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Analysis Of Hanfu Industry: The Future And Current Situation And The Data Of Consumption Behavior

2022/7/27 10:21:00 0

Hanfu

China's Hanfu market is developing rapidly. The market size is expected to reach 12.54 billion yuan in 2022 and 19.11 billion yuan in 2025, with a year-on-year increase of 13.2%. In the future, Hanfu market still has a large upward space. According to the survey data of iimedia research, nearly 70% of consumers buy Hanfu through online shopping platforms such as Taobao and Xianyu, and 49.8% of consumers buy Hanfu from offline Hanfu stores. The online platform has a rich variety of Hanfu types and lower prices, while offline physical stores provide better experience for Hanfu consumers. With the development of Hanfu industry, Hanfu portrait, Hanfu rental and Hanfu Experience Hall will become an indispensable part of the industry, which will help Hanfu brand break the original user circle and enhance brand awareness.

   This report studies enterprises / cases

Back to the Han and Tang Dynasties, more than thirteen years, Han shanghualian, tongpao app, Han Weiyang

Core ideas

China's Hanfu market will reach 12.54 billion yuan in 2022 and 19.11 billion yuan in 2025

According to the data of iimedia research, China's Hanfu market will develop rapidly from 2015 to 2021. The market size is expected to reach 12.54 billion yuan in 2022, with a year-on-year increase of 23.4%, and it is expected to reach 19.11 billion yuan in 2025. In the future, Hanfu market still has a large upward space.

Online shopping platforms such as Taobao and Xianyu are the main channels for consumers to buy Hanfu

According to iimedia research, nearly 70% of consumers buy Hanfu through online shopping platforms such as Taobao and Xianyu, and 49.8% of consumers buy Hanfu from offline Hanfu stores. The online platform has a rich variety of Hanfu types and lower prices, while offline physical stores provide better experience for Hanfu consumers. Hanfu brand can develop online stores and offline stores to meet the diversified needs of consumers and improve the brand awareness.

The extension of Hanfu's surrounding industries, cross-border IP cooperation and offline activities may be "breaking the circle" method

With the development of Hanfu industry, Hanfu portrait, Hanfu rental and Hanfu Experience Hall will become an indispensable part of the industry. The cross-border IP cooperation between Hanfu brand and museums, games, film and TV dramas or comics, as well as the holding of offline activities, may become an important method for Hanfu brand to break the original user circle and enhance brand awareness.

The following is an excerpt of the report:

The definition and development of Hanfu

Chinese clothing, also known as "Hanfu", is also known as Hanfu. Historically, Hanfu flourished during the period from the Yellow Emperor's accession to the throne to the mid-17th century (the end of Ming Dynasty and the beginning of Qing Dynasty), but it was forbidden by the rulers in the Qing Dynasty. In recent years, with the revival of traditional culture, more and more people like Hanfu, and Hanfu culture is gradually becoming popular. AI media consulting analysts believe that Hanfu has a profound cultural heritage. With the recovery of national traditional culture confidence and the promotion of the government's vigorous promotion of Chinese traditional culture, the upsurge of Hanfu is heating up, and the industrial potential can not be underestimated.

The structure and characteristics of Hanfu

The style of Han Dynasty clothing is mainly characterized by the right Lapel with cross collar (both round collar and straight collar). It has no mouth, lace up, wide sleeves, soft and flowing lines, elegant and flexible. The cross collar right lapel is the soul throughout the whole process. The cutting method of Hanfu has always been plane cutting, without darts and shoulder skew, and the materials used are generally greater than the minimum need to cover the human body. Whether the large sleeve clothes of Qin and Han dynasties or the large sleeve shirts of the Ming Dynasty, the sleeves are far longer than the arms, and even reach the ground after wearing. In different periods, there are also narrow sleeves, which are easy to work.

Analysis on the background of the development of Hanfu industry in China: Technological Development

The vigorous development of modern emerging science and technology has promoted the wide publicity of Hanfu. The use of 3D printing technology can produce exquisite and low-cost accessories of Hanfu. The use of 5g and AR technology can make Chinese traditional cultural works more vivid, while the use of digital technology can restore the unearthed costumes, providing historical basis for the design and production of Hanfu. AI media consulting analysts believe that the wide application of advanced technology and the development of Hanfu industry has become an inevitable trend.

