百年石库门邂逅海派旗袍 传统非遗撬动消费升级新支点、激活消费新场景

Core Insights - The Shanghai Haipai Qipao Culture Festival has emerged as a significant cultural event, blending traditional heritage with modern fashion, and is seen as a new driver for consumer upgrades [2][10] Group 1: Event Overview - The Haipai Qipao Culture Festival took place in June in Shanghai's Zhang Garden, featuring immersive experiences such as trying on qipaos and learning traditional techniques like button making [4] - The festival lasted for 7 days and attracted over 120,000 participants, leading to a 40% increase in surrounding consumer spending [11] Group 2: Cultural Significance - The Haipai qipao represents a blend of classical aesthetics and modern elements, with traditional techniques like hand-rolled edges and Su embroidery recognized as national intangible cultural heritage [6] - The festival showcased a variety of qipao styles, highlighting the evolution of fashion from the 1920s to contemporary urban aesthetics through themed fashion shows [13] Group 3: Market Trends - The domestic qipao market is experiencing rapid growth, with an average annual sales growth rate exceeding 10%, and high-end custom qipaos priced at tens of thousands of yuan [16] - Many brands reported a 2-3 times increase in sales compared to the previous month since June, indicating a strong demand for innovative qipao products targeting both high-end and mid-to-low-end markets [16] Group 4: Future Developments - The Shanghai Haipai Qipao Promotion Association plans to integrate exhibition, fashion shows, sales, and production in future events, with over 1,500 innovative qipao designs already submitted for the 2025 festival [14]