Red dress with green sleeves、Wide robe and wide sleeves、Blue shirt and white coat......The shape of each piece is exquisite、Classical 188bet mobile login occupies nearly one-third of the closet space of Yueyue (pseudonym), a 188bet mobile login enthusiast born after 1995，“Traveling during holidays or visiting relatives and friends，I mostly wear 188bet mobile login。

In the past two years, I feel that people are becoming more and more accepting of 188bet mobile login，Some passers-by saw me wearing 188bet mobile login，He will tell the people next to him that this is 188bet mobile login，There are more colleagues (188bet mobile login lovers) around me。”

Today，Wearing 188bet mobile login to travel in various public places has become a common social phenomenon，188bet mobile login subculture is breaking through and counterattacking with unstoppable momentum。

iiMedia Consulting, which has been paying attention to the national economic field for many years, has released a set of data，2020，The number of 188bet mobile login enthusiasts in my country increased by 45% year-on-year，Da516.30,000 people，Correspondingly, the sales volume of China’s 188bet mobile login market increased by 40% year-on-year.7%，Da 63.600 million yuan。According to prediction，The number of 188bet mobile login enthusiasts is expected to reach 689 in 2021.40,000 people，Market sales are expected to exceed 10 billion yuan。

More than ten years ago, 188bet mobile login was a strange thing.

2003，Zhengzhou native Wang Letian wore 188bet mobile login and took to the streets to declare the revival of 188bet mobile login，This is the first time that 188bet mobile login appeared on the streets of China in modern times，Most people don’t care。2010，A female citizen from Chengdu wears a qujing dress，Mistaken by passers-by for a kimono and attacked。Some netizens used 188bet mobile login ID photos when registering their marriage，Rejected on the grounds of "fancy dress"。

After more than ten years of development，188bet mobile login has become a popular style of clothing among young people，Gradually changing from a novelty of interest at the clothing level to a cultural renaissance at the social level，What lies behind this is the younger generation’s increased sense of identity with traditional culture。

Who is keen on buying 188bet mobile login?

In the early years, 188bet mobile login was still a niche subculture，But its presence among the public has become stronger in the past two years，There is a trend from "enclosing one's own cuteness" to "breaking out of the circle"。

Douyin’s “188bet mobile login”-related videos have a huge traffic of up to 50 billion views；Henan Spring Festival Gala in 2021，The Tang Dynasty-made skirt worn by the actors in "Tang Palace Night Banquet" became popular；In the group night of "Sister Riding the Wind and Waves 2" which was just aired recently，Zhang Xinyu、Xuan Lu、Dong Jie put on a 188bet mobile login show，On Weibo hot search。At the same time "Chang'an Twelve Hours"、《Know whether you know，Should be green, fat, red and thin》、The emphasis on costumes in costume dramas such as "Qing Ping Le" further reflects the charm of 188bet mobile login，A set of Chinese costumes from the recent hit drama "The Order of Mountains and Rivers" was auctioned for a sky-high price of 200,000 yuan......188bet mobile login is becoming increasingly popular。

Young people of Generation Z are the main consumers of 188bet mobile login。A survey conducted by iiMedia Consulting shows，Over 50% of Chinese 188bet mobile login robes are aged 19-24 years old，Second is 16-18 years old，Proportion is 23.16%，And dominated by female consumers。

Yue Yue, who was born in 1995, told Zhihui，She belongs to a 188bet mobile login Association in Xi'an，There are 188bet mobile login enthusiasts of all ages，But the proportion is still mostly young girls。

Yueyue got into the trap at the 2015 Xi’an Flower Festival，Five years，She has purchased about 40 pieces (sets) of 188bet mobile login，“Not yet graduated，One-fifth of the living expenses will be taken out every month，Buy 188bet mobile login for 300-500 yuan，And after repeated inspections，Buy one with higher cost performance，After working, I spend about 5,000-8,000 yuan on 188bet mobile login every year。Due to the high cost，I usually buy it during events，This can save a fortune。”

But according to Yueyue，Consumption level of 5,000-8,000 yuan a year，Can only be considered mid-range in the 188bet mobile login circle，"In the 188bet mobile login Association I join，There are also girls whose annual consumption is 30,000-50,000 or even higher。”