Map of Hanfu industry chain

The scale and forecast of Chinese Hanfu Market

According to the data, from 2015 to 2021, the market size of Chinese Hanfu has increased from 190 million yuan to 10.16 billion yuan, and it is estimated that the market size of Chinese Hanfu will reach 19.11 billion yuan in 2025. AI media consulting analysts believe that the current size of the Hanfu market is still small, less than 2% of China's retail sales of clothing commodities above the quota in 2021 (997.46 billion yuan), and there is still a large room for upward growth in the future.

A survey of Chinese people's understanding of Hanfu

According to the survey data, in 2022, 45.9% of respondents in China said they knew more about Hanfu and could identify the basic shapes of Hanfu. In addition, 43.1% said they had a general understanding of Hanfu. From the perspective of city level, it is mainly that the residents of Beijing, Shanghai, Guangzhou, Shenzhen, new first and second tier cities know more about Hanfu. AI media consulting analysts believe that more and more Chinese people have a certain understanding of Hanfu, and people in economically developed areas have a deeper understanding of Hanfu.

A survey of the ways for Chinese people to understand Hanfu

According to the survey data, in 2022, 59.3% of the Chinese public learned about Hanfu through film and television works, 54.7% of the Chinese public learned about Hanfu through social media, followed by Hanfu cultural associations, historical documents and museums, accounting for 49.1%, 40.7% and 38.8% respectively. The online and offline communication channels of Aifu, analysts and the public have increased their understanding of the Chinese culture and the online and offline media.

A survey on the acceptance of Hanfu by the Chinese public

According to the survey data, in 2022, 50.4% of the respondents said they understood and accepted wearing Hanfu in their daily life. 22.5% of the respondents said they could understand and had the idea of trying to wear Hanfu. 22.9% of the respondents said that they could accept people wearing Hanfu in special scenes, and 4.0% said they were neutral. Only 0.2% of the respondents said they could not understand Hanfu and thought it was meaningless. AI media consulting analysts believe that compared with 2021, the public's acceptance of Hanfu is increasing, and Hanfu is becoming more and more daily and popular.

A survey on the distribution of Chinese people wearing Hanfu

According to the survey data, in 2022, more than 50% of the respondents will wear Hanfu in such scenes as Hanfu activities, art photo shooting, special scenes and traditional festivals, 19.6% of the respondents will wear Hanfu in their daily life, while 6.2% of the respondents will not. AI media consulting analysts believe that it can promote the daily improvement of Hanfu, make Hanfu a part of daily clothes, and promote the development of Hanfu and traditional culture.

An analysis of the basic portraits of Chinese Han clothing consumers

A survey on the frequency and factors of Chinese consumers' buying Hanfu

According to the survey data, in 2022, the consumers who buy Hanfu 3-5 times in half a year account for 29.4%, followed by those who buy Hanfu 1-2 times a year, accounting for 25.4%; The most important factor that consumers don't buy Hanfu is that it is not practical, which affects travel and wearing too hot. AI media consulting analysts believe that Hanfu brand can improve the practicability of Hanfu, use lightweight fabrics to make Hanfu, and improve the market competitiveness of its products.

A survey on the unit price of Hanfu purchased by Chinese consumers

According to the survey data, in 2022, the price of Hanfu purchased by consumers is mainly between 100-500 yuan; 42.8% of the consumers bought Hanfu at 100-300 yuan, and 40.5% from 300-500 yuan. AI media consulting analysts believe that the upper limit of Hanfu unit price is high, and the Hanfu market is showing a trend of differentiation to meet the needs of different consumer groups.

Investigation on the reasons why Chinese consumers buy Hanfu

According to the survey data, in 2022, promoting traditional Chinese culture is the main reason for consumers to buy Hanfu, accounting for 68.7%; The second was good-looking clothes and liking Han clothing culture, accounting for 46.2% and 46.7% respectively; 36.7% and 34.7% of the consumers expressed their personal needs. AI media consulting analysts believe that the unique cultural attribute of Hanfu is one of the reasons why it is favored by consumers and the market.

