Fengkou Finance Intern Reporter Niu Xiaofang Guan Yanan
Three days have passed, and the wedding banquet halls of many star-rated hotels in Qingdao have also been busy for three days. Although my country's marriage registration rate is declining, the wedding market, as the most direct track that reflects the improvement of residents' consumption capacity, remains a hot trend. According to research by the Forward Research Institute, the average annual compound growth rate of my country's wedding industry is about 5%, and the wedding market size may exceed 2 trillion yuan in 2026. However, the transformation of the main force of marriage under the "Generation Z" has brought new changes to the concepts and consumption methods of weddings. In a medium- and long-term positive market prospect, any change may form a new trend.
Wedding:
"Outdoor Style" is becoming more and more popular
11:00 a.m. As the first note sounded, the bride wearing a white veil slowly stepped into the lawn. More than a hundred relatives and friends stood on both sides, giving up a path to the surrounding flowers for the bride. The groom was dressed in a dress of flowers in his hands. A romantic lawn wedding was held quietly and beautifully on the first day of the National Day holiday. This was an outdoor wedding held at the foot of Zhanshan Mountain in Qingdao during the holiday.
The one who planned this wedding was the famous "Hulu Brother" in Qingdao's wedding industry. In 2012, "Ge Hulu" ended his ten years of life in Beijing and returned to his hometown of Qingdao to establish a small wedding planning company. What I do is to celebrate a wedding, but my vision is not limited to a wedding. In 2016, outdoor weddings became the key focus of "Gulu Brother". Based on the original wedding business, he launched the Blooming Wedding Hotel, which mainly sells outdoor wedding venues, and has developed four outdoor wedding venues so far.
These outdoor wedding venues often rely on unique natural conditions, either by the mountains and seas, or by the lake and forests. Compared with traditional hotels, the biggest feature of outdoor wedding hotels is that the ceremony is separated from dining. The couple completed a princess-like wedding ceremony in the flower-covered lawn, lakeside, beach, and woods, under the attention of dozens to two or three hundred relatives and friends, and in the romantic atmosphere created by melodious and affectionate background music, and then entered the indoor restaurant to have a meal.
Picture source: Internet
"Hulu Ge" summarizes several customer group tags: overseas returnees, Beijing, Shanghai, Guangzhou and Shenzhen return to Youth, art workers, literary style, parents born in the 1970s... "In fact, parents have a very high voice in marriage. We found that today's parents born in the 1970s are more able to accept outdoor weddings than their children." "Hulu Ge" told reporters.
"Although this year has been affected by some external influences, we have already ordered 120 orders in Anna Garden store. Now the overall outdoor wedding business has doubled compared to 2016." In six years, "Hulu Ge" has developed more than a dozen special wedding venues, and the growth power of the market has made Hulu Ge more motivated. What are the plans for the future? "Expand the store." He threw out these two words again without hesitation.
Wedding Photography:
Photographer's personal IP is strongly out of the circle
As soon as September and October of the second half of the year, Qingdao's wedding photography staff turned on the "wheel-axle-rotation mode".
"The wedding photography in September is full. Wedding photos are arranged on weekdays, wedding photos are arranged on weekends, wedding photos are arranged on weekends. There is no schedule until October 26th." Mr. Yang, who runs a personal wedding photography studio in Qingdao West Coast New District, told reporters. He had just finished taking a wedding morning gown style for the bride, and while checking the photos he had taken, he was planning his next work plan.
"I will fix these photos today and send them to the bride. Our work cannot be suppressed. There is still a wedding to take pictures tomorrow."
Mr. Jiang is the wedding date on October 4 this year. He used the intensity of the wedding photography to describe it as "flash kill". In November last year, Mr. Jiang began looking for wedding photography. His goal was to go for Mr. Yang.
But surprisingly, the booking was nearly one year in advance, and in the end, the wedding photo was only scheduled, and the wedding followed photos that day had been booked. Mr. Yang said, "The studio was established in 2019 and all the customers who have taken photos are quite satisfied, so "old brings new" is the main source of customers.Another part of the customers comes from the Internet. I have more than 20,000 followers on Weibo. I can almost receive back-end consultation messages every time I post a wedding film. "As of the end of September this year, I personally have taken more than 150 sets of wedding photos and wedding follow-ups, and the schedules for October and November are basically full." Mr. Yang told reporters.
"Mr. Jiang's situation is not an isolated case. With the increasing diversification of information acquisition channels, many newcomers come to seek photographers. Before this, they will do enough homework and designate photographers to shoot. Over time, the personal IP of these photographers has formed a certain scale of influence, which has made it difficult to find some photographers." Ms. Zhang, a wedding planner with ten years of work experience, said, "When we recommend wedding photographers to newlyweds, we found that among the young consumers in the Z era who pay more attention to consumer experience and better aesthetics, the studio seems to have the stereotype of "outdated and outdated, assembly line production", even though some studios have a very famous reputation. They will not blindly choose, but prefer to choose photographers with smaller platforms but have accumulated a certain degree of popularity. After all, many photographers now have greater personal IP influence than the platform. "
Wedding Suit :
Men's Wedding Suit "tailoring" leads the new trend
" The groom customized a pure wool suit for himself, and also customized best man suits for two best mansses with the same fabric. The three sets of clothes totaled tens of thousands of yuan. "Recently, according to a staff member of a men's suit customization hall in Qingdao, more and more young people choose to customize suits for the groom when they get married, and many newcomers even customize best mansses.
"Men also love beauty, and they also hope that they can dress appropriately, and match the bride's outfit and wedding style to become a part of the wedding aesthetics." As Ms. Wang, the owner of a custom-made men's suit shop in Qingdao, said, as Generation Z has become the main consumer force in the wedding market, their personalized needs are highlighted in wedding consumption, and men's desire for fashion and self-expression has been released with the upgrading of consumption.
Image source: Visual China
More than one of the men’s suit customization stores staff said that “focusing on” is the biggest feature of the customized suit customer base. Men’s customers all hope to wear more fit formal clothes at their weddings, which not only modify the body shape, but also enhance personal temperament. "Now there are few people with completely 'standard' figures. Customized suits can perfectly cover people's body defects, improve proportions, highlight their waists, and make people look more energetic." Ms. Wang said.
"For example, if the waist of men's trousers is slightly designed, visually, the upper and lower bodies will not be separated, making them look longer and the body proportions better." The staff of Qingdao Lefan Men's Suit Customization Hall introduced that in recent days, they have to receive about a dozen customers every day, and designers are often "overwhelmed". Its manager believes that more and more men have the need to customize wedding dresses , and the originally niche market has become popular.
For newlyweds, compared with ready-made clothes with ready-made styles and sizes, choosing custom suits often means paying more waiting time, spending more effort, and even increasing wedding expenses. Even so, the customized suit market is still showing a good development trend. According to industry market research, the scale of my country's clothing customization market will exceed 260 billion yuan in 2022, of which men's clothing customization accounts for more than 70%.
"Now men are willing to spend a lot of money to modify themselves out of a kind of 'speciality', and this itself represents a trend change." Industry insiders said. "Trifty" young consumers are accelerating the push of men's wedding dresses into a new era of "tailoring clothes".
