Core Insights - The traditional Hanfu store "Ziyiming Tang" announced its closure on October 15, 2023, due to systemic challenges in the market, marking a significant trend in the Hanfu industry as several other brands have also closed or transformed [2][4][11] - The Hanfu market has seen a decline in popularity among young consumers, with many expressing disappointment over the quality and pricing of products, leading to a decrease in sales [5][10][8] - The industry is facing a wave of closures, with many stores offering steep discounts, indicating a shift in consumer interest and market dynamics [11][10] Market Trends - "Ziyiming Tang" is not alone; other brands like "Zhiyu Ji" and "Mingjing Huafu" have also announced closures, reflecting a broader trend of Hanfu store shutdowns in recent years [4][11] - The Hanfu market has experienced rapid growth followed by a significant cooling, with consumers increasingly critical of high prices and low quality [5][10] - The market is witnessing a shift where high-priced items, such as the popular Ma Mian skirt, are becoming less appealing to consumers, leading to reduced sales for many retailers [10][8] Consumer Behavior - Young consumers are becoming disenchanted with Hanfu, citing issues such as inflated prices and poor quality, which has led to a decline in purchases [6][9] - Many consumers, including avid Hanfu enthusiasts, have reported a decrease in their purchasing frequency due to a lack of innovation and rising prices in the market [6][8] - The perception of Hanfu as a luxury item is being challenged, with calls for more affordable and accessible options to attract a broader audience [13][19] Industry Challenges - The Hanfu industry is grappling with a lack of differentiation and innovation, leading to market saturation and consumer fatigue [10][19] - Retailers are facing difficulties in maintaining profitability, with many opting to close stores rather than continue operating at a loss [11][10] - The challenge lies in balancing traditional elements with modern consumer expectations, as many brands struggle to adapt to changing market dynamics [19][20] Future Outlook - For the Hanfu market to thrive, it must break away from the notion that high prices equate to quality, focusing instead on cultural significance and accessibility [19][21] - There is a need for innovation in design and pricing strategies to appeal to modern consumers while preserving cultural heritage [19][21] - The future of Hanfu may depend on its ability to integrate into everyday fashion, making it relevant and appealing to a wider audience [21][19]
12年的汉服老店，倒在双11前夕
3 6 Ke·2025-10-16 12:48