The May 2026 Taobao Hanfu merchant sales rankings have been released, revealing notable shifts in the market landscape as summer arrives and children’s hanfu demand surges. The data, compiled from Taobao sales records for the month of May 2026, shows several key trends that define the current state of China’s hanfu industry.
Top Merchants See Mixed Performance as Children’s Hanfu Surges
The rankings reveal that ShiSanYu (十三余) maintained its top position in May, though its sales output declined compared to the previous month. However, the gap between the top merchant and the second-place Zhizaosi (织造司) remains substantial. Notably, Mi AHuang (谜阿凰) climbed into the top three for the first time, marking a significant milestone for the brand.
Among the top 10 merchants, only one achieved sales exceeding 10 million yuan. The overall merchant replacement rate in the top 10 was 20%, with Qiumu Mu (秋木木) and Menghu (萌乎) newly entering the rankings. Compared to the same period last year, the replacement rate was 30%, with Qiumu Mu, Zhaoshi Hanfu (赵氏汉服), and Mystery Aohuang being the new entrants.
Four merchants in the top 10 saw sales growth compared to the previous month, with Menghu posting the largest increase. The children’s hanfu category showed particularly strong momentum, with two children’s hanfu merchants entering the top 10 — a clear signal that the approach of Children’s Day (June 1st) drove a noticeable surge in children’s hanfu sales across the platform.
Children’s Hanfu Category: A Growing Force
The rise of children’s hanfu is one of the most significant trends in the May rankings. Multiple children’s hanfu stores recorded sharp sales increases in May, though industry observers note that the growth rate appears to be moderating compared to previous years. This suggests the children’s hanfu market is maturing from a rapid expansion phase into a more stable growth trajectory.
The data also highlights shifting consumer preferences: parents are increasingly seeking high-quality hanfu for their children for special occasions, cultural education activities, and photography sessions. Merchants that combine traditional aesthetics with practical comfort for children are gaining a competitive edge.
Market Consolidation and New Entrants
The 30% year-over-year replacement rate in the top 10 indicates that the hanfu market remains highly dynamic. While established brands like ShiSanYu continue to dominate, emerging brands are finding their footing by targeting niche segments such as children’s wear, men's hanfu, and daily-wear designs.
The Taobao hanfu rankings, compiled based on verified merchant sales data, offer a monthly snapshot of one of China’s fastest-growing traditional costume markets. As the hanfu movement continues to gain mainstream acceptance, competition among merchants is intensifying, with quality, design originality, and price competitiveness becoming the key differentiators.