China’s tens of billions of Hanfu market has matured new careers of “make-up girl” and “hairpin girl”
“The biggest difference between Hanfu makeup and daily makeup is the eyebrows. It is better to have soft and slender eyebrows, and most of the eye shadows are orange and red.” At ten o’clock in the evening, Sun Shan introduced to reporters while tidying up the dressing room. . Unlike other “workers”, during traditional festivals such as the Mid-Autumn Festival and Lantern Festival, Sun Shan not only did not rest, but was even busier.
“This year around the Mid-Autumn Festival, we received more than 20 orders. Wearing traditional Chinese costumes to celebrate the Mid-Autumn Festival has become the choice of more and more young people.” 29-year-old Sun Shan is a “makeup girl” and herself Founded a Chinese style photography studio to provide makeup styling, clothing rental, photo photography and other services for Hanfu enthusiasts.
Sun Shan has loved the beauty of traditional Chinese clothing since she was a child. In her words, no girl can resist those beautiful things. After graduating from university, she worked in education, administration, new media operations and other professions, but she could never let go of her “Hanfu dream”. Three years ago, after repeated consideration, Sun Shan resolutely resigned and started to open her own Hanfu shop.
“Most people in our industry do it out of love.” Talking about her resignation and starting a business, Sun Shan said that today’s China is very tolerant. As long as you are willing to work hard, you can basically solve the problem of food and clothing. Failure The adverse effects were greatly reduced, which gave her the confidence to take the first step.
Nowadays, wearing hairpins and wearing Hanfu is becoming a new trend for young people to “go out on the street”. They are willing to spend more time and energy promoting Hanfu to others, so that niche culture can gradually “break the circle” and promote the development of Hanfu economy. According to iiMedia Consulting’s “2022-2023 China Hanfu Industry Status and Consumer Behavior Data Research Report”, the Hanfu economy market size is expected to reach 12.54 billion yuan (RMB, the same below) in 2022, a year-on-year increase of 23.4%, and is expected to reach 191.1 in 2025. billion.
The budding Hanfu economy has attracted the attention of a group of Hanfu enthusiasts and has gradually become a new hot spot for entrepreneurship, and has matured related careers that were originally not promising. The makeup and styling services provided by “Makeup Girl” Sun Shan are just one of them.
26-year-old Xiao Lin is a “hairpin girl” who mainly completes business through online platforms. Customers send pictures of their favorite hairpin styles to Xiaolin. After communication and confirmation between the two parties, Xiaolin starts working in the small studio she opened at her home. Production begins, and the finished product is delivered to the customer through logistics.
“There will be some finished products for customers to choose from, or they can be customized according to their requirements.” Xiaolin said, “I graduated from the Academy of Fine Arts. When I was in school, I would make some small hairpins according to the video. I did it for fun at first, but later I became obsessed with it and started to be a ‘hairpin girl’ full-time.”
In order to gain popularity, Xiao Lin posted simple hairpin making tutorials on multiple social media platforms and gained more than 90,000 fans. “Now more and more people are coming to me to order hairpins, and the highest monthly income is more than 20,000 yuan.”
“I have also incorporated Chinese elements into the designs of some daily hairpins, which are also very popular.” When asked whether he thought Chinese elements would have an impact on traditional culture, Xiaolin said: “Traditional clothing itself is a niche market. , hairpins are heavy in quality, cumbersome in style, and can be worn on limited occasions, which is not conducive to the spread of culture. On the contrary, modern and simple hairpins with Chinese elements are more suitable for modern people It also makes it easier to break down niche cultural barriers and increase exposure.”
Having the same idea as Xiaolin is Siyuan, a designer of improved Hanfu born in the 1990s. “I have been designing Hanfu for 6 years. In the first two years, my design direction was mainly traditional Hanfu, and now I focus on Han-style casual clothes. Because the latter will have a wider scope and to some extent can be better. Promote our traditional culture.”
Having been in the industry for many years, Siyuan has a more direct understanding of the development and changes of the Hanfu market. “In the past, a design draft was about 600 yuan, a one-time buyout; now you not only get the first payment, but also a commission based on subsequent sales. This is exactly what consumers have brought to the increased demand for clothing design.”
The broad prospects of the Hanfu market have also increased the willingness of capital parties to invest. In September 2020, the Hanfu brand “Return to the Han and Tang Dynasties” completed two rounds of equity financing and strategic financing; in April 2021, more than 13 affiliated companies of the Hanfu Guofeng brand, Hangzhou Dazai Culture Co., Ltd., received Series A financing of over 100 million yuan. .
“When I entered this industry, many people around me were opposed to it, but now, more and more young people are willing to join this industry.” Siyuan said that in the past two years, she has received private messages from school girls who want to work with her from time to time. Speaking of the future, Siyuan hopes to open his own Hanfu studio as soon as possible, design Hanfu that more people will love, and promote Han culture to the public. (End)
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