As the name suggests, sun protection clothing is a functional clothing that can be used for sun protection just like a parasol. At present, professional sun protection clothing on the market is mainly divided into two categories: one is to add sunscreen additives to ordinary fabrics, and the other is special fabrics, such as the use of ceramic powder and fiber to increase the reflection and scattering of ultraviolet rays on the surface of the clothing. Prevent ultraviolet rays from penetrating the fabric to damage human skin.
How big is the market for sunscreen products?
Take the data of Cosi, the global leader in sunscreens, which accounts for about 30% of the global market, as an example: In 2018, the company achieved operating income of 972 million yuan, a year-on-year increase of 36.69%, and a net profit of 86,754,600 yuan, a year-on-year increase of 102.77%; in 2019 , The company achieved operating income of 1.1 billion yuan, a year-on-year increase of 13.23%, and a net profit of 153.7 million yuan, a year-on-year increase of 77.16%; in 2020, affected by the impact of consumers staying at home under the epidemic, revenue was 1.008 billion yuan and net profit was 163 million yuan .
According to industry statistics, the size of China’s sunscreen market in 2016 was 5.535 billion yuan; in 2017, this figure increased to 6 billion; in 2018, it increased to 7-10 billion; in 2019, the size of the sunscreen market in mainland China reached 22 billion; in 2020 Only the Taobao Tmall sunscreen market has an annual turnover of 7.703 billion yuan... In this series of data, cosmetics with sunscreen functions account for the majority.
Since 2007, sun protection clothing has been popular in the United States. After entering the Chinese market, it was initially used in outdoor functional clothing. For example, sports brands such as The North Face, Decathlon, Columbia, Pathfinder have sun protection and rain protection in outdoor clothing, or Comprehensive fast fashion such as Uniqlo's sunscreen series, and in recent years, with the emergence of new brands such as ohsunny, VVC, and Jiaoxia that focus on sunscreen fashion brands, the sunscreen segment market has begun to become professional and vertical.
Nevertheless, the sunscreen clothing market is still in an early stage of development, and user cognition has not yet been fully popularized. The market still doubts that sunscreen clothing is an "IQ tax". In this case, the more professional brands have played the role of market enlightenment and education, and at the same time, they have also provided opportunities for misbehaving for those who want to fill up their numbers.
In fact, to measure whether a product is a "anti-ultraviolet product", there are clear indicators at home and abroad. At present, domestic and foreign standards generally use UPF value, which is the value of UV protection coefficient, to evaluate the UV protection performance of textiles. The UPF value is the ratio of the average amount of ultraviolet radiation to the unprotected skin. The larger the UPF value, the better the UV protection performance.
According to the "Assessment of Textile Anti-UV Performance" standard promulgated by the General Administration of Quality Supervision, Inspection and Quarantine of China:
The EU standard is mainly aimed at testing the UV protection performance of clothing fabrics, requiring UPF>40 (UVA transmittance <5%); U.S. and Australian standards determine UPF≥15.
In terms of fabric material and sun protection index, the sun protection clothing uses high-quality polyester fiber materials, and the sun protection factors of various fibers are different. The order is: polyester fiber>cotton>rayon and silk. At present, most sunscreen clothing on the market adds sunscreen additives to the fabric and adds a sunscreen coating (similar to a parasol) inside the clothing. Generally, a piece of sunscreen clothing can isolate 95% of the ultraviolet light, but this type of sunscreen clothing will experience diminishing sun protection after being soaked or washed. In the high-end sunscreen clothing that uses the combination of sunscreen ceramic fiber and polyester fiber, it is less affected by soaking and washing, and the sun protection function is relatively long-lasting.
Founded in 1999, TOREAD is a well-known local outdoor brand in China. Its products include camping equipment, outdoor shoes and clothing, and professional mountaineering equipment. As a domestic first-line brand with reliable quality and high cost performance, it is favored by outdoor sports enthusiasts.
In 2019, Pathfinder launched a bionic sunscreen skin suit called TiEF SKIN, which changed the image of traditional outdoor brands that were awkward and heavy and lost their sense of fashion due to professionalism. It helped Pathfinder to become fashionable while maintaining outdoor professionalism. Advance and contribute.
This TiEF SKIN bionic sunscreen skin suit is made of ultra-light 20D nylon jersey fabric. The texture is like "skin" covering the skin, and it is described as "thin as a cicada's wings." At the same time, the use of bionic sunscreen black technology, adding super sun protection factor to the raw materials and spinning process, the skin coat has the ability to block ultraviolet rays and prevent sunburn burns, so ultraviolet rays on the plateau can make exposed skin sunburn within an hour Actually tested in the harsh environment of redness and hotness, this sunscreen skin suit has super adaptability and good heat dissipation ability.
Founded in 2012 by Hong Kong Minus Holding Group, the professional sunscreen umbrella brand Jiaoxia, initially relying on the "Hermes of sunscreen umbrellas", capsule umbrellas have spread all over the Internet, especially entertainment stars have shown on social platforms, putting simple The marketing method is to the extreme-the product design that can "make" and the smart marketing method make an umbrella have more added value.
In addition to the remarkable marketing, Jiaoxia is also very agile in the speed of SKU update and product line expansion. From selling umbrellas to selling sunscreen clothing, it has become the banner of the sunscreen category in the "new consumption" field by relying on explosive models. Different from the sun protection clothing launched by outdoor sports brands, Jiao Xia seizes the aesthetic dividend, shortens the length of the clothes and opens the tail on the basis of traditional sun protection clothing, so that women have longer legs when wearing them. New products Class launches accounted for 50% of store sales.
According to data from e-commerce platforms such as Taobao, Tmall, JD.com, and Pinduoduo, the marketing capabilities of sunscreen clothing products in Hangzhou, Quanzhou, Shanghai, Guangzhou, and Suzhou are relatively high, and consumer acceptance is relatively high. But in fact, in the e-commerce market, this type of operation is not easy.
The demand function of sun protection clothing products seems to be single, but it actually contains all the attributes of women's clothing, such as seasonality, variety of styles, uneven prices, and high pressure for promotion and competition. In this market context, focusing on professionalism and differentiation is the key to a breakthrough in this segment.
