The sankeng (Chinese: 三坑; pinyin: Sānkēng; lit. 'Three traps') is a Chinese subculture fashion slang for three types of garments that JK uniforms, Hanfu and Lolita. Chinese consumers described these three types of clothes as "traps" due to their addictive nature for China's Gen Z consumers. Women within the subculture are called "Sankeng Girl" (Chinese: 三坑少女; pinyin: Sānkēng shàonǚ) or "Three Broken Sisters" (Chinese: 破产三姐妹; pinyin: Pòchǎn Sānjiěmèi).[1][2][3]
Description
editThe sankeng clothing have higher prices and faster trends moving, requiring a certain amount of energy and financial resources for research, so these types of clothing are called "traps".[4] The primary audience of the "sankeng" is the ACGN fans aged 12 to 35.[5] In a survey in 2021, 21.7% of respondents stated that they are attracted to relevant cultures, making their passion more adhesive.[6]
The sankeng physical stores present a dispersed and slow development situation. An article in The Paper thought the operational logic of Hanfu, JK Uniform, and Lolita clothing is not the same, which increases the difficulty of operating sankeng stores.[7]
Terminology
editThe sankeng girls are divided into "single trap", "double traps", and "three traps" based on their preference for these types of clothes, and consumers who don't know any types of clothing from sankeng are called as "earthman"[8]. Besides, every clothing in sankeng has its own terminology, such as the term "dog short", "honor student" and "furyō" is used to describe the length of JK uniform skirts, and "jsk" (jumper skirt) and "op" (one piece) respectively refer to sleeveless and sleeveless Lolita dresses.[9]
Influence
editIn 2020s, the sankeng fashion is one of the most popular street fashions in China.[8] According to an analysis report by Guotai Junan Securities, the size of the sankeng clothing market has exceeded 20 billion yuan in 2020. The institution predicts that by 2025, the size of the sankeng market is expected to reach 126.6 billion yuan.[10] LeadLeo Research Institute predicted the total market size of the "sankeng" industry is expected to reach 103.5 billion yuan by 2025.[9]
References
edit- ^ Cheng Luyang (2021-02-06). "你对"三坑"少女的力量一无所知". The Economic Observer (in Chinese (China)). Archived from the original on 2021-02-22. Retrieved 2021-03-28.
- ^ "Chinese Consumers' Demand for Hanfu, JK Uniforms and Lolita Costumes Has Created a 10 Billion RMB Market". China Marketing Insights (in 26). 2021-04-12.
{{cite web}}: CS1 maint: unrecognized language (link) - ^ "JK汉服Lolita，"三坑少女"这个冬天有点冷". The Paper (in Chinese (China)). 2021-11-12.
- ^ Zhou Fangying (2021-11-30). "什么是"三坑"？为什么带上这俩字的集合店能屡获投资？". Jiemian News (in Chinese (China)).
- ^ "各店·三坑浮力社国风盛典开启95后消费市场". China National Radio (in Chinese (China)). 2020-12-28.
- ^ "资本争相入局，要把"三坑"服饰做成ZARA？". The Paper (in Chinese (China)). 2021-11-11.
- ^ "百亿市场不再圈地自萌，"三坑少女"生意该选谁？". The Paper (in Chinese (China)). 2021-04-29.
- ^ a b Zhou Jie (2020-07-15). "把自我穿在身上，情愿沉"三坑"！". Xinmin Weekly (in Chinese (China)).
- ^ a b ""破产女孩"撑起千亿级三坑市场". Jiemian News (in Chinese (China)). 2021-09-18.
- ^ "沉迷于"三坑"的她们，正在撑起一个千亿级市场". Xinhua Daily (in Chinese (China)). 2022-03-20.