This article is from public number: Tech Planet (ID: tech618) , author: Ma micro ice Chenqiao Hui, from FIG title: Oriental IC
Fashion is a reincarnation.When does it still apply.
The ancient style short video blogger Li Zichen recently brushed the screen across the entire network. All of its videos focus on ancient style, traditional food in classic costumes, and the setting of the whole environment, which has attracted countless national style fans, and also pushed the public’s attention to Hanfu culture to a new level.
Hanfu has become a new fashion, and the base of people who love Hanfu is also getting bigger and bigger, and it has even attracted the attention of Internet giants. Recently, the reporter learned exclusively that Ali has launched the Gutao APP and Huya has launched the Huaxia APP. Both of them are mainly Hanfu social functions.
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According to the company’s information, Zhuo Yi, the developer of the Gutao APP, revealed that (Beijing) Technology Co., Ltd., the actual controller is suspected to be Ali Baba Culture and Entertainment Co., Ltd. holds 90% of the shares. The developer of Huaxia APP is Guangzhou Cashew Information Technology Co., Ltd., and the suspected controller is Guangzhou Huya Information Technology Co., Ltd.
You are the one who is going to do it
According to the data from Qimai, the online date of “Gu Tao” is July, and the latest version will be updated on December 4. The online date of “Hua Xia” will be November, and the latest data will be updated on December 5. Both apps are targeted at Hanfu users, build a community of communication, and provide hot-selling clothing sold in popular stores, as well as accessories and peripherals related to Hanfu.
It is becoming a trend to build a community platform for Hanfu people. At present, there are several apps such as “Hanfuhui” on the market. As of now, 4.79 million users have downloaded Hanfu Hui on the Android side, and Ali and Huya’s entry into this field is exactly the consumption potential of Hanfu people.
There are more and more people who love Hanfu. What used to be a small circle of carnival is now gradually accepted by the public. On November 30, this year, Beijing ushered in the first snow in the winter, and the snowstorms started. Many people dressed in various Hanfus appeared in the Forbidden City.
Hanfu is sweeping silently, will it become the next tide shoes and blind box?
Hanfu goes out of the circle to support a billion market
“The biggest expenditure this year is the Hanfu,” Xiaohan said after the post-95s, this year’s double eleven, grabbed a long-loved Hanfu on the Internet. Counting it out, this is her ninth set. Hanfu.
Xiao Han is a student of ancient literature major. Since childhood, he likes to watch costume TV series and national style cartoons. He is obsessed with traditional culture. “Until I joined the Hanfu Club after college, I didn’t know that there were many people who liked Hanfu, and the same robes would go out wearing Hanfu together on certain days.”
“Robe” is a general name for people who like Hanfu. It is taken from the “Same Robe with the Son” of The Book of Songs. Since 2003, traveling in Hanfu has been regarded as “heterogeneous” and has been reported by the news. development of. According to the “2018 Chinese Hanfu Industry Report”, as of the end of 2018, China’s Hanfu enthusiasts had exceeded 2 million people, and the total size of the Chinese Hanfu industry that year was about 1.087 billion yuan.
The e-commerce platform is the main purchase channel for robes. With the growth of the number of Hanfu people, Hanfu has also become an important sales category of e-commerce platforms.
The number of Hanfu merchants on Taobao has soared from 7 in 2005 to 815 in 2018. According to statistics, in 2018, the total sales of Hanfu related to Taobao and Tmall platforms were 921 million yuan. On the day of Tmall Double Day in 2019, as of 14:00, the turnover of Hanfu has exceeded 180 million yuan, of which the post-90s cost over 90.65 million yuan.
With the increase in purchases, Hanfu has derived high, middle and low brands, with prices ranging from hundreds, thousands, and tens of thousands of yuan. Xiao Han, as a college student, has a limited level of consumption. He buys more than a few hundred yuan of Hanfu. There are a lot of uniforms that often start with high-end boutiques around him. “I can’t afford such expensive for the time being., But occasionally buy a baby clothes in installments, even if eating soil for a few months is very happy. “
Why is Hanfu so expensive? According to industry insiders, “Hanfu has very few stocks in the entire market. It belongs to handmade products. The manual labor cost of fabrics is large, the construction period is long, the production capacity is not large, and the market is polarized. The rows are longer and longer. At around 10,000, the high-end customization of hand embroidery is 20,000 ~ 30,000. “
As the source of Hanfu production, Hanfu processing plants have also become a new target for many manufacturers. Cheng Kun runs a Hanbok processing factory in Suzhou. In early 2019, after listening to his colleagues saying that making Hanbok is not only low-cost, but also can make greater profits, he switched to Hanbok from the beginning of the year.
“A three-piece set is priced from 300 to 500 yuan. The cost of embroidery and plate making is 65 yuan to 75 yuan and 10,000 stitches. The cost of embroidery is 1.5 yuan to 2.5 yuan and 10,000 stitches. According to the color and size of the embroidery, cooperation starts. There is no cost for proofing, only the cost of proofing. Generally, the order for external sales in a month is around 4,000 sets, and sometimes because their own machines are not enough, they often have to rely on other homes to make them. “Cheng Kun said.
Cheng Kun started to open a store on Taobao this year. It can sell nearly 2000 sets online in one month, and the monthly sales profit is around 300,000. Recently, Cheng Kun has also begun to recruit a large number of embroidery plate makers to form his own brand.
