Caoxian 666″ hits the screen! A piece of Hanfu sold for 35,000 yuan! Why is it so popular?
Recently, Caoxian County, a previously unknown small county in Heze, Shandong Province, has suddenly become popular all over the Internet. This small county is really not simple. Some industries are among the best in the country. For example, a local place called Daji Town has 18,000 online stores. In particular, the Hanfu industry is very popular, which is very impressive.
18,000 online stores opened in one town, and once poor households now sell millions per year
Li Yan was once a poor household in Dinglou Village, Daji Town. In 2015, people in the village started to do e-commerce one after another, and Li Yan also learned to open an online store to sell Hanfu. I didn’t expect that Hanfu would be so popular. It sold hundreds of thousands in the first year, and now it sells millions of dollars in sales every year.
In 2017, Li Yan’s family was no longer considered a poor household, and its three adobe houses were transformed into two-story buildings. In 2020, due to the epidemic, sales of adult Hanfu declined, so Li Yan began to transform herself into designing and processing children’s Hanfu. This year’s orders are 50% more than the peak period in 2019, with five to six hundred items shipped every day.
Now, Li Yan has opened four online stores. Like most villagers in Dinglou Village, her home is a factory. Her mother is in charge of ironing, and two aunts in the village help with packaging and thread cutting. Li Yan and her younger brother are so busy that they don’t even have enough time to eat or sleep.
Hu Chunqing is the first Ph.D. graduate from Hulou Village, Daji Town, Cao County. In 2018, he returned to his hometown after graduating from the Chinese Academy of Sciences with a Ph.D. The couple started a Hanfu business, with his wife Meng Xiaoxia in charge of R&D and design, and Hu Chunqing in charge of production and online store sales.
A few years ago, the online store focused on performance clothing, selling two to three million a year. In 2018, it transformed into children’s Hanfu, and its output value nearly doubled. After the normalization of epidemic prevention and control this year, the performance clothing and Hanfu markets broke out at the same time.
Since the 1990s, there have been many family workshops in Daji Town, Caoxian County, Shandong Province, engaged in the production of photo studio scenery and photo studio clothing. After the villagers made the clothes, they took the finished products and sold them all over the country, gradually becoming the largest in the country. Performance costume processing base.
In recent years, with the outbreak of the Hanfu economy, the originally mature clothing industry chain has rapidly shifted to Hanfu production. The “2020 Hanfu Consumption Trend Insight Report” shows that among Hanfu users, the highest proportion of Hanfu users choose Hanfu priced at 100-300 yuan, reaching 41.78%. Most of the Hanfu in this price range comes from Caoxian County, Shandong Province.
According to iiMedia Consulting’s “2020-2021 China National Fashion Economic Development Special Research Report”, the number and market size of Chinese Hanfu fans are growing rapidly. The number of Hanfu fans in 2021 is expected to reach 6.894 million, with market sales The scale will reach 10.16 billion yuan.
Zhou Aihua was the first person to open an online store to sell clothing in Daji Town, Cao County. In 2009, Zhou Aihua persuaded her husband to spend 1,400 yuan to install network cables and buy a computer, and opened his first online store. But I didn’t expect that the computer wouldn’t move until five months later.
70 sets of Red Army uniforms were sold for more than 3,500 yuan. It is equivalent to the sales volume of half a year before going out to promote.
During the Spring Festival of 2010, more than a dozen relatives suddenly came to Zhou Aihua’s family, all of whom wanted to learn from Zhou Aihua how to open an online store to make money. The word spread quickly, and within two or three years, every household in the local villagers opened an online store.
Today, 27,000 of the 47,000 people in the town are engaged in e-commerce, with a total of 18,000 online stores opened, once occupying 70% of the country’s performance clothing market.
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Before 2019, for family workshops in Caoxian County, Hanfu did not need to be designed. They found a few well-known popular models online, and the factory continued to mass-produce them, directly reducing the price of Hanfu from thousands of yuan to more than 100 yuan. Caoxian County once occupied 30% of the national Hanfu market.
