intertextile goes to Caoxian, the “center of the universe” to explore the wealth code of Hanfu
Speaking of Douyin’s viral memes this year, Caoxian County has to be mentioned. This small county in the east, west, and south of Shandong, which quickly became famous on the Internet because of its high-frequency live broadcasts, has now “joined the ranks of the four first-tier cities, and is as famous as Beijing, Shanghai, and Guangzhou, and has become the “center of the universe.”
The descriptions in various jokes on the Internet are slightly exaggerated, but even though Caoxian County is just a small county, it does have “material”. What became popular together with Caoxian County was the local Hanfu industry. If you search for Hanfu at this price on the e-commerce platform, nine out of ten the place of delivery will be Cao County. Caoxian County is also known as the source of “young people’s first Hanfu”.
In recent years, Hanfu has become more popular, and intertextile has been paying attention to the dynamics of this industry. From the buyer database of the exhibition in the past two years, we found that frequent buyers of Hanfu brands such as Shisanyu, Hanshang Hualian, Huachaoji, Zhiyuji, Chixia, Yuanshanqiao, Chunshanji, Qingshuixi Hanchu, etc. Check in intertextile records. The arrival of Hanfu buyers reflects on the one hand the fact that Hanfu has left the industry, and on the other hand it also shows the demand for mid-to-high-end products in the Hanfu market and the increasingly urgent need for Hanfu brands to develop and purchase mid-to-high-end fabrics.
On July 13, at the invitation of the Shandong Textile Engineering Society, the intertextile Planning Department delegation visited Caoxian County, the “Cosmic Center”. This inspection hopes to use intertextile’s global high-quality fabric supply resources, strong business resources, industry cutting-edge trend hotspots, and the upstream and downstream linkage advantages of the industrial chain to link up with local industrial clusters to help The Hanfu industry in Cao County has accelerated the pace of high-end resource docking and industrial upgrading.
[The Internet celebrity county magistrate said this]
Our Cao County does not lack traffic, but lacks…
At noon on the 13th, the plane landed at Heze Mudan Airport. After another hour and a half drive, we arrived at this Internet celebrity town.
intertextile walks into Caoxian
At the gate of Eshang Town in Cao County, the delegation was warmly received by Liang Huimin, the magistrate of Cao County. The Internet celebrity county magistrate, who responded on the Internet soon after becoming popular in Caoxian County, spoke a Shandong dialect and introduced the current situation of the development of Hanfu industry in Caoxian County to the inspection team in a very practical way: Caoxian County became popular some time ago, and there are related videos on the Internet. With 5 billion pageviews, we in Caoxian County have no shortage of traffic. Recently, the online sales of Hanfu in Daji Town reached 600,000 orders a day, double the 300,000 orders in the same period in 2019. The hot market has driven the Hanfu industry in Cao County into a period of rapid development, and it is also facing many problems. At present, the industry in Caoxian County is in great need of strong R&D teams and R&D talents to come in and work with enterprises on R&D. It also needs the supply of mid-to-high-end fabrics to support industry upgrading.
Intertextile staff introduced Intertextile’s exhibition advantages, platform strength and business empowerment role to County Mayor Liang, and had preliminary communication with County Mayor Liang on group visits, business docking, event organization, etc. County Magistrate Liang said: This is exactly the resource we need to connect with! We very much welcome industry associations to come here to inspect the market and provide opinions and suggestions for our industrial development. We also hope that through the power of industry associations, we can bring high-quality production and processing resources and high-quality surface and auxiliary material resources to Caoxian County to help Caoxian Hanfu enterprises achieve a goal from quantity to quality. leap.
Station1
[Hanfu Association has been established]
Rapid response and focused planning
The delegation first came to the exhibition hall of the Hanfu Experience Center in Qingchuang District, Eshang Town, Cao County. The Hanfu Experience Museum displays more than a hundred types of Hanfu clothing, including Tang, Song, Yuan, Ming and other dynasty styles. Various styles are displayed for men, women, old and young. From casual clothes priced at tens of yuan to python robes priced at tens of thousands of yuan, you can find them here. See. “There are a large number of Hanfu merchants in Caoxian County, and each Hanfu merchant has limited styles. The purpose of establishing the Hanfu Experience Center is to gather all the Hanfu merchants in Caoxian County here for Hanfu enthusiasts and purchasers to choose from.” Experience Hall staff introduce.
