The price of “black technology” is getting higher and higher, and the price is advancing from one hundred yuan to one thousand yuan
Since the beginning of summer this year, many places in our country have experienced continuous high temperatures. The hot summer has also made men who usually do not like sun protection spend money to buy a set of sun protection clothing for protection. A reporter from Beijing Youth Daily learned that with the support of “black technology”, the price of sun protection clothing is getting higher and higher, from one hundred yuan to one thousand yuan. More and more “black technologies” have also made consumers anxious about sun protection clothing – how to buy a good sun protection clothing?
This summer’s new hot style: “six-in-one” sun protection clothing is popular
“Have you seen the brim of this hat? If you take it off, it can cover the position above the nose, completely covering the upper body without any space.” In a brand’s live broadcast room, the anchor was demonstrating sun protection clothing products. This sun protection clothing has It consists not only of an upper-body garment, but also of a hat that completely covers the head, as well as a face mask and a huge, foldable brim.
Because this year’s temperature is high and the weather is hotter and sunnier than in previous years, this sun protection suit is nicknamed “robbery style” by netizens because it covers everything without revealing anything. It has become a hot item this summer – this is said to be a thin coat. , sun protection hat, sun protection umbrella, sun protection mask, sun protection sleeve, sun protection cream “six-in-one” sun protection clothing is accepted by more and more consumers.
A reporter from Beiqing Daily searched for “sun protection clothing” on a certain e-commerce platform on July 21, and found thousands of related products, most of which cost between 100 and 100 yuan. There are products priced between 300 yuan and more than 1,000 yuan. Among many products, the one with the highest sales volume has a monthly sales volume of more than 100,000 pieces. The top ten “sun protection clothing” products all have monthly sales of more than 20,000 pieces, and most of these are “six-in-one” models.
Men’s sun protection clothing: two of the top ten sales list
Compared with the previous one-sided female customer base in the sun protection market, a reporter from Beiqing Daily noticed that the sixth and ninth sales products were male sun protection clothing.
“Due to some reasons, I rely on riding a bicycle to commute this year. I do have a sun protection suit, and it is much more comfortable to ride on the road.” Mr. Zhao, a Beijing citizen, said that not only that, he also bought two sets for his father , protect yourself from the sun outside and block the air-conditioning wind at home. Analysts say that with the rise of consumer groups in the Z era, the subject of sun protection is no longer a female exclusive. As outdoor activities such as camping and cycling have become popular, the demand for sunscreen among men has increased significantly.
A reporter from Beiqing Daily learned that during this year’s “618” period, men’s sun protection clothing became the most popular product in outdoor clothing. During the first wave of Tmall’s “618” sales period, the number of men’s sun protection clothing transactions increased year-on-year. 50%.
“Black technology” gimmick: sun protection clothing contains hyaluronic acid and xylitol
According to data from Chishi Consulting, the market size of sun protection clothing in my country 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.
Facing a market that is expected to reach 100 billion within 5 years, various brands have tried their best. After several rounds of “competition” in terms of fabrics, styles, and functionality, “ingredients” such as hyaluronic acid and xylitol have attracted the attention of merchants this year and have become the hottest “black technology” in sun protection clothing this summer.
Beiqing reporter noticed that high-tech sunscreen fabrics such as AIRIsm, ENFO-SHADOW, nano sunscreen fiber, condensed titanium, and twilight sunscreen technology can be seen everywhere and are no longer new. What’s new is the “Mask Sun Protection Clothing”. Its slogan is “Sun protection makes skin more moisturizing.” The product details page emphasizes that it has the effect of moisturizing cream because this sun protection clothing contains “moisture” – the fabric contains a certain amount of hyaluronic acid. Once the skin rubs against the sun-protective clothing, “a feeling of moisture reaches directly to the bottom of the skin, saving dry skin in summer.”
There is also a sunscreen fabric containing “xylitol” that has become a promotional gimmick for many businesses this summer. Many e-commerce stores sell sun protection clothing containing xylitol. According to the page, this sun protection clothing is made of ice oxygen from xylitol. It feels breathable and light on the skin and can lower the body temperature by 5 degrees Celsius when worn on the body.
Higher selling price: The more “black technology” sun protection clothing has, the better?
The reporter noticed that the price of sun protection clothing with “black technology” is relatively high compared with similar products of the same brand. So, are these “black technologies” really as magical as merchants describe them?
Some textile chemical engineers said that whether sun protection clothing is sun-protective or not is mainly based on two indicators, what kind of fabric the clothing is made of, and what kind of UV blocker is used in the fabric. Only by improving this aspect can the sun protection function of sun protection clothing be improved. Many of the remaining so-called “black technologies” are used by businesses to increase the comfort of wearing sun-protective clothing, and some are even marketing gimmicks. This has nothing to do with whether the clothing is sun-protective or not.
Industry insiders revealed that today’s marketing process in the functional clothing industry is – celebrities bringing goods, social platform recommendations, and e-commerce platforms realizing monetization.
Tips
Expert: If you don’t want to tan, just look at the UPF value
Textile chemical engineer Yao Weiming said that if it is a regular sun protection garment, it should pass the “Evaluation of UV Protection Performance of Textiles”. It stipulates that when UPF is greater than 40 and UVA transmittance is less than 5%, can it be called an anti-UV product. Generally, GB/T18830-2009 and the specific UPF value will be marked on the hangtag. If there is no relevant logo on the sun protection clothing tag, you should be skeptical of the product.
If you want to avoid tanning, just looking at the UPF value is not enough. Because this value comes from the superposition of UVA (causing suntan) blocking rate and UVB (causing sunburn) blocking rate in the product. Generally, UVA is more penetrating and the cost of protecting it is also higher. Therefore, some businesses have made the UVB blocking rate very high to reduce costs. Therefore, if you want to prevent sunburn, in addition to paying attention to the UPF value, you must also pay attention to the UVA transmittance or blocking rate.
Man-made fibers (polyester, polyester, nylon) have a stronger ability to block ultraviolet rays than natural fibers (flax, cotton). Polyester sun protection clothing has good performance in terms of elasticity and wear resistance. However, polyester is thick and not breathable, so it is mostly used to make professional outdoor sun protection clothing. If it is a hot summer and used for daily wear, you can give priority to nylon, a light and breathable material. However, when choosing sun protection clothing made of this material, you need to check whether the added anti-UV agent is sufficient.
In addition, for daily wear, you should choose sun protection clothing made of knitted materials to ensure sweat absorption and breathability. If you sweat a lot, you can also choose a style with some wrinkles on the surface. Styles with smooth fabrics tend to stick to your body after sweating, which affects the quick-drying properties of the fabric.
Some people in the industry also said that when choosing sun protection clothing in summer, one must consider the breathability of the clothing. On the premise of ensuring comfort, choose sun protection clothing that can cover most areas of the body as much as possible. Generally speaking, colors with high saturation are better than colors with low saturation. Dark colors have better protective effects than light colors. Red, black, and navy blue all have better sun protection effects.
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