Three years ago, wearing a Hanfu out of the street, you may accept the ruthless "three questions of the soul" of passers-by:
Through? Filming? Is there a cultural performance today?
With the advent of the Hanfu, the most frequently asked phrase for "same robes" now turns out to be-sisters, is there a link? Hanfu enthusiasts are no longer considered alien, and the confident young generation not only considers Hanfu as a costume, but also an important carrier of traditional aesthetics and national culture.
On March 31, CBNData and Tmall Clothing released the Online Hanfu Consumption Insight Report (hereinafter referred to as the "Report"). Based on CBNData consumer big data, it revealed six mysteries about the rise of Hanfu culture. question.
Puzzle 1 Who is No. 1 in Strength?
On the Weibo platform, the reading volume of the topic # 汉 æœ # has now reached 2.95 billion, and ancient bloggers have become popular; in Douyin, # 汉 æœ # has collected 1.076 million submission videos and obtained 29.93 billion views.
From the self-entertainment and self-entertainment of the niche circles to the formation of a trend in popular culture, Hanfu blends the sense of collision between a young fan and classic temperament. The younger generation active on the Internet and willing to share is the backbone of the Hanfu trend.
CBNData consumption big data shows that Hanfu consumption shows a trend of aging, and the contribution of post-90s and post-95s consumption amounts continues to increase. The percentage of online Hanfu consumption increased from 90s to 95s after three consecutive years, accounting for more than 50% of the total. The “chop hand†surpassed the pre-90s overall.
When new and new humans are dressed in Chinese clothes, the old days when the car and the mail are slow under modern filters are quietly revealed, and the strong contrast will only double the filter é˜ å¥š sodium ratio Φ é˜ å¥š é˜ å¥š è•–
Puzzle 2 Why did you move to Hanfu?
Water-green two-color vertical collar wide-sleeved long-sleeved gown, maple leaf embroidered half-blade embroidered square-necked half-sleeve, carrot-colored squirrel horse-face skirt ... When the wind blows the skirt of the Hanfu, the free-floating parabola has made countless " "Xiao Mengxin" was shocked.
According to the Tmall Hanfu consumer survey questionnaire data, consumers' awareness of Hanfu is gradually deepening, and more and more sub-categories are favored. Among them, clothing styles, materials, and dynasties (shape) are the most concerned elements.
Among them, post-90s consumers pay more attention to style and dynasty, followed by price, pattern and brand. The basic shape of the Hanfu can be divided into clothes, deep clothes, gowns, skirts, etc. according to the different dynasties. The gentle and restrained Ming system, the rich and gorgeous Tang system, and the beautiful Weijin system were most popular among the post-90s and post-95s young people. Favor.
Puzzle 3 Which grass ability is strong?
Who hasn't had the childhood of a costume drama character wearing a sheet? With the revival of the Hanfu culture, the yearning for the ancient style and the ancient charm, which is deeply buried in our hearts, can be continued again.
According to a Tmall Hanfu consumer survey questionnaire, 66% of consumers who understand Hanfu through film and television dramas such as costume dramas, cultural documentaries, and Sina Weibo, Friendship Station B, and Douyin Kuaishou are also "grass planting mecca".
"Langyao List", "Chen Qingling", "Three Miles of Life, Ten Miles of Peach Blossom", "Chang'an Twelve Hours" ... With the popularity of a series of historical and ancient movies and TV dramas, audiences can still grow while struggling to follow the drama Draft "the same paragraph in the play." Beware of the love Idou put on the elegant Han Han clothes and the rice circle girls in front of the screen love each other, their ability to take goods is absolutely superb. At the same time, Station B, as a community with a second-dimensional culture, has always occupied a high ground in the National Wind section. After the 95s, it would be better to refer to the suggestions of UP owners who are full of dry clothes.
Puzzle 4 Where can I find "Same Robe"?
Han clothes enthusiasts three or five years ago were more "self-encrusted in enclosures". They often watched sideways when wearing Han clothes out of the street. Today, Hanfu is no longer considered a fancy dress, and daily travel, shopping, and fun in Hanfu have become a trend, and it is an important way for Hanfu lovers to get acquainted with the same robe.
Cardamom, the founder of the Hanfu brand "Thirteen More", insisted on recording the "Hanfu Going Out" vlog to let everyone understand the daily life of wearing Hanfu and attracted fans to follow suit.
Tmall Hanfu consumer survey data shows that daily play and travel have become one of the most important driving factors for consumers to purchase Hanfu. At the same time, folk social activities, shooting photos of antique styles, cosplay exhibitions and even company annual meetings and other collective social activities have also become Hanfu clothes. The main scene further drives the willingness to buy Hanfu. The cosplay culture derived from the two-dimensional culture has also created a number of KOLs in the Hanfu circle. In the "two-dimensional" space such as Manzhan, members of the Hanfu community can get a full sense of belonging and identity.
The love of wearing Hanfu is no longer just a classic dream of girls, more couples, parents and children have also started to pursue the same style of Hanfu. In addition, there are still some post-95s who bought Hanfu just to wear it at home and enjoy pure self-appreciation and pleasure.
Puzzle 5 How to take the Hanfu?
"Wearing Minghua Hall and wearing a Wanbaode."-How can only a Chinese suit be enough? After wearing the Hanfu, you will naturally need gorgeous jewelry, exquisite makeup and antique props.
CBNData consumption big data shows that rouge is indispensable in Hanfu makeup and matching, and consumption of false eyelashes, beautiful pupils, body makeup is also very popular. The makeup that goes with Hanfu also respects the ancient style: Liu Yemei, Yuan Shandai, peach blossom makeup ...
Of course, bald stars who are in desperate hairline lines will not forget the entire wig. The bangs are just the entry level. The "same robes" that use wigs are the real touch. Due to the unsatisfactory style and quality of the Han national jewelry on the market, it has also spawned many hand-made makers of hand-made accessories, commonly known as "Dang Niang" and "Dong Gong". Traditional bracelets, necklaces, and earrings designed with materials such as pearls, shells, and glazed are popular.
Wearing a Chinese costume, wearing red eyebrows and holding a fan or a paper umbrella, the picturesque scenery leaped into sight. People who like to wear Chinese clothes also have stronger preferences in terms of travel photography, free travel within China, and domestic group tours. In order to pursue a more perfect gaming experience, they also favor charter services, explanations, and escort services.
Puzzle 6 Will the Hanfu fever continue?
As Gen Z ’s self-confidence in traditional culture has greatly increased, Hanfu, as an excellent carrier of Han civilization, has been boldly displayed by the younger generation.
Tmall joins hands with Shanghai Fashion Week to empower Hanfu brand upgrades. The online Hanfu brand category and market continue to innovate and expand. At the same time, the continuous development of Hanfu cultural activities such as China Huafu Day and Xitang Hanfu Cultural Week has pushed the national style clothing to With a new wave of hot spots, Hanfu gradually stepped out of the niche market of self-entertainment and self-enlightenment, becoming a popular fashion trend that attracted much attention.
CBNData consumption big data shows that the penetration rate of Hanfu's consumers in the overall apparel industry has doubled in the past year. In the choice of Hanfu brand, consumers are more inclined to purchase through online channels. The Tmall Hanfu brand rankings show that the brands currently ranked in the TOP5 are Hanshang Hualian, returning to the Han and Tang Dynasties, Yixiu, His Majesty's Lanxi, and like dreams.
More Hanfu brands can be found here: https://m.tb.cn/h.VgFjRhO?sm=f45bd9
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