2024防晒衣消费趋势洞察

Investment Rating - The report does not explicitly provide an investment rating for the sunscreen clothing industry. Core Insights - The sunscreen clothing industry is evolving towards more specialized and segmented products, with consumers seeking comprehensive protection features beyond just sun protection, such as UV resistance, windproof, waterproof, and easy storage [2][4][8]. - The consumer base is categorized into three main groups: hardcore outdoor enthusiasts, light outdoor participants, and everyday wearers, each with distinct preferences and product needs [2][23][36]. - Marketing strategies heavily rely on KOL endorsements and celebrity influence, particularly through social media platforms, to enhance consumer awareness of both the technological features and fashion aspects of sunscreen clothing [2][3][70]. Summary by Sections 1. Current Status of the Sunscreen Clothing Industry - Sunscreen clothing remains the most popular protective apparel among consumers, with a focus on this category in the report [8]. - The social media discussion volume and year-on-year growth indicate that sunscreen clothing is the core product in the apparel category [10]. 2. Consumer Trends in Sunscreen Clothing - The peak demand season for sunscreen clothing is from March to July, with significant increases in social media content and interactions related to sunscreen clothing during this period [11][12]. - The demographic profile of hardcore outdoor enthusiasts primarily consists of women aged 18-34, who prioritize features like breathability, lightweight, waterproof, and durability [27][30]. 3. Marketing Trends in Sunscreen Clothing - On Douyin, content related to sunscreen clothing is mainly driven by brand-led discussions focusing on product features and outdoor scenarios, while Xiaohongshu emphasizes styling and outfit ideas [16][74]. - The report highlights the effectiveness of KOLs and celebrities in promoting sunscreen clothing, with a notable interest from young female consumers in celebrity-endorsed products [83][84].