It sold out for $60,000 in one hour, breaking out from the niche track!

  In recent years, Hanfu has gradually transformed from a niche hobby of some people to a popular aesthetic. Not only are domestic Hanfu museums booming, young people can be seen wearing Hanfu everywhere, and even some foreigners have begun to fall in love with Hanfu, which has further promoted the popularity of Hanfu brands overseas.

500 orders sold in one hour, Hanfu brand is very popular abroad

Opening up new business opportunities in the popular clothing market, the Hanfu brand NewMoonDance has successfully stood out in the clothing market with its impressive record of selling 500 orders in an hour on its independent website and generating revenue of over 60,000 US dollars.

It is understood that NewMoonDance is a brand that mainly sells Hanfu. Its independent website mainly sells Hanfu from different dynasties such as the Han Dynasty and the Ming Dynasty. The styles of Hanfu include skirts, deep clothes, robes, etc. In order to match the clothing, its product line has also extended to related accessories, such as hairpieces, shoes, bags, etc. In addition, it provides customers with tailor-made services.

The main target markets for these Hanfu products are the United States and the United Kingdom, with market shares of 59.45% and 15.33% respectively, followed by Canada, Australia and other regions. The love of local consumers has further promoted the brand effect of NewMoonDance overseas. It is understood that the current monthly visits to its independent website are 34,000, but the proportion of natural traffic has reached 35.85%.

Looking at NewMoonDance's marketing strategy, we can find that it mainly relies on social media platforms such as TikTok, Instagram, and YouTube to convert orders. The official account attracts more potential consumers by sharing pictures or videos of Hanfu outfits and cooperating with fashion bloggers. Currently, its Instagram followers have accumulated nearly 300,000.

It is not difficult to see that the popularity of Hanfu is inseparable from the promotion of social media. Taking TikTok, the most popular platform, as an example, the number of views of the #hanfu tag on the platform exceeded 1.6 billion times, and the number of views of #hanfugirl exceeded 200 million times.

Many users shared their experience of wearing Hanfu, which also increased the exposure of Hanfu. A video of wearing Hanfu shared by foreign blogger @notyourabg attracted hundreds of thousands of views and many netizens praised Hanfu, saying that "Hanfu is so beautiful" and "it aroused my desire to buy it."

Hanfu fashion blogger @mochihanfu is one of the successful cases of establishing an independent website after becoming popular on TikTok. Since joining TikTok in May 2021, @mochihanfu has accumulated nearly 800,000 fans, relying on videos of Hanfu fashion and makeup. As the number of fans increases, the blogger launched an independent website. With the support of his popular videos, the traffic of the independent website store increased from 12.7K to 23.9K in 3 months, which is enough to show the love of overseas consumers for Hanfu.

There are even some brands that choose to combine traditional elements with modern ones, such as adding zodiac elements and Lolita into the design of Hanfu. The innovative design not only adds a modern touch to Hanfu, but also makes it easier for overseas consumers to accept.

In fact, it is not just the independent sites mentioned above. The popularity of Hanfu has also benefited other cross-border e-commerce platforms and sellers. The sales of Hanfu have also performed well on platforms including Amazon and Temu.

Behind the explosion of Hanfu, a niche hobby has become a multi-billion-dollar industry

Perhaps relying on China's strong supply chain and design, the number of Hanfu sellers and products is gradually increasing. Searching for Hanfu on Amazon, you can find all kinds of Hanfu, headwear, waist ornaments, bags, etc., with product prices ranging from a dozen dollars to thousands of dollars.

The sales of Temu Hanfu on the platform, which is quite popular , rose last year, significantly higher than expected, with some sales exceeding 10,000, and the prices of the products mostly ranging from US$27.99 to US$36. For example, a children's Hanfu, which was priced at only US$28.48, received over 50,000 reviews, most of which were positive. In addition, the sales of horse-faced skirts were also hot on platforms such as AliExpress, eBay, and Etty.

Obviously, Hanfu is gaining popularity overseas. From Hanfu communities, to the popularity of ancient Chinese idol dramas overseas, to Hanfu offline activities overseas, they are all subtly influencing the aesthetic tastes of overseas consumers. Especially after the Dior plagiarism incident of the horse-faced skirt fermented, more and more young people spontaneously wore Hanfu overseas to spread Chinese culture.

Originally an exhibit in a museum, it has become a niche hobby for some people. Just like a trickle turning into a tide, Hanfu has now been pushed into a multi-billion dollar industry, and has also become a breakthrough for many sellers to sprint into the clothing market.

Data shows that as Hanfu continues to break through the circle, the number of registered Hanfu-related companies has shown an overall growth trend. Last year alone, the number of registered Hanfu-related companies soared by 350% to 2,691. This situation is still continuing this year. At present, there are 6,610 Hanfu-related companies in China, with the largest number in Xi'an, followed by Heze.

Cao County under Heze is the largest Hanfu production base in China. It can be said that one out of every two Hanfu on the market is produced in Cao County , which also confirms Cao County's leading position in Hanfu.

At the beginning of the Year of the Dragon, netizens wearing horse-faced skirts began to check in at various scenic spots, museums, and trendy places, becoming a new streetscape. This in turn led to a substantial increase in Cao County's economy. Data shows that in the first half of this year, the online retail sales of Hanfu in Cao County reached 19.978 billion yuan, a year-on-year increase of 15.9% . Among them, the sales of Hanfu reached 4.06 billion yuan , a year-on-year increase of 18%.

Chinese-style clothing is becoming popular overseas

This situation continued until this year's graduation season. A national style trend was set off in China, and accessories with traditional clothing elements such as Hanfu cloud shoulders, hairpin flower bachelor hats, lanshan, Confucian scarves and silk ribbons were used in graduation photos. Later, this trend was also blown overseas. Many Chinese students appeared in traditional Chinese clothing at the graduation ceremony, attracting a lot of attention.

The editor learned that a domestic company received quite a few orders this year, ranging from tens of thousands to hundreds of thousands, mainly from overseas students who ordered them for graduation ceremonies.

On some overseas e-commerce platforms, the number of orders for new Chinese-style Hanfu, including horse-faced skirts, has also seen unprecedented growth. According to Caoxian Hanfu staff, e-commerce platforms including SHEIN and Temu have also launched new Hanfu categories.

On the streets of New York and other overseas cities, there are more and more girls wearing Chinese horse-faced skirts. They not only wear Chinese clothes on major festivals, but have even become daily wear for some people. Even Princess Diana wore a Chinese horse-faced skirt when attending formal events, which undoubtedly increased the popularity of the horse-faced skirt overseas.

In addition, some Caoxian Hanfu enterprises have begun to engage in overseas business, selling Hanfu to European countries such as Italy. In the future, the Hanfu market is expected to continue to expand, and it is foreseeable that more clothing containing traditional Chinese cultural elements will go global .

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