Photo/Zhang Jian (NBD)

Wearing Hanfu and taking beautiful photos has become a way for many Chinese people to celebrate the Spring Festival.

According to a previous report by Xinhua News Agency, Cao County, Heze City, Shandong Province is one of the main production and sales bases for Hanfu and performance costumes in China. Last year, the sales of Hanfu exceeded 7 billion yuan. Data from Cao County E-commerce Service Center shows that the sales of Hanfu industry in the local area during the Spring Festival this year has exceeded 300 million yuan.

Big data from multiple e-commerce platforms shows that the search volume for Hanfu has skyrocketed since January this year. Among them, Mamianqun (a type of traditional Chinese skirt) has become the most popular single product under the Hanfu category, and the sales of many hot-selling products have exceeded one million yuan. 

"Even the one on the model is sold out"

According to Jiupai News, Yao Chixing, general manager of a Hanfu maker in Cao Xian Country said that in order to meet the New Year atmosphere of the Dragon Year Spring Festival, they designed more than 1,000 New Year's greetings clothes. Among them, the Mamianqun with the "dragon and phoenix" elements is particularly popular with customers. "We can sell more than 500 units a day on average."

The sales of Hanfu during the Spring Festival were so hot, far exceeding Yao Chixing's expectations. She said, "I thought I would be relaxing during the new year holiday. I didn't expect that customers started calling to ask if we would be open for business during the Spring Festival from the 29th of the twelfth lunar month. So from the second day of the first lunar month, after some employees finished visiting their relatives, we resumed operation." She said that during the Spring Festival, she was so busy that she didn't have time to eat lunch.

Yao Chixing said that she has always wanted to promote Chinese traditional culture through "Hanfu". This year, she received a lot of overseas orders. "Foreign friends also wear the Hanfu we made, which makes me excited. It's worth working more than ten hours a day."

Photo/Jiu Pai News

Too Many Orders Distressed Manufacturers: Over 30,000 Mamianqun remain undelivered

According to CCTV News, big data from multiple e-commerce platforms shows that since January of this year, the search volume for Hanfu has skyrocketed, among which the Mamianqun has become the hottest item in the Hanfu category, with sales of many hot-selling items exceeding one million yuan.

Zhang Mingqiang, general manager of Hanfu maker in Zhejiang Province, said that he feels very happy with the endless stream of orders every day, but he is also very distressed by the unfinished orders. At present, he still owes customers more than 30,000 orders of Mamianqun. It takes less than 2 hours to process the fabric into a finished Mamianqun. But even with such work efficiency, the current production capacity of the enterprise cannot meet the current demand for Mamianqun orders.

Photo/CCTV

According to Shangguan News, some stores specializing in Mamianqun have great market demand. It is not uncommon for a live broadcast to sell hundreds of thousands of pieces. A post-1990s Hanfu designer Meng Yuezhen is also paying attention to the Mamianqun skirt market. In her opinion, "This market is still far from its peak."

As orders keep mounting, new facilities such as digital printing and high-speed embroidery are beginning to take shape. At present, there are 2,186 Hanfu upstream and downstream enterprises and 12,797 online stores in Cao Xian County, with nearly 100,000 employees.