新消费派｜清凉“三件套”卖遍全球 避暑消费带“火”清凉经济

Core Insights - The recent high temperatures have led to a surge in sales of "cooling" personal care products, with brands focusing on product innovation and marketing to tap into the "cooling economy" [1][2][4] Sales Performance - Popular products like floral water and cooling oil have seen significant sales, with brands like Liu Shen and Runben ranking high on e-commerce platforms. Liu Shen's floral water has monthly sales exceeding 70,000 bottles, while a 3g box of Longhu cooling oil sold over 100,000 units on Meituan [2][4] - The online sales of cooling products have been driven by social media influencers promoting them as summer essentials, with 99% of buyers giving positive reviews [2][4] Product Innovation - Domestic cooling personal care products have undergone significant upgrades in formulation, efficacy, and packaging, with many brands emphasizing natural ingredients and targeting sensitive skin [4][5] - New product designs, such as roll-on applicators and portable mini-packaging, have been introduced to enhance user experience and convenience [4][5] Market Trends - The traditional market for basic cooling products is becoming saturated, leading to structural growth in niche segments. Online channels are identified as key growth drivers [5][6] - Brands are launching products tailored to specific outdoor activities, such as camping and cycling, to attract adventurous consumers [5][6] International Demand - The demand for cooling personal care products is not limited to domestic consumers; there is a growing market overseas. Products that cost around 5 yuan in China are being sold for double that on international platforms [9][15] - In the first half of the year, China exported 38,500 tons of floral water and cooling oil, with export values reaching 1.93 billion yuan, reflecting a year-on-year growth of 14.2% and 50.3% respectively [15][24] Brand Strategy - Companies like Shanghai Zhonghua Pharmaceutical are focusing on brand rejuvenation and expanding their e-commerce presence to align with modern consumer preferences [8][24] - Liu Shen has redefined its brand identity around the concept of "refreshing," aiming to create long-term brand value through systematic adjustments in product offerings and marketing strategies [8][24]