The new blue ocean "hard sunscreen", the 100 billion market "can't cover"

Overview of this article: In the hot summer, sunscreen has become a consumer just needed, and the sunscreen costume business is very hot. With the continuous improvement of people's skin protection awareness, the sun protection clothing market has expanded rapidly. From the perspective of the industry, sunscreen clothing is also infinitely prospects. Data from Burning Consultation shows that the market size of sunscreen clothing in my country has increased from 45.9 billion yuan in 2016 to 61.1 billion yuan in 2021, and it is expected to reach 95.8 billion yuan in 2026.

Brand owners have made their best solutions, and the sun protection clothing products developed and designed are more and more detailed, and they should be everything from head to toe. On the way to pursue hard sunscreen, all kinds of black technologies are continuously launched. With the continuous "inside" of product design, the price of brand sunscreen clothing is getting higher and higher.

1. Gao sing and advance, the hard sunscreen track pours into new players

2. Do not get two fell swoop, heavy marketing, light research and development under the category segmentation

3. Innovative innovation, when the "ingredient party" enters the sunscreen service track

As soon as summer, various "hard core sunscreens" have become a hot topic of publicity. With the rapid development of domestic sunscreen items, various products have also made all their best solutions want to compete in the minds of consumers. At this time, investment technology investment may become a key factor in the success of sunscreen brands. It will also evolve into a new consumption trend. As a result, under the impact of traffic, increasing investment in technology research and development has become a crucial condition for the brand to break the bottleneck of traffic.

Gao Gao advances, and the hard sunscreen track poured into new players

On social networking sites, the experience of "hard core sunscreen" product experience sharing has set off a new wave this summer. According to surveys on sun protection products released by Xiaohongshu website, March-June is the peak season for sunscreen products, and May is the highest peak of the search volume of sun protection products. Searching the keywords of "sun protection" in Xiaohongshu can find more than 3.68 million articles about sunscreen, of which there are as many as 260,000 products about sunscreen.

The domestic sun protection market has also developed rapidly under the trend of "nationwide sun protection". According to statistics, the market size of Tmall's hard sunscreen products in 2021 reached about 27 billion yuan, an increase of nearly 500%compared with 2020. Burning Consulting Company predicts that between 2021 and 2026, China's sunscreen jackets will grow at a rate of 9.4%per year, and will exceed 95.8 billion yuan by 2026. At the same time, the average annual growth rate of sunscreen lines is 13.0%, and it will reach 42.8 billion yuan in 2026.

More and more players who have joined the track for hard sun protection to this track. Among the many sunscreen players, the net red sunscreen company has embarked on the road of IPO. Recently, the banana submitted the "Prospectus" to the Hong Kong Stock Exchange, which planned to be listed on the market.

The listing of banana brands is undoubtedly a successful case of hard sun protection products. Under such a powerful attraction, even the clothing brands that have not involved in the sun protection field have been eager to try. In addition to focusing on the brand of sun -exposure products, fast fashion brands, outdoor sports brands, and even brands that have nothing to do with outdoor sunscreen are involved in the field of sunscreen products.

In addition to the banana and OHSUNNY focusing on hardcore sunscreen, the newly entered sunscreen brand Camon, as well as the coke transformed from the underwear track, the fast fashion brand Uniqlo and the Taipingbird have also launched a number of sunscreen products.

Camel, Diste, Decathlon, and outdoor brands based on outdoor brands will naturally not let go of this opportunity. Even Bosideng and other brands have been involved in the sunscreen market. In the mall, all kinds of niche sunscreens are endless.

Among them, the show after sunscreen -"down jacket expert" Bosideng quickly occupied the market with multi -brand strategy. In the Little Red Book, there are more than 700 related notes about Boshon sunscreen products, and Keywords such as "Cool" are the focus of notes. On Weibo, the discussion of Bosidi's sunscreen was also high.

