暴涨14倍，2元“降温神器”火了，有商家半年卖5000万

Core Insights - The article discusses the rising popularity of cooling towels, particularly among young consumers during the summer heat, highlighting their dual function as both a cooling solution and a social accessory [1][4][5]. Product Overview - Cooling towels are marketed as quick-cooling products, with claims of reducing temperature by 3°C in 3 seconds and maintaining that effect for up to 3 hours, making them a "mobile air conditioner" for outdoor activities [2][4]. - EcoWish, a brand focused on plant-based products, has seen a significant increase in sales, with over 10 million packages sold and a 700% year-on-year growth in sales for their cooling towels [2][14]. Market Dynamics - The "cooling economy" has exploded on platforms like Tmall, with a nearly 14-fold increase in orders for cooling towels compared to the previous year [2][4]. - The market for cooling towels has attracted numerous brands, leading to a surge in production capacity, with around 300 new production lines established [4][18]. Consumer Behavior - The cooling towel has become a must-have item at events like concerts and marathons, with consumers not only purchasing for themselves but also gifting them to family members [2][4]. - The product's design has evolved to be more visually appealing and functional, addressing previous pain points such as the use of irritating alcohol and unappealing aesthetics [5][8]. Sales Strategy - EcoWish initially faced challenges in launching their product but gained traction by distributing free samples to marathon runners, who provided valuable feedback and became organic promoters of the brand [10][12]. - The brand has successfully leveraged social media and influencer marketing, achieving significant sales through platforms like Tmall and short video content [13][14]. Competitive Landscape - The cooling towel market is characterized by two main categories: traditional small-sized, single-use towels and newer, larger, and more stylish versions that incorporate social and emotional attributes [20][21]. - The price range for cooling towels is generally between 2 to 5 yuan per package, with increasing competition leading to product homogeneity and price pressure [21][22]. Future Outlook - The cooling towel category is expected to continue growing, with a projected 7-8 times increase in sales for EcoWish in the first half of 2025, reaching 50 million yuan [14]. - The industry faces challenges in inventory management due to the seasonal nature of the product, necessitating real-time adjustments based on weather data [16][18].