The "Online 188bet mobile login Consumption Insight Report" released by China Business News shows，2019，About 50% of 188bet mobile login enthusiasts own 2-4 sets of 188bet mobile login，The number of consumers who own 5 sets of 188bet mobile login or above accounts for about 15.3%，The overall per capita ownership of 188bet mobile login is about 3 pieces。The price for a single set of 188bet mobile login，About half of 188bet mobile login consumers said that the usual purchase price range is between 300 yuan and 500 yuan，Also 31.9% of consumers said they would accept 188bet mobile login priced from 500 yuan to more than 1,000 yuan。

Among them, those born after 1995 prefer a relatively higher annual consumption amount between 200 and 1,000 yuan；Among consumers with an annual consumption of 10,000 yuan，The proportion of post-90s consumers is more prominent。

The author searched for "188bet mobile login" on Taobao and found it，High-selling Chinese clothing，The "cabbage price" 188bet mobile login with a unit price of 100-300 yuan is the most popular。188bet mobile login worth over a thousand yuan or even tens of thousands yuan，Mainly by hand、Limited、Customization is the selling point，Sales are not high。The 188bet mobile login sold by merchants has a higher proportion of women's clothing。Also，188bet mobile login “peripheral products” can sell for dozens of yuan just for a hair crown、Hundreds of dollars。

Some 188bet mobile login enthusiasts will hang their idle 188bet mobile login on Xianyu，Replace or discount 188bet mobile login at the same price，It is a good resource replacement for some colleagues who love 188bet mobile login but have limited living expenses。

Judging from the above information，You can basically get a glimpse of some consumption characteristics of 188bet mobile login consumers: 1、Women born after 1995 are the main consumer group of 188bet mobile login，There are some students with low purchasing power，They pursue high cost performance；2、The post-90s generation has relatively higher purchasing power；3、In a market dominated by female consumer groups，Also a small number of men、Children、Wedding consumer group。

Behind this 188bet mobile login market, which is expected to exceed 10 billion yuan in sales，It also hides the consumer chaos caused by the proliferation of copycats。What is a copycat？This depends on what is 188bet mobile login、What are the standards of 188bet mobile login?。

188bet mobile login，From the time when the Yellow Emperor ascended the throne to the late Ming and early Qing dynasties，Has unique Han style and characteristics、The traditional clothing system containing Chinese etiquette culture，Also known as Han Yiguan、Han costume、Huafu。

Hand over the right collar、Rope knot、Top and bottoms、Wide robe with big sleeves、“Shapes” such as edge trimming are typical features of traditional 188bet mobile login，This is also the standard that distinguishes 188bet mobile login from fashion and other ethnic costumes。its form、The structure and cutting and joining methods constitute the “shape” of 188bet mobile login，Extremely sophisticated，includes"Top and bottoms"Made、"深衣"Made、"Ruskirt"Made。Divided by dynasty，With Jin system、Tang Dynasty、Made in Song Dynasty、Ming system。Different from the three-dimensional tailoring of fashion，188bet mobile login is made using flat cutting technology。

Precisely because the shape of 188bet mobile login is complicated，Lack of unified standards and specifications for a long time，Ordinary merchants need to spend a lot of money to learn textual research to design clothing，Resulting in cumbersome process、Long construction period、Single batch output is small。In addition, 188bet mobile login consumers have personalized demands for “beauty”，Need single product update speed，Causes marginal cost to increase，Influence on profit margin。

So some businesses are opportunistic，Imitate original works created in strict compliance with formal requirements to create copycats，Shoddy craft fabric，Sell it at a unit price lower than the original 188bet mobile login。

Zhihui was found by searching on Taobao platform，A type of 188bet mobile login called "Qingping Diao" is sold in many stores。The authentic version of this 188bet mobile login was released in 2015，The current sales volume is 119 pieces，The unit price is about 500 yuan。Other pirated copies of "Qing Ping Tiao" sell for only about one hundred yuan，One of the pirated copies sold more than 500 pieces。

Some entry-level enthusiasts who lack the ability to identify and have limited purchasing power are the "high-risk areas" for piracy。

In the 188bet mobile login circle，There is a chain of contempt between "zheng" (original) and "shan" (copycat)。Once you buy a copycat 188bet mobile login，It’s like stepping on the bottom of the “chain of contempt” in the 188bet mobile login circle，This also discouraged some new players who were waiting。

At the top of the contempt chain，It is an effort to discover and restore traditional patterns、The pursuit of "correct shape" in clothing details、188bet mobile login enthusiasts who respect the dressing process and high-quality handcrafted styles，They are called "Critical Sect"。