In fact, Bosideng has been exploring the road of sunscreen. The colorful "technology sunscreen+" series of sunscreen products ranging from 300 yuan to a thousand yuan. The most expensive sunscreen jacket is comparable to a down jacket. In the Boshima Tmall flagship store, a summer female cycling windproof jacket is more than 1,000 yuan, and another sunscreen clothing launched with well -known brand Annakiki has been sold to more than 600 yuan. Such a high price makes some customers unable to start Boszhi sunscreen. Some consumers said with emotion: "The prices of Bosidi's sunscreen have caught up with my down jacket."

For ordinary consumers, sunscreen clothes are more products that they only choose in specific scenarios. Some consumers said, "I don't want to expose my skin to the sun, so I will wear a very thin clothes, and I will not buy that style of ordinary styles, but it is very expensive." From an angle, Bosideng's sunscreen jacket still cannot compete with professional outdoor brands.

It seems that in order to get a place in the field of sunscreen, new players need to find more growth points to compete with those old players.

Zhang Yi, chief executive officer of Ai Media Consultant, said in an interview that under the stimulus of the epidemic, everyone pays more and more attention to a healthy and vibrant life. Outdoor activities such as surfing, camping, and cycling have also begun to rise. With the exercise of people outdoors, people's needs for sun protection and skin care have also increased. "From this perspective, sunscreen brands are also considering how to use the sunscreen products driven by outdoor sports to form a new force."

Under the category segmentation, heavy marketing, light research and development

Rich use scenarios promote the market segmentation. From the sunshade mask that can cover the neck, to the existing hat that can cover the ankle, and the recently popular facial base, these new products have continuously stimulated consumers' desire to buy.

The sunscreen products continue to be subdivided under the type of subdivision. The types of sun hats alone are diverse. There are shell sunscreen, fisherman hat, beach sunscreen hat on the design of the design. , Waterproof and breathable sunscreen jackets to meet the needs of different consumers. After the selection increases, people also put forward more requirements for the fashion of sunscreen items. The sunscreen caps must have the function of sunscreen, but also have a thin face effect. Essence

Faced with the inner rolls of sunscreen items, the banana was taken for another approach, deeply integrated sunscreen and scenes, and locking the target on the segment of "urban outdoor". Outdoor scenes extend, such as camping, short -distance travel, urban micro vacation, etc., and outdoor environments combined with social and entertainment will bring consumers' sunscreen needs. Banana company uses "sunscreen" as the starting point, extended it to the outdoor of the city, and opened a new market for "urban outdoor sunscreen".

The appearance of new scenes is more active under the blessing of traffic. The general process of this marketing method is: brand seeking cooperation, stars with goods, social platform recommendation, and realization of e -commerce platforms. According to banana under the prospectus, in 2021, the banana has established a partnership with more than 600 KOL, of which 199 KOL has more than 1 million fans, which has attracted 45 billion views.

This business model that relies on traffic has undoubtedly puts scientific and technological research and development in a background. However, after seeing the "black technology" fabric promoted by the merchant, consumers still have a lot of question marks.

The prospectus under the banana shows that from 2019 to 2021, Banana Company spent 19.9 million yuan, 35.9 million yuan and 71.6 million yuan in science and technology research and development, accounting for 5.3%, 4.6%and 3%, which was decreased year by year. trend. Among them, in 2021, the cost of research and development of Banana Company was only 12.21%of its marketing costs.

Banana company has not achieved the effect of consumer expectations in terms of patents and technical developers. According to the prospectus, the Banana company has obtained 123 patents, and there are 72 declarations. However, according to the information of Tianyancha, most of the patents of Banana Company are based on appearance, not "technical development". In addition, as of the end of last year, there were 197 technical R & D personnel of the Baocao Company, accounting for about 14.0%of the company's total employee, far less than the sales and marketing department.

This is also the "common problem" of those businesses that promote the so -called sunscreen "black technology".

Many market -oriented Internet celebrity sunscreen brands, although it is explosive in a short time, once follow -up research cannot keep up, it is likely to be just a flash. Those sunscreen brands that do not focus on R & D, it is difficult to form their own core competitiveness. They can only make money through marketing, will not bring much benefits, and it is difficult to ensure the life of the brand. Therefore, in the competition of sunscreens, brands should strengthen the research on technological research on sunscreen and establish their competitive advantages in sunscreen products.

