Can sky-high sunscreen products alleviate "sunscreen anxiety" ["Raising a child does not prevent aging, sunscreen is the only way to prevent aging"]
"Raising a child does not prevent aging, but sunscreen prevents aging." In hot summer, many young women take this statement as the truth.
Sunscreen clothing, sunscreen umbrellas, sunscreen hats, sunscreen masks, sunshades... These "sunscreen weapons" that protect against ultraviolet rays can "arm" people tightly.
But recently, many netizens broke the news that the original price of sunscreen clothing was only around 100 yuan, and some domestic brands have pulled the price of a single sunscreen clothing to nearly 1,500 yuan.
In addition to the regular casual styles, the prices of business-style sunscreens such as suits and windbreakers are also around 1,000 yuan.
There are also some brands that have turned into "ingredient parties", claiming that "black technology" ingredients such as hyaluronic acid and xylitol have been added to sunscreen clothing, which not only replenishes water, but also cools down more than ordinary sunscreen clothing. "Wearing on the body can reduce the body temperature. 5 degrees Celsius".
At every cost of thousands of yuan, the "high-priced" sunscreen clothes with black technology and business style are launched. Is the sunscreen effect really as good as the business propaganda?
"Sunscreen anxiety" props up the sunscreen economy
"Raising children does not prevent old age, but sunscreen protects against old age." The "sunscreen anxiety" of young people supports many sunscreen brands.
Data show that as of June this year, the total number of sunscreen-related companies registered in the country was 2,602, of which 1,788 exist.
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.
From 2006 to 2020, the compound growth rate of China's sunscreen product market scale 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.
"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 sun protection equipment that the young girls around her love, in addition to daily sunscreens and umbrellas, also sunscreen hats with larger brim, thinner fabrics and air leaks on the top of the head, sunscreens made of technical fabrics. Clothing, sunscreen masks, sunscreen masks, etc.
"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 wrapped in sunscreen fabric, leaving only a pair of eyes and nose, "usually wear when driving."
She said that she has always had a need for sunscreen, and the field of physical sunscreen is constantly launching new products, and she will try it out with curiosity and an open-minded 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 reporters that she uses skin care products containing whitening ingredients such as niacinamide and vitamin C as sunscreen supplements every day. "In addition, I will buy vitamin C powder or niacinamide powder separately, mix it with body lotion and apply it all over the body for 30 minutes. Do this full-body spa at least twice a month."
Of course, there are more girls with sophisticated sunscreen, who "are sunscreen all year round!"
Why are sunscreen products more expensive
Nowadays, the sunscreen products sold on e-commerce platforms are becoming more and more complete, and the styles, appearance and comfort have been improved, and the prices have been soaring.
"Jianxia" is known as a luxury brand in sun protection. Its official flagship store shows that a pocket flat umbrella can be sold at the highest price of 349 yuan, and the most expensive sunscreen clothing can be sold at 589 yuan, and it is 469 yuan after discount.
Even Bosideng, which specializes in down jackets in everyone's impression, has entered the sunscreen clothing market this summer. The most expensive sunscreen clothing is priced as high as 1299 yuan.
The store staff said that this is because compared with other brands of sunscreen clothing, Bosideng's sunscreen clothing has a higher SPF. "There are generally only 40+ and 50+ on the market, and our highest SPF is 100."
The reporter searched multiple e-commerce platforms and found that the brands currently selling high-priced sunscreen clothing are mainly HOII, Columbia, Bosideng and other brands.
However, the monthly sales of these brands of sunscreen clothing with a price of more than 1,000 yuan do not exceed 10 pieces.
In addition to high-priced sunscreen clothing, in this year's sunscreen market, there are also brands that follow the example of cosmetic brands and take the "ingredient party" route.
The reporter found that on the product detail pages of many brands of sunscreen clothing, high-tech sunscreen fabrics such as nano sunscreen fibers, condensed titanium, and twilight sunscreen technology can be seen everywhere.
There are also some sunscreens that focus on moisturizing. For example, the outdoor camel brand launched a hyaluronic acid mask sunscreen this summer, claiming that the product is infused with 762mg/kg of hyaluronic acid, and through contact with the skin, the water content of the human body can be increased by 36%.
In addition to "hyaluronic acid", there is also a sunscreen fabric containing "xylitol" that has become the focus of business promotion.
The merchant introduced on the product details page that the sunscreen clothing is made of xylitol's ice oxygen, which is breathable and light on the skin. Wearing it on the body can reduce the body temperature by 5 degrees Celsius.
At present, sunscreen clothing is becoming a very valuable market driven by the value economy.
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.
According to the agency's forecast, at the current annual growth rate of 9.4%, this segmented market will exceed 95.8 billion yuan by 2026.
At the same time, the average annual growth rate of the online business of sunscreen clothing is 13%, and it will reach 42.8 billion yuan in 2026.
A lot of capital get together to "sun" the road
However, under the propaganda of high price and black technology, the sunscreen function claimed by some sunscreen brands is not worthy of the name.
In the environment of consumption upgrading, people may pay for the brand, appearance, function, etc., but the most fundamental demand for sunscreen clothing is its sun protection.
The national standard stipulates that the UV protection factor UPF is greater than 40, and the UV transmittance is less than 5%, it can be called "UV protection product".
Therefore, when purchasing sunscreen clothing, you must look at the two standards of UPF value and UV transmittance.
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 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".
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 a trend of differentiation and segmentation, and drives consumers' new understanding of sunscreen.
【Related】
What are the sun protection methods
1. Avoidance of sun protection: Control the time you go out and avoid going out during the peak period of medium-wave ultraviolet (10:00 am - 2:00 pm), which can effectively reduce the possibility of tanning.
2. Physical shielding: such as umbrellas, sunscreen sleeves, etc., which is what we often call hard sunscreen.
3. Use sunscreen: Apply sunscreen and other body sunscreen products, i.e. soft sunscreen.
What is the main protection against sunscreen
Sunscreen mainly protects against medium-wave ultraviolet (UVB: 290nm~320nm) and long-wave ultraviolet (UVA: 320nm~400nm).
UVB has a short wavelength, high frequency, and strong photon energy. A small dose can cause telangiectasia and produce erythema. However, due to the short wavelength, it is not easy to diffract, and its penetrating ability is weak, and it can only penetrate the stratum corneum and enter the epidermis. , the impact on the internal structure of the skin is relatively small, so medium-wave ultraviolet rays often cause superficial sunburn, which is manifested as skin redness, edema or blisters.
In areas such as the seaside and the plateau, the bare skin can be sunburned in a short period of time on a sunny day.
UVA has a long wavelength and low frequency, which is opposite to medium-wave ultraviolet. Its photon energy is low, and its damage to the skin cannot be observed in a short period of time.
However, it has a strong penetrating ability and can reach the dermis layer, destroying collagen and elastic fibers, thereby causing skin relaxation and aging, accelerating the formation of wrinkles, and long-wave ultraviolet rays can promote the growth of skin melanin.
Comprehensive reports from "Beijing News", "Modern Express" and "Guangzhou Daily"