Hanfu culture promotes national style culture and tourism

After years of development, Hanfu is moving from the niche to the masses, forming a tens of billions market. Immersive experiences featuring Hanfu elements, such as ancient-style script killing, ancient costume banquets, and ancient-style markets, are attracting more outsiders to join the trap.

Use social platforms to “enter the pit” of the post-90s generation to promote the “Hanfu craze”

The full name of Hanfu is “Traditional Costumes of the Han Nationality”, also known as Han Clothes, Han Clothes, and Chinese Clothing. It is obviously different from the traditional clothing and accessories systems of other ethnic groups. It carries the Han nationality’s outstanding craftsmanship and aesthetics such as dyeing, weaving, and embroidery, and inherits them. More than 30 items of Chinese intangible cultural heritage and protected Chinese arts and crafts have been collected. Nowadays, whether on weekdays or traditional festivals, on the streets, subways, shopping malls, scenic spots… people will always encounter young figures wearing Hanfu.

iiMedia Consulting’s 2021 report shows that the number and market size of Chinese Hanfu enthusiasts are growing rapidly. It is estimated that 6.894 million people have already “entered the trap” and the market sales will reach 10.16 billion yuan. Hanfu has become an emerging culture. This market is characterized by youthfulness, femininity and stratification, and consumption behavior is polarized between interest-oriented collection consumption and casual one-time consumption.

Kurun data research shows that the proportion of men among Hanfu enthusiasts has increased, reaching 23%, and women still account for the majority. Their ages are concentrated between 20 and 30 years old, and the post-90s generation has provided an important force for the rise of Hanfu.

Among Hanfu enthusiasts, many have experience playing cosplay and wearing JK and other niche costumes. It can be seen that costume enthusiasts are more likely to fall into the trap. 70% of fans purchased Hanfu for the first time within 5 years, and only 7% of senior fans have more than 8 years of experience.

Social platforms allow more people to understand Hanfu culture. The survey shows that the first sources of information that attract fans are mostly short video platforms such as Douyin and Kuaishou or social platforms such as Xiaohongshu and Weibo. After entering the Hanfu circle, they are more willing to obtain information from specialized apps or discuss and communicate with their peers.

The significance of Hanfu is not only its elegant appearance, but also its cultural connotation. The main reasons why enthusiasts “enter the trap” are “like traditional culture” and “national identity”, which coincides with the rise of the national trend. In addition, “the clothes look good” is also king. Hanfu has passed the test of history and conforms to the aesthetics of most Chinese people.

Enthusiasts focus on their own aesthetics and do not care about external promotion

Currently, the channels for fans to purchase Hanfu mainly come from three channels: online e-commerce platforms, brand official websites, and specialized Hanfu malls such as Tongpao and Hanfu Hui. Although physical stores and customization studios are not as good as the former, they still occupy a certain proportion. In addition to direct sales of Hanfu online, personalized customization and pre-sale are also popular.

Hanfu enthusiasts buy an average of 4.8 sets of Hanfu every year, with an average cost of 777.5 yuan per set, which is considered a relatively “luxury” expense compared to daily clothing. Severe enthusiasts purchase more than 4 sets per year and prefer personalized and customized purchases.

When purchasing Hanfu, Hanfu enthusiasts pay more attention to their own aesthetic preferences, such as overall style, Han elements, fabric materials, etc. External voices such as blogger recommendations and film and television series co-branding are factors they rarely consider.

In addition to traditional Hanfu with sophisticated styles, improved Hanfu that incorporates modern elements or two-dimensional elements are also welcomed by many people. Among the fans who accept the improvement of Hanfu, more than half are more accepting of clothing that combines Han elements with JK, Lolita, Chinese style, and two-dimensional elements, as well as modern clothing that contains Han elements.

Wearing Hanfu does not require a specific occasion. Chinese style cultural tourism attracts “outsiders”

Hanfu enthusiasts like to wear Hanfu on specific occasions, especially attending parties with colleagues, taking photos and videos, and traveling on traditional festivals, etc., which creates a full sense of atmosphere. However, 40% of fans wear Hanfu when traveling or shopping.

Wearing ancient costumes, lighting a lamp, holding a script in hand, spanning a hundred years of history, feeling the joys and sorrows in the play, gatherings and separations – it is worth noting that the “broken circle” Hanfu economy has made the traditional Culture enters more consumption scenarios. Immersive experiences featuring elements of Hanfu, such as ancient-style script killings, ancient-style banquets, and ancient-style markets, are blooming across the country, attracting more “outsiders” to have an intimate encounter with Hanfu.

The rich cultural connotation of Hanfu coincides with the cultural demands of the younger generation, giving rise to national cultural tourism activities centered on Hanfu, making it no longer a dry historical resource, nor is it relevant to modern life. The ancient traditional clothing is out of touch, but it is vividly presented in life and becomes a popular fashion endowed with the concept of modern life.

Industry insiders believe that in order to maintain long-term popularity of Hanfu and related consumption, innovative thinking and innovation are required, both in terms of in-depth exploration of cultural connotations and communication of cultural connotations, as well as in the design, quality and even brand development of the product itself. contemporary expression.

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