On April 7, 2024, Jiaoxia, a lightweight outdoor lifestyle brand, with its leading position in the hard sunscreen and sunscreen clothing market, gained insight into the lack of standards and opaque values behind the current sunscreen clothing industry, and jointly released the industry's first "China Sunscreen Clothing Industry Standard White Paper" (hereinafter referred to as the "White Paper") with iResearch, and joined hands with spokesperson Yang Mi to take the lead in announcing the six-dimensional standards and quantifiable parameters of sunscreen clothing. After the release of the "White Paper", the "China Consumer Daily" also published the "Proposal for Practicing the Concept of "Consumer First" and Making the Consumption of Sunscreen Clothing More Transparent and Reassuring", which issued an initiative to the industry to make the standards of sunscreen clothing open and data transparent.
It is reported that the sunscreen clothing category originally came from Jiaoxia's localization of skin windbreakers/windproof jackets, and behind the six-dimensional standards of sunscreen clothing, it is the leading ability of Jiaoxia's more than ten years of first experience in the category and the real sales data of more than 10 million pieces of sunscreen clothing, and it is also the bottom line that Jiaoxia has always adhered to for sunscreen clothing products. According to the real needs of consumers in different weather, body feeling, function and scenes, the six-dimensional standards and related parameters of banana sunscreen clothing include: UPF value 50+, ultraviolet blocking rate >99%, cooling coefficient ≥0.2qmax[J/(cm²•s)], air permeability > 180mm/s, washing resistance After 30 washes, it is still necessary to maintain the sunscreen effect of UPF50+, and the gram weight ≤ 190g/㎡ (taking knitted fabrics as an example). At present, Jiaoxia has disclosed the six-dimensional standards and related parameters in all online and offline sunscreen clothing products, so that consumers' sunscreen clothing purchase decisions are more scientific, transparent and simple.
What kind of sun-protective clothing do consumers need?
The White Paper on China's Sunscreen Clothing Industry Standard not only deeply analyzes the current situation of the sunscreen clothing industry, but also provides forward-looking guidance for future development trends. The white paper pointed out that since 2007, the sunscreen clothing market has undergone a development process from scratch and from niche to mass. Initially, sun-protective clothing was mainly aimed at female consumers, and the product function was relatively simple. However, with the increasing awareness of the importance of sun protection among consumers and the diversification of outdoor activities, the consumer base of sunscreen clothing has expanded rapidly, and the market for men and children has also grown rapidly. At present, China's sunscreen clothing market has entered a mature period, and the market size is expected to reach 55.4 billion yuan by 2026, accounting for more than half of the entire sunscreen clothing market of 95.8 billion yuan.
In the White Paper on China's Sunscreen Clothing Industry Standards, Jiaoxia provides an in-depth analysis of consumers' needs and expectations for sunscreen clothing, revealing user insights into the sunscreen clothing market. These insights help brands better understand their target consumers and provide valuable references for product development and marketing strategies across the industry. Consumers' basic demand for sun-protective clothing has shifted from a single sun-protective function to the pursuit of comprehensive protection. Modern consumers not only need effective UV protection when they are outdoors, but also expect sun-protective clothing with good breathability, moisture wicking and comfort. This means that the sun-protective clothing must not only be able to block UV rays, but also ensure the wearer's comfort in hot weather.
Consumers have higher and higher requirements for the fashion and design sense of sunscreen clothing. With the improvement of living standards and the change of aesthetic concepts, consumers are no longer satisfied with sunscreen clothing with a single function and simple design. They want sun-protective clothing that provides effective protection while also showing off their personal style and fashion sense. Therefore, the design, color, style and collocation of sunscreen clothing have become important considerations for consumers when choosing products.
In addition, consumers have higher expectations for the portability and versatility of sunscreen clothing. With the acceleration of the pace of life, consumers want to be able to meet the needs of multiple occasions with one sun-protective clothing. For example, sun-protective clothing should not only be suitable for outdoor sports, but also suitable for different occasions such as daily commuting and travel. This requires sunscreen clothing to be designed with practicality and flexibility, such as easy folding and storage, and a variety of ways to wear.
Transparency and trustworthiness of information are also key factors in the consumer selection process for sunscreen clothing. Consumers often search the internet for product reviews, professional reviews, and user feedback before making a purchase. Therefore, brands need to provide detailed product information, including sun protection factor, fabric composition, washing and maintenance methods, etc., to enhance consumers' trust and purchase intention.
The sunscreen clothing industry is moving towards the era of standardization
The rapid development of the sunscreen clothing industry has brought huge market opportunities, but it is also accompanied by some industry chaos that cannot be ignored. In the "White Paper on China's Sunscreen Clothing Industry Standard" released by Jiaoxia, these problems were analyzed in depth and corresponding solutions were proposed.
First of all, a common problem in the industry is the inconsistency and opacity of product standards. When promoting their sunscreen clothing, many brands often use vague marketing language, such as "super sun protection" and "extreme coolness", which lack specific numerical support and scientific basis. This kind of emotional propaganda can easily mislead consumers, so that they cannot accurately judge the sunscreen effect and actual value of the product when purchasing.
