Wearing Hanfu to go out on the street three years ago, you may accept the ruthless "three questions of the soul" from passers-by: Do you cross? Are you filming? Is there a cultural performance today? With the advent of Hanfu fever, the most frequently asked question by "comrades" when they go out to the streets is probably - sisters, is there a link? Hanfu lovers are no longer regarded as aliens. The younger generation with self-confidence and publicity regard Hanfu not only as a kind of clothing, but also as an important carrier of traditional aesthetics and national culture. On March 31, CBNData and Tmall Apparel jointly released the "Online Hanfu Consumption Insight Report" , based on CBNData's consumption big data, to reveal six major mysteries about the rise of Hanfu culture . Puzzle 1: Who is the first in strength? On the Weibo platform, the number of views of the topic #hanfu# has reached 2.95 billion , and ancient style bloggers have become popular . From self-entertainment in niche circles to forming a trend in popular culture, Hanfu combines a sense of collision between youthful style and classical temperament.
The young generation who is active on the Internet and willing to share is the backbone of the Hanfu trend. CBNData consumption big data shows that Hanfu consumption shows a trend of younger age, and the contribution of post-90s and post-95s consumption continues to increase. The proportion of online Hanfu consumption has increased for three consecutive years after 90s and 95s, accounting for more than 50%. When the new and new people are wearing Hanfu and posting beautiful pictures, the old times when modern filters are slow to get off the train and horses and emails are quietly revealed, and the strong contrast Phone Number List will only refresh their vote circle like limit again. Puzzle 2: Why are you interested in Hanfu? Water-green two-color vertical collar and wide-sleeved long shirt, maple leaf dark pattern and butterfly embroidery, square collar and half sleeves, carrot-colored squirrel horse-faced skirt...
When the wind blows the skirt of Hanfu, the free-flowing parabola makes countless people who have just entered Hanfu " Xiaomengxin" was heartbroken. According to the Tmall Hanfu consumer survey data, consumers' awareness of Hanfu is gradually deepening, and more and more sub-categories are favored . Among them, clothing style, material fabric and dynasty (shape) are the most concerned elements. Among them, post-90s consumers pay more attention to style and dynasties, followed by price, pattern and brand. The basic shape of Hanfu can be divided into clothes, deep clothes, robes, ru skirts, etc. according to different dynasties. The gentle and restrained Ming system , the rich and gorgeous Tang system and the graceful Wei Jin system are the most popular among young people born in the 1990s and 1995s. favor. Puzzle 3: Which one is better at planting grass? Who hasn't had a childhood when wearing a sheet and cos with a costume drama character? With the revival of Hanfu culture, the longing for the ancient style and rhyme buried deep in our hearts has continued once again. According to the Tmall Hanfu consumer survey data, 66% of consumers know about Hanfu through costume dramas, cultural documentaries and other film and television dramas. .