Yueyue told Zhihui，Own a high-end customized 188bet mobile login from Minghuatang, the "LV of 188bet mobile login"，It is the ultimate dream of many colleagues。Original brands similar to Minghuatang include Hanke Silk Road、Shili Pearl, etc.，These brand clothes are all based on the actual clothing of the Ming Dynasty，"Correct shape"、Strict quality control、Exquisite craftsmanship、Excellent fabric，Compared to a few hundred yuan of polyester fiber 188bet mobile login，Really good clothes are made of silk、Satin，The price can reach tens of thousands of yuan。Despite the high price，Its official website shows that the construction period of the clothing order has been scheduled to early March 2022。

In the 188bet mobile login circle，The disputes between many factions have never stopped，Except for the textual criticism school，There are "reformists" who pay attention to the practicality of clothes，The representative is the star girl Xu Jiao；There is also the "Fairy Sect" contaminated with the immortal style of the Wei and Jin Dynasties，The pursuit of immortality、Beautiful。These diverse factions and small circles，Constitutes the "188bet mobile login Circle" in the overall sense。

The tens of billions market driven by “good looks”

From the perspective of internal needs，The influence of 188bet mobile login culture，It’s not just a revival of a certain kind of clothing，It is an expression of the needs of young people。

Clothing is a recognizable external personality expression，188bet mobile login groups decorate themselves with 188bet mobile login，An experience that satisfies individual values，Two uses 188bet mobile login to convey the signal of being the inheritor of their traditional culture，Thereby indicating one’s higher social status；Calling each other "comrades"、Form associations and societies，Build group identity，Meet social needs。

Picture source: Xitang Tourism WeChat official account

The author searched Tieba、Discovered on Douban and other social platforms，There are various 188bet mobile login associations all over the country、188bet mobile login Organization，Provides opportunities for colleagues to learn 188bet mobile login culture、A platform for sharing and communication，Except for Chinese traditional festivals，We also carry out online or offline activities from time to time on weekdays。

At the same time，The most fundamental point is，The good looks of 188bet mobile login bear the aesthetic needs of the 188bet mobile login community，Putting their ancient feelings on them。

Yue Yue has loved watching costume dramas since she was a child，I have always dreamed of transforming into the protagonist with fluttering clothes in the drama，“Transforming into a costume drama heroine” and “good looks” are the main reasons why she got into 188bet mobile login，The emergence of 188bet mobile login is the carrier and derivative of the ancient style complex。

The driving force of the renaissance of 188bet mobile login culture is reflected in many levels;

Related policy guidance and support

Back in 2017，Relevant authoritative departments issued the "Opinions on the Implementation of the Inheritance and Development Project of Excellent Traditional Chinese Culture", which mentioned the implementation of the Chinese festival etiquette clothing plan。188bet mobile login as the traditional clothing of the Han nation，Belongs to a series of clothing that showcases the unique cultural charm of the Chinese nation。

At this year’s National Two Sessions，Deputy to the National People’s Congress、Cheng Xinxiang, the intangible cultural heritage inheritor of Hunan embroidery, submitted a motion，Proposal to establish a national “188bet mobile login Day”。The revival of 188bet mobile login is starting from a folk movement，Transformed into the revival of Chinese studies、Revival of folk beliefs、An important branch in the revival of traditional rituals。

Festival activities create atmosphere

Yueyue lives in Xi’an，Every Flower Festival、Qiao Qiao Festival、Shangyuan Festival、Dragon Boat Festival and other traditional festivals，Yueyue can be seen in 188bet mobile login activities held in major scenic spots in Xi'an。

As the ancient capital of thirteen dynasties，The urban temperament of Xi’an is highly consistent with the cultural connotation carried by 188bet mobile login，Has unique cultural, historical and natural landscape resources to carry out 188bet mobile login activities。

Except Xi’an，Beijing、Hangzhou、Suzhou、Luoyang、Cities such as Jiaxing are all highlands of 188bet mobile login culture。

2018，The Central Committee of the Communist Youth League officially "seals" the "China Costume Day"，Select the third day of March each year (the birthday of the Yellow Emperor) to carry out cultural activities，This is the most significant development achievement currently achieved by the 188bet mobile login movement，is the official voice for the dissemination and promotion of 188bet mobile login culture。

The community and film and television IP work together to "plant grass"

New media enables 188bet mobile login culture to be further developed and strengthened in cyberspace。

