During the Spring Festival this year, the social platform was dominated by various tourists wearing horse-faced skirts. Beijing's Forbidden City, Temple of Heaven, Luoyang Yingtianmen and Kaifeng Qingming Shanghe Garden, the adaptability of the horse-faced skirt and the red wall ancient style makes people excited, and makes people sigh at the beauty of Chinese clothing. This Spring Festival of the Year of the Dragon, the horse face skirt unexpectedly but unexpectedly became a popular product, many consumers bought the horse face skirt as the New Year's "robe", and more people chose the horse face skirt as their first Hanfu item.
Big data shows that during the "Double Eleven" in 2023, more than 730,000 horse-faced skirts will be sold. The horse face skirt has become the most popular single item in the Hanfu category, and the reporter searched on various e-commerce platforms and found that some hot-selling styles of horse face skirts have single product sales of more than one million yuan. According to reports, in Cao County alone, the sales of New Year's clothes for the Year of the Dragon, which are mainly horse-faced skirts, will exceed 300 million yuan in 2023.
Reverse achievement Hanfu track.
From the perspective of historical evolution, the skirt of Song Liao already has the shape of a horse-faced skirt, which is one of the main skirts of Han women in ancient China. At present, the more common horse-faced skirt shape began in the Ming Dynasty and continued to **, mostly using various auspicious patterns.
The hot sales of horse-faced skirts have led to the popularity of all categories of Hanfu, and Hanfu has gradually become a consumption track for e-commerce platforms. According to ** clothing data, as of mid-December 2023, the sales of Hanfu on the Tao platform in 2023 will be close to 10 billion yuan, a year-on-year increase of more than 50%, and the number of Hanfu ** products on the platform will increase by more than 60% year-on-year. The data of Tianyancha Professional Edition also shows that there are currently more than 6,500 Hanfu-related enterprises in China, of which the number of enterprises in Shaanxi, Shandong and Henan ranks among the top.
In fact, from the perspective of Hanfu consumption process, since 2015, China's Hanfu market has begun to form a scale of more than 100 million yuan, and according to iiMedia Consulting's "2021 China Hanfu Industry Status and Consumer Behavior Data Research Report", from 2015 to 2020, the sales scale of China's Hanfu market has increased from 1900 million yuan rose sharply to 63600 million yuan. In recent years, Hanfu manufacturers and sales merchants have actively entered the bureau and entered a period of rapid growth, and the report shows that in 2019, the number of Hanfu merchants increased by 45% year-on-year8% to 1,188, and also maintained 27 in 2020The growth rate of 8% increased to 1,518. However, during the epidemic, due to the reduction of travel and tourism opportunities, the Hanfu market was snubbed by consumers, according to the "Development of China's New Hanfu Industry in 2022" jointly released by iResearch Consulting and others, the growth rate of the market size of the new Hanfu industry in 2020 and 2021 was 31% and 64%, a significant slowdown compared to previous years.
From the perspective of investment and consumption, the horse skirt has become the key to making the Hanfu "cake" bigger. With the hot sales of the "super item" of the horse face skirt, Hanfu has been added to consumers' shopping carts again, and the market has gradually recovered.
The weaving industry was transformed at the same time.
At the end of fashion is the horse-faced skirt, and at the end of the horse-faced skirt is the curtain cloth. This is not a joke, someone on the social platform used "outdated curtain cloth" to change the ** of the horse-faced skirt, and received a lot of praise. In fact, in 2022, some curtain fabric manufacturers will transform to make horse-faced skirt fabrics, "orders are coming, and the machine can't be stopped." A textile business owner in Xucun Town, Haining City, Zhejiang Province once told ** that the sales of traditional curtain fabrics were not good in the past few years, and in 2022, due to the popularity of horse face skirts, jacquard manufacturing machines have come in handy.
It has been reported that at present, there are more than 100 textile enterprises in Xucun Town, Haining City, Zhejiang Province, engaged in the production of horse-faced skirts and new Chinese-style clothing fabrics, with a daily output of more than 30,000 meters of fabrics and nearly 7,000 horse-faced skirts. In the world's largest textile distribution center - China Textile City, more than 30,000 households sell more than 50,000 kinds of textile business varieties, here, the door of the merchant store hangs more horse face skirt fabric for consumers to choose.
With the explosion of horse-faced skirts, consumers' acceptance and recognition of Hanfu are getting higher and higher, and many fabric wholesalers have also begun to study the patterns, styles, and fabric upgrades of horse-faced skirts. In order to be more suitable for daily wear, weaving manufacturers have changed the animal patterns such as dragons and phoenixes on horse-faced skirts to elegant bamboo plum and orchid chrysanthemum patterns, reducing the contrast and making it more daily. More manufacturers are studying and improving fabrics, the previous horse skirt fabric is thicker, how to make the fabric lighter, softer, more breathable, is a new problem faced by weaving manufacturers.
*:Worker**.