The new consumer era has come, and all kinds of new consumer brands have emerged one after another. How they focus on product quality and differentiation, and how they seize a place on the track, is an important window for us to study and observe the development of the retail industry.

Based on this, Linkshop specially plans a series of special reports on "Foreseeing the Future of New Consumption", through the attention, deconstruction and analysis of new consumer brands on the subdivision of cutting-edge apparel, fashion, cultural and creative, domestic cosmetics, coffee and beverages, etc. , To explore where new consumer brand opportunities will appear in the future, and to explore the next dark horse in the new consumer field together, and look forward to the Chinese market to emerge from the real super consumer brand.

This article describes Sankeng clothing (JK uniforms, Hanfu, Lolita clothing), exploring the clothing habits of girls under Generation Z and the current situation and opportunities of Sankeng clothing.

Hanfu is very popular. Even CCTV Finance predicts that the number of Hanfu fans will reach 6.894 million in 2021, and the market sales will reach 10.16 billion yuan. Even Cao County, the main production and sales place of Hanfu, was ridiculed by everyone. Recently, as Cao County’s stalkers have frequently left the circle, many "outsiders" have also paid attention to the huge market of Hanfu.

At the same time, when you mention Hanfu, you will naturally think of Lolita clothing and JK uniforms. These three are often referred to as the "Three Sisters of Bankruptcy". When there is a market, there is consumption. Those who like these three clothing are called "Three Hangs". Girls", they also like Hanfu, lolita costumes, and JK uniforms, and they are willing to spend money for them.

In recent years, with the prevalence of short videos such as Douyin and Kuaishou, this originally niche culture has gradually entered the public eye, and the Sankeng girls have also risen to fame.

"I feel that I have opened the door to a new world." A post-95 "earthman" (the exclusive name for outsiders in the circle) sent out such emotions after visiting a Sankeng clothing store.

Compared with ordinary clothing stores that can be seen everywhere in shopping malls or on the street, walking into an offline store of Sankeng clothing is like entering a new world. There are all kinds of skirts inside, and there are even exclusive collocations, such as one A set of JK uniforms is often equipped with corresponding ***. A set of clothes will have exclusive headwear matching. In terms of matching, whether it is Hanfu, JK uniforms or Lolita, there is a set of strict matching, and even every skirt has Exclusive name.

"***" with JK clothing

In our impression, these beautiful little skirts are called the "Three Sisters of Bankruptcy" because they are expensive. Those who like these are either rich or expensive. Indeed, these skirts are expensive and have been popular in the Lolita circle. According to the saying "Lo Niang a wall, a house in Beijing", this saying extends to Hanfu and JK also applies. Although this statement is exaggerated, it is possible that the value of a skirt can reach 200,000 to 300,000 yuan when the entire skirt is hung on the wall.

But in this circle, not everyone is a rich woman. Many girls often spend a week ahead of time in order to grab a cute item (mostly refers to clothing and accessories that are so popular that it is difficult to buy). living expenses. There are also many girls who cried about the final crematorium after Double Eleven. In the JK circle, the name "Gentle Knife" is not unfamiliar. This dress once broke through 300,000 sales in 20 minutes on the Weibo hot search list. "Gentle Knife" is definitely the cute item in JK.

The audience of Sankeng costumes are mainly generation Z girls born in the post-95s and post-00s generations. Most of them are in school or have just graduated and do not have much financial resources.

With the popularity of short videos and small red books, Sankeng clothing has become more and more popular and universal, and the price is also divided into one hundred yuan and one thousand yuan. A cute model like "a gentle knife" is also around one hundred yuan, and the price is generally within the range that everyone can accept. It is precisely because of the huge market that there are more and more girls entering the pit.

01

Girls in the pit

Mumu is a college student. Now she is about to graduate from her senior year. She likes Sankeng costumes for 4 years. When asked why she entered the pit, she said that when she graduated from high school, she accompanied her friends to the comic exhibition, which felt very cute. , "There is a feeling of being hit suddenly", "The bigger the girl, the more cute things I like". This is an accidental comic show that made Mumu fall in love with Sankeng costumes. During the entire university period, he participated in The animation clubs and Hanfu clubs of the few, when it comes to offline activities they have participated in, Mu Mu talked a lot. Around Mu Mu, there are many people of the same age who have the same hobbies as her. They often go to tea parties and tea parties together. Hanfu activities in Xitang.

For Mumu, who just entered the pit as a hobby, Madoka made this hobby his own business.

As a new generation of "Hang Piao" and a veritable undergraduate entrepreneur, when Xiaoyuan was in his sophomore year, he had the idea of ​​opening a specialty "Sankeng" clothing store, so he chose the store in the life square opposite the university. Office building. Originally I just wanted to be a side job in the future, but in a blink of an eye it has reached its fifth year.

"It's also possible that it's going to be flat. I can always do this business without pressure, and I have contact with students. The main force is still 18-28 years old. Student business is really easy to do because they buy Clothes don’t think too much, they all spend parents’ money, but because they don’t have a lot of money, the prices of Sankeng clothing are low and they are all running volume. The main reason is that there are many styles. That is, there are many colors and styles, you like, for example The simplest uniform of the plaid skirt is red, yellow, blue, green and purple, then a few pleats, then length, and then what style, it is a big plaid and a small plaid hole, just like girls like to collect lipstick numbers. Inside the store It can reach more than a thousand models at the peak of storage." Xiaoyuan told Linkshop.com.

