Will Han Clothing Become The Next Wave Shoe And Blind Box?

Fashion is a reincarnation. This sentence applies no matter when.

Li Ziqi, a short video of antiquity, has recently been painting the whole network. Their videos are all dominated by antique style, dressed in classical costumes and making traditional cuisine, coupled with the whole environment.

Hanfu has become a new fashion. The number of people who love Hanfu is increasing. Recently, Tech planet (WeChat ID:tech618) has learned exclusively that Ali is on the line of ancient peach APP, tiger tooth line flower summer APP, and the two APP are main Hanfu social functions.

According to the information collected by enterprises, the developer of Zhutao APP (Beijing) Technology Co., Ltd., suspected of actual control, has a 90% stake in Alibaba Entertainment Limited. Huaxia APP developer Guangzhou cashew Mdt InfoTech Ltd, suspected control of Guangzhou tiger tooth Mdt InfoTech Ltd.

According to seven wheat data, "ancient peach" on-line time is July, December 4th update the latest version; "flower summer" on-line time is November, December 5th update the latest data. The two APP are located in Hanfu users, building communication communities, providing hot selling clothing in popular stores, and accessories and peripheries related to Hanfu.

It has become a trend to build a community platform for Chinese clothing crowd. At present, there are several APP such as "Han Fu Hui" on the market. Up to now, there are 4 million 790 thousand users downloading Hanbao, and Ali and tiger teeth are entering the field.

There are more and more people who love Hanfu, and the carnival that originally belongs to a small circle is now gradually accepted by the public. In November 30th, the first snow in winter began in Beijing this year, and in the early days of the wind and snow, many crowds of Han Chinese clothes appeared in the Imperial Palace.

Will the wave of Hanfu quietly come and go, will it become the next wave shoe and blind box?

Hanfu goes out to support the one billion market.

"The biggest expenditure this year is Hanfu." after 95, "Tech" (WeChat ID:tech618) said that this year's double eleven had grabbed a long Hanfu suit on the Internet. This is already her ninth Hanfu suit.

Xiao Han is an ancient Chinese literature student. He liked to watch ancient costume dramas and Guofeng anime from childhood and was fascinated by traditional culture. "It was not until we joined the Han service society when we went to university that we knew that there were many people who like Hanfu, and their robe would wear out in Chinese clothes on a particular day."

"Robe" is a general name for Han clothing people. It was taken from Book of Songs's "son of the same gown". It has been reported as a "heterogeneous group" since 2003. It has been reported for more than ten years. According to the 2018 Hanfu industry report, as of the end of 2018, there were more than 2 million Chinese Hanfu fans. The total scale of Hanfu industry in China was about 1 billion 87 million yuan.

The electricity supplier platform is the main purchasing channel for the gowns. With the growth of the number of Hanfu groups, Hanfu has also become an important sales category of the electronic business platform.

The number of Hanfu businesses on Taobao jumped from 7 in 2005 to 815 in 2018. According to statistics, in 2018, the total sales volume of Hanfu related products of Taobao and Tmall two platforms was 921 million yuan. On the day of Tmall double eleven in 2019, the turnover of Hanfu was over 180 million yuan at 14:00, and the cost of post-90s was over 90 million 650 thousand yuan.

With the increase of purchase volume, Hanfu has already derived all kinds of brands from high school and low grade, and the price ranges from hundreds, thousands to tens of thousands of yuan. As the consumption level of college students is limited, Xiao Han is buying hundreds of Yuan Han clothes. There are always some of his colleagues who often start with high-end products. "I can't afford to buy such expensive clothes for the time being, but occasionally buy a baby's clothes in stages, even if eating a few months in the soil is also very open heart."

Why is Hanfu so expensive? According to the insiders, "the inventory of Hanfu clothing in the whole market is very small. It belongs to handmade products. The manpower cost of cloth is large, the construction period is long, the production capacity is not large, and the market is highly polarized. The low end big factory goods 199 sets, the high-end project time is more and longer, at more than 10 thousand, the hand embroidered high-end customization 2-3 million.

As the source of Hanfu production, Hanfu processing plant has also become a new target for many manufacturers. Cheng Kun ran a Hanfu processing factory in Suzhou. In early 2019, he heard his colleagues say that making Hanfu is not only low cost, but also can get more profits.

"A three piece quotation is 300 to 500, the cost of embroidery plate making is 65 yuan to 75 yuan, ten thousand needles, embroidery cost is 1.5 yuan to 2.5 yuan ten thousand needles, according to the color and size of the embroidery, it is unnecessary to start the cooperation proofing. In general, orders for external sales are about 4000 units a month, sometimes because of the lack of machines in their own homes, they often need to be made by other families. Cheng Kun told Tech planet (WeChat ID:tech618).

This year, Cheng Kun began to shop on Taobao, which can sell nearly 2000 sets on a monthly basis, with a monthly sales profit of 300 thousand. Recently, Cheng Kun also began to recruit large numbers of embroidery and plate making personnel to form his own brand.

It is a common phenomenon among the gowns to empty their wallets for the dream of Hanfu. When more and more people are chasing, the frenzy of Hanfu economy is also accepted by society.

According to AI media consultancy statistics, as of November 6, 2019, there were nearly 200 topics related to Hanfu on the shaking platform, while the number of topic videos of Hanfu in the first place was 764 thousand, and the total number was 20 billion 940 million times. On the micro-blog platform, the topic of Hanfu was 2 million 974 thousand, and the reading volume was 2 billion 200 million.

From the previous post bar, micro-blog, to today's B station, jitter and so on, gathered a large number of young people's social platform, the boundaries of Hanfu culture dissemination have been constantly widened, and gradually came to the front of the public, and behind this has also derived a chain of industries.

