Improve and innovate new Hanfu to "integrate" into daily life
In 2021, the new Hanfu industry market will exceed 10 billion yuan, and the number of consumers will increase to 10.21 million.
With the revival of Hanfu culture, its wearing scenes will become more lifelike, and it has gradually become one of the important categories of public daily clothing.
How to "break the circle" in the tens of billions market
New Hanfu innovation is the key
The new Hanfu, also known as the modern Hanfu, is a Hanfu system that is derived from the traditional classic clothing style of the Han nationality and retains its typical shape characteristics, combined with the current public's diverse wearing situations and fashion aesthetics to innovate.
The "White Paper on the Development of China's New Hanfu Industry in 2022" shows that in 2021, my country's new Hanfu industry has exceeded the market size of 10 billion, but the industry chain is still immature, and the development potential of new Hanfu in line with contemporary aesthetics and daily wearing situations is huge. The key breakthrough point, the industry market size is expected to exceed 100 billion.
Yang Xiaodong, full-time vice president of China National Garment Association, believes that with the development of China's economy and society, Chinese consumers' cultural awareness and cultural self-confidence have been continuously enhanced, and people have shown more recognition for fashion that reflects traditional culture.
In this context, the Hanfu industry has broad prospects, and now it is facing a watershed in the upgrading of the Hanfu industry.
Continuously strengthen the insight and analysis of the changes in contemporary lifestyles, promote the further modernization and industrialization of the new Hanfu, let the new Hanfu enter the daily life of the younger generation, and gradually build the contemporary expression of Chinese excellent culture and the attitude and proposition of Chinese fashion culture. This is the key for Hanfu to further develop the potential of “breaking the circle”, increase market penetration and become the choice of more consumers.
New Hanfu is favored
Potential users care most about "dressing scenes"
The survey report shows that the current Hanfu market only accounts for 0.8% of China's clothing industry; on the other hand, up to 80.4% of consumers favor the new Hanfu that meets the needs of daily diverse wear.
The new Hanfu is expected to become the mainstream clothing category in the society. The penetration rate in the clothing market is expected to reach about 5.0%, and the consumer population will exceed 130 million, driving the Hanfu market into the era of 100 billion.
In terms of the elements of new Hanfu purchase options, the most important thing for potential consumers is "sufficiently rich wearing scenes", accounting for 62.3%.
In terms of the main clothing scene, 67.0% of the respondents chose the "travel travel" situation, shopping and commuting ranked second with 57.5%, and multiple scenes such as business, wedding, performance, and filming were also popular.
This shows that in the eyes of consumers, the new Hanfu has great potential to enter the rich scenes in their daily life, and this is an important basis for the "breaking circle" of the new Hanfu.
On the other hand, the survey shows that 74.2% of consumers choose "personal image/style building" as the core purchase motivation, and the personalized design style of the new Hanfu has become their strong focus.
"Commuter Han Elements" is shortlisted for the nine styles of Taobao Tmall's autumn and winter in 2022. The new Hanfu is gradually becoming the trendy choice for some consumers, which also proves from the side that once the new Hanfu is combined with contemporary aesthetics, its popularity in the field of mass fashion The potential is unlimited.
Novel styles are more everyday
Industry standards help regulate development
In order to promote the rapid development of the new Hanfu, the Hanfu brand has continued to develop and innovate in design, especially this year, it has launched many novel styles suitable for daily wear, and has actively expanded its style boundaries by co-branding with national style IPs such as well-known games and museums.
In terms of manufacturing, it actively explores many key areas such as process innovation and standard formulation to promote the further development of the Hanfu industry chain.
Despite the rapid growth of the Hanfu market, industry standards are still immature.
Based on the in-depth research on the traditional Hanfu shape, the market research insight and the summary of its own practical experience, the brand more than 13 has jointly promoted the formulation of the new Hanfu (modern Hanfu) standard system with the relevant management departments, and has initially proposed the horse-faced skirt , short garments, medium garments, long garments and other core form systems, thus contributing to the standardization and systematization of the design and production of the new Hanfu industry.
The circle culture has promoted the popularity of Hanfu. From the rise of the Hanfu market in 2018, to 2021, Hanfu has become one of the "popular three pits" of clothing. A group of typical merchants in the field of Hanfu have grown step by step relying on unique design and high-quality craftsmanship. A well-known brand in the circle.
Text / Our reporter Chen Si