The market is booming, Hanfu children’s clothing “debuts”
Recently, the mobile game “Dream New Zhu Xian” was launched, making bold innovations at the marketing level. In the trailer released, actor Li Qin plays the two heroines Lu Xueqi and Baguio. This not only allows a generation of “Zhu Xian fans” to relive many classic scenes in the game, but also makes the costumes worn by Li Qin a big hit. focus on.
Originally, the game did not set a specific dynasty background, so the costumes did not have a clear theme of the era. However, “Dream New Zhu Xian” teamed up with the domestically well-known Banli Studio to conduct research on the costumes of the characters in the mobile game. It is reported that the costume designs in “Dream New Zhuxian” come from the Ming Dynasty Hanfu with great aesthetic value, and the “Fantasy New Zhuxian” mobile game will also launch two series of “Hanfu Improved Version” and “Regular Clothing” to meet different Hanfu needs. The taste of fans can not only highlight the style of Xianxia, but also conform to the aesthetics of modern players, and can also attract the majority of netizens to pay attention to the national style culture. In addition, “Dream New Zhuxian” and Banlan Studio will materialize some of the Hanfu in the game, so that players who love Chinese style can not only “wear” Hanfu in the game, but also display the charm of Hanfu at any time outside the game.
In fact, Hanfu has been popular among certain groups for a long time in recent years. Zhang Yi, CEO and chief analyst of iiMedia Consulting, once said that Hanfu is a typical representative of the development of traditional Chinese quintessence combined with trendy elements. As the “post-95s” and “post-00s” gradually enter the economic stage, these young groups have a growing sense of identity with the country and nation. People are more willing to accept new things, have strong demands for self-expression, and pursue individuality. These have boosted the development of the “national trend” economy and played an important role in the formation and spread of Hanfu wearing and consumption trends.
Hanfu is no longer a product of niche culture. Behind the good news, there are people who stay away from the “Hanfu circle” with complicated rules, and there are also endless plagiarisms that are intruding on the industry. This makes people ask, is the “Hanfu craze” sustainable?
In the rapidly expanding Hanfu market, “post-90s” and “post-00s” are the main consumers. Tmall’s “2018 Hanfu Consumer Report” shows that 48% of Hanfu consumers are “post-95s” and “post-90s” account for 24%. At present, after capital rushes into the Hanfu market, the adult market has gradually been divided up by a large number of entrepreneurs pouring into the industry, while the children’s clothing market seems to be a “cake” that has not been overly eaten. Ling Liang, a senior Hanfu enthusiast, said bluntly in an interview: “I am more optimistic about the development of children’s Hanfu.”
This optimism about children’s clothing and Hanfu is not unfounded. From a policy perspective, data from the seventh census show that the proportion of children in our country has increased, with children aged 0 to 14 accounting for as high as 17.95%. At the same time, influenced by the national fertility policy and the concept of eugenics and eugenics, many families have begun to increase their consumption expenditures on children. It is speculated that, influenced by the consumption concepts of the new generation of expectant parents, the trend of gradually increasing consumer spending in the children’s clothing industry will surely drive the children’s clothing industry The market is developing rapidly. From a business perspective, the children’s clothing industry market will enter the “blue ocean” market. With the changes in the consumption concepts of the rising “post-80s” and “post-90s” parents, their expectations for productqualityThe pursuit of personalization and improvement will provide space for consumption upgrades in the children’s clothing market. Specific to Hanfu, the adult market has passed the early stage of handmade high-end customization. Most of the current leading brands are brands with an average selling price of several hundred yuan. Once children’s clothing starts to be developed, it will be easier to achieve branding and price scale. Produce.
From a consumption perspective, compared to the adult market, the children’s clothing market can be considered “absolutely friendly”. Rei Liang said, “Just like the ’80s’ and ’90s’ generation were enlightened by watching costume dramas, today’s children are also experiencing the enlightenment of self-media and are more receptive to Hanfu. At the same time, the first batch of Hanfu in the Internet era Enthusiasts have also entered middle age, and they are more enthusiastic and understanding about their children wearing Hanfu. Another reason for being “friendly” is that compared with adults wearing a complete set of Hanfu when traveling in modern cities, children The awkwardness of wearing will be greatly reduced, and the cost of makeup for children wearing Hanfu will be lower, and there is no need for special hair and makeup matching.
In addition, when it comes to formal issues, debates often arise on the Internet. After endless debates and verbal criticisms among Hanfu insiders, they often fail to reach a consensus, which only sets the stage for the next wave of controversy. Some “Hanfu police” who came out of the industry earlier than Hanfu have also discouraged many people who are interested in Hanfu. However, the impact of public opinion on children’s clothing and Hanfu will be much lessened. Lingliang said, “Most children’s clothing and Hanfu are allowed to be modified to a certain extent for the convenience of children, which not only retains certain traditional shapes but also meets children’s daily habits.” According to iiMedia Consulting statistics, 55.9% The interviewed Hanfu consumers said that they would not wear Hanfu in daily scenes. Factors such as “cumbersome to wear”, “low acceptance by the masses”, “impractical”, “frequent wearing will cause depreciation” and “too stuffy” are the main concerns, and improved The latest children’s clothing, Hanfu, can basically avoid all worries.
Today’s popularity of Hanfu is both an opportunity and a�, it is also a test of the brand. No matter how much cultural significance Hanfu itself carries, in the final analysis it is still a set of clothing, and the road to “breaking the circle” still requires a more universal scene. The huge potential market is being gradually proven, and a large number of entrepreneurs are investing in it. We are all looking forward to seeing the next trend.
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