynasty "," Qingshui Creek "these shops are very fire.

Lan Yu shared her daily advice on Hanfu wear. "In the summer, it is recommended that the Tang style skirt should be recommended from the form of the Song Dynasty, and the" Song Zi "with the bra and the skirt (or Song Ku), the main waist plus the cloak and the lower skirt of the Ming Dynasty, and the sleeve type generally chooses narrow sleeves, which is more suitable for daily life. If you do not pay special attention to shape, you can choose to improve some of the wearing methods, such as the upper body directly wear half arms and chest, cool and fashionable. When the weather is cold, you can choose a jacket or jacket with a cloak, and the sleeves are generally wider, such as Pipa sleeves and wide sleeves. In the two quarter of spring and autumn, the selectivity is large, and all kinds of Hanfu suits can be worn. However, the street is usually dominated by skirts. There are now more and more popular round collar gowns, which are easy to operate and are universal for men and women.

Today, Lan Yu's wardrobe is hung with more than 20 sets of Han clothes, and the Han clothes of the water children are full of two large boxes, ranging from one hundred or two hundred yuan to five thousand or six thousand yuan. "Sometimes I wear Chinese clothes to and from work five days a week, and there will be no strange gaze on the way. I also have students wearing Chinese clothes to attend classes."

A Hangzhou Hanfu online shop

200 thousand Chinese clothes sold in half a year

Equivalent to Hangzhou City in the Song Dynasty

New clothes were added to every household.

At the end of last month, "the tide of Tmall came," in the China Silk Museum held a "national wind reward" T show, this night almost gathered all Hangzhou Hanfu enthusiasts. The young people met and greeted like this: "are you the new style of" Zhong Ling Ji "at home?" do you enter the the Imperial Palace joint name of weaving feathers "?" this dress is gorgeous. "I heard that today's Qing Hui Pavilion, Hua Chao Ji, Jin Se and Mangui long have come.

In Baidu's Hanfu bar, a netizen's help post is placed on the "Hanfu circle".

Netizens reply: "Hanfu does not matter whether there is a circle, but Hanfu mountain is very important. Don't know mountains pass through mountains." The so-called "Shan Zheng" refers to the Shanzhai or originality of Hanfu.

The upsurge of Hanfu has created a carnival of business and produced a lot of original Hanfu brand, which allows ordinary fans to spend hundreds of yuan to buy a fancy Hanfu suit. The Hanfu brand "weaving feather collection", which was founded by Xu Jiao in "Yangtze River 7", is one of them. Behind it is a Hangzhou enterprise Hangzhou carrying Art Technology Co., Ltd.

Like most of Hangzhou's clothing business operators, Hanfu production plants in the arts and technology industry are mainly concentrated in Jiu Bao and Haining. Huang Zhengneng, the founder, told me, "at the beginning of 2018, there were thousands of Han clothing stores in China, and this year there will be more than one thousand new Han clothing stores."

"Weaving feather collection" is a Hanfu brand, which is made entirely according to Xu Jiao's personal aesthetics. The consumers are mainly girls aged 18 to 25 years old. Influenced by Hangzhou cartoonist Xia Da, Xu Jiao fell in love with Hanfu and created the "weaving feather collection", which influenced more young girls to fall in love with Hanfu. In 2016, Huang Zhengneng and Xu Jiao began to try out Hanfu, and the designer restored the Hanfu draft according to Xu Jiao's idea. "At that time, people who couldn't find any experience in Hanfu were basically unable to stop and revisit. It is also a new challenge for the seihan masters who are used to fashion. For example, the sleeves of ordinary clothes are spliced, but the sleeves of Hanfu are sleeves, and the master has never made such clothes.

Now, "weaving feather collection" can sell 40 thousand Hanfu suits in a month, and sell 200 thousand pieces in half a year, which is equivalent to adding new clothes for every household in Hangzhou city. Huang Zhengneng revealed that sales have increased more than 10 times in three years.

According to statistics, as of the end of 2018, the consumption of Chinese Hanfu market exceeded 2 million. Tmall's "2018 Hanfu consumption crowd report" data show that the number of Chinese clothing purchased in 2018 increased by 92% over the same period last year. This year 618, Taobao women's wear category 3 million hours 1 hours 15 minutes, up 700% over the same period last year, the highest growth rate of women's clothing category.

Big V plus C circle, how did ancient costume come into play?

Every October, in Xitang, Jiaxing, there will be a "Hanfu Shengli". The Hanfu culture activity initiated by Vincent Fang is "Xitang Hanfu Culture Week". Xu Jiao is a guest of honor every year. This year is seventh years.

Every year, Lan Yu prepares several new Hanfu suits for the party with a sense of belonging. "The first time I went there was in 2015. At that time, we didn't know much about Han clothes. Now when we arrive in Xitang, we have many Chinese clothes on the road, and suddenly we have a sense of belonging."

Lan Yu only stayed in Xitang for two days at that time, but Hanfu brought three sets.

Nowadays, there are many well-known personages in the Hanfu circle KOL, and more and more V, such as Vincent Fang and Xu Jiao, spares no effort to promote Hanfu. The exquisite costume drama is also the promoter of the Hanfu trend. In Lan Yu's view, in recent years, the film and TV drama recognized by the circle in the Han costume pattern has "Ming Fei Chuan" and "know whether or not". The recent "Changan twelve hour" also caused the Chinese clothing circle to follow suit.

At the same time, there is still a "disdain chain" in the Hanfu circle: "the textual party looks down on COSPLAY, COSPLAY despises the photo studio." But it has to be admitted that the entrance of the C circle (COSPLAY circle) brought a large number of young people to speed up the Hanfu revival movement.

The 25 year old Hangzhou girl Ann wing is a typical C circle entrants. She falls in love with Hanfu from the characters in COS games. Recently, Anwei bought a new skin of Little Joe's lilac knot in the glory of the king. In the picture, Joe was in the pavilion of the pavilion, and the pink purple petals were falling out of the window, and she was holding a pen inscription in a Han costume. She told me that Hanfu COSPLAY first dates back to 2009's "sword net love 3". From that time, a new sub culture circle of "ancient wind circle" appeared.

Last year, there was an important official propaganda in the Hanfu circle: the Central Committee of the Communist Youth League set the third day of the lunar calendar in March as China's Chinese clothing day, aiming at promoting the revival of Hanfu culture with thousands of years of history.

Anye also told me that an old wind singer's "return to the Han and Tang Dynasties" can be called the "circle song" of the Hanfu circle.

"I would like to return to the Han and Tang Dynasties, and then play the palace collector.

With my clothes on the Han Dynasty, I welcome my ceremonies.

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