Emptying your wallet for the fantasies of Hanfu is common among robes. As more and more people chased, the enthusiasm of the Hanfu economy was also accepted by the society.
According to the statistics of AI Media Consulting, as of November 6, 2019, the number of topics related to Hanfu on the Douyin platform was nearly 200, and the number of Hanfu topics videos ranked first reached 764,000, cumulatively played. 20.94 billion times; and on the Weibo platform, the number of discussions on the topic of “Hanfu” reached 2.974 million and the number of readings was 2.2 billion.
From the earlier posts, Weibo, to today’s B station, Douyin and other social platforms that have gathered a lot of young people, the boundary of Hanfu culture spread has been continuously widened, and gradually came to the public, and here Behind it is also the interlocking industrial chain.
“One hundred thousand monthly income is common, and one million monthly income is not uncommon”
The Hanfu market is a good business and is being recognized by more and more people.
Coffee after 80s (pseudonym) is a seller who frequently trades on idle fish. At first, because of his hobbies, coffee gradually “entered into the pit” and started to use a variety of Hanfu. However, the investment in Hanfu is a bottomless pit. The coffee that has been purchased for many years has gradually become familiar with the rules in Hanfu transactions, and it has become a platform seller.
“There are quite a lot of people doing Hanfu trading now. We have a monthly income of 100,000, and a lot of people have a monthly income of one million,” Coffee told us.
According to coffee, many businesses are using the VIP system, which raises the threshold for purchasing Hanfu, and launches a money-rich membership system. The highest store will set up a total of 200 sets of clothes to be purchased in the store, and the cheapest clothes will cost 4,000. RMB ~ 5,000. Therefore, a cumulative consumption of at least 1 million yuan is required to be able to enjoy VIP booking and customization services.
“The rules of the store have caused many robes that love Hanfu ca n’t be bought, so many people put money to help people buy things, just to upgrade the VIP level. Others also specialize in raising numbers for the difference, such as 50 clothes Minhuatang bought 2 sets each, and Minghuatang is such a carpool group mechanism, “said Coffee.
Minghuatang is one of the high-end Hanfu brands. According to its official website, for ordinary users, the current construction period has been scheduled to the end of May 2021. But for VIP users like coffee, you can get it in a month or two.
Coffee revealed that VIP has many discounts, and it seems that it can enjoy up to 82% off. Minghuatang will also have some privileges, more than a month and several expedited construction periods, as well as special custom permissions, can participate in the design of patterns . “It is said that the VIP system will be adjusted later, and the initiative is still in the merchant’s house. Earlier, such privileged expedited orders could only be customized. If the rules were changed, those professional players would have to stop cooking.”
In addition, some merchants engage in hungry marketing, such as how many sets are on the shelf at a fixed time, and will not be engraved. But this out of print style,It is the easiest to sell for coffee. The original price of a piece of clothing called Jiuwei was 1099 yuan, and the highest price was 5,000 yuan. From the perspective of coffee, “I can’t understand, isn’t it a mood to buy clothes. Some people will go to the business, and the boss is almost a fart, just to buy a limited edition.”
Buying a number is equivalent to the initial investment. In the later period, the head of the group has more than a dozen VIP numbers. In a month, you can buy dozens of sets of clothes and then sell them. It is easy to achieve tens of thousands of monthly income.
The Hanfu market has apparently seen an imbalance between supply and demand, and with the entry of players and hype sellers, Hanfu has become a luxury product. Limited editions and out-of-print editions are even more desirable.
Hanfu “poisoning” is just around the corner?
When there is more love than reason, there will be crazy hype, too deep poisoning can not be avoided.
Sometimes ago, reports such as “College students’ shoes making a million dollars a month” and “Up to 40 times the premium of a blind box” swipe the screen. The enthusiasm of young people is amazing. There are even paragraphs saying: real estate speculation is a carnival after the 70s, stock speculation is the madness of the post-80s, speculation is the absurdity of the post-90s, shoes are a feast after the 00s, shoes are fried after the 00, and blind boxes are started after the 10s.
Just when everyone has n’t understood the law of shoes and blind boxes, huge profit-making fried skirts have also emerged, and the first group heads with many VIP accounts have emerged. The monthly income is as low as more than 100,000. million. With the expansion of the Hanfu market, the doubling of prices is also the general trend.
Hanfu, Lolita (Lolita) , JK was nicknamed the “Three Sisters of Bankruptcy”. Stirred by the crazy eating soil teenager. But Hanfu, Lolita, and JK costumes are very important elements in the second-dimensional culture, and they are also sought after by many Cosplay enthusiasts.
Different from Lolita and JK costumes from Japan, Hanfu is a traditional Chinese culture that bears its unique charm in shape and style, and naturally has a stronger ability to reproduce culture. With the increasing popularity of Hanfu culture, many young consumers have chosen Hanfu as their daily outfit.
But unlike “fried shoes” and “blind boxes”, driven by factors such as social networking, secondary industries, integrated commerce, and cultural production, the market size of Hanfu will expand rapidly, It will develop in the direction of industrialization and branding, and it is likely to form an authoritative industry standard. Therefore, the Hanfu industry has a better development prospect. “
The Hanfu, which looks like tulle wings, has a huge market behind it. It may only be a matter of time before the hype is “poisoned”.
This article is from the public number: Tech Planet (ID: tech618) , author: Ma micro Bing, Chen Qiaohui