The niche culture out of the circle supports the tens of billions market

　　Nowadays, it is becoming more and more common for young people to wear Hanfu, one of the "Three Hangs".

The picture shows Hanfu lovers from Chengdu enjoying flowers and tea under the pear tree.

Photo by Xinhua News Agency reporter Liu Mengqi

　　Our reporter Sun Qiru and intern Wang Ningning

　　The search volume of "Hanfu" on the online shopping platform exceeds that of "shirts", and a JK skirt sold 300,000 pieces within a few days... In the past two years, driven by the personal expression of young people, it has been called the "three pits". Hanfu, Lolita clothing, JK skirts, and the niche culture they represent are no longer limited to "enclosure and self-sprouting", but have been accepted by a large number of young people, gradually entering the public's field of vision, forming annual sales A large market of over 10 billion yuan.

What is the magic of the "three pits" that make it easy for young people to "enter the pit of consumption"?

　　"The girl in the comics" stepped into the real world

　　Bow knots, lace edges, pleated collars, tutu skirts, round-toe shoes, playful makeup, sweet color schemes... If you meet a girl wearing these elements on the street, she must be wearing a young girl in recent years. Lolita costume is quite popular among dimension lovers.

　　In the eyes of some friends, Mu Mu's love for Lolita costumes, a sophomore, can be called a "crazy".

Since becoming obsessed with the costumes of the protagonist in the anime "Sakura Magic Card", she has gradually entered the circle of interest in Lolita costumes.

　　"Wearing on the Lolita costume, it feels like I have completed my childhood'princess dream'... I have a small world in my heart with beautiful things and scenery as beautiful as the cartoon characters in the Lolita costume." Mu Mu Introduced, among Lolita costume fans, many people start from anime and comic exhibitions. Not only do they wear costumes similar to those in comics, imitate the characters in the comics, and sometimes they join together to hold a Lolita show. Tower costume show-everyone wears their favorite set of clothes and volunteers to walk the show on stage.

"A set of clothes is basically between 1,000 yuan and 2,500 yuan." Mu Mu said that he would spend at least tens of thousands of yuan a year on Lolita clothing.

　　The reporter's investigation found that taking a certain classic Lolita clothing brand as an example, the price of clothing generally exceeds 1,000 yuan, and accessories are about 150 yuan. A set of Lolita costumes is at least 2,000 yuan, depending on the gorgeousness of the style. Floating.

　　Promote individuality and become a popular "password"

　　Compared with the higher unit price of the Lolita dress, the JK skirt, which is also easy to attract young people, is much closer to the people.

The so-called JK skirt mainly refers to a series of clothing designed and gradually derived from the Japanese female version of the high school uniform standard.

　　Many shopkeepers of "Sankeng" Taobao shops are themselves fans of the culture, and they become watchers who catch trends and trends.

Fu Linying is a veteran "three pits" fan and a JK clothing store owner who grew up on Taobao.

"In the past, we were mainly self-moment in enclosures, and we had a relatively fixed circle. Two years ago, we discovered that many'cute new' came in and asked about some basic questions such as how to use sliders. At this time, I realized that JK Clothing It may have been out of the circle." Fu Linying recalled.

What she calls "cute new" generally refers to a newcomer who has just ventured into a certain field without getting a glimpse of it.

　　With JK skirts out of the circle, in 2019, Fu Linying, who has studied abroad and worked in the university for more than a year, returned to China to start a business and started the JK skirt business with her boyfriend.

　　"In order to make the first batch of skirts, we lived near the factory for a month, familiar with every production process, and finally I sent them out after I tried them through the patterns one by one." Fu Linying said that she has control over the details. It laid the foundation for the brand's subsequent growth and gained more and more fans.

Young people between the ages of 17 and 28 are the main crowd of fans of Fu Linying's shop.

In her opinion, promoting individuality is an important reason why JK skirts can be sought after among young people.

Last year, Fu Linying's Taobao shop launched a special color JK skirt that is not available in the circle. It was immediately popular among fans who pursued personality. More than 20,000 pieces were sold in two or three days.

"When we were in school, I felt that most girls still could only follow the hotspots launched by businesses to chase trends. Nowadays young people like to lead a certain trend by themselves. Take the JK skirt for example, it has many subdivisions. The types of styles, college style, spice style, snake courtyard (magic) style...You can choose a color and style that best represents your style, instead of drifting with the flow."

　　Emerging demand has nurtured many businesses

　　In my country, the world's largest single consumer market, even niche and subdivided demand also means huge commercial potential.

Many young Taobao shopkeepers like Fu Linying have seized this opportunity and gained rapid growth in the subdivisions they are really interested in.

　　Different from many ordinary women's clothing industries, the "three pits" consumers are very sticky, and they often look for frequent purchases at one or several stores, and often share and discuss them in Taobao member groups, buyer shows and other places It can be said that a Taobao store is a gathering place for cultural circles.

Mu Mu told reporters that people who love Lolita outfits maintain respect and love for originality. In forums and interest groups, everyone is opposed to and contemptuous of those who wear fake Lolita outfits, which has also deepened. Enhance consumer loyalty to the brand.

　　In the context of the gradual expansion of the cultural circle and the increasing awareness of authenticity, last year, Fu Linying’s Taobao store sales exceeded 2 million yuan, and the entire network attracted nearly 200,000 followers. From two people alone to more than 10 people Small team. On Taobao, there are already thousands of shops like Fu Linying. The constantly erupting emerging consumer demand has given many niche cultural businesses a broad room for growth. According to Taobao data, from April 2020 to March 2021, the number of new active merchants on Taobao hit the highest value in five fiscal years since 2017.