Development Status and Future Prospect Analysis of Children Hanfu Industry

       Children's HanfuIt is the imitation and replication of the daily life and meaning world of traditional Chinese people by Hanfu lovers. In the definition of Hanfu lovers, it is the unique traditional national costumes of Han, while couples form a distinctive style by wearing specific styles of costumes. In recent years, with the rise of society and the continuous emphasis on traditional culture and cultural self-confidence, as a cultural symbol of Chinese culture, it has been widely recognized by some young people.

The situation of children's Hanfu is more closely related to traditional festivals. Traditional festivals create an atmosphere suitable for traditional cultural expression, such as Dragon Boat Festival, Qingming Festival, Mid-Autumn Festival, Spring Festival, etc. From the perspective of the scale of enthusiasts, the Hanfu movement is still a niche subculture. On the one hand, it is reflected in the high degree of singleness of the participating groups, and on the other hand, it is reflected in the exclusiveness of the inner circle. Data show that in 2020, China's Hanfu enthusiasts will be around 4 million, but the number of consumers wearing Hanfu is much higher.

With the social platformChildren's HanfuRelated content is more and more, but also in various festivals held a variety of activities to promote it, so the daily wear phenomenon is more and more common. In particular, Hanfu belongs to the minority subculture, consumers have strong purchasing power. As a niche and unique vertical community, it can effectively show the common clothing aesthetics and hobbies of the members in the circle. As long as businesses do a good job of identity-driven and precise positioning, consumers can pay for goods that conform to their values.

Data show that the domestic Hanfu market will reach 7.69 billion yuan in 2020. Not stingy with consumer spending, can chop hands, high spending power. Some fans of children's Hanfu said that it is more expensive, and it is handmade, and there is no large-scale production line put into production, resulting in a higher overall consumption level, which is also a factor restricting development.

Industry distribution

However, while the children's Hanfu field continues to expand, the circle or real fans are gradually losing the right to speak. The circle itself is a relatively exclusive subculture. Arguments among fans about styling, materials, etc. Never stopped. In particular, the high standards of Hanfu wearing by insiders give this niche culture a so-called "sense of superiority" (or uniqueness). Although its slogan is to revive traditional culture, in the process of industrialization of children's Hanfu, it stays at the consumption level, rather than paying attention to the spiritual world. The modeling, embroidery and fixed fabrics advertised by these enthusiasts actually pale in the tide of commercialization.

wearChildren's HanfuIt undoubtedly embodies the master's ancient style plot, aesthetic needs, and cultural identity, but whether this identity can be accepted by the public and promoted as a mainstream culture is still unknown.