According to the "20 16-202 1 China Wedding Dress Industry Deep Investigation and Investment Strategic Planning Analysis Report" issued by Prospective Industry Research Institute, the traditional white wedding dress was introduced to China from the west in the late 1980s, and radiated to Chinese mainland from Taiwan Province. At that time, mainland consumers did not have the concept of wedding dress. Influenced by traditional wedding customs and concepts, most people could not accept the traditional western white wedding dress as their own wedding dress, so the wedding dress market was not very big. Coupled with the relatively high price of wedding dresses at that time, it was a luxury consumption, which made most newcomers who needed wedding dresses choose to rent rather than buy wedding photo studios.

With the changes of the times and the gradual broadening of consumers' horizons, wedding dresses have gradually attracted consumers' attention for their beautiful and romantic western style. Western-style wedding dresses also stand side by side with traditional weddings in China in the form of independent wedding photos through photo studios, becoming a new choice for mass consumers. When the wedding dress is gradually accepted by the mass market, the post-80s generation has become the main force of the wedding team. Brides-to-be are more interested in fashion and individuality, and are willing to have a wedding dress of their own as a permanent memorial. With the popularization of the concept of "buying your own wedding dress" and the fact that there is no difference between the price of buying a wedding dress and the price of renting a wedding dress, the "wedding dress economy" has changed from traditional leasing to purchasing.

Now young people's economic situation is getting better and better, and their consumption concept is more open. They believe that the wedding dress is a grand dress that is only worn once in a lifetime, and the pursuit of individuality and exclusivity has become the key to the consumption concept. Therefore, they especially hope that someone can design a unique wedding dress for themselves, which is suitable for their own style and characteristics. personal tailor wedding dresses have become popular.

From "free rental" to today's customized demand, consumers' "dowry" can be said to be upgraded step by step. The growing wedding dress market has also turned many businesses that could not be done before into booming industries.

Market maturity can't keep up with consumer demand.

Although more and more brides are eager to own their own wedding dresses, the market for wedding dress purchase and customization is growing, but the brands and styles available in the market are hard to find. In addition to the wedding rental business of wedding photography shops that can be seen everywhere, it is difficult to see wedding specialty stores with novel styles and guaranteed quality.