"The horse-faced skirts sold for 300 million yuan in Caoxian County are still in short supply." "The sewing machines are smoking." "Dyeing, tailoring, and ready-made garments can be completed within 5 kilometers."...
From the Spring Festival to the Spring Equinox, since this year, my country's traditional clothing horse-faced skirt has continued to set off a "national trend" consumption craze due to its advantages of both classical and modern simple beauty, and being able to match the clothing needs of contemporary young people. At the same time, the development of the Hanfu industry has received close attention from the market. Focusing on the opportunities and challenges of industry development, with the joint efforts of government departments, front-line production companies, industry associations and other industry entities, we will promote the innovation of production technology in the Hanfu industry, strengthen the original design innovation and copyright protection of works, and help the branding and high-end development of the industry The ideas are getting clearer and clearer.
Plastic branding is known as a "golden signboard"
As cultural confidence grows stronger, “national trend” consumption becomes more popular. According to Li Jie, dean of the Fashion School of Shandong University of Arts and Crafts, the emergence of horse-faced skirts is not an accidental phenomenon, but the result of the combination of traditional culture and modern fashion.
At present, under the trend of my country actively cultivating new consumption growth points such as domestically produced “trendy products”, the development of the Hanfu industry is facing new opportunities. The reporter observed that the "2024 Douyin E-commerce Women's Consumption Trend Data Report" released by Douyin E-commerce showed that in the past year, the order volume of new Chinese-style clothing consumed by female users on Douyin E-commerce increased by 195% year-on-year, among which horse noodles The order volume of skirts increased by 841% year-on-year, and the order volume of Song brocade jackets and Xiangyun gauze clothing also increased at a considerable rate, with year-on-year increases of 225% and 112% respectively.
To expand the market, you have to rely on your brand to speak for itself. The popularity of horse-faced skirts has put forward higher production capacity requirements for manufacturing companies. However, as many business entities swarm in, the situation of insufficient supply will inevitably change to a situation of oversupply. It is particularly important to strive for quality and establish a brand. Branding has also become an inevitable direction for the high-quality development of the industry.
Caoxian, who "made his mark" with Hanfu, became popular again amid the popularity of horse-faced skirts. During the Spring Festival alone, sales of Hanfu in Caoxian County exceeded 400 million yuan. From OEM to independent design, from a single simple fabric to high-quality special fabrics, from OEM to trainingBy cultivating its own brands, the Hanfu industry in Cao County has developed rapidly in recent years. Caoxian County has gradually formed Hanfu brands such as "Zuiyuduo", "Wuwuwu", "Luo Ruyan" and "Waiting for Yunlai". These brands occupy the forefront of sales rankings on multiple e-commerce platforms, leading more companies in the industry to become bigger. Be stronger.
In terms of improving brand awareness, Caoxian County holds the Hanfu Culture Festival, and gradually develops overseas Hanfu markets with the help of China (Shenzhen) International Cultural Industry Expo, China International Import Expo, Milan Fashion Week in Italy and other platforms, further promoting the branding and internationalization of Caoxian Hanfu. oriented and high-end development.
Through years of accumulation of goodwill, Caoxian Hanfu enterprises have become the "leader" in the Hanfu industry, and Caoxian Hanfu has also become the "golden sign" of the local industry, driving local economic development. “In recent years, with the development engine of building a high-quality brand image, the Hanfu industry in Caoxian County has formed a comprehensive business integrating original research and development, design and production, copyright protection, cutting and pattern making, embroidery printing, auxiliary materials, exhibitions, online marketing, after-sales services, etc. A complete industrial chain and brand incubation system." Zhang Longfei, director of the Cao County E-commerce Service Center, said that there are currently 2,282 Hanfu companies in Cao County, about 1,500 horse-face skirt manufacturers, and more than 13,900 online stores. Hanfu sales stores cover Taobao, JD.com, There are nearly 100,000 Hanfu-related practitioners in the county on e-commerce platforms such as Pinduoduo, Douyin, Kuaishou, and Xiaohongshu.
