Horse-face skirt - this new "national trend" item, even if you have never bought it, you must have seen others wearing it in the mall, at the subway station, or in the circle of friends. With the popularity of horse-faced skirts, the term "new Chinese style dressing" frequently appears in the public eye. On March 6, Douyin e-commerce released the "2024 Douyin E-commerce Women's Consumption Trend Data Report", which showed that in the past year, the number of orders for new Chinese-style clothing purchased by female users on Douyin e-commerce increased by 195% year-on-year. Among them, horse noodles The order volume of skirts increased by 841% year-on-year, and the order volume of Hanfu, Song brocade jackets, and Xiangyunsha clothing also grew at a considerable rate, with year-on-year growth of 336%, 225%, and 112% respectively.
The new top-notch horse-faced skirt sold for 550 million yuan in two months
According to CCTV Finance, in Cao County, Shandong Province, the largest production center for horse-faced skirts in my country, sales of local horse-faced skirts were close to 550 million yuan in the first two months of this year alone. In addition, according to e-commerce platform data, in the first two months of this year, the search volume for horse-faced skirts in the Hanfu category increased 23 times year-on-year, and the search volume for new Chinese-style clothing increased 12 times year-on-year.
Horse-faced skirts have taken off all the way, driving Hanfu to grow into a market with annual sales of nearly 10 billion on the Taobao clothing platform. iiMedia Consulting data shows that the scale of China's Hanfu market continues to increase and expand, reaching 14.47 billion yuan in 2023. The scale of China's Hanfu market is expected to reach 24.18 billion yuan in 2027. At the end of 2023, Taobao singled out Hanfu from "National Costumes" and made it an independent secondary category, further splitting it into five sub-categories: Hanfu tops, Hanfu trousers, Hanfu suits, Hanfu skirts, and Hanfu dresses. . In January 2024 alone, the sales of Hanfu skirts on the Taoxi platform reached 329 million yuan, becoming the highest-selling item in the Hanfu category.
The horse-face skirt has become the first item to "break the circle" in the Hanfu industry with its diversified matching, rich application scenarios, and affordable price. Xie Linglong, co-founder of "Weaving Division", said that traditional Chinese weaving technology is complex and the output is extremely low. For example, in Nanjing Yunjin, a weaver can only weave 3 centimeters a day. Nowadays, industrial methods are used to restore thisAfter this skill, the construction period of a horse-faced skirt only takes 15 days. In addition, after the team improved the fabric and pleating process, the horse skirt can be machine washed directly, is less likely to unravel, and is more breathable.
"This year's horse-faced skirts have a very high appearance rate. The red horse-faced skirts are the most popular among engaged girls. Navy blue and black are more suitable for daily wear. Many girls rent horse-faced skirts here to take photos here. After the film is released, Many girls have gone to online shopping platforms to place orders for horse-faced skirts." A clerk at the Hanfu rental center in the "Only Henan" scenic spot in Zhengzhou told reporters.
Hanfu-related companies surged by 353.6%, and Chinese-style clothing has become a new trend in the industry
Tianyancha App shows that as of now, there are more than 5,700 Hanfu-related companies in my country, of which more than 2,600 will be newly registered in 2023, an increase of 353.6% compared with 2022. From the perspective of geographical distribution, Shaanxi, Shandong and Henan rank at the top in terms of the number of related enterprises, with more than 1,500, more than 460 and more than 420 companies respectively.
A horse-faced skirt wholesaler in Zhengzhou shopping mall
In my country, nearly half of the horse-faced skirts come from Cao County, Heze City, Shandong Province. Cao County is the area with the highest level of Hanfu industrialization. Currently, Cao County has more than 2,200 Hanfu-related companies, more than 13,000 online stores, and nearly 100,000 employees. It is reported that there are about 1,500 horse-faced skirt companies in the county alone, employing 60,000 people.It accounts for over 60% of the entire Hanfu industry.
Not only Caoxian County, but also Luoyang, Henan Province, has also successfully "broken the circle" in cultural tourism with the help of the Hanfu industry. In various tourist attractions in Luoyang, you can see people wearing horse-faced skirts. "The compatibility between Yingtianmen and the horse-faced skirt is too high. I was really surprised when I first wore it." Ms. Chen, who traveled to Luoyang, told reporters.
Since 2023, Ruyang County, Luoyang City has seized the "window" of the Hanfu industry, introduced Yunzhishang Huafu Industrial Park to settle in Ruyang, and vigorously developed the "Hanfu economy". It is reported that the average daily Hanfu output of a single Yunzhishang Industrial Park can be With a production capacity of 5,000 sets and an annual output value of nearly 300 million yuan, it can meet the supply demand for large-scale Hanfu in Luoyang City and even Henan Province.
Ah Qi, the owner of a clothing factory in Guangzhou, said, "Our factory started operations on the tenth day of the first lunar month, and now we have received more than 10,000 orders for horse-faced skirts. The number of orders is still increasing by hundreds every day. Not only horse-faced skirts, but also horse-faced skirts. Orders for many new Chinese-style clothes are also full. The order volume does not lie. This is the case in the clothing industry. When a new popular style appears, someone will always seize the opportunity, step on the trend, and make a lot of money. ."
Cultural confidence has made horse-faced skirts popular overseas
The horse-faced skirt has not only become the favorite of many women in China, but also has countless fans overseas. Many internet celebrity bloggers have worn horse-faced skirts overseas, spreading this trend overseas. On the streets of Times Square in New York, "Fang Qi Kiki" wore a horse-faced skirt, and many foreigners cast admiring glances. "Zhou Baobao" helped foreigners experience Hanfu abroad, attracting countless passers-by. This year's CCTV Spring Festival Gala The program "Nian Jin" shocked everyone. Xiaohongshu data shows that during the Spring Festival this year, more than 10,000 social platform bloggers wore Hanfu to celebrate the New Year overseas.
Stars in the CCTV Spring Festival Gala's "Nian Jin" program wore horse-faced skirts
As of March 12, the topic of "Bringing Eastern Aesthetics to Europe" on the Xiaohongshu platform had a total of 6.11 million views. "I went to school in London with our cultural confidence, and finally did what I had always wanted to do. When I wore a horse skirt to class and introduced this skirt to my foreign classmates, I was really proud., Eastern aesthetics is the best. " said Zhang, a British student studying abroad.
Zhu Xinmin, general manager of Suzhou Jinyeda Textile Technology Co., Ltd., said in an interview that China currently leads the world in the weaving technology of horse-faced skirts. The clothes worn by many ethnic minorities in Southeast Asia are also becoming more and more popular. Many places use related fabrics or semi-finished products woven in China. About 20% of the jacquard fabrics produced by our company are indirectly exported overseas. Not only Chinese, but foreigners from Southeast Asia and other places are also willing to wear horse-faced skirts and Hanfu fabrics.
The popularity of the Hanfu economy stems from the strong national cultural identity of young people. As a cultural symbol, the popularity of horse-faced skirts reflects the cultural confidence of young people today. Popular Internet buzzwords such as "The end of fashion is the national trend" and "Hua Liu is the top trend" all show that more and more people are paying attention to and carrying forward the excellent traditional Chinese culture.