Competitive intelligence case of Chinese Hanfu Enterprises: hanshang Hualian (business model)

On the basis of ancient books and cultural relics, shanghualian of Han Dynasty has produced more than ten kinds of Hanfu styles, including straight train, Qu train, Qi chest Ru skirt and Jiaoling Ru skirt. In terms of product design, hanshang Hualian implemented the strategy of mass parity and high-end popular fashion. In 2020, the average price of Hanfu in tmall flagship store was 209 yuan, most of which were cheap ones; At the same time, it has also created a high-end "dragon mother" with sales of nearly 30 million yuan.

Competitive intelligence case of Chinese Hanfu platform: hanshang Hualian (business opinion and public opinion)

Competitive intelligence case of Chinese Hanfu platform: tongpao app (industry barrier)

Tongpao app is one of the earliest platforms to enter the market of Hanfu culture community. It has the first mover advantage and has accumulated a large number of Hanfu enthusiasts in the early stage. The platform focuses on community-based operation. Hanfu enthusiasts can share the daily life of Hanfu and participate in Hanfu activities on the platform. The community operation improves user stickiness. Through sponsoring the activities of Hanfu Association, Hanfu group was absorbed. The platform launched the mall plate and opened its own stores, and put on the shelves exquisite authentic Hanfu products, creating a good reputation and promoting the purchase of users.

   Competitive intelligence case of Chinese Hanfu platform: tongpao app (business opinion and public opinion)

Development challenges of Chinese Hanfu industry from 2022 to 2023 (1)

In recent years, with the outbreak of Hanfu market, all kinds of Hanfu and Han element products are becoming more and more popular among consumers. However, there are more and more pirated counterfeit Hanfu. Many Shanzhai stores even directly label the names of original merchants and original products. AI media consulting analysts believe that the vague definition of Hanfu plagiarism and the high cost of rights protection are the important reasons for the passivity and even disadvantage of the original business in the "battle between Shanzhai and authentic products", which seriously limits the development of Hanfu industry. The intellectual property protection of Hanfu industry requires the concerted efforts of the whole industry and all sectors of society to consciously resist improper plagiarism and duplication.

Development trend of Chinese Hanfu industry from 2022 to 2023 (1)

Attaching importance to the return of traditional culture makes Hanfu a window for Chinese people to show their cultural confidence and spiritual beliefs. AI media consulting analysts believe that the rise of Hanfu is an example of the blending of traditional culture and modern life. The core of the inheritance of Hanfu culture should be "in the bone, not in the skin". Traditional and modern can be combined with each other, and the shape should not be the "shackles" of people who want to wear Hanfu, In the future, on the basis of inheriting and attaching importance to the traditional elements such as shape and shape, Han clothing will be moderately integrated into modern clothing concepts and elements, which will be conducive to the long-term development of Hanfu industry.

Development trend of Chinese Hanfu industry from 2022 to 2023 (2)

Development trend of Chinese Hanfu industry from 2022 to 2023 (3)

Hanfu's second-hand business and business, including the development of Hanfu's second-hand business and photography industry. Among them, due to the high price of some authentic Hanfu and the longer customization time, a number of Hanfu leasing businesses have emerged; In addition, Hanfu Experience Hall, which includes Hanfu leasing, makeup and modeling services, and photography services, is also a popular business model, which enables consumers to fully experience Hanfu culture. In addition, due to the small production of some Hanfu, the popular styles were sold out quickly after being updated, and became limited edition, even with collection value, thus deriving a huge second-hand trading market. Hanfu portrait, Hanfu rental, Hanfu Experience Hall will also become an indispensable part of the industry.

Development trend of Chinese Hanfu industry from 2022 to 2023 (4)

Cross border IP cooperation between Hanfu brands and museums, games, movies and cartoons will be one of the trends of Hanfu. It has a good marketing effect, can break the original user circle of Hanfu brand, so as to circle more new user groups and reach a wider range of people. At the same time, the collision between Hanfu and various new elements can also improve the design and technology level of the brand to a certain extent.

More and more off-line Hanfu cultural activities will become important promotion positions for Hanfu merchants, such as Xitang Hanfu culture week, Chinese rites and music conference, Huashang Jiuzhou, etc. these activities can help Hanfu brands to enhance brand awareness and create brand identity while spreading and implementing Han culture. For the Hanfu industry, it promotes the continuous development and prosperity of the whole Hanfu circle.


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