Market size of more than 10 billion yuan
Once as a niche hobby goods Hanfu, recently gained more attention from Taobao platform. It is reported that on December 26, Taobao will be “Hanfu” added as a secondary category, and the category is divided into Hanfu tops, Hanfu pants, Hanfu suit, Hanfu bustier, Hanfu dress 5 leaf category.
The “national wind fever” makes Hanfu gradually enter the public field of vision, and harvest more and more consumers’ favorite. At the end of the year and the new spring, Hanfu sales rekindle a new fire. But in most people’s impression, hanfu appear in the daily life scene of the frequency seems to be still not high? The future of hanfu, can go into more people’s closet?
“The red color system directly pulls the sense of atmosphere, the New Year Spring Festival are suitable to wear.” On social platforms such as Xiaohongshu, a set of red Hanfu has the nickname of “New Year’s robe”.
In November, Taobao store “Buxizhou” of the plum blossom Hanfu cloak single product sales of 15,000 pieces, the store “Zuiyuduo” “deer god “Horse face skirt also sold 12,000 pieces.
In fact, not only at the end of the year, look at the whole 2023, Chinese dress are in a kind of “fire out of the circle” posture. Whether it is offline tourist attractions, fashion weeks or online short videos and e-commerce platforms, the figure of Hanfu seems to be everywhere.
In the spring/summer and fall/winter white paper released by Taobao iFashion in 2023, “new Chinese clothes” ranked No. 2 in the first half of the 9 major trends, and No. 3 in the second half of the 7 major trends, and “Hanfu” and “Hanfu” are the same as “daily commuting Hanfu”. “daily commuting Hanfu” in the first half of the corresponding plate occupied 2/3 of the page. December 25, taobao announced the 2023 annual list of top ten commodities, belonging to the hanfu branch of the horse skirt and sauce latte, umeboshi sauce and other commodities on the list.
From the point of view of market size, Hanfu’s performance in 2023 is also eye-catching. As of mid-December, annual sales of Hanfu on the Taobao system platform reached nearly 10 billion yuan, up more than 50% year-on-year, and the number of Taobao Hanfu online items increased by more than 60%.
“Hanfu ready-to-wear price point is usually in the 300 to 500 yuan, but some of the more exquisite small accessories a piece of one or two hundred dollars, combined into a set of large thousands of dollars is also possible.” Hanfu enthusiast Weiwei told China Business News reporter. In addition, she also introduced to the reporter: “Currently more popular is the Ming system of winter clothing and Tang system of summer clothing, shooting portraits when the Wei Jin style Hanfu is also very hot.”
However, from the data, the current growth rate of the Hanfu market seems to have been gradually slowing down.
Ai Rui Consulting “2022 China’s new Hanfu industry development white paper” shows that in 2020 and 2021, China’s new Hanfu (modern Hanfu ) market size growth rate of 3.1% and 6.4%, and less than the level of the previous five years.
On the one hand, the reason is that multiple factors lead to poor business. Weiwei told reporters that many of the Hanfu stores he follows have closed in recent years. “Some stores with a good reputation in the circle have closed down one after another since 2022 because of operational problems.”
On the other hand, Avery Consulting suggests that the design of the new Hanfu needs to further broaden its boundaries in order to adapt to consumers’ usage needs. As of the release of the aforementioned report, the share of new hanfu in the apparel market was only 0.8%.
Kurun data provided by the “2022 Hanfu broken circle growth consumption insight” shows that the current Hanfu enthusiasts are still the main gathering place of the higher level of consumption of first-tier and new first-tier cities, and about half of the Hanfu consumers have also purchased Cosplay clothing, JK uniforms, Lolita clothing, and other niche clothing, which means that the group of clothing enthusiasts compared to the average consumer is more prone to This means that the group of people who are themselves fans of costumes are more likely to “enter the pit” than the general consumers.