Innovation

When the "ingredient party" enters the sunscreen track

In the experience sharing of social platforms, young people's purchase of cosmetics pays more attention to ingredients. With the continuous upgrading of fabric technology, some "ingredients" are also concerned by merchants. Essence The price of sunscreens has also risen with technology fabrics, and even domestic brands of sunscreen jackets have reached thousands of yuan.

In the product details page of sunscreen, AIRISM, ENFO-SHADOW, nano-sunscreen fiber, condensed titanium, and twilight sunscreen technology can be seen everywhere. This year, some brands claim that their sunscreens sell for a large amount of hyaluronic acid ingredients. In addition to "hyaluronic acid", there is also a kind of sunscreen fabric containing "lignol" to become a gimmick for merchants.

Search on the e -commerce platform and found that the monthly sales of hyaluronic acid masks in a brand of clothing stores exceed 100 pieces. What is a mask sunscreen clothing? According to the product details page, this sunscreen clothing contains "moisture", and the fabric contains 762 mg/kg hyaluronic acid. Once the skin is exposed to the sunscreen, the hyaluronic acid in the fiber will be released. After this sunscreen jacket, the water content of the skin in direct sunlight is 36%higher than that of not wearing. On the sunscreen effect, a hyaluronic acid sunscreen jacket is equivalent to the sum of thin jackets, sunscreen, sunscreen, sunscreen masks, sunscreen sleeves, sunscreen, and moisturizing cream.

In addition, many e -commerce companies sell sunscreens containing lignol. Introduction to this sunscreen is made of ice and oxygen, which is breathable and light skin, which can reduce the body temperature by 5 degrees Celsius. In order to allow customers to better experience the sun protection effects of different "black technology", major manufacturers have released product test videos on their product details page. Experimental science display.

As the sunscreen fabric is continuously upgraded, the price of sunscreen clothes has also risen. A set of basic short sunscreens under the banana costs 200 yuan, while the folding price of the shell sunscreen cap is 159 yuan, and the price of sunscreen masks is 59 yuan; OH! The folding price of Sunny sunscreen also ranges from 148 to 228 yuan; and Bosidin sunscreen is more than 400 yuan. If you add some high -tech products, the price is higher. A cool full -wave sunscreen jacket under the banana, the original price is 539 yuan, and the price is 389 yuan after discounting. OH! The price of Sunny's latest waterproof raincoat sunscreen is about 400 yuan; a high -tech sunscreen jacket in Bosideng is based on mint shield technology, with its own cooling function, priced at 499 yuan, 439 yuan after discount.

Although in the description of the seller, the sunscreen fabric of "black technology" is universal, but the sunscreen effect on this "black technology" sunscreen is still controversial. Regarding the quality of sunscreen, complaints also occur from time to time. As of April 26, 2022, 98 appeals have been received on the "Black Cat" platform on the "Black Cat" platform, and 13 were received within the last 30 days, most of which are about the quality of "false propaganda" and "parasol quality" and "parasol quality" Complaints of bad ".

The Market Supervision and Administration Bureau of Guangxi Zhuang Autonomous Region released the quality supervision and spot checks of sunscreen clothing in the third and fourth quarters of 2021 on April 2. There are 20 merchants and 20 merchants in this sampling inspection. 6 products that do not meet the standards are found. Among them, the main unqualified projects of Weishiman's sunscreen are fibrous content. In addition, in January, the Shaanxi Provincial Market Supervision Bureau announced that 13 batches of sunscreen jackets did not meet the standards for anti -ultraviolet performance indicators, including the concubine Yao brand sunscreen jacket, Playboy flower player sunscreen jacket. On social networking sites such as Weibo and Xiaohongshu, there are also many issues such as "poor sunscreen effect" and "exaggerated publicity".

In the context of consumption upgrade, people may pay for brands, appearance, etc., but the most fundamental demand for sunscreen is its sunscreen. If there is not enough sunscreen technology, will the popularity of "net red sunscreen" continue?

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