"I just buy which clothes look good, no matter it's Hanfu or whatever, Lolita's skirt is still JK, I will buy it as long as it looks good, so I shouldn't be considered a pit in the true sense." I have graduated and worked two. Nian Huahua said frankly his views on Sankeng clothing when talking about this topic, "After graduating from work, because of the working environment, there are fewer opportunities to get in touch with'Sankeng', and now I will look more at buying clothes. The practicality of Chinese costumes." Huahua, who has lost a lot of interest in Sankeng costumes after work, has also picked up on these costumes.

As an online Taobao store merchant, as a post-80s generation, Biluo is also interested in Hanfu culture. Based on the cultural confidence of our country and the increase of the audience, Biluo has also joined the online Hanfu store, and it is also because of the customer Through the communication, I made many friends. "Although I have a purely financial relationship with my customers, my customers still regard me as a friend in this pure relationship." It is understood that all the clothes in the Biluo store are With original design, customer service and warehouses, a mature industry chain has been formed. When it comes to sales, she frankly said that the monthly sales depends on the new frequency, and monthly sales of more than 100,000 will be there. Generally, large-scale events ( Xitang Hanfu Festival, Huachao Festival or Spring Festival), business will be better.

02

Sequoia and Bubble Mart are entering the game

The number of girls in the three pits continues to grow, and the consumption of the “three pits” is also rising, which also attracts the favor of capital. Three or five years ago, if you saw walking on the street wearing Hanfu, you might be considered to be filming. Many Sankeng girls were mostly "sprouting from the land", and they would often be noticed when they wore on the street. But now, if you are wearing Hanfu or JK uniforms and lo skirts, the most asked questions are probably to link.

A large amount of data also supports the transformation of this phenomenon:

The "2020 Hanfu Consumer Trend Insights Report" released by CBN Business Data Center and Tmall Apparel shows that the Hanfu market has shown explosive growth in the past three years. The number of consumers who have ordered Hanfu on the Ali platform is approaching the 20 million mark.

The data of the JK uniform market cannot be underestimated. The data shows that the user scale of China's two-dimensional clothing market has increased year by year from 2017 to 2019. Among them, the number of users in the two-dimensional clothing market in 2019 has reached 340 million, and in 2020 it will reach 387 million. Xiaohongshu searches for JK, and there are 760,000+ related notes.

According to public data, in 2020, the overall market size of the "three pits" will be more than 20 billion yuan. In 2025, the market size is expected to reach 126.6 billion yuan. More and more non-two-dimensional users contact and enter the three pits.

The huge market size brings the attention of capital. According to incomplete statistics from "Linkshop", the famous Midsummer Story due to the large number of offline stores and the return to Han and Tang Dynasties, the brand Zhiyu founded by actor Xu Jiao Set, as well as the Cat Galaxy invested by Bubble Mart, twelve light years, more than thirteen and other brands have been favored by capital in recent years.

Midsummer Story, the main lo Ten million yuan in Series A financing, according to Midsummer Story’s plan, the goal is to reach 100 offline stores by the end of 2021.

Midsummer Story's store

was established in 2006 and returned to the Han and Tang Dynasties. It is well-known in the Hanfu circle. After opening its first store in 2006, it has opened more than 30 offline stores in Chengdu, Shanghai, Beijing, Chongqing and other places.

As a newly established rookie twelve light years ago, it opened its first offline store 4 months after its establishment, and received investment from Sequoia China, Tencent Investment, Light Moon Capital and other institutions. There are currently two The strength of the round of financing should not be underestimated.

Compared with other formats, many Sankeng stores, mostly online Taobao stores, have a fan base of one million, and many student parties are loyal fans of the stores, and these stores often choose offline authorized agents.

In addition to twelve light-years, cat galaxy, more than thirteen and other well-known brands, there are many offline stores belonging to small stores, most of which are opened in office buildings or apartments. When we visited Xiaoyuan’s store, she sent us one The navigation video followed the navigation video to an office building. From the outside, *** can’t see that there is a Sankeng shop hidden here. According to Xiaoyuan, their main target customers are college students, although the shop is inconspicuous. But it is more popular in the circle, and franchise stores have been opened in Shaoxing and Wuhan.

03

needs to be more branded and standardized

In the circle of Sankeng, it is showing the characteristics of diversified occupations and younger age. Many urban white-collar workers will put on their favorite skirts after work. They feel that this is entering their own world. There are also more and more post-00s and even post-10s who have entered the three-pit circle.

As far as the industry is concerned, Sankeng culture is becoming more and more popular, and there are more and more offline stores in Sankeng. Hanfu catwalks, theme blocks for Sankeng culture and theme exhibitions in shopping malls are also becoming more frequent. It is an important carrier for the promotion of Sankeng culture, so that more non-circle users can understand Sankeng culture.

The introduction of a large number of Sankeng physical stores from the shopping center also reflects the optimism about this track. However, most of the Sankeng stores currently belong to the single-person single-store model and are opened by enthusiasts in the personal circle. Most of them In the office building. However, with the popularity of Sankeng culture and the growth of Generation Z, there are plenty of market opportunities in Sankeng Store.

But just as Qian Yong, the founder of Cat Galaxy, said, “Many of this industry is a half-dozen monk. They have no systematic management and operation, no market research, design based on feelings, and do whatever they like.” There are also three pit circles in the industry. Many management and operations that are in urgent need of improvement also need to be more branded and standardized.