Secondly, some sunscreen clothing products on the market have the problem of uneven quality. In order to reduce costs, some brands use low-quality raw materials and simple processing techniques, resulting in products that do not meet consumer expectations in terms of sun protection effectiveness, durability and comfort. What's more, some products have a significant drop in sunscreen performance after several washes, which cannot meet the needs of consumers for long-term outdoor activities.
In addition, the testing and certification system in the industry is not perfect. Although there are certain national and industry standards and regulations, there are still regulatory loopholes in the implementation process. Some brands fail to provide a complete product test report, or the authenticity and accuracy of the test report are questioned. This situation not only harms the interests of consumers, but also affects the overall image and healthy development of the industry.
In terms of market competition, some brands adopt the strategy of low-price competition to attract consumers by reducing the quality of products. This short-sighted behavior not only harms the interests of consumers, but also constitutes unfair competition for brands that insist on high-quality, high-cost production. In the long run, it may lead to fewer and fewer high-quality products on the market, affecting the sustainable development of the entire industry.
The category leader is also the goalkeeper of the bottom line
In order to solve these problems and better meet consumers' expectations for sunscreen clothing, Bananaxia proposed a six-dimensional standard for sunscreen clothing in the "White Paper", including six dimensions: UPF value, ultraviolet blocking rate, cooling coefficient, air permeability, washing resistance and gram weight. This standard is based on the real consumer feedback that Jiaoxia has sold more than 10 million pieces of sunscreen clothing, and it is also the bottom-line criterion that Jiaoxia has always adhered to in the sunscreen clothing category.
The six-dimensional standard proposed by Jiaoxia in the "White Paper on China's Sunscreen Clothing Industry Standard" is the consciousness of the leader of the hard sunscreen category, the insight to meet the escalating needs of consumers, and the iterative innovation of the sunscreen clothing category, and it is also the responsibility of Jiaoxia to transform its own bottom-line standard for the category from "internal experience" to "external consensus". These six-dimensional standards cover the key performance indicators of sunscreen products and are designed to ensure that consumers can get the best possible experience and protection. The six dimensions of the standard are:
UPF value: UPF (Ultraviolet Protection Factor) is an important indicator to measure the sunscreen effect of sunscreen clothing. The Banana Standard requires a UPF value of 50+, which means that the sun-protective clothing is able to block at least 98% of UV radiation. This value is based on relevant national standards and recommendations from international authorities to ensure that the wearer can receive effective UV protection when outdoors.
UV Blocking Rate: The UV blocking rate is another key metric that measures the ability of sunscreen clothing to block UVA and UVB rays, two of the main harmful UV rays. The standard requires a UV blocking rate of greater than 99%, which ensures that the sunscreen clothing can effectively block UV rays and protect the skin from UV rays while providing a UPF value.
Coolness factor: In the hot summer months, the wearer's comfort is just as important. The cooling coefficient is an indicator of the cooling sensation that sunscreen clothing brings to people when it comes into contact with the skin. The standard stipulates that the cooling coefficient of knitted fabrics should reach ≥0.2qmax[J/(cm²•s)], and that of woven fabrics should be ≥0.18qmax[J/(cm²•s)], which can ensure that the sunscreen clothing provides sunscreen effect while also having good heat dissipation performance to keep the wearer cool and comfortable.
Breathability: Breathability is another important factor that affects the comfort of sunscreen clothing. The standard of banana requires that the air permeability of knitted fabrics is greater than 180mm/s, and the air permeability of woven fabrics in the mesh area also needs to meet the same standard. This breathability ensures that the garment blocks UV rays while allowing air to circulate, reducing stuffiness and improving wearer comfort.
Washing resistance: The washing resistance of sunscreen clothing refers to the ability of the product to maintain its sunscreen performance after multiple washes. The standard stipulates that the sunscreen clothing should be washed 30 times after washing, and the sunscreen effect of UPF50+ should still be maintained. This washability requirement ensures the long-term performance of the garment, which maintains a high level of sun protection even with frequent washing.
Gram weight: Gram weight is the weight of the fabric, which directly affects the portability and wearing comfort of sunscreen clothing. The standard of Jiaoxia has clear requirements for the unit weight of knitted fabrics and woven fabrics, with knitted fabrics ≤ 190g/㎡ and woven fabrics ≤ 75g/㎡. This weight control makes the garment lightweight and easy to carry, making it suitable for a variety of outdoor activities and everyday wear.
epilogue
The release of the White Paper on China's Sunscreen Clothing Industry Standard marks a solid step forward in the healthy and orderly development of the sunscreen clothing industry. Based on the actual needs of consumers for sunscreen clothing in different weather, body feeling, function and scenes, it is the industry's first numerical and quantifiable category standard, and it is also the category bottom line for the healthy development of the sunscreen clothing industry, and it is also a "watershed" for the development of the sunscreen clothing category from chaotic and extensive involution to a healthy and orderly and universal development.
Bananaxia said that as a leading brand of hard sunscreen, it will continue to adhere to the role of "category bottom line gatekeeper" in the future, continuously promote the improvement and update of industry standards, and provide consumers with more high-quality products. At the same time, Jiaoxia also called on industry colleagues to join in the action of openness and transparency of sunscreen clothing standards, jointly maintain the healthy development of the category, better meet the expectations of consumers, and promote the sunscreen clothing market into a more standardized new era.