The Spring Festival is approaching, and everyone has begun to choose the "New Year's robes" full of festive atmosphere. Recently, many people have found that winter clothes with national style elements represented by new Chinese style, whether online or offline, are particularly popular in this year's clothing market.
A Chinese cheongsam shop in Hangzhou is filled with all kinds of cheongsam, and there is an endless stream of customers, most of whom are young people. The owner said that there are more and more young people who like the national style, and many people have come to buy New Year's clothes recently, and now the order for making new clothes for the New Year in the store has been scheduled until after the Lunar New Year.
In fact, topics such as "new Chinese embroidery wear" and "why young people like new Chinese style" have been on the hot search list one after another, and when you open the social software, you can see that in the short video, celebrities are wearing new Chinese style at events, fashion bloggers are recommending new Chinese style, and ordinary consumers are also buying new Chinese clothes because they are "planted......
As of the end of January, on a red book platform alone, there have been more than 2.23 million notes related to "new Chinese wear", and the most popular note has 139,000 likes. With the frequent swiping of topics such as "Year of the Dragon Shirt" and "New Year's Greeting Clothes", data from an e-commerce platform shows that the search volume of "new Chinese" has increased by more than 200% year-on-year in the past two months.
It is worth noting that the main consumers of this wave of new Chinese clothing are also young people, of which 18~34 years old account for nearly seventy percent. In this regard, many young netizens jokingly called this mentality "Chinese blood awakening".
New Chinese style has become the first round of fashion trends in 2024
Unlike Hanfu, which is strictly crafted, new Chinese clothing can often be more daring and groundbreaking in the design process. Puff-sleeved cheongsam, button-down top with pleated skirt...... These eye-catching combinations also highlight the innovation and inclusiveness of the new Chinese style.
In addition, the new Chinese style is no longer limited to special occasions, and it is not so grand and gorgeous, but pays more attention to the pursuit of simplicity and practicality, and the wearing degree of daily scenes such as commuting and dating has been significantly improved.
The data shows that taking pictures, traveling, and commuting are the top 3 dressing scenes. The new Chinese style has opened up a more practical and daily Chinese style of dressing.
Recently, in a shop in the Zhejiang Sijiqing Clothing Wholesale Market, the staff is introducing customers to the wearing of "new Chinese" clothing. The "new Chinese" down jacket with jeans makes the clothing look more daily, and the horse-faced skirt is more Chinese-style. The person in charge said that from the New Year's clothes worn by children to the sweaters and down jackets worn by adults, "new Chinese" clothing has become the mainstream of the entire wholesale market.
Similarly, Huang Qiaoen, the person in charge of the Hanfu store in Yuanshan, has recently started to work overtime before the Spring Festival, and she laughed that "the sewing machine is about to catch fire." Since November last year, Huang Qiaoen's online store has received up to 800 orders a week, and the price is generally 300 yuan ~ 500 yuan, and the orders are two or three times more than the same period last year.
"Two days ago, a Russian girl asked me to place an order for the 'Year of the Dragon New Year's Greeting Set'. Huang Qiaoen said that at present, the most popular "New Year's clothes" in the store are Ming horse-faced skirts and short jackets, and 80% of the customers are young women. ”
Of course, not only the online store of Yuanshan Hanfu, but also the sales of "new Chinese clothing" in other online stores are also hot. According to the latest search on an e-commerce platform, more than 1,000 sets of palace embroidered New Year's dresses with a modified robe and horse coat are sold every month, and in another store, the monthly sales volume of the "Xianglong Tanchun" top and Fulu trousers have reached more than 3,000 sets.
Coincidentally, the "new Chinese" element is also favored by major clothing brands. Among the clothing brands that consumers are familiar with, Peacebird, Bosideng and others have successively launched a series of new Chinese style products in 2023, combining the characteristics of traditional Chinese clothing with modern fashion, and combining a variety of new products for the Year of the Dragon in combination with the Chinese zodiac to launch seasonal items with a sense of Chinese trend.
The "Chinese Awakening of Chinese Blood" Behind the New Chinese Popularity
Why can the "new Chinese" outfit become popular? First of all, because it is aesthetically pleasing. Behind the "New Chinese Style" is actually the traditional culture accumulated over thousands of years, and contemporary life is also drawing unexpected inspiration and energy from this huge "treasure trove".
Nowadays, people's consumption is not only to pay for an item, but also to value the aesthetic meaning and cultural value behind it. From this point of view, the "new Chinese" products, which break through the traditional visual effects and impressions of the past and are presented in a highly aesthetic way, can attract the attention of consumers with a lighter attitude. With connotation but not thick, aesthetic but not publicity, "new Chinese style" seems to coincide with the current young people's pursuit of individual beauty.
In addition to "good-looking", "wearable" is also an important reason why the new Chinese style is popular with some consumers. Ms. Lin, who is engaged in art education, became a mother last year, and has always felt that her waist, abdomen and arms are too thin to return to before giving birth. "The shoulder line and hem of traditional Chinese clothing are very friendly to people, and many new Chinese clothes nowadays not only use elements such as stand-up collars and handicaps, but also study the version of the cut. Ms. Lin said that she even learned "Chinese attitude towards life" from clothing tailoring.
Many young people simply wear Hanfu that has been restored according to historical clothing with modern clothing, and wear "new Chinese style" by themselves. Luo Hong, a hanfu enthusiast, customizes a complete set of Hanfu, but from time to time she will separate the upper and lower body, such as a denim jacket with a horse-faced skirt and a pair of boots, and she even wears it to work like this. "In the past, when people saw wearing Hanfu, they would ask if it was a costume, but now more people will praise it for its good looks. In her opinion, "clothing is only alive if someone wears it all the time." ”
At the same time, the frequent "goods" of public figures make the new Chinese clothing more deeply rooted in the hearts of the people. Actor Yang Mi appeared in a cheongsam and a lantern under the Eiffel Tower when he participated in the Mid-Autumn Festival last year......
Some industry insiders said that in the past, the "commercial status" of public figures was reflected in the dress, that is, the "haute couture" of the world's first-line brands, or the "first wear of the season" before the official release of the clothing, but now more and more people choose the new Chinese clothing or Hanfu of domestic niche brands, which is not only a new way, but also conforms to the expectations of a new generation of young fans, "In addition to being beautiful and unique, it also contains the recognition of traditional Chinese culture." ”
Of course, although the drive of celebrities and influencers has played a lot of positive effects on the explosion of new Chinese clothing, the reason why it can be more widely recognized is still due to the increasing sense of identity and self-confidence of young consumers in traditional culture. As Ms. Huang, a consumer who chose a new Chinese-style down jacket with a disc buckle as her "New Year's robe", said, "This kind of 'Guotai Min'an' outfit is the best solution for the New Year." ”
However, some industry insiders said that the development of "new Chinese" clothing still has a long way to go. At present, there is no real world's first-line clothing brand in China, and although Chinese elements are internationally popular, they are not promoted by Chinese brands. After the awakening of the bloodline, the development of the industry must also catch up.
(Comprehensively compiled from CCTV Finance, Shangguan News, Poster News, etc.)