2 1 Shi Ji Jing Ji Bao Dao·2025-06-17 05:57Core Insights - The demand for sun-protective clothing is rising as summer approaches, with brands like JiaoXia leading in sales on platforms like Tmall during the 618 shopping festival [1][2] - The domestic sun-protective clothing market is projected to reach 95.8 billion yuan by 2026, with sun-protective clothing accounting for over 50% of this market [1] Market Trends - Various brands, including JiaoXia, Anta, Li Ning, and Bosideng, are increasing their presence in the sun-protective clothing market, indicating a competitive landscape [2][3] - The market is becoming more concentrated as low-cost private label brands exit, while the average price of sun-protective clothing has decreased, with a focus on the 100-200 yuan price range [2] Product Diversification - Sun-protective clothing has expanded beyond outdoor activities to everyday wear, attracting a broader consumer base [3] - Brands are enhancing their product lines with unique features, such as JiaoXia and Camel focusing on outdoor aesthetics, while Anta emphasizes functionality [3] Sales Performance - Bosideng reported significant growth in its sun-protective clothing sales, increasing from 100 million yuan in FY2022 to 1 billion yuan in FY2024 [3][4] - The trend of expanding into sun-protective clothing is also seen in brands traditionally known for other categories, such as Bosideng and South Pole E-commerce [4] Pricing Dynamics - The price range for sun-protective clothing varies widely, with 70% of sales occurring for items priced below 200 yuan [8] - High-end brands like Arc'teryx and KAILAS maintain premium pricing, while overall market competition has led to a decrease in prices across various brands [9][10] Consumer Preferences - Consumers are increasingly looking for sun-protective clothing that offers more than just UV protection, seeking stylish designs and advanced fabric technology [11]