What is the fundamental reason why the new top-selling horse-faced skirt has sold 300 million copies?

Recently, the horse-face skirt has been all over the news. Everyone suddenly started wearing horse-face skirts. Let’s read this article to understand why the horse-face skirt has suddenly become popular.

The "new Chinese style" horse-faced skirt can be said to be the new top trend recently.

It is the "battle suit" of celebrities in street photos and catwalks. Once worn, it becomes a hot topic and has great popularity. It is the most beautiful scenery in spring. The elderly, girls, and children all wear their own horse-faced skirts and embrace spring. It is even more popular on social platforms. Fashion and travel bloggers bring horse-faced skirts to all parts of the world to check in, recreating the elegance and charm of oriental Chinese costumes. Moreover, people wearing horse-faced skirts to check in and take photos can be seen everywhere, which also proves the popularity of horse-faced skirts from another direction.

Image source: Xiaohongshu

From being a niche style to being popular now, why is the new Chinese style represented by the horse-faced skirt so popular? Today, let’s talk about it.

1. How popular is the new top-tier horse-faced skirt?

Whether a phenomenon or behavior is really popular can be easily judged from the data on major social media. How popular is the horse-faced skirt, which is said to be the new top trend, on major social media?

On Weibo, there are nearly 30 hot search topics about the horse-faced skirt, including #Horse-faced skirt sells out#, #Cao County has sold 300 million horse-faced skirts but is still in short supply#, #Horse-faced skirt orders increased by 841% year-on-year#, and #400 college students returned to Cao County town to sell horse-faced skirts#. These topics once again prove that the hot sales of horse-faced skirts are by no means hype by the media, but are real and have considerable sales volumes.

On Xiaohongshu, there are more than 1.17 million notes related to the horse-faced skirt, and there are more than 630,000 related products newly launched in the Spring Festival.

On the Douyin platform, short videos related to the horse-faced skirt have been played more than 20.57 billion times.

Closely related to the horse-faced skirt, the content presentation in different forms on different platforms has received extremely high attention and discussion, and has further attracted the public's attention, making the horse-faced skirt a dark horse that dominates the spring.

It is obvious that the popularity of the horse-faced skirt has gone beyond the circle. On Xiaohongshu, blogger Qianyi shared her notes of checking in in Paris while wearing a horse-faced skirt, which attracted many people's attention. The horse-faced skirt has become popular both at home and abroad, and many people's videos of checking in at popular attractions at home and abroad wearing horse-faced skirts have also received many likes.

Image source: Xiaohongshu

The horse-faced skirt is a traditional Chinese dress. It is versatile and suitable for consumers of different ages. It also contains a unique oriental cultural charm, making users' love for it deeper and more concrete. So, why can the new Chinese design represented by the horse-faced skirt become so popular all over the world?

2. New Chinese style represented by horse-faced skirt

What is the root cause of the explosion?

From celebrities to the general public, from China to foreign countries, the "eye-catching" and "money-making" abilities of the horse-faced skirt are obvious to all. Looking beyond the phenomenon to the essence, let's explore the fundamental reasons behind the popularity of the "new Chinese style of dressing".

1. The horse-faced skirt, which has been around for thousands of years, is the crystallization of craftsmanship and wisdom

Originated in the Song Dynasty, it was originally designed to facilitate women riding donkeys at that time. After being improved by contemporary consumers, it has become popular in modern times. The horse-faced skirt itself is a fusion of culture and the crystallization of wisdom.

The four skirt doors on the front and back overlap each other, and the pleated design on the side is unique and elegant, which is very convenient for visiting relatives and friends, traveling and shopping. Consumers can wear long johns or stockings as a base according to the temperature without affecting the appearance. The pleated skirt, high waist design and drape fabric make people who wear the horse face skirt dignified and upright, and have the effect of modifying long legs.

Moreover, the patterns on the horse-faced skirt also have their own rules. The dragon and the phoenix represent auspiciousness and a good marriage, the peony symbolizes wealth and prosperity, the chrysanthemum represents health, peace and longevity, and the bamboo represents rising step by step, elegance and refinement... This also makes the magpie heralding the spring, the five blessings holding longevity, the pine and crane prolonging life, the eyebrows are full of joy, and the mandarin ducks and lotus ponds become the choices of the public. It can be said that each horse-faced skirt has its own language and is the external expression of the inner spirit of the consumer. The elegance is the clothing, and the luxury is the culture itself. The new Chinese-style clothing just combines elegance and luxury.

2. It fits the modern aesthetic and has become a must-have item in everyone’s wardrobe

With the rise of national style and national tide, more and more consumers have developed a strong interest in traditional clothing. The improved cheongsam, Hanfu, Tang suit, and horse-faced skirt all have their own fans. On the one hand, the improved clothing meets the daily wear needs of many people and opens up a new consumer market for the new Chinese style. On the other hand, the new Chinese style of dressing that fits the aesthetics of contemporary young people can help them screen friends and expand their circle of friends, which is an excellent social currency.

Moreover, the popularity of the "new Chinese style of dressing" is inseparable from the integration of traditional culture and modern aesthetics. People have brought the culture hidden in museums and books into their lives. It can be salty or sweet, versatile and suitable for different scenes, making the beautiful and practical "new Chinese style" a must-have in everyone's wardrobe.

The wisdom of thousands of years, luxury, elegance and cultural connotation make people want to wear a horse-faced skirt once and experience the magnificent Chinese style costumes. The emergence of the new Chinese style can be said to be a two-way rush of users and the market, and it is also a concrete display of the charm of traditional culture.

Image source: Xiaohongshu

3. Love for traditional culture is a manifestation of cultural confidence

From the surface, the popularity of cheongsam, Hanfu, Tang suit, horse-faced skirt and other clothing has made young people follow the trend and fall in love with oriental Chinese clothing. From a deeper level, the essence of traditional Chinese clothing has been inherited and spread, showing the depth and breadth of Chinese civilization, allowing us to see the powerful vitality of Chinese culture itself, and arousing people's cultural identity to the greatest extent.

Image source: CCTV Sannong

Not only traditional clothing has become popular, the new Chinese style has swept through many industries such as home design, beauty and skin care, and new tea drinks. Its unique expression of oriental aesthetics has generated many hot topics related to traditional culture, making visiting museums a new way for young people to check in. Cities with rich history and culture, such as Xi'an, Luoyang, Guanghan and other cities have generated a tourism boom, setting off a new round of traditional cultural consumption boom.

This is an expression of contemporary young people's preference for traditional culture, reflecting the appeal and inclusiveness of traditional culture itself, and highlighting consumers' cultural confidence.

Write to the end

As the enthusiasm for traditional culture continues to grow, we discover that the inheritance and dissemination of culture do not exist in isolation, but rather integrate tradition and trend through innovation, using more novel ways of expression to integrate culture into all aspects of life, allowing traditional culture to enter the hearts of users in a tangible way, bringing people a new aesthetic experience while providing more people with new elements that they continue to love.

It can be said that the popularity of "New Chinese Style" has opened a new window for more people to understand traditional culture. In the future, we look forward to more vivid ways of carrying culture, which will not only enrich people's lives, but also provide new directions for trend guidance and cultural output.

Author: Mr. Bingfa

Source: WeChat public account "Marketing Art of War (ID: lanhaiyingxiao)"