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National Tide Fever Continues Spring Festival "Top Stream", New Chinese Style

2025/1/22 14:28:00 3

　　 Our reporter Dong Xiaoyan

　　 The national tide fever continues, and people can be seen wearing new Chinese clothes at more and more formal occasions. From the popularity of the poncho dress in 2024 to the New Year's Eve party of CCTV in 2025, Zhou Ya, Wang Churan, Bai Lu and other stars appeared in new Chinese style gowns. The popularity of "Oriental Beauty alone", "mild and elegant and classical" and "wearing it is like throwing heaven and wealth" also made this national trend rise to a new height. As the Spring Festival is approaching, the new Chinese style clothing has become the "top stream" in the "New Year's Battle Robe", and "wearing the new Chinese style for the Spring Festival" has also become a new symbol of the New Year customs for more and more people.

　　 Online and offline

　　 From the e-commerce platform data, the number of searches related to the "New Year's Battle Robe" on Taobao and Xiaohongshu has surged several times in the past month month on month, and the sales have soared in a straight line. On Sina Weibo, the topic "New Chinese Style Becomes the Top Fashion of New Year's Battle Robe" has seen more than 100 million readers in two hours. Netizens have been discussing traditional culture, sharing buying experience and matching inspiration, and the call to buy the same style is also rising one after another. In addition, data shows that the sales growth trend of new Chinese style clothing in China continues, and the sales volume of new Chinese style clothing in December 2024 will increase by 84.85% year on year. Young people wearing new Chinese style to welcome the New Year is not only a return to traditional aesthetics, but also an intuitive manifestation of cultural self-confidence.

　　 The offline physical stores are also crowded. When entering the clothing area of the shopping mall, the "New Year's Battle Gown" area is often crowded with customers. A boss of Hangzhou Huanbei Silk Clothing City smiled and revealed that the horse face skirts in his store had sold very well in the past year. Customers often placed thousands of orders at a time. As the Spring Festival of the Year of the Snake approached, the purchase enthusiasm was growing.

　　 "Most popular trends begin with young people. For example, young people are popular to wear Han style clothes. At first, students bought Han style clothes mainly made of chemical fiber fabrics, about 300 yuan for a set. Gradually, people with consumption power want to dress like young people. All kinds of new Chinese styles have gradually become a trend, and the quality and craftsmanship are getting higher and higher." Shi Yi, who opened a Boutique De SHlh clothing store in Suzhou and Shanghai respectively, observed this change. She said: "If you go shopping this Spring Festival, you will find this trend. The portrait of a lady who came out of Shanghai Xintiandi five years ago is wearing a Chanel and carrying a Hermes; Today, she still carries a Hermes, but she is wearing a Chinese waistcoat with excellent workmanship. " It can be said that the new Chinese style "New Year's Battle Robe" is everywhere from the bustling cities to the streets and alleys of small cities, whether in large malls or characteristic studios.

　　 The high demand of this kind is also forcing the productivity of related enterprises. A Guochao garment factory located in Shaoxing, Zhejiang is operating at full capacity. "Since the beginning of winter last year, our order sales have doubled. For example, the production cycle of embroidered coats made of pure silk and cotton is quite long, and many consumers want to wear them for the New Year, so the factory needs to start producing the order one to two months in advance." The factory director said that, in the near Spring Festival, there are many more orders of bright red, yellow, purple and other festive colors than usual.

　　 According to the enterprise survey data, the number of Chinese clothing related enterprises in China is growing steadily year by year. By the beginning of January 2025, there are more than 7365 enterprises engaged in the production and sales of Chinese clothing nationwide; In terms of time, most of the new enterprises were established in the past three years, accounting for more than 60%.

　　 A stone stirs up a thousand waves

　　 The new Chinese style wave is not only expanding new consumer markets, but also saving the most valuable ancient Chinese skills. Taking Song brocade as an example, under the blessing of this fashion, as one of the three famous brocades in China, Song brocade has taken advantage of the wind, and even its weaving skill has changed.

　　 Looking back on 2024, under the influence of the national trend, consumers' aesthetic appreciation of traditional clothing elements has become increasingly improved. A Song brocade jacket with modern clothes, or a gentle and elegant Song brocade dress has become a trend. Near the Spring Festival, in the Songjin manufacturing workshop of Wujiang Dingsheng Silk Co., Ltd., the machines are roaring, and hundreds of looms are working overtime to make orders.

　　 Wu Jianhua, chairman of Dingsheng Silk, said: "The rise of the new national style in the past two years has enabled us to start mass production of Song brocade fabrics and ready to wear. At the same time, the company has also done a lot of online promotion activities, making this momentum reach a new peak in 2024. Song brocade fabrics can be said to be in short supply. After hundreds of meters of fabrics are online, the most exaggerated is that they will be sold out in 2 seconds." At the beginning, the company had only 12 Song brocade looms, but now it has expanded its production capacity to more than 150, with a maximum production capacity of about 1600 meters a day. At the same time, the company also has a large staff gap, and many teachers have been re employed to join in production urgently.

　　 In fact, similar to many textile intangible cultural heritage techniques, Song brocade has also experienced ups and downs. Due to the complex process and high price, the market of Song brocade once declined, and the weaving technique was almost lost, and the upsurge of new national style has become a panacea for this ancient art. With the joint efforts of inheritors and enterprises of Song brocade, Song brocade weaving has embarked on the road of industrial development and inheritance. Compared with the progress of more than ten centimeters per day compared with traditional manual looms, today's mechanized Song brocade looms can weave 20 to 30 meters per day, increasing efficiency by more than 200 times, and significantly reducing production costs. According to statistics, since 2023, there have been at least more than 1000 looms in the field of Song brocade in China. "In the future, we also plan to use digital smart factories to produce Song brocade clothing," Wu Jianhua said.

　　 There are countless designers who take the revitalization of tradition as their own responsibility behind the new Chinese style clothes that are full of patterns and wear traditional clothes to celebrate traditional festivals. Chu Yan, a professor at the Beijing Institute of Fashion Technology, has painted China's mountains and rivers in her own clothes for many times. She said that over the past 20 years, she has always had a dream to express Chinese colors, shapes and patterns with rich techniques and design languages through clothing.

　　 With the latest communication methods, the oldest culture can also shine. As one of the directors of Qian Xiaoping's Song Jinfang, the fabric designed by Shen Zhixian has been made into a large number of "unpacking" videos and clothing videos circulated on the Internet. In order to meet the needs of these trendsetters, Shen Zhixian and his team have been constantly innovating patterns

　　 It's bright with the robe on, and it's very beautiful. Today's new Chinese style clothing has a wide variety of categories that need to be subdivided into multiple fields. The popularity of new Chinese style is not only a confidence in aesthetics, but also a confidence in traditional culture. How will you choose your "New Year's Robe" this Spring Festival?