凭借所谓的科技感拉升防晒衣的价格，是前两年防晒衣赛道的大趋势，这也吸引了很多品牌方的入局。 然而到今年，品牌们并没有讲出更多概念、故事。 前两年打得火热的防晒衣领域，今年意外地"降温"不少。 观察社交平台上的话题，在铺天盖地的"如何选择防晒衣""防晒衣测评"中，多了不少诸如"防晒衣又闷又热到底谁在穿""女性防晒衣，资本主义消费陷 阱"的内容。 相关品牌也开始从防晒衣向防晒帽、脸基尼，甚至防晒霜等多品类拓展。 更明显的一个标志，是防晒衣作为硬防晒热门单品大行其道的当时，面料凉感、UPF（紫外线防护系数）、UVA（长波紫外线）透射率、克重，甚至持续 被消费者诟病的款式设计，都是品牌方们反复强调的卖点，而这些指标最终卷向了——溢价。 背后是越来越多年轻人开始对UPF等关键营销指标祛魅，也能更专业地辨别出很多话术、指标的真假。 其实在此前，就有"防晒衣到底是不是智商税"的相关争议，只不过成功的"硬防晒营销"、眼花缭乱的参数让很多人依然愿意付出更高的溢价。尤其是当防 晒与"抗老"紧密挂钩后，消费者对于防晒有了更大的执念。 官媒下场打假在某种程度上重新做了一遍防晒衣的市场教育。前阵子有媒体曝出，市面上不少防晒衣实际无法有 ...

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].

Core Viewpoint - The popularity of the "facekinis" in Qingdao has significantly declined, with fewer people wearing them at the beach compared to previous years, indicating a shift in consumer preferences and market dynamics [1][2][4]. Market Trends - The "facekinis," once a summer staple in Qingdao, have seen a drastic reduction in visibility and sales, with local vendors reporting almost no sales and tourists unfamiliar with the product [2][3][4]. - Sales of "facekinis" have dropped sharply, with local shops indicating that they have not sold any in recent years, and online sales showing limited success, with most products selling in single digits to hundreds [3][4]. Product Evolution - The "facekinis" were originally designed for practical purposes, such as sun protection and preventing jellyfish stings, but have evolved into a cultural symbol over the years [5][6]. - The inventor, Zhang Shifan, has continuously improved the design of "facekinis," incorporating cultural elements and innovative materials, transitioning from a functional product to one that expresses cultural identity [6][7]. Challenges and Adaptation - The decline in "facekinis" sales is attributed to the emergence of alternative products that offer similar sun protection without the "exaggerated" appearance of the "facekinis," leading to a shift in consumer preferences [8][9]. - Zhang Shifan is exploring new applications for "facekinis," aiming to expand their use beyond swimming to activities like fishing, cycling, and hiking, as well as developing winter versions [8][9]. Future Outlook - There is potential for "facekinis" to be rebranded as cultural souvenirs, appealing to tourists as a unique memento from Qingdao, which could help revitalize interest in the product [8][9]. - Despite the current market challenges, the core functionality of "facekinis" remains intact, and the inventor expresses a commitment to continue producing them as long as there is demand [9].

Core Viewpoint - The rise of the "sunscreen economy" in China is driven by increasing temperatures and heightened consumer awareness, with the market for sunscreen apparel expected to exceed 800 billion yuan in 2024 and reach 1 trillion yuan by 2027 [2][10]. Group 1: Market Growth and Trends - The sunscreen apparel market has evolved from a niche category to a mainstream consumer segment, becoming a pillar of the "sunscreen economy" [2][4]. - Sales data from platforms like JD.com indicates a 150% year-on-year increase in sales of sunscreen clothing during the 618 shopping festival, with other products like "facekinis" and sun hats also seeing significant growth [4][5]. - The demand for multifunctional sunscreen products is increasing, with consumers looking for features such as breathability, durability, and lightweight materials [4][5]. Group 2: Consumer Behavior and Preferences - Consumers are now demanding products that not only provide UV protection but also reflect personal style and health consciousness, leading to a shift in product development [5][10]. - The main consumer groups driving this trend include commuting professionals and younger demographics, who are integrating sunscreen apparel into their daily outfits [4][5]. Group 3: Industry Participation and Competition - Over 4,400 companies are currently involved in the sunscreen-related sector, with traditional and new brands like Anta, Decathlon, and Uniqlo entering the market [8][10]. - The competition is fostering innovation, with brands developing differentiated products based on consumer needs and preferences [5][10]. Group 4: Supply Chain and Production Innovations - The evolution of sunscreen apparel has led to advancements in production techniques, such as the development of sunscreen fibers that maintain their protective qualities after washing [7]. - Suppliers of functional fabrics are benefiting from the high demand for sunscreen materials, with some companies reporting significant revenue growth [7]. Group 5: Future Outlook and Industry Standards - The sunscreen apparel market is expected to diversify and segment further, enhancing consumer shopping experiences and providing growth opportunities for various companies [10]. - Experts emphasize the need for regulatory oversight and industry standards to ensure product quality and maintain consumer trust in the burgeoning sunscreen economy [10].