In August, Taihu Snow released its H1 2026 results.
This Suzhou-based silk duvet brand, with over two decades of heritage in Zhenze, delivered an impressive set of numbers: H1 revenue of RMB 325 million, up 15.67% year-on-year; net profit attributable to shareholders of RMB 27.06 million, up 42.52%. Profit growth nearly tripled revenue growth.
More notably, in Q2 alone – net profit reached RMB 17.39 million, a year-on-year surge of 59.53%. That is close to 60% profit growth in a single quarter.
This is not an isolated case – it is a signal that 'New Chinese Style' silk consumption is taking off.
Where Is the Growth Coming From?
Taihu Snow's growth is reflected in three numbers.
Silk accessories grew 32.11%. In H1, silk accessory revenue reached RMB 51.6 million, up 32.11% – the fastest-growing category. Silk duvets (+11.89%), bed linen sets (+16.05%), and silk apparel (+10.97%) also saw double-digit growth. Accessories – including scarves, hair accessories, and bag trims – have become the main growth driver.
Online channels now account for 61% of revenue. Online revenue reached RMB 197 million, up 32.46%, increasing its share of total revenue from 53% a year ago to 61%. Online is now the dominant channel by far.
Livestream e-commerce grew 74.76%. Livestream revenue hit RMB 97.9 million, up 74.76%, surpassing traditional e-commerce to become the top online revenue source for the first time. Taihu Snow has implemented a dual-track strategy on Douyin (TikTok China) – "brand self-broadcast + influencer livestream" – and partnered with top livestream host "Yuhui Tongxing" to leverage intangible cultural heritage content in livestream sales.
Who Is Buying?
In its investor briefings, Taihu Snow noted that stores are expanding cultural and creative products such as silk accessories to attract "cultural tourists and young Guochao customers".
This points to a key shift: silk consumers are getting younger.
The rise of 'New Chinese Style' fashion has made silk no longer just "for the older generation". Traditional elements – frog buttons, stand collars, embroidery, and gambiered Guangdong gauze – have been reinterpreted in modern designs and are being embraced by younger consumers. During the 2026 Spring Festival, the modern expression of intangible cultural heritage proved highly effective, with accessories and home goods combining Su embroidery, Shu embroidery, and other traditional crafts with contemporary aesthetics becoming "New Year's trend items" for young shoppers. An industry survey shows that 76.4% of consumers aged 18–35 are receptive to Guochao silk products.
Silk is no longer synonymous with "old-fashioned". It is becoming a cultural symbol, rediscovered by a new generation of consumers.
Silk consumption is moving from 'traditional' to 'trendy'. The Guochao movement has made silk desirable for younger, digitally-native consumers – and this is reshaping product design, marketing channels, and brand positioning across the industry.
What Does This Mean for the Silk Industry?
Taihu Snow's performance is a snapshot of the "New Chinese Style" consumer trend. The company's growth trajectory – online channel expansion, younger customer base, faster growth in higher-margin accessories – reflects the structural changes taking place in silk consumption.
Since 2026, domestic silk consumption has accelerated significantly. Silk base-layers and lingerie have been particularly strong, with leading brands reporting 80% year-on-year sales growth in May alone.
These signals all point in the same direction: silk is shedding its "traditional, old-fashioned" label and entering a new growth cycle driven by younger consumers.
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