February 21 (Zhongxin Financial Reporter Zuo Yuqing) The Spring Festival holiday is over, and there are also a batch of "conspicuous bags" wearing new Chinese style to work in the "start of work".
Although the flavor of the New Year is gradually fading, the popular "First Battle Uniform of Spring" in the Spring Festival Gala has been popular until the start of construction. New Chinese clothing such as horse-faced skirts not only filled the sense of ritual of the festival, but also led to a round of traditional cultural consumption boom.
Sales of more than 300 million yuan The Spring Festival Gala brought fire to the "New Year robe".
Watching the Spring Festival Gala is a great pleasure for young people to celebrate the New Year, and the new Chinese style that fits the atmosphere of the Spring Festival is undoubtedly the top of this year's Spring Festival Gala.
As early as during the rehearsal of the Spring Festival Gala, Yang Mi brought a wave of new Chinese-style cotton clothes. The Chinese traditional pattern creation show "New Year Brocade" on the stage of the Spring Festival Gala made topics such as "Liu Shishi Hairpin Flower Lady", "Li Qin Spring Festival Gala Song Yun Costume Blockbuster", "Guan Xiaotong Ming Hanfu" and other topics on Weibo hot search, and also made traditional Hanfu such as Song Hanfu and Ming Hanfu earn enough public attention.
The Spring Festival Gala brings fire to the same style. Screenshot from e-commerce platform.
Hanfu on the stage is swiped, and the new Chinese style off the stage is also popular.
Zhongxin Finance noticed that Yang Mi's handmade tassel buckle coat with the same style is now not only sold in thousands of monthly quantities, but even shipped to February 29 with a limit of 2 pieces per person; Some of the original design Hanfu that appeared at the Spring Festival Gala were also sold out on e-commerce platforms.
Jingdong data shows that since the start of the live broadcast of the Spring Festival Gala, the turnover of new Chinese clothing has increased by 215% year-on-year, and the turnover of Hanfu categories has increased by 325% year-on-year, of which the turnover of children's Hanfu has increased by more than 400% year-on-year, and the turnover of trendy brand clothing has increased by 160% year-on-year.
Among them, the horse-faced skirt that is popular from first-tier cities to small counties has become a well-deserved "out of the circle" item. "When I returned to the village for the Chinese New Year this year, many children wore beautiful and delicate horse-faced skirts and Hanfu. "In my county and township, I have seen no less than 20 girls wearing horse-faced skirts. Some netizens said.
According to ** reports, this year, the sales of New Year's clothes for the Year of the Dragon, which are mainly horse-faced skirts, have exceeded 300 million yuan. Some Cao County Hanfu horse skirt merchants said that production is in short supply, offline sales have increased dozens of times, and a single online live broadcast account can sell nearly 200,000 yuan a day.
Who's wearing the new Chinese style?
From the traditional form to the new Chinese style that includes all kinds of improved styles, Hanfu is gradually evolving from a niche hobby to a daily wear for the public. Nowadays, if the façade models of offline clothing stores do not put on a few new Chinese styles, it seems that they cannot keep up with the trend of dressing.
The new Chinese style of clothing in offline clothing stores. Photo by Zuo Yuqing.
Who is keen to wear the new Chinese style?
Momo (pseudonym), who has been in the Hanfu circle for 6 years, told China News Finance that on the whole, the popularity of new Chinese style has expanded a lot in terms of age and gender.
Downward, there are many friends from middle school who have begun to buy Hanfu, and my former middle school now has a Hanfu Club. Up, I don't know if it's because the little sisters who liked Hanfu at the beginning have entered the age of bringing babies, or because the acceptance of Hanfu has become wider, but in recent years, it is very common for families who go out to play to dress their children in Hanfu, and many of them are no longer Hanfu costumes, but real Hanfu. Similarly, the male audience for Hanfu has also increased. She said.
Ten years ago, when I wore Chinese-style clothes, there were no people around to buy them, which was a bit offbeat, but now it is very common. Another new Chinese enthusiast, Dan Dan (pseudonym), told China News Finance that he liked cheongsam very much when he was in college. "After work, I bought a few cheongsams one after another, and I also found someone to make them, but I felt that the traditional cheongsam could be worn on a daily basis on fewer occasions, and the action was not as convenient as casual clothes. ”
There are several reasons why I like Chinese clothes: first, Chinese clothes are more suitable for Asian temperament and have high comfort; Second, good Chinese clothes are generally made of natural materials, such as linen, cotton, silk, more skin-friendly, at the beginning to buy Chinese summer clothes because of coolness, and later began to study the fabric of Chinese clothes, such as Xiangyun yarn, Song Jin, different materials are suitable for making clothes are different; The third is that Chinese clothes are suitable for all ages, and a dress is suitable for a large age span, and it will not be strange to wear it at any age, for example, I can wear these clothes I buy now after I am fifty, but it is very strange to wear tight denim and miniskirts. She said.
The distance between me and the new Chinese style is the distance from the seller's show to the buyer's show."
Although the new Chinese style is popular online and offline, for many first-time consumers, the distance between it and the ideal new Chinese style is still the distance from the seller's show to the buyer's show.
Recently, I have been obsessed with new Chinese wear, especially the new Chinese style of Da Mi Mi, I bought the same style, and I happily put it on, but ......I asked my mom: Is it good-looking? My mother replied: It's not good-looking, like an old lady! On social platforms, some netizens complained about the new Chinese padded jacket.
Netizens complained about the new Chinese-style padded jacket. Screenshot from social platforms.
In the new Chinese-style large-scale rollover scene, some people envy the same style of the star, but they look old and bloated when they wear it; Some people are wandering in the low price of one or two hundred, and the high price is thousands of yuan, wondering which is the balance between cost performance and beauty; There are also people who are confused by the freewheeling of the new Chinese design: "The neckline has a Chinese buckle, but the sleeves are French puff sleeves, is this really a new Chinese style?" ”
In Momo's view, the gap between the new Chinese buyer's show and the seller's show is actually the gap between no filter and high-precision retouching, the gap between ordinary people and models, and the gap between makeup technology and photography technology. At the same time, the rampant piracy is also an important reason for ill-fitting clothes. "Every original style is the brainchild of the designer and needs to be respected. In order to make hot money, many merchants directly copy the version, not only the version is not copied correctly, but the fabric is also not in line with the original. ”
Momo told China News Finance that even the new Chinese style is also plagued by size problems. "I'm a chubby girl who needs to buy plus-size Hanfu, but the size of Hanfu sellers is generally small, and some of the clothes with just the right size in the page details are actually on the small side, which is very uncomfortable. ”
Dandan told China News Finance that if the new Chinese style wants to dress comfortably, it also needs wallet support. "If the budget is sufficient, it is best to buy good materials, and the effect of chemical fiber is average. In addition, some ready-to-wear patterns are not very well cut and easy to overturn, especially cheongsam, if the figure is not standard enough, or the selection is not suitable, it is easy to follow suit. (ENDS).