Why Hanfu has become a new blue ocean for consumption
In recent years, Hanfu has successfully emerged from the industry with its strong national style and fusion of tradition and modernity, opening up a new blue ocean for consumption. According to statistics, from 2015 to 2021, the scale of my country’s Hanfu market has surged from 190 million yuan to 10.16 billion yuan, and there are 3,497 existing Hanfu-related companies.
How can Hanfu open up a new blue ocean of consumption?
The improvement of Chinese people’s cultural confidence is the fundamental reason for the rapid development of Hanfu consumption. China’s excellent traditional culture nourishes the Chinese nation’s new creations and new developments under new historical conditions, laying the deepest historical foundation for cultural confidence. As Chinese people’s sense of identity and pride in traditional Chinese culture increases, people are more inclined to choose products with national style elements and are willing to show the charm and cultural confidence of Chinese culture through their own clothing. As a carrier of traditional aesthetics, Hanfu is not only favored by domestic consumers but also by overseas Chinese, setting off a trend of national style at home and abroad.
The younger generation’s habit of sharing on the Internet and their pursuit of individuality and fashion have given rise to huge consumer demand for Hanfu. Hanfu consumers often plant videos on video platforms and post photos on social platforms to share with their “comrades” (Hanfu enthusiasts). There are also quite a lot of scenarios for wearing Hanfu: traveling to parks, taking photos, participating in cultural and creative markets… Hanfu consumers have different preferences: rigorously researched Hanfu that restores the dynasty style, improved Hanfu, and fairy-like and elegant quasi-ancient costumes. Each major category of Hanfu has its own audience. In addition, Hanfu does not exist independently. Senior “comrades” often match it with shawls, cloud shoulders, belts, and hair accessories, hoping to use the complete Hanfu style to take them through time and space and form a cultural resonance that spans thousands of years. Hanfu companies have launched peripheral products for this purpose, and the market for Hanfu peripheral products is in the ascendant. Many Hanfu brands have also collaborated with historical and ancient film and television dramas and museums across borders. Through the collision of Hanfu with various new elements, they have improved the level of design and craftsmanship and reached a wider range of people.
At present, the development of Hanfu enterprises in my country is still immature, and the products provided are not enough to match the growing consumption of Hanfu. First of all, some companies set prices too high and wait too long for delivery, which is a great test for consumers’ purchasing power and patience. Secondly, the brand positioning of mid- to low-end enterprises is unclear and there is homogeneous competition. Furthermore, Hanfu companies have poor awareness of copyright protection and do not pay attention to applying for patents and registering trademarks. For the Hanfu industry to continue to develop well, it is extremely important to respect innovation achievements and strengthen copyright protection. If a Hanfu company launches a new product and several copycat stores imitate it, the Hanfu market may be in a situation of survival of the fittest and lose its vitality over time.
In the past two years, the entry of capital has alleviated the problem of Hanfu supply chain to a certain extent and promoted the commercialization process of Hanfu brand. Even so, Hanfu-related companies still need to work hard and combine national and social forces to strive for greater development. Companies may wish to start by cultivating consumers when designing products, so that the products can guide appreciation, which is more meaningful for cultivating the cultural market; pay attention to the cultural value of Hanfu, refer to the opinions of Hanfu research experts and Hanfu enthusiasts, and reasonably improve the fabrics , optimize the production process; understand consumers’ needs for Hanfu materials and styles, create more simple, daily, lightweight and comfortable Hanfu, and seize the opportunity in the segmented track; pay attention to the protection of innovation, register copyright as early as possible, and proactively safeguard rights. In addition, the Hanfu industry is still in the early stages of development, and relevant production specifications and industry standards need to be formulated and launched as soon as possible.
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