How does the "black technology" of sun protection come out of the circle to stimulate new consumption?

  The itinerary code "Zhang Xing" at the end of June brought a travel fever, and within 24 hours of the policy's release, Baidu's travel search skyrocketed fourfold.

  Summer travel is heating up, sunscreen products are favored, sunscreen clothing, umbrellas, sunscreen, sunscreen masks, sunscreens, etc. have become standard travel.

  "A classic style with complicated lace and sequins, almost every auntie walking on the street has one in hand. That was the sunscreen trend at the time." The post-95s Cao Wen's initial concept of sunscreen was the Paradise brand sun umbrella purchased by her mother.

In her generation, Cao Wen found that the favorite sunscreen equipment of young girls around her is not only daily sunscreens and umbrellas, but also sunscreen hats with larger brim, thinner fabric and air leakage on the top of the head, and sunscreen made of technical fabrics. Clothing, sunscreen masks, sunscreens, etc.

  The Beijing News Shell Finance reporter noticed that from April to June this year, in just two months, the notes marked with the keyword "sunscreen" on Xiaohongshu increased from 3.29 million+ to 4.02 million+, while Sunscreen-related products jumped from 210,000+ items to 590,000+ items.

Many well-known female stars have also talked about the importance of "physical sunscreen" on social media. Various skin care concepts such as "sunscreen and anti-aging" and "one white cover one hundred ugliness" are popular on social platforms. As a result, almost every A young woman has begun to pay attention to her "sunscreen shirt".

  "The annual expenditure on sunscreen equipment is not less than 1,000 yuan"

  "The annual expenditure on sunscreen equipment is not less than 1,000 yuan." Wang Zuwen, who is engaged in the financial industry, revealed that she started with three pairs of sunscreen ice sleeves in the summer of this year.

Last year, she also bought a "bandit mask", the whole face was covered with sunscreen fabric, leaving only a pair of eyes and nose, "usually when driving." She said that she has always had sunscreen demand, and the field of physical sunscreen is constantly launching new products, and I will try it with curiosity and an open and accepting attitude.

"As long as the publicity is in place, it will attract me to try planting grass."

  "Sunscreen, sun hat, sunglasses, sun protection clothing, ice sleeves, all of them are indispensable." Zhao Simo, born in 1998, also regards sun protection and whitening as one of the most important skin care demands.

She told the Beijing News Shell Finance reporter that she uses skin care products containing whitening ingredients such as niacinamide and vitamin C as sunscreen aids every day. "In addition, I will also buy vitamin C powder or niacinamide powder separately and mix and apply it with body lotion. Apply on the whole body for 30 minutes and do this full body spa at least twice a month.”

  The combination of chemical sunscreen and physical sunscreen is the consensus of many people's sunscreen concept, which has greatly expanded the market of sunscreen products.

According to Euromonitor data, the compound growth rate of China's sunscreen product market from 2006 to 2020 was 11.6%, much higher than the global average growth rate.

In addition to chemical sunscreen products such as sunscreen and sunscreen spray, there is also a huge market for physical sunscreen products that can be worn all over the body.

According to CIC data, the market size of China's sunscreen apparel has increased from 45.9 billion yuan in 2016 to 61.1 billion yuan in 2021, and is expected to reach 95.8 billion yuan in 2026.

  The Beijing News Shell Finance reporter randomly interviewed 10 consumers of sunscreen products, of which 7 said they had paid for the "black technology" advertising slogan of the product.

  With the rapid advancement of material technology, the black technology of fabrics emerges in an endless stream, and all brands have tried their best.

The Beijing News Shell Finance reporter found that most sunscreen brands advertise their self-developed sunscreen “black technology” on their official websites or official flagship stores.

As can be seen from the official flagship store of Camel, the brand's "hyaluronic acid mask sunscreen clothing" uses hyaluronic acid knitted fabrics and other materials to achieve moisturizing effect, and some brands claim that its sunscreen clothing has functions such as whitening, increasing collagen and cleansing.

The "Internet celebrity" brands such as Jiaoxia and Jiaonei focus on the "black technology" in UPF, UVA value and wearing body feeling.

According to national standards, when the sun protection index UPF>50+ (UPF is the ultraviolet blocking factor, the higher the UPF value, the better the sun protection effect) and the UVA (ultraviolet wavelength) ≤ 5, it can be considered that the clothing has sun protection function.

  Capital gets together and "sun" the road

  For fancy sunscreen, whether it is exquisite fashion or charging "IQ tax", there are different opinions.

But this does not prevent a large number of capital from getting together to "show" the road.

  In 2020, Kesi Co., Ltd. successfully landed on the A-share market, the chemical "sunscreen first stock", which mainly focuses on skin care products.