"One hundred thousand of the total monthly income, and a large number of millions of people."

Hanfu market is a good business and is being recognized by more and more people.

After 80, the "coffee" (pseudonym) is a frequent seller of casual fish. At first, because of interest and interest, coffee gradually entered the pit and started many kinds of Hanfu. But the investment in Hanfu is a bottomless pit. The coffee purchased from Hanfu is becoming more and more familiar with the rules of Hanfu trade.

"There are quite a lot of people doing Hanfu trade now, and one hundred thousand of our monthly income is common. There are many millions of people in the month," coffee told Tech planet (WeChat ID:tech618).

According to the introduction of coffee, many businesses use the VIP system to upgrade the threshold for buying Hanfu and introduce a money filled membership system. The highest stores will set up 200 sets of clothing and 4000-5000 of the cheapest clothes. Therefore, at least 1 million yuan of accumulated consumption is necessary to enjoy the VIP reservation and customization service.

"The rules of the store lead to a lot of robes that can't be bought for Han clothes, so many people pay for the purchase of people's clothing, just to improve the VIP level. There are also people who specializes in raising the price in order to earn the difference, such as 50 sets of clothes, 25 people to buy 2 sets per person, Ming Hua Tang is the mechanism of this carpool group, "coffee said to Tech planet."

Ming Hua Tang is one of the high-end Hanfu brands, according to its official website, for ordinary users, the construction period is now in late May 2021. But for coffee VIP users, you can get them in one or two months.

Coffee reveals to Tech planet that VIP offers a lot of discount, and the highest is 18% off.

The authority of the system can participate in the design of the pattern. "It is said that the VIP system will be adjusted later, and the initiative is still in the business. Earlier this privilege could only be tailored to its size, and if the rules were changed, those professionals would have to stop. "

In addition, some businesses are hungry for marketing, for example, how many sets of fixed time frames are available. But this kind of out of print style is also the most easily sold coffee. The original price of the dress was nine yuan, the original price was 1099 yuan, and the highest price was 5000 yuan. In coffee, "I can't understand that buying clothes is not buying a mood." Others will go to the shops and bosses to flatter each other in order to buy a limited edition.

The purchase number is equivalent to the previous investment. In the later period, the head of the regiment has more than a dozen VIP numbers. He can buy dozens of clothes in a month, and then sell them again, so that tens of thousands of dollars can be easily realized.

The Han clothing market is now clearly in the state of imbalance between supply and demand, and with the entry of players and hyped sellers, Hanfu has become a luxury item.

Is poison in Chinese clothes just around the corner?

When love exceeds reason, there will be a crazy hype. Poisoning is too deep to be avoided.

In the past few days, the reports of "College Students' monthly sales of fried shoes and the highest premium of 40 times" were amazing. There is even a piece of saying: real estate is the carnival after 70, stocks are the craziness of the post-80s generation, fried coins are absurd after 90 years, fried shoes are the feast after 00, and after 00, the fried shoes are not long before, and after 10, the blind boxes are started.

Just as we have not yet understood the rules of shoes and blind boxes, the frying skirts of huge profits have sprung up, and the first batch of heads of large numbers of VIP accounts have emerged, with a monthly income of less than more than 100000 million. With the expansion of Hanfu market, the doubling of prices is also the trend of the times.

Hanfu, Lolita (Lolita) and JK were dubbed "the three sisters in bankruptcy". It looks like a little skirt has been frantically fried by the teenagers. But Hanfu and Lolita and JK clothing are two very important elements in culture, and are also popular among many Cosplay lovers.

Unlike Lolita and JK clothing from Japan, Hanfu carries Chinese traditional culture, has unique charm in shape and style, and naturally has stronger cultural reproduction ability. With the popularity of Hanfu culture becoming more and more popular, young consumers have chosen Hanfu as their daily wear.

According to the purchasing motives of Hanfu consumers, 47.2% of the consumers are fond of Hanfu culture, and 40.3% of them are out of fashion pursuit, and Hanfu enthusiasts have strong consumption power, high consumption enthusiasm and sticky, and the future consumption ability is immeasurable.

WeChat (Tech ID:tech618) found that Taobao's sales of the top ten Chinese clothing last month were above 100 yuan, the monthly sales volume was over 2500, the highest reached more than 5000, and the number of collections was over 10000 times. If the sales of other accessories were added to the business, the monthly sales volume of more than one million was normal.

Hanfu is developing towards the mode of high growth and high sales volume. Statistics show that in the next 2-3 years, the Chinese clothing market will continue to grow, with sales expected to reach 1 billion 410 million yuan in 2019. Wang Qinglin, a consultancy analyst at Ai media, believes that the number of Hanfu fans is only about 2 million, and is a relatively small group. However, the consumption scale supported by this group has exceeded 1 billion yuan.

Once the scale effect of the brand is generated, there may be counterfeiting, identifying agencies and price index curves later. In the Hanfu community platform, Hanzhai is also located on the first page of questions and answers.

For the development prospect of Hanfu industry, Wang Qinglin thinks, "at present, Hanfu industry has limitations such as small audiences, long production cycle and uneven price. The industrial chain is still at a relatively elementary stage of development, resulting in the phenomenon of" fried Hanfu "on the market. But unlike "fried shoes" and "fried blind boxes", driven by many factors such as online social networking, two dimensional industries, integrated commerce and cultural production, the market scale of Hanfu will expand rapidly, and it will develop towards industrialization and branding, and it is likely to form an authoritative industry standard. Therefore, Hanfu industry has a relatively good development prospect.

It is only a matter of time before the Han costume, which looks like a gauze feather, has a vast market behind it.