But this abnormally prosperous business suffered a heavy blow in 2019. Because its original styles were repeatedly copied, a Hanfu brand took a Caoxian merchant to court. The final result was not only losing the lawsuit, but a swarm of plagiarism also brought about vicious competition.
Lost the lawsuit and lost the market. Many Hanfu merchants in Caoxian County have paid a double price. They slowly began to learn how to find designers to draw pictures, buy copyrights, and make original clothing. What really made Caoxian Hanfu “out of the circle” was a high-end customized Hanfu, which was sold for 35,000 yuan. The manual weaving part alone required hundreds of people.
At present, there are more than 2,000 Hanfu companies in Caoxian County, including more than 600 original Hanfu processing companies. In the big market town, as long as the style is designed, problems such as fabrics, accessories, logistics, etc. can be solved in this small town, and even model photography can be completed within a radius of forty or fifty square kilometers.
Cui Wen is a native of Caoxian County and has been developing in Beijing. Last year, she discovered that Hanfu in Caoxian County was selling like hot cakes, but many Taobao stores had to send the clothes to other places to take photos and then sell them on online stores.Not only was the cost high, but it also took a lot of time to go back and forth. Cui Wen immediately decided to go back to her hometown to shoot for the online store.
Cui Wen is very efficient. According to research conducted in July last year, the studio was established in the e-commerce industrial park of Daji Town in September. An online store owner spends more than 1,000 yuan on photography, and can achieve hundreds of thousands in sales with just one hit. More and more shopkeepers found Cui Wen.
Yin Qixing worked in the sales of film and television equipment in Xinjiang before 2019. He heard that the Hanfu in his hometown of Caoxian County was very popular online, so he ordered a batch of embroidery machines from Zhejiang, returned to the village, and started embroidering Hanfu. Now, in his embroidery factory workshop, six 24-needle printing machines are swinging non-stop.
The Hanfu business was so popular that Yin Qixing soon opened an online store to sell Hanfu. It can produce three to four hundred pieces a day, and its monthly sales can reach four to five million yuan. As long as the online store releases a small hit item, production will be overwhelmed.
Hu Chunqing did not expect that the market would rebound so quickly after the epidemic. The factory couldn’t process it, which directly caused him to be unable to deliver the goods, and he was fined 20,000 yuan by the e-commerce platform.
Reputation and rank are the lifeblood of a store. If the production capacity cannot keep up, the store may face disaster. As his business grew, Hu Chunqing made up his mind to build his own processing plant and create a complete production chain. In the logistics industry park in Caoxian County, Hu Chunqing found a factory building and prepared to integrate departments scattered in different places.
The Cao County E-commerce Logistics Public Service Center will be officially opened at the end of 2020. In the future, Caoxian’s clothing will be shipped across the country faster from here. According to statistics, 350,000 people in the county have achieved employment through e-commerce entrepreneurship, of which more than 50,000 have returned to their hometowns to start businesses.
[Half-hour observation] Caoxian: Innovation is the key to Hanfu’s growth
Compared with some economically developed coastal areas, Caoxian County does not have many advantages in terms of location and economic strength. However, relying on keen market sense and hard work, Caoxian people have turned Hanfu into a nationally famous industry. The initial method for the rise of the Hanfu industry in Caoxian County was very “simple and crude”: imitating and copying, expanding the scale, and lowering the price. Relying on these “three axes”, the people of Caoxian County made the first pot of gold in Hanfu.
Nowadays, all this is becoming a thing of the past. From the initial family workshop to the entire industry chain of design, production and sales, the Hanfu industry in Caoxian County is working hard to transform from the low-price strategy of the past to a new model driven by design innovation. version 2.0. And its experience is also a portrayal of thetransformation and upgrading of many industries in rural revitalization and the development path of highquality.
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