Kesi Co., Ltd. is mainly engaged in the research and development, production and sales of daily chemical raw materials. The products include cosmetic active ingredients such as sunscreens, synthetic fragrances, etc. one of the merchants.

  The first annual report of Kesi after its listing shows that revenue has declined and profits have increased. In 2021, the company will achieve operating income of 1.008 billion yuan, a year-on-year decrease of 8.35%; attributable net profit of 164 million yuan, a year-on-year increase of 6.35%.

The 2021 annual report of Kesi shares shows that during the reporting period, the company's total operating income was 1.09 billion yuan, a year-on-year increase of 8.13%; the attributable net profit was 133 million yuan, a year-on-year decrease of 18.72%.

  As for the main reason for the company's net profit decline in 2021, Kesi believes that the sharp rise in the prices of raw materials and sea freight has lowered the company's product gross profit margin; in addition, during the reporting period, the company increased investment in research and development, and the capacity utilization rate of new production lines was still low. The gradual increase in the medium level also affected the company's net profit level during the reporting period to a certain extent.

  Despite this, Wang Hongyan and Liang Rui of Huaan Securities recently conducted research on Kesi shares and released a research report, giving a buy rating to Kesi shares.

  In April of this year, Jiaoxia Holdings, whose main product is sunshades, submitted a prospectus to the Hong Kong Stock Exchange, sprinting for the first physical "sunscreen".

According to the prospectus, Jiaoxia is the largest sunscreen apparel brand in China in terms of total retail sales and online retail sales in 2021, with market shares of 5% and 12.9% respectively, becoming a representative of the take-off of the "sunscreen economy".

  As a company whose brand is positioned as a mid-to-high-end professional sunscreen umbrella, Jiaoxia was established in 2012 by Hong Kong Minus Holding Group, focusing on physical sunscreen.

At the beginning of its establishment, Jiaoxia brand was positioned as a mid-to-high-end professional sunscreen umbrella, taking a fashionable and high-value line, and the design of the inner layer of the umbrella was bold and exaggerated. Layer umbrella + LRC coating" as the product feature, it became an instant hit.

  At present, Jiaoxia's products have been extended to sunscreen products such as hats, sleeves, and sunscreen clothing.

Riding the hot wind of sun protection, Jiaoxia's revenue has also grown all the way.

In 2019, Jiaoxia’s annual revenue reached 385 million yuan.

In 2021, operating income will increase significantly to 2.407 billion yuan, about three times that of 2020.

Among them, non-sunscreen products accounted for 20.6% of the revenue.

  According to the Taobao Live Sunscreen Report, Chinese consumers' spending power and frequency of sunscreen have increased, and their consumption level has begun to catch up with skin care items.

Such a marketing strategy makes people see that the Chinese sunscreen market has moved towards differentiation and segmentation, and drives consumers' new understanding of sunscreen.

  Domestic brands have considerable market prospects

  Looking back, when hard sunscreen products entered the Chinese market, they were mostly used in outdoor functional clothing, such as sports brands The North Face, Decathlon, Columbia, and Pathfinder’s outdoor clothing with sunscreen and rainproof functions, or comprehensive fast fashion such as Uniqlo's sunscreen range.

  In recent years, with the emergence of new fashion brands such as ohsunny and Jiaoxia that focus on sun protection, the market segment of sun protection clothing has begun to become specialized and vertical.

  With urban commuter sunscreen becoming the main scene, consumers are seeking more convenient, fast and efficient sunscreen products.

Brands are also seizing this trend, combining technology upgrades, innovative R&D, creative co-branding, etc. to launch products that are more in line with consumer needs, promoting the iterative development of the sunscreen industry, and letting people see that domestic brands are moving towards the segment of sunscreen. There are still considerable market prospects.

  However, my country's sunscreen market is still in its infancy, and there is also a situation of "publicity over function" in this field.

For example, the LRC coating technology independently developed by Jiaoxia has been questioned by industry insiders that the sun protection ability is not as good as an ordinary sun protection umbrella.

In this regard, Yang Dajun, founder of the Fashion Transparency Innovation Center (FTIC), told the Beijing News Shell Finance reporter that companies should avoid exaggerating the functions and performance of products, and product development and marketing efforts should be equal.

"Brand competition is not a one-off place, companies should focus on building product strength to build trust with consumers, and rely on publicity to gain market attention and increase sales in a short period of time, but the hard power of products has not kept up, but will Playing a negative role, this is a very fatal problem for the development of the brand."

  Yang Dayun also said that for domestic brands, especially consumers' awareness of sunscreen is gradually becoming mature, and in the new era of sunscreen, it is not only necessary to do a good job in product development, sales, supply channels, after-sales and other links. To improve consumer recognition, it is necessary to combine flexible and diverse marketing methods to improve the quality of life of Chinese people and create a new future for domestic products.

  Beijing News Shell Finance reporter Yu Menger

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