There is a craze for Hanfu in China, and Hong Kong officials, parliamentarians and even tourists are wearing it and enjoy wearing it. Caoxian County, Shandong Province, which is famous for the production of shrouds, seized the business opportunity and transformed into the production of Hanfu. It even achieved a record-breaking turnover of more than one billion yuan in one quarter. Some research institutions estimate that by 2025, the Hanfu market will reach 19.1 billion yuan (20.8 billion Hong Kong dollars). It has become an alternative new way to promote consumption under the weak Chinese economy.
With a market size of 20 billion, Shandong Shouti Base transformed and made huge profits by selling Hanfu. The picture shows Yang Runxiong, director of the Culture, Sports and Tourism Bureau. (File picture)
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From shrouds, costumes, and Hanfu
Cao County, located in Heze, Shandong Province, China, covers an area of 1,969 square kilometers, about 1.8 times that of Hong Kong, and has a population of about 1.38 million. In the early years, the local transportation construction was backward, and the people made a living by farming. In the 1980s, Cao County began to produce coffins and shrouds, and even exported them to In Japan, according to mainland media reports, nine out of every ten coffins used by the Japanese come from Caoxian County; Caoxian County, which made shrouds, later took advantage of the opportunity to produce performance costumes, and once dominated 70% of the country’s costumes. market, however, fierce competition in the industry has led to a decline in profits. In addition, the outbreak of the epidemic in 2020 has reduced performances and shrinking costume orders. Fortunately, there is a “national trend” blowing in China. Hanfu suddenly became popular. Caoxian followed the trend and led the shroud Transitioning to the production of Hanfu was able to make a comeback and blaze a trail.
Wearing Hanfu has become a trend in China. The picture shows the Hanfu parade in Shenyang in November 2023. (STR/AFP via Getty Images) (STR via Getty Images)
A Beijing woman rides a bicycle wearing Hanfu, seemingly integrating Hanfu into her daily life. (Kevin Frayer/Getty Images) (Kevin Frayer via Getty Images)
Wearing Hanfu has become a trend in China. The picture shows people admiring flowers in Zaozhuang City, Shandong Province. (CFOTO/Future Publishing via Getty Images) (Future Publishing via Getty Images)
It’s best to downgrade consumption by 100 to 300 yuan
China’s consumption has been downgraded. Industry insiders say that affordable Hanfu priced between 100 and 300 yuan is the most popular among consumers. Mainland China’s “2019 Hanfu Industry Report” pointed out that the highest proportion of consumers choosing Hanfu priced between 100 and 300 yuan reached 41.78%. Hanfu’s low price The high-end market is almost monopolized by Caoxian County, which also drove Caoxian County’s Hanfu sales to a new high of 1.038 billion yuan in the first quarter of 2023. Driven by the popularity of official media, social media and costume dramas, the Hanfu industry is developing rapidly. According to the “2022-2023 China Hanfu Industry Status and Consumer Behavior Data Research Report” released by mainland research institution iiMedia Research, China’s Hanfu industry in 2022 The Hanfu market size reaches 12.54 billion yuan and is expected to reach 19.11 billion yuan in 2025, a year-on-year increase of 13.2%. Several of the popular brands have made their fortunes in the past few years. “Pan Nv Fang”, which originally operated traditional clothing photography services, received financing in 2018 and launched Hanfu brands “Congyi Clothing” and “Oriyuji” in 2019. It was established in 2019 after receiving 20 million yuan in financing from angel investors. Semir Clothing Group, which produces children’s clothing, is also involved in the Hanfu business.
Hanfu is so popular that a Hanfu clothing exhibition is held in the Mainland, with the model “Xing Tianqiao” displaying the clothes. (CFOTO/Future Publishing via Getty Images) (Future Publishing via Getty Images)
A Hanfu organization participated in a parade in Italy in mid-February and even invited Westerners to demonstrate how to wear it. (Li Jing/Xinhua via Getty Images) (Xinhua News Agency via Getty Images)
Hong Kong residents wearing Hanfu also paraded holding the Chinese flag. (Anthony Kwan/Getty Images) (Anthony Kwan via Getty Images)
E-commerce promotes Cao County to become a major town for Hanfu
The transformation from shrouds to Hanfu has also promoted the local e-commerce industry. As early as 2010, some people in Cao County began to make money selling costumes in online stores. In the “List of Top 100 Counties in Taobao Villages” published by Ali Research Institute in 2020, Cao County was second only to Yiwu , becoming the second largest e-commerce industry gathering place in the country; the government is also actively involved. The female county magistrate once personally participated in a live broadcast to “bring goods”, and public officials participated in Hanfu performances. At present, there are 2,000 Hanfu manufacturers in Cao County, and the sales volume of Hanfu has reached one-third of the Chinese market. For every three pieces of Hanfu sold in China, one comes from Cao County. In addition to Caoxian, the four major Hanfu production bases in China also include Hangzhou. , Chengdu and Guangzhou. A craze made Caoxian County a major production center for Hanfu.
In the past, wearing Hanfu could only be seen in scenic spots like the Forbidden City. Most of them were aimed at tourists, charging one or two thousand yuan each time for a full set of photography services in traditional clothing, or cheap children’s clothing. However, due to the rising enthusiasm among the people, Hanfu has become more popular. Nowadays, it can be seen everywhere on the streets of China; in addition, people in the industry are vigorously promoting it overseas. At the Venice Carnival held in the middle of this month, a Hanfu team from China participated. In addition, there are Hanfu activities as far away as Germany and Brazil. Buying a set of Hanfu will also involve the purchase of various accessories, cosmetics and other expenses, which has become an alternative new way to drive people’s consumption under the weak Chinese economy.
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2024-02-25 23:48:49
