The Han Costume Economy From "Niche" To "Going Out"

With the rise of national tide in recent years, Hanfu economy is experiencing the process from "minority" to "going out".

During the Dragon Boat Festival, a hundred Chinese Hanfu tattoo men were held in West Lake, Hangzhou. Hundreds of Han Dai people travel around West Lake in Han costume and take the pleasure boat to the island. They carry forward traditional culture through live broadcast, interactive answers and online bazaars, and bring goods to cultural businesses such as Hanfu and the Imperial Palace beauty.

When Hanfu meets Young Entrepreneurs

Many years ago, Hanfu fever was restricted to specific scenes such as parks, ancient buildings and scenic spots. Nowadays, in the mass occasions such as subway and shopping malls, young people in Hanfu clothes can often be seen.

According to statistics, there are more than 2 million consumers in Hanfu market in China. There are 1 million 250 thousand videos in the Hanfu topic, and the volume is up to 33 billion. At B station, there were 83 million 470 thousand people with the tag of "Guofeng fans" in 2019. In 2019, the scale of Hanfu market has reached several billion yuan.

At the same time, according to the statistics of micro store big data, the trading volume of cultural related products on the micro shop platform showed a rapid upward trend. The number of related products, topics and short video content increased obviously, including "Hanfu", "Guo Feng" and "handcraft". Among them, 80, 90, and 00 were becoming the backbone of the consumption of Ping Tai culture products.

Young people are not only the main force of cultural consumption and dissemination, but also the pioneers of cultural creativity and entrepreneurship. Whether at the national level, "mass entrepreneurship, innovation", or the small and micro businesses actively promoted by local governments, the night economy, or the short video and live broadcast that have sprung up over the past two years, all have given young people more opportunities and opportunities to create jobs. A large number of young people have chosen to start their business in the traditional cultural field and have shown a good development trend. It not only promotes the development of employment and other industries through its own business, but also is an important source of the "national tide" and "new national goods" movement.

Blue is one of them. She is not only Hanfu enthusiast, but also a young pioneer in Hanfu, who runs a Han Fu studio "Feng Zhai Zhai" with her friends. When asked how to tie up with Hanfu and throw herself into Hanfu business, she said, "I grew up with something related to traditional culture and national costume. By chance, she found that once a netizen liked her Hanfu as much as she did, and gradually became familiar with it, and finally started a partnership business.

The road to entrepreneurship is not smooth sailing. "At the beginning, it was a bit hard. At that time Hanfu was a very small business. We even took orders from some factories to feed part of Hanfu. But with the popularity and value of Hanfu becoming popular and official attention and recognition, our situation is also improving. According to bi Luo, although the overall scale can not match the popular clothing brand, Feng Zhai has already made profits in 2019.

The sales volume of the epidemic will be cut off. Will online and offline linkage be a straw?

The experience of blue sky can be said to be a microcosm of many young entrepreneurs in Hanfu. If the 2019 Han clothing market is so hot that the entrepreneurs in the early stage of "love generation" can see hope, then the sudden outbreak in 2020 has cast a shadow over their hopes.

Because of the epidemic situation, all walks of life have been hit, and the Hanfu of cultural consumer goods is no exception. "We have hoarded a batch of new cotton clothes before the new year, but the outbreak has disrupted our plans," said Bi Li. "These seasonal Hanfu suits can only be found in the next winter."

Some of the characteristics of Hanfu make the emerging market not strong enough at present. On the one hand, although the popularity of Hanfu is getting higher and higher, the Hanfu is still a cultural consumer goods, rather than a daily necessities. On the other hand, the domestic epidemic prevention and safety social distance advocated by the epidemic also reduced Hanfu activities.

These factors directly lead to a sharp reduction in the income of practitioners of Hanfu. According to bi Luo, the sales volume of its brand has almost been cut off since last year.

For many Hanfu practitioners, if we want to get through the "cold winter" of the epidemic, we need more platforms to match the sales characteristics of Hanfu and more related support. The development of cultural and creative industries is inseparable from the attention and support of young people, and it must rely on the channels and forms that young people are willing to accept.

In many young Chinese entrepreneurs, the micro shop platform is one of the most effective channels. "The Hanfu has its own special circle, and it is an acquaintance business that relies heavily on word of mouth," Bi said. WeChat is the most effective and closest way to communicate with customers. With the help of the micro store platform, we can release products more effectively and reach our target customers.

According to Zhang Hefeng, a micro shop Han Fu community operation, with the help of the short video community and shop opening function on the micro shop App, a large number of well-known Hanfu businesses and people have been attracted from the major network communities and platforms. During the epidemic period, the number of related businesses was doubled. In addition to selling products and expanding influence through publishing commodities, short video content and launching live broadcast, businessmen or daring people can also enhance their relationship with fans and consumers through "circle" function and topic list.

In addition to effective and convenient online approach, aiming at Hanfu's demand for high sense of scene and sense of experience, micro shop also provides many offline support for Hanfu entrepreneurs. Hanfu cultural activities during the Dragon Boat Festival are one of them.

Zhang Hefeng said: "in West Lake, a world-renowned World Heritage site and cultural sanctuary, a large-scale Hanfu culture event coincides with the traditional Dragon Boat Festival. It has played a very positive role in the promotion of Hanfu culture and the Han clothing ecology in the micro shop. In the future, the micro store will further develop its own advantages to build a comprehensive exchange trading platform for Hanfu businessmen and Hanfu enthusiasts, and support more young people to go to micro shops for cultural entrepreneurship.

In addition to traveling in West Lake like Hanfu, the fixed communities can better gather users and accumulate more mature and rich circle culture for the cultural circle.

To this end, as early as May 1, the micro shop's commercial entity project "micro shop Park" combined with the 13 well-known Han clothing brands such as weaving feather sets and Qingshui Creek, and jointly built the first West Lake Hanfu Culture Festival. It was held in Hangzhou's lakeside business association CC negative layer Park shop in the country's first store. During the Dragon Boat Festival, the micro shop Park Union also launched a number of Hanfu theme activities such as hundred people walking show, flash dancing Chinese dance and so on.

It is learnt that in the future, the online Han Yi community will be built together with the micro shop Park under the line to create a cultural gathering place for Chinese clothing under the online and offline culture, promote commercial upgrading with cultural strength, promote cultural promotion with commercial vitality, stimulate consumption potential and help cultural revival.