小暑・防晒经济里的清凉生意经｜财经二十四节气

Core Viewpoint - The "sunscreen economy" is experiencing significant growth during the summer, driven by increased consumer awareness and the expansion of outdoor activities, leading to a robust market for sunscreen products [3][4][15]. Group 1: Market Growth - The market for sunscreen apparel in China has shown steady growth over the past five years, with projections indicating it will reach 95.8 billion yuan by 2026, with sunscreen clothing accounting for 55.4 billion yuan, over 50% of the market [4]. - The rising temperatures during the "Xiaoshu" solar term have intensified the demand for protective clothing, leading to a surge in sales of various sunscreen products [4][15]. Group 2: Market Competition - The sunscreen market is becoming increasingly competitive, with brands launching innovative products that cater to diverse consumer needs across different scenarios, from outdoor activities to daily commuting [7]. - As of July 4, the topic of "sunscreen clothing" has garnered 2.2 billion views on Xiaohongshu and 31.11 billion views on Douyin, indicating a high level of consumer interest [7]. Group 3: Popular Products - Notable brands and their bestselling products include Beneunder with over 800,000 units sold, Decathlon with 400,000 units, and PELLIO with 300,000 units, showcasing the popularity of these items in the market [8]. - The demand for features such as UPF ratings, breathability, and stylish designs is driving sales, with consumers increasingly seeking high-performance and fashionable sunscreen gear [8][9]. Group 4: Consumer Trends - The growing consumer awareness of health and outdoor lifestyles is shifting the focus of sunscreen products from purely functional to fashionable items that also offer comfort and style [15]. - Common themes in consumer discussions include "cooling sensation," "affordability," and "UV protection," reflecting the diverse preferences in the sunscreen apparel market [9][12]. Group 5: Industry Challenges - The sunscreen apparel industry faces challenges such as the presence of substandard products that falsely claim high UPF ratings without proper testing, highlighting the need for stricter industry standards [12]. - The key to selecting effective sunscreen products lies in understanding the UPF ratings and material properties, which are essential for ensuring both protection and comfort [12][15].