"Chinese wind" leads the fashion trend of the New Year, and the textile industry chain grabs the opportunity

This year, wearing Hanfu to pay New Year's greetings and play has become a beautiful scenery during the Spring Festival. The horse-faced skirt in Hanfu has both classical and modern simple beauty, and has become a popular fashion in China this year.

During the Spring Festival, the Tianjie Festival in Luoyang, Henan Province, is staged. Performers and tourists dressed in Hanfu, such as horse-faced skirts, can be seen everywhere.

In Caoxian county, Shandong Province, during the Spring Festival, a magnificent Hanfu performance reproduces the thousand-year style. Many consumers said that in the past, Hanfu was worn more by Hanfu enthusiasts, and now Hanfu styles like horse-face skirts are becoming more and more everyday, and they hope to promote traditional Chinese culture in this way.

This Spring Festival, the "New Year dress" horse-faced dress led to a wave of traditional culture consumption boom. How popular is the horse skirt? Some media visited the production and sales of horse skirts.

Cao County of Shandong Province is one of the production and sales bases of Hanfu in China, with sales of Hanfu exceeding 7 billion yuan a year. This year, sales of the New Year of the Dragon clothing in Caoxian County, mainly horse-faced dresses, have exceeded 300 million yuan.

According to the big data of multiple e-commerce platforms, since January this year, the search volume of Hanfu has skyrocketed, among which, the horse-face skirt has become the hottest single product under the Hanfu category, and the sales of many hot single products have exceeded one million yuan.

Zhang Mingqiang, general manager of Mingji Cloth Factory in Haining City, Jiaxing, Zhejiang Province, said that the continuous flow of orders made him very happy every day, but the endless orders made him very upset, and he still owes customers more than 30,000 orders for horse face skirts. In Jiaxing Xucun this horse skirt production enterprise, from the fabric of the horse skirt to the clothing of the horse skirt, the fastest time is less than 2 hours, but even with such work efficiency, the current production capacity of the enterprise can not meet the demand for the horse skirt order.

Expanding production capacity has become Zhang Mingqiang's current priority, he said, they recently launched a new laser cutting equipment, continue to optimize the production process, improve efficiency. At the same time, the purchase of equipment and recruitment of staff are in progress, and the production capacity will be increased by three times in the shortest possible time after the Spring Festival holiday, and we will strive to meet the continuous order demand.

At present, the fabric "Jacquard Fabric" used in the production of horse skirt has become popular.

Haining Home Textile Industry Association Secretary General Tang Qinan introduced that Xucun town is a home textile town, with a number of non-heritage weaving technology. In the first half of last year, they are still in the production of curtain cloth, sand release, let him did not expect that the fire out of the ring of the horse skirt so that the traditional home textile industry in Xuecun town ushered in new opportunities.

In addition to the production of horse skirt fabrics, local enterprises are also producing and developing more national style clothing fabrics, and the new trend of Chinese style fashion led by horse skirt is also loved by overseas consumers.

According to reports, now, Xucun town has more than 100 enterprises to produce horse skirt fabrics, the daily output of more than 30,000 meters, the local horse skirt as a breakthrough, the "Chinese wind" as a new direction for the development of the textile industry, out of a traditional and fashion integration of the development of the transformation of the road.

During the Spring Festival of the Year of the Dragon, wearing Hanfu and celebrating the New Year has become a favorite way of life for young people. The popularity of the "horse skirt" has pushed the Hanfu market to an unprecedented new height: Hanfu continues to incorporate, move toward secularization, and become a hobby for many people.

But just over a year ago, the Hanfu market was a different story. In July 2022, the "Dior horse face dress storm" made many people sad: things handed down from ancestors, but the right to speak is not in the hands of the Chinese people themselves.

Fortunately, where the Chinese fell, they picked themselves up. The rapid rise of domestic horse-face skirt, which drives the entire market heat at the same time, also provides a "horse-face skirt scheme" for Hanfu: on the basis of retaining traditional design and technology, new elements, new design and new technology are added to achieve the combination of traditional culture and modern life.

Now, every consumer who likes Hanfu can wear the "new Chinese style" on his body, and the upstream and downstream of the industrial chain are also activated.

The reporter in the major e-commerce platform search "Hanfu" keyword found that whether it is sales or heat, horse skirt is the current Hanfu market deserved the C position. In the Taobao store of Xinghe Hange, the original brand of Hanfu, the most popular Penglai Fairyland horse-face skirt has achieved monthly sales of more than 6,000 pieces, and has sold more than 30,000 pieces in total; The monthly sales volume of Jiyang Zhizhi horse-face dresses from the weaving department of Taobao store also exceeded 6,000.

Hanfu has become the new three kinds of New Year goods. Since January, the search volume of "new Chinese style" and "Song brocade" on Taobao has increased by 683% and 2058% respectively. On Taobao platform, the horse-face skirt has become the TOP1 hot item in the Hanfu category, and the horse-face skirt UV (Unique Visitor) has increased by more than 1600% year-on-year.

In fact, not only before the Spring Festival, in the past two years, Hanfu frequently appeared in the circle, "wearing Hanfu" has become a new fashion. Star River Hange is to see the hot trend of Hanfu, only in March 2023 to enter this field. According to Star River Hange store promotion manager Wei introduced, Star River Hange main product is horse face skirt, just entered the field of Hanfu e-commerce store sales situation is relatively flat, 3 months later, the brand successfully launched a boom on the Tik Tok, from now on ushered in the outbreak, when the platform alone a day sales of 200,000 yuan.

"The horse skirt category is not very complicated, but also closer to everyday clothing, and our product price positioning is not high, most of the skirt unit price of more than 200 yuan, the most expensive one is 380 yuan." Wei introduced the star Han song Hanfu characteristics, which is actually the key factor of its explosive fire.

(Information source: China Textile News)