Tik Tok、Kuaishou、Weibo、Social platforms such as Xiaohongshu are performing the drama of spreading 188bet mobile login culture。188bet mobile login enthusiasts pass pictures and texts、Video、Live broadcast and other forms，Integrate extremely diverse resources for sharing and dissemination，188bet mobile login merchants enter the short video platform，Models wearing 188bet mobile login in different shapes dominate the Douyin short video platform，This kind of sharing and dissemination behavior is a kind of "planting grass"。

As a second dimension、A gathering place for subculture，Bilibili is also targeting the vertical traffic behind this niche circle。The 188bet mobile login Spring Festival Gala held by Bilibili is both an official "grass planting event"，It is also the annual online collective carnival for 188bet mobile login lovers，Barrage creates a situation of collective presence，Across time and space，Strengthen 188bet mobile login enthusiasts’ awareness of their identity。

Picture source:Xitang Tourism WeChatPublic account

Philip Kotler, the father of modern marketing, once said: “If consumers use social media during the shopping process，Then the likelihood of him purchasing the product will increase by 29%，And consumers who use social media spend more money than those who don’t。”

Data is displayed，More than half of netizens became interested in 188bet mobile login through social media platforms and film and television dramas。

The revival of 188bet mobile login is in line with the current general trend of content consumption。In recent years，With "Know or Not"、The explosion of costume film and television drama IPs such as "Chen Qing Ling"，Content has become the accelerator for the rise of the 188bet mobile login circle。Many 188bet mobile login merchants have co-branded with film and television IP，For example，The TV series "Knowledge" created by Han Shang Hualian Club in 2019 has sales exceeding one million within three weeks of its launch。

As the “comrades” group continues to grow，In a sense，188bet mobile login is no longer a solo carnival within a circle，But it will be seen by more people in the form of more competitive products and commercial value。

From "Growing Grass"，To consume，A 188bet mobile login industry chain is gradually extending。

On the one hand，Niche consumption drives the rise of new business formats。Some consumers because of price and many other reasons，Unwilling to buy 188bet mobile login，But I want to experience it again，The experience function and rental function of 188bet mobile login Experience Center satisfy this group of people。

The characteristics of 188bet mobile login also require a scene-based matching experience，So the 188bet mobile login Experience Center not only sells 188bet mobile login，There is also 188bet mobile login travel photography service。

The "2020 New Business Formats and New Careers Report" released by Meituan Research Institute shows，188bet mobile login Experience Center has become one of the top three new business formats in the life service industry with the fastest growth rate in 2019，The year-on-year growth rate of transaction volume on the Meituan platform reached 5.8 times。

188bet mobile login enthusiasts generally pursue the integrity of their wear，Complementing the 188bet mobile login clothing business，And a crown、Hair accessories、Shoes、Uanfan、Significant growth in sales of accessories such as shawls and silks，It even gave birth to the profession of "hairpin girl"。

On the other hand，Scenic spots are also grabbing the traffic bonus of 188bet mobile login。There was once a "roly-poly lady" in Xi'an Datang Evernight City，Wearing gorgeous 188bet mobile login，“Unity of people and scenery” with the city that never sleeps，Scenic spots skillfully use 188bet mobile login to increase cultural added value，Enables tourists to have a deeper experience connecting scenic spots and culture，Viral spread through short video platforms，Datang’s Evernight City became popular overnight。

Fang Wenshan、The Xitang 188bet mobile login Culture Festival endorsed by celebrities such as Xu Jiao is also a typical example。The 8th Xitang 188bet mobile login Culture Week in 2020，Attracted more than 40,000 colleagues to participate，18 tourists in the scenic spot.70,000 people，Driving tourism consumption to exceed 100 million yuan。Official announcement of Zhejiang Provincial Department of Culture and Tourism，Xitang 188bet mobile login Culture was selected into the first batch of cultural and tourism IP libraries in Zhejiang Province。At the same time，Many domestic scenic spots offer free admission for wearing 188bet mobile login，Consumers and scenic spots have more connections due to 188bet mobile login，Provides opportunities for the scenic spot to create more products and marketing。

When young domestic tourists are no longer satisfied with "check-in" travel to a single attraction，Personalized marketing of scenic spots has become extremely important。How to better connect with subcultures across borders、Story-based content，How does its scene satisfy the immersive experience of 188bet mobile login lovers，How to use subculture traffic to further increase the popularity of scenic spots，Pull the second pin、Increase marketing conversion rate......There is still a long way to go to create integrated products of scenic subculture + tourism。