Exiting the experience center, turn right and walk a few steps to reach the workstation of Dr. Hu Chunqing, the number one Hanfu expert in Cao County, highly recommended by County Magistrate Liang. Under the operation of Dr. Hu and his wife Meng Xiaoxia, the company now has three original Hanfu brands, with studios in Beijing, Shanghai and Guangzhou. Last year, the county’s overall sales of Hanfu were 1.9 billion yuan. So far this year, Dr. Hu’s family’s sales have reached 15 million yuan.
Dr. Hu’s lover Meng Xiaoxia said: “In the past two years, due to cultural confidence and national self-confidence, the national style has been welcomed by consumers, and it has also given more cultural connotation to the Hanfu industry in Caoxian County. Now one-third of the national Hanfu market The products are produced here. Every household in the town operates Hanfu business, and the industry is related, but very loose. With the support of the county government, we took the lead in establishing the Cao County Hanfu Association. In the next step, the association will unite local enterprises to further integrate resources and integrate the industry Collection.”
Meng Xiaoxia said that within a year, the Hanfu Association plans to give Caoxian Hanfu a new look. The association will maintain the advantages of local e-commerce development, combine online and offline activities, and cooperate with the national tourism industry.The district and cultural center will work together to create the concept of “cultural tourism Hanfu” and increase the development of cultural creativity. In the end, from performance costumes to Hanfu, Hanfu to daily improvements, to national style, to cultural and creative IP, while achieving industrial upgrading, the connotation of the entire industry must also be expanded. “For us, this plan is difficult, but we are confident and will use our own advantages to work hard. We also hope to attract more resources and better partners through intertextile’s platform to directly cooperate with us , let’s do this together.”
[Enter the “Online Shop Village” market town]
There are Internet genes and soil here
Under the recommendation of County Magistrate Liang, the second stop of the inspection team came to Daji, the important town of Hanfu in Cao County. All the 32 administrative villages under the jurisdiction of Daji Town are “online store villages”, contracting 70% of the country’s performance costumes. In other words, in the movies and TV shows that everyone watches at home, most of the clothes worn by the actors in the TV series come from Cao County. As “Hanfu culture” becomes more popular, the domestic market demand for Hanfu is gradually increasing. People in Daji Town, Cao County also keenly grasped this point and began to get involved in the production of Hanfu.
Hou Zhengliang, the mayor of Daji Town, and An Qing, the executive deputy mayor, respectively introduced at the symposium that in the past two years, driven by the “cultural renaissance”, more and more young people have begun to pay attention to Hanfu culture, and the sales of Hanfu clothing have been increasing year by year. increase. Affected by the epidemic in 2020, the performance clothing market has encountered a cold winter, and 95% of the goods have lost sales. During visits to merchants, the town government found that Hanfu was much less affected than performance costumes, and online orders have been relatively stable. Therefore, the town government and merchants discussed epidemic countermeasures together, adjusted their thinking, and formulated relevant support policies to help merchants switch to Hanfu production. At present, there are 3,000 registered industrial and commercial enterprises for Hanfu and performance clothing in Daji Town, and more than 20,000 online stores.
Intertextile staff introduced the role and practical value of intertextile in the field of textile trade promotion to the town leaders, and exchanged ideas on the cooperation and activities that the platform can carry out with local governments and enterprises. Mayor Hou said excitedly: “The biggest advantage of Daji is that it has the genes and soil of the Internet. Your business matching resources are very valuable to us. At present, the business matching that the government can do for merchants is still limited to ‘bringing in’ At the level of publicity, more and more external resources will come to Daji and cooperate with our local enterprises; in the next step, as a key direction of industrial upgrading, we must also actively lead enterprises to go global , learn advanced concepts and experiences from outside, and connect with high-quality fabric and auxiliary material suppliers and high-quality industry platforms, give full play to the genetic advantages of the local Internet, and work together to make the Hanfu industry bigger and stronger.”
