How did the quiet Hanfu culture capture the hearts of modern young people?

"Qiyue Wuyi? The same robe with the son."

Hanfu, which has been recognized and sought after by a new generation of young people, has rushed to the hot search on Weibo by its own strength, attracting the attention of many people.
According to the 2021 report of iiMedia Consulting, the data scale and market size of Hanfu fans in China are growing rapidly. It is predicted that the number of Hanfu fans in 2021 will reach 6.894 million, and the marketing scale will reach 10.16 billion yuan.
According to Tianyan Check data, the information of Hanfu-related companies registered in the past two years is several times that of before 2019, and Hanfu-related companies are springing up like mushrooms.

"Emphasis on culture" "high value", leveraging the tens of billions market
In recent years, as various costume dramas have paid more and more attention to the restoration of the Tao of Fu; and "National Treasure" and other variety shows, the figure of Hanfu has been constantly appearing; the offline sister of the tumbler of Xi'an Datang Everbright City has become popular; in addition, Thanks to the continuous promotion of social platforms such as Weibo, Kuaishou, Douyin and other channels, Hanfu is moving from a niche aesthetic to the masses.
Hanfu, which originally existed only in film and television dramas or niche circles, is breaking through the barriers of the inherent circles and working hard to harvest the favor and love of more new consumer users.
Waist-length skirts, pipa flying sleeves, emerald-sleeved red skirts, green shirts and white coats, travel in Hanfu are not limited to special tourist attractions such as the Forbidden City. Nowadays, the shadow of Hanfu can be seen everywhere in the streets and subways. Nowadays, wearing Hanfu has become a common phenomenon in various public places.
Hanfu has rapidly grown from a small circle in the past to a "big business" with a market size of tens of billions. The Hanfu economy led by Hanfu is growing brutally.
The rapidly expanding market demand and the bright vision of a broad blue ocean of consumption have attracted new players to flock to and accelerate the deployment. At this stage, the Hanfu market is showing a mixed phenomenon of mixed good and bad. The contradiction between market uncertainty and high production costs forces new players to be more inclined to price wars, relying on "cost-effectiveness" to quickly grab market share and gain a firm foothold. However, in its follow-up development, its drawbacks are fully manifested. Its own development path relying on plagiarism, imitation, and low-quality fabrics is not easy to form user stickiness, and it is difficult to occupy a place in the increasingly mature Hanfu system.
The data further reveals that the total number of short videos with Hanfu as the theme has exceeded 30 billion times on the hot Douyin platform, and the number of potential consumers of Hanfu has reached 415 million. The consumption energy of potential users needs to be further stimulated and released. Hanfu The user ceiling of this track still has a long way to go.