青岛“脸基尼”的坚守与转型

Core Viewpoint - The popularity of the "facekinis" in Qingdao has significantly declined, with fewer people wearing them and limited sales at beach vendors, indicating a shift in consumer preferences and market dynamics [1][2][4]. Market Trends - The article highlights the transition of "facekinis" from a trendy beach accessory to a rarely seen item, with reports of almost no one wearing them at various beaches in Qingdao during the summer of 2025 [2][3]. - Sales of "facekinis" have plummeted, with local vendors reporting minimal stock turnover and some even ceasing to sell them altogether [3][4]. Product Evolution - The "facekini," invented by Zhang Shifan, initially aimed to protect swimmers from sunburn and jellyfish stings, evolving over the years into a cultural symbol with various designs [5][6]. - The product has undergone multiple iterations, with improvements in design and materials, including the introduction of cultural motifs, which helped it gain international attention [6][7]. Competitive Landscape - The market has seen an influx of imitation products, which has contributed to the decline in sales of the original "facekini," as these cheaper alternatives attract price-sensitive consumers [8][9]. - The shift in consumer behavior, with fewer locals swimming at beaches, has further exacerbated the sales decline, leading to a reduction in the number of vendors selling "facekinis" [8][9]. Future Outlook - Zhang Shifan is exploring new applications for "facekinis" beyond beach use, such as outdoor activities and seasonal products, in an effort to revitalize the brand and adapt to changing market conditions [8][9]. - Despite the challenges, the commitment to the original protective purpose of the "facekini" remains strong, with hopes for its continued relevance in various protective scenarios [9].