China-Singapore Jingwei, February 23 (Zhou Yihang) "Compared with the past, this year's order volume has increased by four or five times. Lu Ping (pseudonym), the owner of a Hanfu processing factory in Cao County, Heze City, Shandong Province, said to Sino-Singapore Jingwei.
This Spring Festival, the horse-faced skirt is on fire. Many young people wear horse-faced skirts and walk in the streets and alleys, lantern exhibitions and temple fairs, becoming a beautiful landscape. With the explosion of horse face skirts, Cao County has once again become the focus.
A local factory owner told Zhongxin Jingwei that this year is different from the past, and the number of orders has skyrocketed, "The problem now is that the horse face skirt is too hot, and even the fabric is not available." ”
Every day, people come to Cao County to look for horse face skirts."
For Lu Ping, the Spring Festival in 2024 is the busiest Spring Festival he has ever had.
Every day, people drive to Cao County to find horse face skirts, especially in Xi'an and Luoyang. Lu Ping told Zhongxin Jingwei that in the past, a customer may only order 10,000 pieces of horse-faced skirts, but this time before the Spring Festival, the order was suddenly increased, and some people even added 50% or 60% of the order, with a total price of more than 100,000 yuan.
In Lu Ping's view, the reason why the horse face skirt is popular, in addition to the promotion of social platforms and celebrities bringing goods, is mainly because of everyone's sense of identity with traditional culture - in the past, the audience of horse face skirts was mainly Hanfu lovers, and now more and more young people choose to use horse face skirts as daily wear.
In this way, the former "niche product" has been transformed into a new fashion trend.
When you go out in a horse-faced skirt, you wear oriental aesthetics on your body. Jin Meng (pseudonym), a college student from Nanjing, said that the first time she tried to wear a horse face skirt, she was inspired by a blogger who wore a red and black horse face skirt, with a very bright color and temperament, so she bought a set. I didn't expect it to be particularly amazing after wearing it, especially when I walked, the skirt was fluttering, just like the ancient people came out of a painting.
Zhang Yue (pseudonym) from Tianjin told Zhongxin Jingwei that she bought new clothes for her daughter before the Spring Festival, and often saw horse-faced skirts in the Douyin live broadcast room, so she bought one for her children when she thought it looked good, and as a result, her mother-in-law went to a shopping mall in her hometown and also bought a set for her children.
*: Provided by respondents.
It's not expensive to look good, and it's festive to wear during festivals. Zhang Yue said that after the child put it on, other parents also thought it looked good and asked her to buy the link.
On the social platform, many people shared their experience of "entering the pit" of the horse face skirt. On the whole, the main reason why everyone likes the horse face skirt is that the design is beautiful and the style is more daily, no makeup is required, and it can be worn with ordinary clothes; In contrast, although other hanfu is beautiful, the full set of costumes and makeup is too grand, and the adaptability to daily life is not high.
200,000 horse-faced skirts were sold in a year".
This year, the popularity of horse-faced skirts is about to catch up with the popular Hanfu. Nan Nan (pseudonym), who runs a Hanfu restaurant in Luoyang City, Henan Province, noticed this phenomenon early on.
In Luoyang, almost every street is separated by a few hundred meters of a Hanfu shop, and its "density" is even comparable to the distribution of soup shops on the street. Nan Nan told Zhongxin Jingwei that before and after the Spring Festival, the presence of the horse face skirt was particularly strong, and many people who came to travel picked and chose in the store, and finally chose the horse face skirt.
While the physical store under the horse face skirt ** is "hot", the online sales are also very lively. According to big data from an e-commerce platform, since January 2024, the horse-faced skirt has become the most popular item in the Hanfu category.
The cumulative sales of horse face skirts in a store have exceeded 40,000 pieces **An e-commerce platform.
Lu Ping's horse noodle skirt processing factory mainly supplies e-commerce platforms and physical stores in some scenic spots. "Customers provide us with fabrics and original designs, and our factory processes them to complete the cutting, sewing, ironing, and packaging one-stop service. Customers usually order thousands of sets of a style, and if any style becomes a hit, they will also place additional orders. If it is pushed up in the later stage, it can even sell more than 20,000 sets. ”
20,000 sets of horse-faced skirts, an average of 200 yuan per set, the sales of 20,000 sets of horse-faced skirts is 4 million yuan. Lu Ping said that there are still a few who can sell 20,000 sets, but it is still relatively common for businesses to sell thousands or 10,000 sets. Especially during the Spring Festival, merchants sell 1,000 sets a day, with a turnover of about 200,000 yuan, which is a normal level.
At present, Luping's factory workshop covers an area of more than 500 square meters, and there are about 50 workers such as sewing workers and turners. Affected by factors such as production capacity, the number of orders he has is limited, mainly from old customers. But even so, he and another relative have two factories under their names, and a total of about 200,000 sets of horse face skirts will be produced in 2023.
The problem now is that the horse face skirt is so hot that even the fabric can't be used. Lu Ping told Zhongxin Jingwei that his customers started to run Tmall stores, and the live broadcast did well, and later heard that the horse face skirt was more popular on Douyin, and he also urgently trained a group of live broadcasters to sell goods. In 2023, I will have a shallow internship, but as soon as the broadcast starts this year, it will be terrible, and the orders will be in short supply. So now many merchants in Cao County don't dare to broadcast live, even if they have goods in hand, as long as they are on the shelves, they will issue orders immediately.
Do not imitate others, lean towards high-end products".
According to iResearch's "Development of China's New Hanfu Industry in 2022*** In recent years, the Hanfu industry has developed rapidly, and four major Hanfu production areas have been formed in the country, namely Jiangsu and Zhejiang regions, Heze Cao County in Shandong, Sichuan-Chongqing region and Guangzhou in Guangdong.
As an important performance costume processing base in China, Cao County initially relied on studio costumes and children's performance costumes to start, and then took advantage of the rise of Hanfu, Cao County quickly transformed into a Hanfu production base, and the product positioning mainly focused on the sinking market.
In Lu Ping's view, there have been almost no orders in the past few years, and the uncertainty of personnel and delivery has directly affected sales. But from the spring of 2023 onwards, it will be different, and sales will improve.
And he smelled the market warming early on. "In 2019, my factory started making horse face skirts, and at that time it was not as popular as it is now. It started to catch fire just after the New Year last year, and the order volume was relatively large throughout the year, and by the end of 2023, the entire system was out of stock. Especially before the Spring Festival, it was even more busy, and customers have been adding orders, but because the workers are too busy and the production capacity is not enough, we have pushed off many orders. ”
The hardest thing is the workers, who start work at 7 o'clock in the morning and leave work at 7 o'clock in the evening, and are busy until the 28th day of the lunar month. Lu Ping said that considering the hard work of the workers, he wrapped a big red envelope for everyone before the Spring Festival. The workers were also very considerate of him, and returned to their respective posts on the eighth day of the Lunar New Year.
Lu Ping expects that before the May Day holiday this year, the number of orders for horse face skirts will continue. Now Cao County is advocating that we make original, not imitating other people's, not copycat and poor quality products. So we made some low-end printing products in the first half of last year, but in the second half of the year, we are leaning towards high-end gold products, and strive to be our own brand in the future, improve visibility, and achieve a long-term development path. Lu Ping added.
For more information about the report, please contact the author of this article, Zhou Yihang: [email protected]) (China-Singapore Jingwei APP).
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