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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 | 2023-2024年中国新国货消费行为监测与商业趋势研究报告
90后、00后的新青年消费群体成为消费市场的新力军,推动消费需求更迭,年轻消费群体成为国货消费主力,各行业的国货需求存在区域差异等特点,越来越多的消费者愿意为国货买单。调研数据显示,年轻群体已成为国货市场的消费主力,超六成消费者集中在19-35岁之间,“理智型动机”成为年轻群体购物主要导向之一。
艾媒咨询分析师认为,年轻消费者市场品牌竞争压力较大,国货品牌需迎合年轻消费者的需求进行升级,才能在市场中拥有竞争力。
The new young consumer group of the post-90s and post-00s has become a new force in the consumer market, promoting the change of consumer demand. The young consumer group has become the main consumer of Chinese goods. The demand for Chinese goods in various industries is characterized by regional differences. More and more consumers are willing to pay for Chinese goods. The survey data shows that Young people have become the main consumer force in the domestic market, with over 60% of consumers concentrated between the ages of 19 and 35. "Rational motivation" has become one of the main shopping directions for young people..
iiMedia Research analysts believe that the brand competition pressure in the young consumer market is high, and domestic brands need to upgrade to meet the needs of young consumers in order to have competitiveness in the market.
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