Hanfu industry and proper supervision

In the last blog, I have mentioned that Hanfu is quite famous in generation Z. However, there are some bad influences for Hanfu immature marketing economy.

The number of Hanfu enthusiasts in China from iiMedia.

According to Zhang and Chen (2019), in 2017, there were more than 1,300 Hanfu cultural societies in the world, and by 2019, there were more than 2,000, an increase of 46% in two years. As shown in the chart, the number of Hanfu enthusiasts in China keeps on increasing. According to iiMedia Research (2019), the motives for consumers buying Hanfu, 47.2% of the consumers are not the lovers of Hanfu culture, in addition, 40.3% of consumers are following fashion.

It is the irresistible charm that many people are fond of wearing Hanfu. What is more, with the heat of costume dramas, like “Legend of Miyue”, more people notice the beauty of Hanfu, especially the young girls. The rapid growth in the Hanfu makes the demand greater than supply which leads to the seller’s market.

Different from other clothing industry, Hanfu has higher requirements for workmanship, cutting, raw materials and so on. However, there is no doubt that the need for Hanfu is still far less than the need for casual clothes. To reduce the warehouse costs, most of the merchants prefer to use the advance sale as a tool to sell Hanfu.

Since most of Hanfu need embroidery, the production of Hanfu requires more process and time. Many styles of Hanfu are around 3,000 to 10.000 RMB (1756 RM to 5855 RM). According to Xinhua agency (2019), besides, high-end brands, the Hanfu which is around 100 RMB to 300 RMB (59 RM to 175 RM) is also hot which takes account of more than 60% of sales. Because of the high demand, many merchants try to carry out mass production of regular size.

       In addition, up till now, there are no rules to standardize Hanfu industry. For example, many merchants in Taobao not allow exchange or return it. Therefore, when consumers buy the cloth which is not suitable, they can not exchange it but sell it by themselves.

  In conclusion, the Hanfu industry still needs to set up the rules to be standard and reasonable, therefore the level of supervision can be improved. 

Reference:

iiMedia Research. (2019). iiMedia Report |2019-2021 Survey of Hanfu industry data survey, user portrait and prospect analysis report. Retrieved from:    https://report.iimedia.cn/repo180/38943.html?acPlatCode=sohu&acFrom=bg389 43

Xinhua Agency. (2019). What kind of economic account does Hanfu have behind such fire?. Retrieved from: http://www.xinhuanet.com/fashion/2019-  09/04/c_1124958043.htm

Zhang S.Y. & Chen P. (2019. September 14^th.). The rapidly expanding Hanfu industry: more than 1 billion in size, there are store orders to the next year.      Retrieved from: http://www.bjnews.com.cn/feature/2019/09/14/626026.html