艾媒咨询 | 2024-2025年中国汉服产业现状及消费行为研究报告

随着文化强国道路的深化发展，文化自信深入人心，推动汉服产业的发展。数据显示，中国汉服市场规模呈现持续上升扩大趋势，2023年达到144.7亿元，2027年中国汉服市场规模有望达到241.8亿元。汉服行业不断有新的入局者，推动汉服产业的发展与大众化普及，由此带动周边产业的兴起与发展，汉服写真、汉服租赁、汉服体验馆将成为产业中必不可少的一环。未来，随着“国潮”的席卷，汉服品牌与博物馆、游戏、影视剧或漫画的跨界IP合作成为汉服品牌打破原有用户圈层、提升品牌知名度的重要方法。而摒弃了繁冗复杂的设计，将汉服及传统文化中的象征性元素融入服饰的“新中式”变得越来越流行。

With the deepening development of the road of cultural power, cultural self-confidence is deeply rooted in people's hearts, which promotes the development of Hanfu industry. Data show that China's Hanfu market size shows a continuous upward expansion trend, reaching 14.47 billion yuan in 2023, and China's Hanfu market size is expected to reach 24.18 billion yuan in 2027. Hanfu industry continues to have new entrants, to promote the development of the Hanfu industry and popularization of the masses, which led to the rise and development of peripheral industries, Hanfu photo, Hanfu rental, Hanfu experience hall will become an essential part of the industry. In the future, with the sweep of "national tide", cross-border IP cooperation between Hanfu brands and museums, games, movies, TV dramas or comics has become an important way for Hanfu brands to break the original user circle and enhance brand awareness. The "new Chinese style", which abandons complicated designs and integrates Hanfu and symbolic elements of traditional culture into clothing, is becoming more and more popular.

艾媒咨询｜2022-2023年中国汉服产业现状及消费行为数据研究报告

中国汉服市场快速发展，2022年市场规模预计达125.4亿元，2025年有望达到191.1亿元，同比增长13.2%。未来汉服市场仍有较大的上行空间。艾媒咨询（iiMedia Research）调研数据显示，近七成的消费者购买汉服的渠道为淘宝、闲鱼等线上购物平台，49.8%的消费者从线下汉服实体店购买汉服。

艾媒报告|2020Q1中国汉服市场运行状况监测报告

本报告研究涉及企业/品牌/案例:汉莲服饰集团,兰若庭,同袍APP,汉未央。
在新媒体平台和个性化消费观念的推动下，中国汉服产业发展不断加速。汉服行业借助抖音、微博等新媒体平台有效传播汉服文化，并联合热门IP，实现破圈获客，同时发展租赁、摄影等周边服务，实现全产业链融合。2019年汉服爱好者规模达356.1万人，同比增长74.4%；汉服消费者购买力强，中高端汉服需求最大，超七成汉服消费者单均消费超300元；不断扩大的市场基础、高消费能力以及高用户粘性令汉服市场引来井喷，2019年市场销售额达45.2亿元，同比增长318.5%；iiMedia Research(艾媒咨询)数据显示，过半数受访用户表示支持汉服文化；同时，超七成受访用户表示有购买意愿，汉服文化认可度提高，未来汉服产业或将迎来新一轮的增长。此外，超半数消费者表示不会在日常穿着汉服，穿着繁琐及大众接受度低是主要因素。未来，将汉服与现代日常服装元素融合，进一步拓宽汉服使用场景是汉服产业的主要发展方向。

Driven by the new media and the concept of personalized consumption, Han Chinese clothing industry has developed accelerately. The industry effectively spread Han culture by new media such as Tik Tok and Weibo, and cooperated with popular IP to breakthrough the limitations brought by its minority group attribute to achieve customer acquisition. Meanwhile, it developed services such as leasing and photography to realize the integration of the whole industry chain. The amount of Han Chinese clothing lovers in 2019 was 3.56 million, with a year-on-year growth of 74.4%. Consumers have the largest demand for high-end product, with over 70% of consumers spending more than 300 yuan each. The rapid development of Han Chinese clothing market is attributed to expanding market base, high consumption capacity and high user stickiness. The market sales volume in 2019 was 4.52 billion yuan, with a year-on-year growth of 318.5%. As the data of iiMedia Research showed, over 70% of the surveyed users expressed their willingness to buy. The recognition of Han culture improved, therefore the industry may have a high growth in the future. Over 50% of consumers considered that they would not wear Han Chinese clothing on a daily basis, with cumbersome clothing and low public acceptance as the main factors. In the future, the main development direction of Han Chinese clothing industry will be to integrate product with modern daily clothing elements and further expand the use scenes.