1. Public Awareness of Hanfu and Brand Recognition
According to a research report by Jingzhi, public understanding of Hanfu varies significantly. Specifically, 45.9% of respondents reported a "good understanding" of Hanfu and could identify its basic styles; 43.1% had a "general familiarity"; while only 11.0% claimed limited or no knowledge. Geographically, residents of first-tier cities (e.g., Beijing, Shanghai, Guangzhou, Shenzhen), new first-tier cities, and second-tier cities demonstrated higher awareness, attributable to these regions’ strong cultural environments, rapid information dissemination, economic development, and greater demand for cultural consumption.
Regarding brand recognition, despite rapid market growth in recent years, overall brand awareness remains relatively low. Apart from leading brands like Han Shang Hua Lian, Chong Hui Han Tang, and Shi San Yu, most Hanfu brands still struggle with visibility. This is largely due to the industry’s early-stage development, fragmented market structure, and the absence of dominant brands with broad influence. Additionally, limited marketing efforts—primarily relying on social media and word-of-mouth—restrict brand exposure.
2. Channels of Exposure and Hanfu Usage Scenarios
Key channels for learning about Hanfu include historical dramas (59.3%), social media (54.7%), Hanfu cultural clubs (49.1%), historical literature (40.7%), and museum exhibitions (38.8%). Historical dramas visually showcase Hanfu’s elegance through intricate designs and immersive settings, sparking public interest. Social platforms like Douyin, Weibo, and Xiaohongshu further amplify its reach via outfit tutorials, cultural content, and user-generated posts. Cultural clubs and historical resources deepen understanding of Hanfu’s heritage and artistic value.
In terms of usage scenarios, over 50% of respondents wear Hanfu during themed events (56.3%), photo shoots (53.7%), special occasions (e.g., weddings, tea ceremonies, cosplay), and traditional festivals (50.8%). Hanfu events serve as hubs for enthusiasts to connect and celebrate the culture, while photo shoots leverage its aesthetic appeal. Traditional festivals highlight its role in cultural preservation. However, daily wear remains low (19.6%), attributed to Hanfu’s complexity, modern lifestyle incompatibility, and social acceptance concerns.
3. Acceptance of Counterfeit Hanfu and Industry Outlook
Over 40% of consumers adopt a neutral stance toward counterfeit Hanfu, while 31.2% admit purchasing knock-offs. Only 11.2% firmly oppose counterfeits, signaling weak public resistance and a need for stronger intellectual property education. Contributing factors include:
- Limited copyright awareness among consumers;
- Affordability of counterfeit products for budget-conscious buyers;
- Insufficient market regulation and enforcement.
Most consumers remain optimistic about the industry’s future. Growing cultural pride, expanding product innovation, and diversified usage scenarios fuel demand. Challenges persist, however, such as underdeveloped branding, market standardization gaps, and difficulties in mainstreaming Hanfu.
4. Perception of Hanfu Influence
A majority (78.5%) view Hanfu as a vital medium for transmitting traditional culture, enhancing global visibility of Chinese heritage. It embodies historical values like etiquette, aesthetics, and textile craftsmanship. Internationally, Hanfu is increasingly recognized as a cultural symbol. Conversely, 16.3% believe its impact is limited, and 5.2% deem it insignificant, reflecting varied opinions on its efficacy in cultural promotion.
5. Consumer Demographics
Female consumers dominate (64.8%), drawn to Hanfu’s vibrant colors and elegant designs. The core age group is 26–40 (over 60% of users), with 26–30-year-olds comprising 36.38%. This demographic combines disposable income, cultural curiosity, and social media engagement, driving Hanfu’s popularity. Geographically, East China leads (32.15%), followed by South and North China (17.71% each), owing to economic prosperity, cultural activities, and dense populations.
6. Purchasing Channels, Ownership, and Frequency
Online platforms dominate purchases: 65.2% use Taobao/Tmall for their variety and affordability, while 46.3% buy via Douyin/Kuaishou, attracted by livestream promotions. Offline stores account for 49.8%, valued for in-person trials but limited by higher prices and sparse locations.
Ownership statistics:
- 48.5% own 1–3 sets (newcomers exploring Hanfu);
- 26.3% own 4–6 sets (established enthusiasts);
- 12.7% own 7+ sets (collectors/hardcore fans).
Purchase frequency:
- 47.8% buy 1–2 times quarterly (moderate spenders);
- 27.8% purchase biannually;
- Others buy 1–2 times yearly or less, citing high costs and limited usage.
7. Purchase Considerations, Price Range, and Accessories
Top factors when buying Hanfu:
- Fabric quality/craftsmanship (54.0%): Ensures comfort and cultural authenticity;
- Daily wear suitability (51.0%): Reflects demand for practicality;
- Design uniqueness (44.0%): Appeals to individuality.
Price, brand reputation, and sizing also influence decisions.
Price acceptance:
- 35.6% prefer ¥100–300 (budget-focused);
- 28.3% opt for ¥301–500 (quality-conscious);
- 16.7% choose ¥501–800 (premium seekers);
- 11.4% spend ¥800+ (collectors/enthusiasts).
Popular accessories include hairpins, jade pendants, sachets, and hand fans. These items enhance aesthetics while embodying cultural symbolism (e.g., jade represents nobility, sachets offer functionality).
8. Motivations for Purchasing
Primary drivers:
- Cultural affinity (85.5%): Rooted in rising national pride and heritage appreciation;
- Fashion uniqueness (62.7%): Hanfu’s distinctiveness as a style statement;
- Event participation (48.3%): Enhancing experiences at cultural gatherings.
Secondary factors include social influence and collectibility.
The data underscores Hanfu’s dual role: as a bridge connecting modern audiences to traditional values and as a catalyst for cultural diplomacy on the global stage. To sustain this momentum, stakeholders must prioritize intellectual property protection, invest in brand-building, and advocate for Hanfu’s integration into contemporary lifestyles. By balancing authenticity with adaptability, the industry can transform Hanfu from a niche passion into a mainstream cultural force, ensuring its legacy thrives for generations to come. Ultimately, Hanfu is not merely clothing—it is a living testament to China’s enduring cultural spirit and its evolving dialogue with the modern world.
