China-Singapore Online, June 23 (Reporter Li Jiajia) If you want to ask what is the most fashionable now? Nothing is "national tide".
National tide, which means domestic products with Chinese specific elements. Once, "Made in China" was associated with rough craftsmanship, inferior quality, and plagiarism. However, with the continuous improvement of the quality of domestic products, the originality and originality capabilities continue to be reflected, and the recognition of Chinese products by Chinese people is getting higher and higher. "Domestic products become self-improving" gradually penetrated into the daily consumption of Chinese people.
Recently, Pinduoduo, together with the Dunhuang Mogao Grottoes frescoes and Cao County Hanfu, jointly launched a new product called “Duodu Hanfu×Dunhuang Murals”, which turned the untouchable fairy in the Dunhuang frescoes into a vivid reality.
"Hanfu is a typical organic combination of material consumption and spiritual consumption. Although it is a niche culture, Hanfu has been appreciated by more and more young people." The person in charge of Pinduoduo clothing category said that with the recent With the rise of the national tide in recent years, the search volume and order volume of Hanfu and related products on the platform have risen sharply. Many “post-90s” and “post-00s” have put Hanfu into daily life.
A lot of Dunhuang mural joint-style Hanfu designs incorporate artistic elements such as "nine-color deer" and "loulan" in Dunhuang murals, reflecting a unique aesthetic height. Photo by Wu Mingshe
On the evening of the 22nd, the report of "This is the "Post-95" National Tide Site" released by the First Financial and Commercial Data Center (CBNData) showed that the search index for "new national goods" showed a steady upward trend, and the online domestic product market consumed nearly three The year has maintained growth. Among them, apparel accounts for about 60% of the overall consumption of online domestic products, and is the main position of domestic consumption. The "post-90s" young generation has become the main force of trendy apparel consumption. Among them, the growth rate of "post-95s" tide clothing consumption ranks first among all generations, vigorously promoting the trend of trendy apparel consumption.
Returning to Hanfu, why do young people in the "post-90s" and "post-00s" addicted to the clothes of their ancestors? Where does the wind of the national tide behind this come from?
Most young people had similar experiences when they were young: holding white veil in their hands, wearing old cloth sheets, dreaming about their fairies going down. The appreciation and self-confidence of Hanfu's national style is deeply buried in the bones of this generation of young people. In addition to the promotion of Hanfu culture in film and television costume dramas and short videos in recent years, wearing Hanfu has formed a new trend among young people. Hanfu The industry has gradually completed a gorgeous turn from "niche hobby" to a huge cluster.
The data shows that there are currently more than 2 million Hanfu consumer groups in the country, most of whom are young people from the "post-90s" and "post-00s", but the total sales supported by such a relatively small group is more than 2 billion yuan, and The annual growth rate has doubled.
China has great etiquette, so it is called Xia. The beauty of service is called Hua. Hanfu fully embodies the elegant and detached and calm national character of the Han nationality, as well as the plain and natural, subtle and euphemistic aesthetic appeal. More and more young people will wear Hanfu as a way of direct dialogue with traditional culture, and gradually accumulate a cultural identity in the process of interacting with Hanfu.
More importantly, Hanfu returned because of this group of young people who loved it, and its return encouraged more young people to express themselves bravely. Put history on your body and imagine the age-old romance. Rewind the time, let the time slow down, and then slowly taste the glycol over the years.
As the national tide prevails, in addition to Hanfu, with the enhancement of Chinese brand cultural confidence and original design capabilities, Chinese brands such as Li Ning, Huili, Peacebird, and Anta are also becoming hot spots for consumers.
At the New York Fashion Week autumn/winter 2018 show, Li Ning's Chinese retro sports style "Enlightenment" series appeared, which made consumers at home and abroad shine. Overnight, the "Enlightenment" series of dad shoes and the hoodie with "China Li Ning" printed on the chest became popular trendy items among young people.
What does the "national tide" look like in the eyes of "post-90s" and "post-95s"? The colors should be free-spirited and the expression of attitude more direct. With the "post-95s" becoming the main force of trend consumption, young people's new requirements from aesthetics to attitudes have brought rich opportunities for domestic brands to emerge. But in order to "pry" the minds of more young people, "new domestic products" still need to practice the "breaking circle" skill. (Finish)