[Understand fabric needs]
“The center of the universe” is used in great quantities
Leaving the Daji Town Government, the delegation came to the Daji Town College Student Entrepreneurship Training Center. The exhibition hall is small and filled with various performance costumes and Hanfu products. The picture and text introductions on the surrounding walls once again confirm the remarkable achievements in the development of the performance costume and Hanfu industry in this town.
On the second floor of the exhibition hall, the live broadcast staff of Shandong Hanmeng Nishang Network Co., Ltd. are conducting Hanfu live broadcast. The person in charge, Zhu Xinxin, is truly an entrepreneurial young man who returned from Beipiao. When asked about the use of local fabrics, Zhu Xinxin said that local performance costumes and Hanfu use a huge amount of fabrics. The prices of chiffon, imitation silk, tangle, organza and other fabrics used in Hanfu range from a few yuan to dozens of yuan. , there is more demand for mid- to low-end fabrics.
At around 10 o’clock in the evening, the inspection team walked into the Shandong Ocean Clothing store. Mr. Sun, the person in charge of the company, answered the question about ordering fabrics: The merchants here are family-based production, many intermediate chains are outsourced, there are many styles on the shelves, and the minimum order quantity for purchasing surface and accessories is small, but the market response after a style is put on the shelves will be determined at any time. Re-ordering has a short procurement cycle and high frequency. If the product becomes a hot item, the demand for fabrics will skyrocket. During the peak season, orders are processed during the day, and noodles and accessories are reordered at night according to the order situation. On the one hand, this method can quickly adjust products according to the market, and everyone can respond quickly; on the other hand, it can also reduce warehouse rent and inventory backlog problems.
It was already midnight when I left the Ocean Clothing Store. For more than an hour, the prompt tone of “Tmall has customers” on the computer at the counter never stopped. Members of the delegation laughed and joked that Mr. Sun’s business was so good. He said it was rare to be able to sit here and chat with you now. Now, I often have to stay up all night to process orders and production, which makes me tired at the same time!
The inspection of Caoxian County has come to an end. This county, which started from photo studio props and costumes, to the production and sales of performance costumes and Hanfu, seems to be able to seize special opportunities at every step. People here have a strong sense of Internet thinking, a keen sense of smell, are practical and diligent, and have the ability to respond quickly. In just two months, Caoxian County, which accounts for one-third of the Hanfu market, has emerged from the circle. Hanfu people in Caoxian County, who have seized the explosive dividends, are also aware of the problems. The lack of leading enterprises with high output value, the weak branding of local industries, and the difficulty in introducing high-end resources all need to be solved urgently.
Entrusted by the local government and enterprises, in the second half of the year, intertextile will take advantage of the flagship exhibition of fabric accessories and the potential of China Textile Federation to help Caoxian Hanfu industry resource integration, brand incubation, and industrial upgrading, while docking high-end fabrics and strengthening original design capabilities , broaden sales markets and other aspects to connect Hanfu enterprises, and also provide more business opportunities for the majority of exhibitors.
AAA
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Disclaimer: Some of the texts, pictures, audios, and videos of some articles published on this site are from the Internet and do not represent the views of this site. The copyrights belong to the original authors. If you find that the information reproduced on this website infringes upon your rights and interests, please contact us and we will change or delete it as soon as possible.
AAAIn terms of improving materials, strengthening original design capabilities, and broadening sales channels, it will connect Hanfu companies and provide more business opportunities for exhibitors.
AAA
Disclaimer:
Disclaimer: Some of the texts, pictures, audios, and videos of some articles published on this site are from the Internet and do not represent the views of this site. The copyrights belong to the original authors. If you find that the information reproduced on this website infringes upon your rights and interests, please contact us and we will change or delete it as soon as possible.
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