新华社天津7月11日电进入7月，天津出现持续高温。9日至11日，天津中心城区日最高气温突破35摄氏 度。酷热难耐的天气仿佛一股催化剂，激活了"清凉经济"。从琳琅满目的清凉好物，到融合多元休闲体 验的避暑游，再到烟火气升腾的"夜经济"，"清凉经济"正释放强劲消费动能，成为点燃夏日消费市场的 一道亮丽风景线。 清凉好物热销 走进天津市南开区的一家京东MALL超级体验店，虽是在工作日，空调销售区依然人头攒动。 "如今的消费者不仅关注价格，更注重体验感。带AI语音的空调、智能空气循环扇等成为新宠。"体验店 运营负责人吴梦康介绍，进入暑期以来，门店日均客流量连续多日破万。 "清凉电器"热销的同时，"清凉穿戴"也风靡街头。手持遮阳伞、脖挂小风扇、身着防晒服……天津街头 巷尾随处可见全副"捂"装的市民。在淘宝等网络平台，消暑贴、驱蚊喷雾、挂脖风扇、凉感冰袖等"夏 日神器"因小巧便携、实用实惠的特点频登热搜榜，部分单品月销量逾万件。 "一进溶洞就像跨进天然冰箱，外面30多度，洞里不到20度！"游客王女士选择来到天津蓟州溶洞景 区"清凉一夏"。洞内千姿百态、绚丽多彩的钟乳石，配合四季恒温18摄氏度左右的环境，使其成为远近 闻名 ...

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].

Core Insights - The "YiwU China Small Commodity Index" indicates that China's sun protection clothing market is rapidly expanding, with a market size exceeding 800 billion yuan last year and expected to reach 1 trillion yuan by 2027, marking the emergence of a new consumption market termed "sun protection economy" [1] - The growth of the sun protection economy is attributed to the evolution of consumer structure, upgraded health concepts, and optimized industrial chain integration, reflecting a broader trend in China's new consumption landscape [1][3] - Sun protection has evolved from a niche category in cosmetics to a comprehensive consumer demand spanning skincare, clothing, accessories, travel, and smart technology, driven by a heightened public awareness of health and aesthetic consumption [1][3] Market Trends - Consumers are increasingly prioritizing professionalism, comfort, and scene adaptability in sun protection products, leading to a shift from simple sun-blocking items to innovative designs that combine technology and fashion [2] - Data shows that since the summer of 2024, search volumes for keywords like "sun protection clothing," "ice sleeves," and "sun protection masks" on major e-commerce platforms have increased by over 200%, with some leading brands experiencing sales growth of nearly 5 times [2] - The rise of the sun protection clothing industry is not only a result of consumption upgrades but also benefits from China's complete manufacturing supply chain, from functional innovation in raw materials to digital flexible manufacturing and e-commerce marketing [2] Long-term Outlook - The sun protection economy is increasingly being integrated into lifestyle narratives by brands, promoting a health-conscious, refined, and personalized lifestyle rather than merely selling clothing [3] - The emergence of sun protection clothing is a result of a new cycle of health orientation, design innovation, and manufacturing upgrades, showcasing the vast potential of the Chinese consumer market and the elasticity of niche segments [3] - For sustainable development of the sun protection economy, collaboration among government, industry, enterprises, and research institutions is essential, with the potential to become a key driver for industrial innovation, export trade, and the shaping of Chinese brands [3]

近期，全国多地持续高温天气带动清凉经济全面升温。从琳琅满目的消暑商品到以自然避暑资源为核 心、融合多元休闲体验的清凉旅游，清凉经济正释放出强大的消费动能。 高温之下，"清凉旅游"市场热度飙升。例如，随着气温升高，五指山凭借独特的热带雨林景观和清凉宜 人的气候，吸引了众多游客前来游山玩水。在五指山红峡谷文化旅游区，漂流项目成为游客的热门选 择。"最近来体验漂流的游客数量比平时多了好几倍，对此，景区也做好了各项安全保障和服务提升工 作，让游客们能玩得开心又放心。"五指山景区负责人向记者介绍。 "'清凉消费'属于典型的季节性消费，紧密贴合高温时段的消费者需求，具有鲜明的时效性与针对性。 从宏观层面来看，清凉经济对释放消费潜力、激发经济活力具有不可忽视的重要意义。不仅能够带动相 关产业的短期繁荣，还能在一定程度上促进消费结构的优化升级。"盘古智库高级研究员江瀚在接受 《证券日报》记者采访时表示。 多地也立足自身旅游特色，推出"清凉旅游"优惠政策，积极吸引游客，为"清凉旅游"市场再添一把火。 比如，黑龙江推出夏季旅游优惠，部分景区门票打折，同时，为满足游客对品质游深度游的多元需求， 今年夏季，黑龙江聚焦场景创新、业态升 ...