“Hanfu economy” behind the Hanfu craze – Take Minghuatang as an example
In the previous three blogs, not only the
traditional Chinese classes, but also the Hanfu economy–
the Han nationality clothing – is increasing. Many people, especially
Millennials and Generation Z, are the main consumer groups in Hanfu.
From 2014 to 2019, the number of Chinese Hanfu
fanciers keeps on increasing and the percentage of women in the consumer groups
also increase. Because of the consumption upgrades, consumer demand becomes personalized
and different from others, and products can meet special needs can also show
the higher premium capabilities.
Take Minghuatang as
an example, a high-end brand of Hanfu, sells a Hanfu at around 1400 RMB (about
824RM) and sets are priced at about 9600RMB (about 5651RM). As shown in Figure
1., it is one of the products for sale which is priced at 7800 RMB (about 4588
RM).
Figure 1: The screenshot of
Minghuatang official website. It is the product for sale.
Even
though, the high price and long waiting time make many consumers give up, there
are still a large number of people purchase. In the Figure 2., it is the official website of
the Ming Hua Tang which is the most famous Hanfu merchants. Until 27th. Dec.
2019, the construction period has been scheduled for June, 2021. It means that consumers need to wait for at least one and a
half years to get their Hanfu.
Figure
2: It is the screenshot of Minghuatang official website.
In many people’s opinions, it is their
dream to own a set of Hanfu which is made by Minghuatang. It is not only a
product for them, but also a kind of belief. They think that they are Han
Chinese, it is their duty to protect and carry forward the culture of Hanfu.
Under this situation, Hanfu industry moves toward a sellers’ market.
Minghuatang is also doubted that the
quality cannot match the price in recent years. Many consumers complained that
the workmanship is terrible. Therefore, in Hanfu industry, what the suitable
price for each piece is still controversial.
Hanfu economy can be considered as a new business model. Unlike traditional merchandising, this business model also sells cultural concepts.
回复删除Hanfu economy is on the increase. However, most of the Hanfu is still a little expensive, especially for students. Moreover, long production time and low quality are the problems that cannot be neglected in this industry. If there are more Chinese focus Hanfu, or Hanfu is recognized by the society or the government, these problems may be solved.
回复删除Nowadays, more and more people love Hanfu. The culture of Han had become a trend of fashion on the clothes. This is an interesting article. I have known more about Hanfu after reading. Hopefully, Hanfu can be loved not only by Chinese, but also by more people from different countries. I believe it must be popular in the world one day.
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