Costume National Tide Return: How to Get Rid of Symbolization
Release time:
2021-06-19 19:00
Source:
Baidu Guochao's proud search big data shows that the search popularity of "Guochao" has increased by 528 in the past 10 years. In 2021, the top 10 countries will search for hot topics, with Guochao clothing ranking second, followed by Guochao Digital. According to the data, the post-90s generation has the highest attention to the national tide, accounting for 48.6 per cent. After the "Xinjiang Cotton" incident, the attention of Chinese clothing brands increased by 137.
Behind the return of the national tide, on the one hand, fashion clothing and even sports shoes and clothing brands carry the national tide bus; on the other hand, it is the rise of the national tide clothing industry itself.
According to the ''Online Hanfu Consumption Insight Report'' released by the media, in 2019, about 50% of Hanfu enthusiasts own 2 to 4 sets of Hanfu, and the number of consumers with 5 sets of Hanfu and above accounts for about 15.3. The total per capita ownership of Hanfu is about 3 pieces. For the price of a single set of Hanfu, about half of Hanfu consumers said that between 300 yuan and 500 yuan is the usual purchase price, while 31.9 percent of consumers said they could accept Hanfu ranging from 500 yuan to more than 1000 yuan.
In 2021, there are more than 2000 merchants in the Hanfu industry chain in Cao County, and more than 600 original Hanfu processing enterprises. Original hanfu sales have accounted for 1/3 of the country's similar market. From the perspective of the internal needs of consumer groups, Hanfu culture has been deeply rooted, not just the revival of history and clothing, but the expression of the content needs of youth groups.
"National tide, as a trend culture, its background is more complicated. It is mainly based on two factors. One is the national factor. When the national influence becomes stronger, the sense of national confidence will rise. Second, in the process of cultural conflict between the East and the West, the rise of the national tide is by no means a superficial phenomenon, which reflects the strength of the country, civilization and culture, and the national tide is a form of commodity commercialization." Yang Dajun, a strategic expert in China's garment industry and CEO of Uhe International Brand Investment Management Co., Ltd., said.
Zhang Qing, a sports marketing expert and founder of the Key Way Sports Consulting Company, believes that this round of national trend is different from the past in that both the form and content are not "national trend" but "group trend". Sports clothing brands are almost the whole industry. Needless to say, Anta and Li Ning have also put forward the concept of new national products of science and technology, including Tebu, which is also spreading Shaolin. "This is a collective outbreak. Different from only opening a certain production line in the past, some brands have built Guochao brand as a sub-brand or sub-brand. This is also their intention to start the second parabola, because it will fundamentally promote the sales performance."
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