新中式服装行业洞察报告

Industry Overview - The new Chinese-style clothing market experienced a significant surge in popularity in 2023, with related searches on Douyin increasing dramatically The hashtag 马面裙 (horse-face skirt) garnered over 20 billion views, while 新中式穿搭 (new Chinese-style outfits) surpassed 10 billion views [6] - The market size of new Chinese-style clothing grew by over 246% in 2023, with a notable spike in January 2024 due to increased demand for festive attire [8] - New Chinese-style women's clothing dominates the market, with a 259% year-on-year growth in 2023, while children's clothing grew by 199% and men's clothing by 108% [17] Market Trends - The new Chinese-style fashion trend is characterized by the fusion of traditional Chinese elements with modern design, appealing to younger consumers and driving the rise of "Guochao" (national trend) culture [2] - Fashion and sportswear brands, including Erdos and Zara, are increasingly incorporating new Chinese-style elements into their designs, targeting younger demographics [11] - Lightly mature women aged 24-40 show the highest interest in new Chinese-style clothing, particularly in Guangdong and Zhejiang provinces [13][14] Women's Clothing Segment - New Chinese-style women's clothing saw a 259% year-on-year growth in 2023, with a 591% surge during the 2024 Spring Festival period [19] - The horse-face skirt emerged as a breakout product, with a 700% year-on-year growth in 2023, driven by its versatility and affordability [28] - The mainstream price range for women's clothing is 100-300 RMB, with higher-priced items (300+ RMB) showing strong growth potential [23] Children's Clothing Segment - New Chinese-style children's clothing is primarily popular during winter, especially before the Spring Festival, with traditional items like cheongsams and Tang suits leading the market [34] - The mainstream price range for children's clothing is 50-300 RMB, with 100-300 RMB contributing the most to sales growth [36] - Consumers prioritize warmth and functionality in children's clothing, alongside the traditional Chinese aesthetic [38] Men's Clothing Segment - New Chinese-style men's clothing grew by 108% in 2023, with ethnic clothing being the largest subcategory [42] - The market is more active in spring and summer, with ethnic clothing, shirts, and T-shirts being the most popular items [45] - The mainstream price range for men's clothing is 100-300 RMB, though growth in this segment is relatively slow [47] Key Products and Brands - The horse-face skirt is a standout product in the women's segment, with brands like 织造司 (Zhizaosi) leading the market [26] - In children's clothing, brands like 辰辰妈 (Chenchenma) and 喔克宝贝 (Wokebabies) are popular, with a focus on festive and functional designs [39] - Men's clothing is dominated by traditional Tang suits, with brands like CUBUFQ and 君帝尼 (Jundini) catering to older demographics [51]