Hanfu Is Growing Into A New National Trend Pursued By Young Consumers

When Hanfu culture "goes out of the circle", Hanfu is growing into a "new national trend" pursued by young consumers.

On social platforms such as Weibo, shuoyin and xiaohongshu, Hanfu has generated more than 1.36 million tweets in the past six months, with a total of more than 67 million interactions. According to the insight report on consumption trend of Chinese clothing in 2020 released by cbndata, there are 18 million Han suit consumers on tmall, and the number of potential consumers is expected to reach 415 million.

From the minority to the public, Hanfu also began to gain the favor of capital. In the first ten days of April, more than one hundred million yuan of financing for Hanfu Guofeng brand was completed. Before that, five Hanfu related brands, including panzhoumanfang and returning to the Han and Tang Dynasties, had completed financing.

Looking around, Hanfu market is a "blue ocean", but a more "volume" more intense price war is also quietly staged.

The revival of Hanfu

On November 22, 2003, Wang Letian, wearing a homemade Hanfu suit, walked calmly on the most prosperous street of Zhengzhou without fear of the strange eyes of passers-by. Passers-by were puzzled, ridiculed, and even yelled "the Japanese in kimono are coming". No one recognized that it was a traditional Chinese dress, Han Fu.

After Singapore's Lianhe Zaobao reported on the incident, a large-scale discussion on Hanfu started at home and abroad, and more people began to pay attention to Hanfu culture. As a result, Chinese Hanfu enthusiasts regard 2003 as the first year of the revival of Hanfu and designate November 22 of each year as the folk "Hanfu Festival".

At the beginning of the revival of Hanfu, the public opinion environment was relatively negative. At that time, many people called Hanfu "the remaining evils of feudalism" and thought that wearing Hanfu was an act of grandstanding. People had a deep misunderstanding of Hanfu. The electronic edition of Beijing times even called "Hanfu assembly" as "Shouyi on the street", which was sued by Hanfu fans.

In the early days, Hanfu enthusiasts mainly made their own or customized Hanfu. Hanfu really became a business from the establishment of "returning to the Han and Tang Dynasties".

In 2006, Sun Yi and LV Xiaowei, fans of Hanfu, set up the first Hanfu brand entity store in Chengdu. At the beginning of the business, the physical store business is not good, with a love, two people barely support.

In 2007, Taobao, which had been established for five years, had just established itself. Sun Yi, with the suggestion of his friends, opened a Taobao store called "returning to the Han and Tang Dynasties". As a result, the sales volume of the store in that year exceeded 200000.

Subsequently, many famous Hanfu brands, such as Rumeng nishang, hanshanghualian, huachaoji, and more than thirteen, have sprung up on Taobao. The "big" and "blue" Hanfu market is forming an e-commerce platform.

Why does Han suit come out of the circle?

E-commerce contributed to the establishment of the first batch of Hanfu brands, and the Internet was the east wind for breaking the circle of Hanfu.

In the Internet age, people's access to information is diverse. Driven by hot topics, social platforms such as microblogging and shaking tone have indirectly become publicity tools for the emergence of Hanfu: the "little sister of the tumbler" in Xi'an Datang all night city, the dance program of the Spring Festival Gala of Henan satellite TV, the dispute over the origin of Hanfu between China and South Korea, etc.

Due to the influence of overseas short video platforms such as tremolo, foreign attention to Hanfu is also rising. Hanfu culture is not only out of the circle, but also going out to sea: in 2019, the turnover of tmall will exceed 100 million yuan, and the buyers are distributed in more than 60 countries around the world; In 2020, "more than 13" Hanfu brand was rated as one of the top ten new brands of domestic products overseas, with an annual increase of 158% in overseas turnover; In 2021, the May issue of vogue in the US Edition interviewed and reported the ten notes of Han Fu bloggers, so as to let more people know more about Hanfu and Hanfu culture.

The emergence of Hanfu is also inseparable from the young consumers represented by generation Z.

There are about 260 million people in generation Z in China. These young people who pay attention to attitude and personality expression are becoming the main force of consumption. According to cbndata's "2020 generation Z consumption attitude insight report," the post-95 generation is firmly in the position of online fashion clothing consumption. Naturally, there are some people who prefer to express their views on "fashion" through Chinese clothing.

Post-95 fashion blogger @ huaxiangrong_ Stella has 1.35 million fans on Weibo. Her former "human setup" was a cool girl wearing fashion brand. After she accidentally came into contact with Hanfu culture, she chose to become a Hanfu blogger, and often wore Hanfu to attend various fashion activities. On the one hand, she believes that the "fashion" and "beauty" of Hanfu are not inferior to the current fashion brands; On the other hand, she also hopes to let more people see the charm of Hanfu through her personal strength.

Fashion blogger @ huaxiangrong_ Stella wore Hanfu to attend fashion activities. Interestingly, with the promotion of ancient costume drama and the promotion of stars, the entertainment industry also contributed to the road of Han costume's going out of the circle.

