Traditional culture urges the "New Chinese" New Year clothes to be red

When it comes to the popular clothes in 2023, in addition to Maillard and old money style, "new Chinese style" is undoubtedly on the list. Near the end of the year, the reporter saw that more and more consumers will lock the "Spring Festival robe" as a new Chinese style, so that the New Year's clothing market is particularly "red".

Sales are soaring. New Chinese styles are on the rise

In recent years, new Chinese clothing has gone from the international show to the lives of more consumers. Data show that in the early autumn of 2023, the number of brands on the supply side of new Chinese clothing increased by 539% year-on-year, and the number of goods increased by 742%; Sales on the consumer side rose 906 percent. It is worth noting that the new Chinese clothing such as the improved cheongsam, the sloping jacket, the ink and the embroidered skirt are very popular. Meanwhile, photos of celebrities wearing new Chinese outfits have received tens of thousands of "likes" from Internet users and sparked a trend for the public to wear.

In the Jingdong platform, in the third quarter of 2023, sales of new Chinese dresses and short coats increased by nearly 10 times year-on-year, and sales of new Chinese cheongsam and shirts increased by more than 5 times year-on-year. As of October 31, 2023, the average daily search volume of "New Chinese" on Taobao platform was 750,000 times, which is still increasing from 500,000 times per day in 2022; During the "Double 11" period in 2023, more than 100,000 horse face dresses were sold within the first hour of going on sale, becoming one of the most prominent items in this new Chinese trend.

At the same time, the reporter saw that e-commerce platforms, including Taobao and Kuaishou, will also contain clothing brands and designers with new Chinese style characteristics as key incubation and support objects, in order to create higher traffic and performance for the platform under the broader market demand.

Industry insiders pointed out that the design style of new Chinese style combines traditional Chinese culture with modern design techniques, which not only reflects the essence of traditional Chinese culture, but also has a sense of modern fashion. Traditional Chinese cultural elements, such as dragons, phoenixes, peonies, moire patterns, etc., are commonly used as inspiration for designers, and are used in the design of clothing, shoes, bags, etc., making these products not only have a unique aesthetic feeling, but also reflect the charm of Chinese culture.

Culture + brand clothing giants have made efforts

Under the wave of new Chinese radiation, various clothing brands have also made efforts to combine traditional Chinese culture with their own products, and explore the deep integration of culture and brand from different dimensions.

The reporter saw that in addition to the flagship "national tide" wind Li Ning, Anta and other sports brands, Taiping bird, Bosideng and other clothing, down jacket giants have also launched a new Chinese style series of products in 2023, combining traditional Chinese clothing characteristics with modern fashion.

As an international brand, in the New Year of 2024, Adidas released the "Century-old Master art master joint series", which will be inspired by the classic creation of Qi Baishi, Zhang Daqian and Li Keran, "Autumn Cicada Picture", "splash-ink landscape painting" and "Mountains Red" of three Chinese art masters. On the new new products of the Year of the Dragon, more combined with the seasonal dragon zodiac, Launch "Chinese fashion sense" seasonal items. In addition, its "Wuji" series of products are inspired by Chinese martial arts, using traditional Chinese colors such as red, yellow and black as the background color, showing the national pride filled by contemporary young people with the word "China" on the chest. In the related new products, the reporter saw that traditional mythology, Miao embroidery, Chinese martial arts and other Chinese elements were widely used.

"We are 'in China, for China' and hope that through our efforts in design, research and development and production, the proportion of products' created in China 'can be increased to 70 percent." Xiao Jiale, managing director of Adidas Greater China, said that he also hopes that these products can let more overseas consumers taste the charm of Chinese culture.

It has the potential for long-term development

"From the Hanfu that has swept the fashion world to the new Chinese styles that can be seen everywhere today, I hope more people can capture the inner and outer beauty of traditional Chinese culture." Guo Yang, a Beijing consumer, said that compared with other popular wearing trends, he hopes that the new Chinese style will become the "long-term mainstream" of more consumers' clothing aesthetics in the future.

Industry observation expert Shang Feng said in an interview with reporters that the new Chinese clothing has the potential for long-term development and significance. "Behind the new Chinese trend is young consumers' increasing sense of identity and confidence in traditional culture, which is complementary to the popularity of national tides and the rise of domestic brands in recent years." In Shang Feng's view, many fans of new Chinese style clothing have shown a high degree of loyalty to this style, "because what attracts these consumers is not only the product and the trend itself, but also the cultural inheritance and national confidence behind the new Chinese style."

(Information source: Consumption Daily reporter Lu Yue)