Strong protection builds a solid path for innovation
The rise of e-commerce has added strong impetus to the "explosion" of traditional Hanfu. In order to seize this development opportunity, Hanfu companies have also begun to think about how to seek long-term development vitality in the Internet era. Compared with the entire clothing industry, the horse-face skirt industry still has a lot of room for development, and brand protection needs to be continuously upgraded.
The reporter learned that re-creating original products and producing new products is one of the secrets of "long-lasting popularity" explored by many Hanfu manufacturers. Taking Caoxian County as an example, among the more than 2,000 Hanfu companies in the county, more than 90% focus on original Hanfu companies. "We are also actively exploring industry-university-research cooperation models with well-known universities, industry associations, etc. Currently, 109 design masters, industrial art masters and 2,900 students can provide more than 9,800 original design manuscripts every year." ZhangLong Fei introduced that in recent years, the Caoxian County People's Government has signed cooperation agreements with the Shandong Provincial Fashion Design Association, Shandong College of Arts and Crafts, and Zhejiang Sci-Tech University School of Fashion to jointly build the Caoxian Hanfu Design Research Institute and the Fashion Design R&D and Promotion Center to carry out in-depth cooperation. Help Hanfu manufacturers develop and develop more original Hanfu.
With the astonishing economic benefits brought by hot-selling items, the ensuing intellectual property protection has become a topic of particular concern both inside and outside the Hanfu industry. Behind an original designed Hanfu is the company's heavy human and material costs. "Designing a horse-faced skirt or other types of Hanfu styles is the intellectual labor of the designer. The design results have property attributes and values, and belong to the category of intellectual property, and there may be multiple levels of knowledge that use the results as objects. Property rights or interests." Zhang Hanyang, associate professor of the Intellectual Property Department of Anhui Medical University Law School, said that the patterns and other elements used by original designers in relevant style designs and their combinations have originality and aesthetic value, and these elements and their combinations are similar to Hanfu. If the practicality of wearing can be separated, the design results can obtain copyright protection as works of art.
"During this process, relevant companies should also pay attention to the layout and protection of trademarks at home and abroad, strengthen the daily use and management of trademarks, and enhance brand value." Zhang Hanyang said.
The sustainable innovation and development of the Hanfu industry cannot be separated from the strong support of the intellectual property department. In December 2023, with the active efforts of the Cao County Market Supervision and Administration Bureau, the Cao County (Performance Clothing and Forest Products) Intellectual Property Rapid Rights Protection Center approved by the State Intellectual Property Office successfully passed the acceptance inspection. The center can provide services such as mediation of intellectual property conflicts and disputes, and corporate intellectual property law popularization activities to meet the needs of enterprises for diversified intellectual property protection, accelerate the formation of an industry order for intellectual property protection, and effectively assist small, medium and micro enterprises in high-quality development. Since its establishment, the center has successfully mediated 42 intellectual property disputes, helped 13 design patents enter the fast pre-examination channel and obtain authorization, guided companies to submit 86 patent applications, and submitted more than 500 trademark registration applications.
How to integrate tradition and modernity and let culture and economy coexist and prosper together, how to continue to write a new chapter in the development of Hanfu industry? "As the 'vanguard' of the Hanfu industry, our next step will be to rely on the 'e Clothing City China (Cao County) Huafu Intelligent City' project to create five major functions, including joint master studios, joint high-end brands, and themed Hanfu experience rooms. section; build 'one hospital, one museum and three centers', promote the physical operation of the Hanfu Design Institute, build a Hanfu museum, use Hanfu culture to support the Hanfu culture and tourism experience, promote the standardized production of Hanfu, and bring more exquisite visuals to consumers The feast brings replicable Caoxian experience to the inheritance and promotion of excellent traditional culture, including Chinese costume culture." Zhang Longfei said. (Our reporter Wang Jing)