In recent years, costume plays have paid more and more attention to the restoration of Daoism, such as Yanxi strategy, Changan twelve hours, qingpingle and so on. In addition, Hanfu has also begun to appear in many variety shows. Not only national treasure and Shangxin forbidden city will feature Hanfu topics, but also in the popular talent show "creative camp", many students have appeared in Hanfu.

Most of the post-90s who grew up watching all kinds of ancient costume dramas had their second form days of "wearing bed sheets and mosquito nets on top of their heads". Now these secondary 2 children have grown up. With the popularity of Hanfu culture and the growth of Hanfu market, they can continue their love for "ancient Costume" by wearing Hanfu.

Among the stars, Xu Jiao was the first to promote Hanfu. As early as 2017, Xu Jiao, the youngest star girl, wore Hanfu element dress to attend the Venice Film Festival. She also tweeted about Hanfu on her micro blog, and opened her own Hanfu shop "Zhiyu collection".

Wang Yibo took part in the show in Hanfu, and Yu was on the show in Hanfu. Ju Jingyi, Cheng Xiao and other new generation florets have also tried on Hanfu. A number of stars have tried it out in person. It's hard for star chasing girls not to be planted grass.

03 Hanfu track, the more "volume" the more intense

According to the special research report on China's economic development in 2020-2021 released by AI media consulting, the number of Chinese Hanfu enthusiasts will reach 5 million in 2020, and the number is expected to reach 6.894 million in 2021, and the sales scale of Hanfu market will reach 10.16 billion yuan. It is obvious that the development potential of Hanfu market is huge.

At present, the search volume of "Hanfu" in tmall has exceeded that of "shirt". According to the statistics of Tianyan survey, as of January 2021, there were more than 2970 Hanfu and related enterprises in China, of which more than 1800 were newly added between 2019 and 2020, with an amazing growth rate.

Hanfu market is expanding day by day, brand growth is blowout, but the market appears obvious fault phenomenon. According to the market intelligence data of magic mirror, in the list of top 5 brands in the whole year, "back to Han and Tang Dynasties" was listed 12 times, "Lan ruotang" was on the list 11 times, "more than 13" was on the list of 11 times. The list of top brands was relatively fixed, but there was no real national brand. The new small brands were unable to compete for the market. The waist brand was temporarily missing, and the market gap was serious.

The reason is mainly related to the Hanfu market which needs to be improved. At present, chaos still exists in the industry. With the fire coming out of Hanfu circle, more and more players enter. The more people want to make quick money, the more extreme the means of competition, and the Hanfu track is "rolled up".

In 2020, the Hanfu market has experienced the first fierce price war, and low price has become the trend of the industry. The lowest unit price of Hanfu in Taobao's top ten sales volume is only 19.9 yuan, while the unit price of the top ten Hanfu is only 204 yuan. In order to quickly create "hot money", many businesses choose to press the price again and again. The head players represented by LAN ruoting have achieved the performance price ratio of ￥ 300 to less than 200 yuan, and they can still make a lot of money depending on the amount of money sold.

In contrast, the small businesses that have just entered the Bureau lack a stable supply chain and original resources. In order to save costs, some businesses choose to copy popular Chinese clothing and use low-cost fabrics, which not only damages the original merchants, but also infringes the consumers. In such a growing environment, the survival pressure of original small Studios has increased dramatically, and many of them are facing the danger of closing down and closing down, let alone further develop and become a waist brand.

Of course, from some angles, the price war will lower the price of Hanfu, thus reducing the purchase cost of consumers, reducing the cost of trial and error, and the consumer's acceptance of Hanfu will be improved. To a certain extent, this has promoted the further development of Hanfu, especially the success of winning the hearts of the majority of student party members.

According to "new consumption daily", at present, the main playing method of head players is "to engage in private domain online, and to re experience offline".

The so-called "private domain" refers to the operation of private domain traffic, that is, "intra circle" marketing. In the era of information explosion, the influence of KOL on consumers is increasing day by day. However, for Hanfu which still belongs to a circle at this stage, the role of "within the circle" marketing led by KOL is particularly important

Recently, the founder of "more than thirteen" favored by the capital recently is a well-known national style blogger. At present, there are 1.2 million fans in station B and 5.26 million fans in microblog. Through the creation of personal IP, Xiaodou kou'er has successfully transformed fans into loyal customers; In addition to the official main account, there are several vertical accounts and dozens of regional accounts. According to official data, 80% of its 40000 customers come from public accounts and small programs.

Different from online marketing, offline operations pay more attention to the user's experience: "12 light years" of "three pits" (Lolita, JK, HanFu) are committed to building a multi-cultural offline fashion experience life Museum; "Pan women's shop", which made its fortune by photographing and photographing, combines shooting experience with clothing shopping experience to realize one-stop service of shooting and buying "Huashang Jiuzhou" has another way to attract the attention of colleagues and earn ticket money by holding Hanfu show.

The head players are firing full fire, but they are still worried about survival below the waist. The potential "blue ocean" of Hanfu remains to be explored. Who will be the first to stand out and grow into a national brand? Who can make the rules of the game? The competition is just beginning, let's wait and see.