"Chinese Style" Leads The Fashion Trend Of The New Year, And The Textile Industry Chain Seizes The Opportunity

This year, wearing Hanfu to pay New Year's greetings and play have become a beautiful scenery during the Spring Festival. The horse face skirt in the Han style clothes has both the classic and modern simplicity beauty, and has become the best choice for Chinese style clothing this year.

During the Spring Festival, the Tianjie Spring Festival Gala in Luoyang, Henan Province was staged. At the scene, performers and tourists can be seen everywhere wearing Chinese costumes such as horse face skirts.

In Caoxian County, Shandong Province, during the Spring Festival, many beautiful and grand Han costume performances reappeared the thousand year charm. Many consumers said that in the past, Han style clothes were mostly worn by Han style clothes enthusiasts. Now, Han style clothes such as horse face skirts are becoming more and more common. They hope to promote traditional Chinese culture in this way.

This Spring Festival, the "Spring Battle Robe" horse face skirt has driven a wave of traditional cultural consumption. How popular is the horse face skirt? Some media visited the production and sales enterprises of horse dress.

Caoxian County, Shandong Province is one of the production and sales bases of Hanfu in China, with annual sales of Hanfu exceeding 7 billion yuan. This year, in Caoxian County, the sales volume of the Dragon New Year clothes, mainly horse face skirts, has exceeded 300 million yuan.

The big data of several e-commerce platforms shows that since January this year, the search volume of Hanfu has soared. Among them, the horse face skirt has become the most popular item under the Hanfu category, and the sales of many popular items have exceeded one million yuan.

Zhang Mingqiang, general manager of Xucun Mingji Fabric Factory in Haining City, Jiaxing, Zhejiang Province, said that he was very happy with the endless orders every day, but he was very worried about the endless orders. At present, he still owed customers more than 30000 orders for horse dress. In Xucun, Jiaxing, a horseface skirt manufacturer, it takes less than 2 hours from the fabric of the horseface skirt to the ready-made clothes of the horseface skirt, but even with such working efficiency, the current production capacity of the enterprise can not meet the current order demand of the horseface skirt.

Expanding production capacity has become Zhang Mingqiang's current priority. He said that recently they launched new laser cutting equipment to continuously optimize production processes and improve efficiency. At the same time, the purchase of equipment and the recruitment of employees are in progress. We will strive to increase the production capacity by three times in the shortest time after the Spring Festival holiday, and strive to meet the continuous demand for orders.

At present, the fabric "jacquard fabric" used for the production of horse face skirt has become a hot topic.

Tang Qinan, secretary-general of Haining Household Textile Industry Association, introduced that Xucun Town is a home textile town with many intangible cultural heritage weaving technologies. Just in the first half of last year, they were still mainly producing curtain cloth and sofa cloth. What he did not expect was that the fiery horse face skirt ushered in new opportunities for the traditional home textile industry in Xucun Town.

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

It is reported that today, more than 100 enterprises in Xucun Town have produced horse face skirt fabrics, with a daily output of more than 30000 meters. The local government is taking horse face skirt as a breakthrough, taking "Chinese style" as the new direction of the development of the textile industry, and walking out of a transformation road that integrates the development of tradition and fashion.

During the Spring Festival of the Year of the Dragon, wearing Han costumes and celebrating the new year has become a popular lifestyle for young people. The popularity of "horse face skirt" has pushed the Hanfu market to an unprecedented new height: Hanfu has been constantly eclectic and secularized, changing from a minority hobby to the daily wear of many people.

But just over a year ago, the market of Hanfu was different. In July 2022, the "Dior horse dress scandal" made many people sad: the voice of the things handed down by the ancestors was not in the hands of the Chinese themselves.

Fortunately, Chinese people get up wherever they fall. The rapid rise of domestic horse face skirt has not only driven the whole market, but also provided a "horse face skirt scheme" for Han clothing: on the basis of maintaining traditional design and technology, new elements, new design and new technology are added to realize the combination of traditional culture and modern life.

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

The reporter searched for the key words of "Hanfu" on various e-commerce platforms and found that, regardless of sales volume or popularity, the horse face skirt is a worthy C in the current Hanfu market. In the Taobao shop of the original Hanfu brand Xinghe Hange, the most popular Penglai Paradise horse face skirt has sold more than 6000 pieces per month, with a cumulative sales of more than 30000 pieces; The monthly sales of Jiyang Zhizhi horse face skirts of the weaving department of Taobao shop also exceeded 6000 pieces.

Hanfu has become the new three kinds of New Year clothes. Since January, the search volume of "new Chinese style" and "Songjin" on Taobao has increased 683% and 2058% month on month respectively. On the Taobao platform, the horse dress became the top 1 item under the Han clothing category, and the UV (Unique Visitor) of the horse dress increased by more than 1600% year on year.

In fact, it is not just before the Spring Festival that Han clothing has been out of circulation frequently in the past two years, and "wearing Han clothing" has become a new fashion. Star River Han Song entered this field in March 2023 just because it saw the hot trend of Han clothing. According to Ah Wei, the person in charge of the promotion of Star River Hange store, the main product of Star River Hange is horse face skirt. When the store first entered the field of Hanfu e-commerce, the sales situation of the store was relatively flat. Three months later, the brand successfully launched a blockbuster on Tiaoyin, which ushered in an outbreak. At that time, the sales of the platform alone reached 200000 yuan a day.

"The category of horse face skirt is not very complicated, and it is also more popular recently, and our product price positioning is not high, most of the skirts are priced at more than 200 yuan, and the most expensive one is 380 yuan." Awei introduced the Han suit characteristics of Xinghe Hange, which is actually the key factor to its popularity.

(Source: China Textile News Author: Wang Danyang)