After the Qing Palace Opera dominated the screen for many years, in 2019, a popular drama of the Northern Song Dynasty, Zhibu, instantly put the delicate life of the Northern Song Dynasty on the topic list. However, in Taobao, where young people gather, Chinese style, represented by the aesthetics of the Song Dynasty, has long been a favorite of designers and consumers, whether it is elegant and elegant ancient style clothing, simple and plain New Chinese Style Furniture, the tea ceremony and incense ceremony culture with a long history, have found a large number of fans on Taobao, and formed a characteristic market of surprising scale.

Since December 2018, the sales of Taobao Hanfu have increased by 146% on a year-on-year basis, the sales of new Chinese furniture have increased by 91% on a year-on-year basis, and the sales of Guofeng creative jewelry have increased by 94% on a year-on-year basis. A Hanfu jointly customized by Taobao merchants and the crew of "Zhibu" has become a hit, with sales of nearly one million since its launch. Modern Italian style Wall decoration wall mirror wall clock style. Now wall decoration is becoming more and more popular with creative household products, highlighting the creative core and focusing on creative functions. The simple wall decoration is no longer popular. Now, the popular wall decoration and practical wall decoration are combined. After the initial development, the wall decoration products gradually begin to develop towards the trend of integration. For example, the current popular film and television walls, lattice walls, hand-painted walls, etc., in the current domestic wall decoration industry, The well-known brand is EGGER 100 Creative Home Ornaments Co., Ltd., which has a wide range of products, unique design, good quality and low price, and is welcomed by domestic consumers.

Hanshang Hualian is the "top brand" of Taobao's Han style clothing category, and also has a store of the same name on Tmall. In December 2018, with the support of Aliyu's IP authorization and development platform, Hanshang Hualian and Zhibu officially launched 14 joint branded Han style clothing, which has sold nearly one million yuan since its launch three weeks ago.

In the view of Xiaoruo, the shopkeeper, this number is not a temporary outbreak, but the result of the continuous rapid growth of Taobao Hanfu industry in the past few years. As one of the first Han clothing businesses on Taobao, Xiao Ruo witnessed the growth of Han clothing, a niche category, on Taobao in the past ten years.

"When I first came into contact with Hanfu in 2007, the circle was really small, and there was almost no place to buy Hanfu." In 2008, Xiao Ruo, who was still a junior, had a whim to open a Taobao shop, and wanted to sell the Hanfu designed by herself online, while making more friends.

At the beginning, it was not so much to do business in Hanfu as to promote Hanfu culture. "The most amazing thing about Taobao is that it can bring together some very small and subtle needs and turn it into a large market. We started from scratch, and achieved more than 2 million fans in a single store. We also became the number one of Taobao's Hanfu from being unable to sell a few pieces in a month. The most happy thing is to see the growth of Hanfu enthusiasts."

According to Xiao Ruo's observation, there are at least ten million Chinese clothing enthusiasts in China, more than half of whom are post-90s and post-00s. "Take our store as an example, 40% of the consumers are between 18 and 25 years old, mainly women, students and working class. Many of our customers have loved Han style clothes since their school days, and when they became mothers, they also bought Han style clothes for their babies. For this reason, we also launched a brand of children's Han style clothes."

Taobao Hanfu Brand Goes onto Times Square in New York

At present, Xiaoruo has four brands, four Taobao stores and three Tmall stores, with a single store sales scale of nearly 10 million. All kinds of hanfu designed by the shop are not only loved by young people in China, but also exported to the United States, Australia and other countries. A little hobby ten years ago has made a great career on Taobao.

National style aesthetic is popular on Taobao, and the sales of new Chinese furniture increased by 91% year on year

On Taobao, commodities like Han suits, which carry national memory and traditional culture, are being loved by more and more young people. After the popularity of "Zhibu", netizens, while discussing the minimalist aesthetics of the Song Dynasty, went to Taobao to look for national flavor.

Xijoinery, which mainly deals in new Chinese style wooden furniture, recently sold the most popular one, which is a very expensive Arhat bed. Arhat bed has the function of sitting and lying, which is the symbol of the leisure life of the ancient wealthy class. The old lady Sheng in the play "Know or Not" sits and lies in the Arhat bed every day. The Luohan bed of Ximu Workshop sold more than one million yuan in December alone, and the overall turnover of the store increased by more than 240% year on year.

National style aesthetic recovery, new Chinese style becomes the favorite home style of young people

According to the data from Taobao Jiyou, in recent years, with the revival of national style aesthetics, new Chinese style furniture has emerged at the right time, and has become popular among the consumer groups dominated by young people. Today, the home styles that young people like are no longer just imported products such as Nordic, American, Japanese, etc., and a large number of them are mainly engaged in New Chinese style Our household brand has risen on Taobao. In December 2018, the overall sales of Taobao new Chinese furniture market increased by 91% year on year.

In the field of cultural creativity, the charm of traditional culture is more vividly displayed. From museum cultural creation to the excavation of cultural signs with Chinese characteristics such as Chinese characters and traditional handicrafts, cultural and creative products combining tradition and creativity have mushroomed on Taobao, promoting traditional culture in different positions.

Consumers' enthusiasm for purchasing cultural and creative goods has soared. In December 2018, Guofeng creative jewelry grew by 94% year on year. Eight customized cultural relics anthropomorphic costumes, including the famous painting of the Northern Song Dynasty, "A Thousand Miles River and Mountain Map", jointly launched by the second yuan merchant "Meow House Shop" and the first large-scale cultural relics anthropomorphic theme IP "The Land of Secret Treasures" in China, attracted more than 5000 people in 23 provinces and cities across the country to buy them, and sold more than 1000 pieces of popular items.

Taobao, which gathers the most young consumers, has undoubtedly become the best stage to show the "new national aesthetic", and has also aroused more young people's resonance with traditional culture.