The price difference of sunscreen clothing is 10 times! The so-called "black technology" is actually... single product | brand | technology

Release time:Apr 14, 2024 00:13 AM

Summer has arrived,

Various styles of sun protection clothing, ice sleeves

The sunshade hat is being shelved again.

In May, the retail sales of sunscreen clothing nationwide exceeded 600 million yuan,

A year-on-year increase of 351.15%.

High sales growth rate,

The number of brands entering the market is also constantly increasing.

After multiple clothing brands launched sunscreen jackets,

Sunscreen jackets have also been put on shelves in the miscellaneous collection store,

The price ranges from 79.9 yuan to thousands of yuan.

However, Jimu News reporters found that,

Although many brands advocate "black technology" sunscreen,

But currently, among the more than 100 patents for sunscreen clothing,

More than half of them are "appearance innovation" patents.

The latest sunscreen clothes are on display in the "Jiaonei" showcase

Different sun protection clothing prices differ by more than 10 times

Summer is coming, and various physical sunscreen products are selling well.

According to the data from the e-commerce big data analysis platform, the retail sales of sunscreen clothing in China exceeded 600 million yuan in May this year, a year-on-year increase of 351.15%. The retail volume exceeded 4 million, with a month on month increase of 122.04% and a year-on-year increase of 138.35%. Among the top 20 brands, the retail sales of brands such as Jiaoxia, Camel, MOLYVIVI, and Jeep increased by 100% month on month.

According to Tmall 618 data, the transaction volume of new sunscreen products in the clothing category increased by 180% year-on-year, and the number of sunscreen clothing purchased by a single consumer is also 2 to 3 times that of the past. Among them, sales of sunscreen stockings have increased by four digits this year.

With the increasing number of brands entering the market, the categories of sun protection products such as sun protection vests, sun protection pants, sun protection stockings, and sun protection masks are also constantly increasing.

From the perspective of e-commerce platforms, Wako Ono, who started making underwear, has launched sunscreen clothing for the first time this year. On June 26th, Jimu News reporters visited offline and saw that various physical sunscreen products were also occupying the display windows of clothing stores. In addition to outdoor brands such as Jiaoxia and Camel, ANTA, MUJIA, and UNIQLO also have sunscreen clothing. In addition, collection stores such as Kashima and Cool Fun have also hung up sunscreen jackets.

Sunscreen jackets priced from less than a hundred yuan to over a thousand yuan are also dazzling. In the Kashima store, a regular short sunscreen jacket is only sold for 79.9 yuan, while a Bosiden sunscreen suit with a UPF value of 100+is priced at 1119 yuan. There are various brands of sun protection clothing, and their main selling points are also different. Except for basic UPF values above 50+, most sun protection clothing claims to be "cool to touch" and "breathable and quick drying". On this basis, some brands have also launched names such as "TiO2 sun protection factor", "wet sun protection technology", and "skin surface microclimate". In the Bosiden store, a promotional billboard stating "After washing a hundred times, you can still get sunscreen" is prominently displayed.

There are various sunscreen clothes available in Uniqlo stores

More than half of the patents for sunscreen clothing are for appearance design

How much high-tech can a sunscreen suit carry?

A journalist from Jimu News found on Tianyancha that a search using the keyword "sunscreen clothing" resulted in a total of 153 patents, including 84 patents in the "design" category and 63 utility model patents.

There are only 6 patents for invention types, of which 2 are patents for sun protection car clothing.

Among the remaining 4 invention type patents, it can be seen that there are 2 patents mainly focused on innovation in sunscreen materials. Zhejiang Pengyue Textile Co., Ltd. obtained a patent in 2016 for a sunscreen garment made of sunscreen nylon fiber, which has good UV protection function and still has good UV protection effect after multiple washes; In April 2023, Wuhan Textile University obtained a patent for sunscreen clothing that uses a composite lotion for sunscreen clothing. After finishing, the UPF value of the sunscreen clothing can reach more than 68. Moreover, after 10 washes, there was no significant decrease in UPF value.

In the intellectual property category of Shenzhen Jianzi Technology Co., Ltd., the parent company of the brand "Jiaoxia", which focuses on sun protection products, its main product patents are also concentrated in the fields of sun umbrellas and neck hanging fans.

Textile chemical engineer Yao Weiming explained that in fact, there is no need to pursue high UPF values when purchasing sunscreen clothing. A UPF value of 50 means that only 1/50, which means 2% of ultraviolet rays can penetrate, is equivalent to blocking 98% of ultraviolet rays, and has a very good sun protection effect. And sun protection clothing with a UPF value of over a hundred blocks only a little over a percent more ultraviolet rays than sun protection clothing with a UPF value of 50+.

"Having good sun protection while breathable and cooling is a good sunscreen garment," said Yao Weiming. The fabric composition is made of nylon, and the organizational structure is knitted. Thin enough to reveal fingerprints, choose a light color, and then check the UPF value after meeting these conditions.

The sunscreen clothing market will continue to grow

Although competition on the track is becoming increasingly intense, the market for sunscreen products is still growing.

According to financial commentator Zhang Xuefeng, sunscreen products have multiple usage scenarios, including outdoor sports, travel and vacation, and are also suitable for a wide range of people. Although the number of brands in the market has increased, the market potential for sunscreen products is still great.

As for the phenomenon of similar functions and large price differences, Zhang Xuefeng explained that there are multiple reasons for the large price difference of sunscreen products, including brand premium, materials, craftsmanship, design and other factors. Some high-end brands may adopt more expensive materials, more complex craftsmanship, and higher level designers, all of which can lead to increased costs and thus increase product prices. The factor of brand premium is also one of the important factors that determine the price.

However, a high brand premium is not a good long-term strategy. "Currently, established outdoor brands such as Jiaoxia are still the leaders in the sunscreen product market, occupying market advantages through product performance and brand awareness. However, for new brands in the sunscreen product market, they need to choose a clear and unique positioning and create a long-term brand communication strategy that they will adhere to and implement. Only by creating authoritative, professional, and diversified products, focusing on marketing promotion, and enhancing brand awareness, can they win in this fiercely competitive market." said Zhang Xuefeng.

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