Nowadays, Hanfu has become a favorite clothing of many young people, and wearing Hanfu when traveling has even become a fashion trend. Since the beginning of this year, as the impact of the epidemic on domestic travel has been greatly reduced, the demand for Hanfu in many scenic spots and Hanfu enthusiasts has increased significantly.
Caoxian County, Shandong Province, has more than 2,000 Hanfu industry chain merchants, and original Hanfu sales account for one-third of the same market nationwide. In order to cope with the surge in demand, many local Hanfu factories are working overtime to produce. But demand still exceeds supply.
01. The Hanfu market explodes and the market sales this year may exceed 10 billion
In Caoxian County, you can find all kinds of Hanfu with prices ranging from tens of yuan to tens of thousands of yuan, but they are still mainly affordable models, with the average price being around a few hundred yuan.
When many ordinary consumers come into contact with Hanfu, they often choose more affordable styles to start trying. In addition, the consumer group of Hanfu is mainly young people. Therefore, affordable Hanfu has become the choice of many student parties.
Every local merchant selling Hanfu in Cao County basically has more than two online stores. They told reporters that due to the better spread of Hanfu culture in recent years, the affordable Hanfu market has exploded. . Especially since this year, the impact of the epidemic on the market has been greatly weakened, and sales have been even more booming.
Yin Qixing, owner of a Hanfu foundry in Caoxian County, Shandong Province: It may be several times better than in 2020. It used to sell for tens of thousands of yuan. This year, the average monthly sales of a store are more than 300,000 yuan. Online stores can produce popular products. Once a model is sold, it may sell 100,000 or 50,000 units.
Yue Yuancheng, head of an express delivery branch in the southeastern area of Caoxian County, Shandong: Now Hanfu’s express delivery volume is growing by 30% to 40% every year. For our express delivery site, During the Children’s Day, children’s Hanfu products are also in high demand, and some cooperative merchants are now sold out.
When Hanfu, a clothing that was once limited to niche groups, continues to break out of the circle, it means the birth of a more popular consumer category, and Hanfu enthusiasts are interested in it The love and the history and culture it carries have also led many consumers to start collecting Hanfu.
Wang Fengqing, a Hanfu seller in Caoxian County, Shandong: I have a customer who wants all the new styles I have. She probably has several rooms to store Hanfu. Hundreds of sets.
A report from iiMedia Consulting in January this year showed that the number and market size of Chinese Hanfu fans are growing rapidly. It is expected that the number of Hanfu fans in 2021 will reach 6.894 million, with market sales The scale will reach 10.16 billion yuan.
In the future, as the “post-95s” and “post-00s” gradually move to the center of the economic stage, they are expected to become the main group of national fashion consumers and further release market potential.
02. Fabric shortage orders doubled, and the Hanfu manufacturing factory worked overtime to produce
Located in the southeast of Cao County, Shandong The large market town in China has more than 18,000 online stores. At first, the villagers here were mainly engaged in the performance costume business. As the Hanfu market became increasingly popular, many of the six to seven hundred performance costume manufacturers in the town switched to producing Hanfu. The second quarter has entered the peak production season, and the Hanfu factories in the town are working overtime to produce.
The reporter came to a fabric store in Daji Town, Cao County. The store displayed various Hanfu fabrics. The boss said that all the villages in Daji Town are Taobao villages, and e-commerce companies that sell Hanfu There is a large demand for fabrics. Making a set of Hanfu requires an average of seven or eight meters of cloth. Depending on the fabric, the price per meter of cloth ranges from a few yuan to dozens of yuan. The fabric orders in his store are doubling every year, and the current daily shipment volume is about 200,000 meters.
The second quarter of every year is the peak production season for Hanfu merchants. At this time, fabrics begin to be in short supply.
Chen Jichao, owner of a fabric sales company in Daji Town, Cao County, Shandong Province: Now they don’t talk about the price. They all tell me when the boss will give me the fabric and when it will be in stock. That’s what I’m saying now. It’s not a matter of price, it’s out of stock right now.
In the production process of a set of Hanfu, the simple and simpleElegant printing and exquisite embroidery are essential, and local printing factories are working overtime to produce products.
Meng Desheng, owner of a printing factory in Daji Town, Cao County, Shandong Province: Almost immediately after the Chinese New Year this year, there were a lot of orders, which doubled. Workers have to work overtime every day until about 11 to 12 o’clock. , this happens every day. The current daily output is about 7,000 meters, which is far from enough and cannot meet customer requirements. After our industrial machine is debugged, it is estimated that the daily output will be about 30,000 meters.
Compared with printing, the price of embroidery is relatively high. Embroidery is calculated according to the number of stitches. In Caoxian County, one yuan is about 12,000 stitches. The more embroidery and the more complex the craftsmanship, the more Hanfu will be. The higher the cost. The owner of the embroidery factory said that more and more local people have started the Hanfu business, and the competition is very fierce, so the production cost of a set of Hanfu is also constantly being reduced.
Ma Dede, the owner of an embroidery factory in Daji Town, Cao County, Shandong Province: Profits have dropped by more than half. Now workers’ wages are rising, and all auxiliary materials have increased a bit, but profits are not that big. It’s high, but the volume is slowly increasing, and the order volume is a little more.
As the scale of the Hanfu industry continues to expand, local related service companies, such as online store page design, product models, photography, etc., are also increasing.
03. Caoxian County, Shandong: Investment in original Hanfu increases Hanfu manufacturing and moves towards refinement
The development path of the Hanfu industry is not smooth. The Hanfu in Caoxian County, Shandong Province was initially called a copycat in the industry, but then it strives to take the original path and move towards branding. The development of the Hanfu industry in Caoxian County is also a microcosm of the entire Hanfu market.
Hu Chunqing is a native of Daji Town, Cao County. After completing his Ph.D., he chose to return to his hometown and started an e-commerce business for performance clothing with his wife Meng Xiaoxia. After the rise of Hanfu, they Seize the opportunity to switch to Hanfu. Today, more than 100,000 pieces of Hanfu have been sold online and offline, but whenever he recalls the days when he first started to get involved in Hanfu, he said it was too difficult. It may take ten days and a half, or even several months, to develop a Hanfu.
Hanfu has strict shape requirements, but it also pays attention to originality in color matching, embroidery patterns and even production techniques, so it requires independent design. At first, many local businesses directly imitated original works to produce Hanfu, which was criticized by Hanfu enthusiasts as “knockoffs.” Meng Xiaoxia, who already had design skills, decided to learn Hanfu design on her own and began to cooperate with designers.
Hu Chunqing told reporters that the development cost of a set of Hanfu before it goes on the market ranges from seven to eight thousand yuan to more than thirty to fifty thousand yuan. As long as one of them becomes a hit, it will be very popular. The development costs of many models can be recovered quickly. If the market response is not good, you may still lose money. In addition, the high return rate of Hanfu is also a pain point for the company.
With the continuous development of the industry and the continuous improvement of consumer demand, the Hanfu industry is developing in the direction of scale, refinement and fashion. </p
