On April 23, NetEase Yanxuan's "Carefully Selected Treasure Plan Season 2 - China Treasure Tour" was officially launched, and the first phase of the second quarter focused on the "NetEase Carefully Selected Multi-band Sunscreen Clothing" recommended by dermatology experts, which brought consumers a new sunscreen experience through black technologies such as "multi-band sunscreen", "upgraded 4 times breathable", "moisture absorption and quick drying", and broke sunscreen anxiety. In addition, during the event period from April 23rd to May 5th, NetEase Yanxuan specially launched a limited-time special offer for sunscreen series, and searched for "NetEase Yanxuan Sunscreen Clothing" on major e-commerce platforms such as Tmall, JD.com, and Douyin, and anyone who purchased a multi-band sunscreen clothing series would have the opportunity to receive a 3-piece skin care gift package worth 99 yuan.
It is understood that the "Carefully Selected Treasure Plan", as the first product traceability marketing IP of Strict Selection, has helped to create a variety of explosive products such as pet food, ergonomic chairs, mattresses, and black pork roast sausages in 2023.
Spring and summer travel is "hot", refusing sun protection anxiety
In April, the temperature of the country gradually rose, with the arrival of the May Day travel season, the national sunscreen has become a craze, with the overwhelming "sunscreen science" on social media, people go out to use sunscreen, clothes, hats, umbrellas to wrap themselves tightly, reflecting the anxiety of modern society.
In this regard, Zhong Jianbo, a dermatologist from a tertiary hospital, said: "Many people have sunscreen anxiety and need to establish a correct concept of sunscreen. In fact, sun protection does not have to be excessive, a good sunscreen clothing is enough. Especially for people with skin problems, applying too much sunscreen is also easy to aggravate skin problems, and it is recommended to use physical sunscreen such as sunscreen clothing. ”
(Photo: Dr. Zhong Jianbo, a dermatologist from a tertiary hospital)
With the continuous upgrading of consumers' demand for sunscreen and the continuous expansion of sunscreen scenes, various "physical sunscreen" products such as sunscreen clothing, sunscreen umbrellas, and sunscreen hats have entered the market.
"In the consumer market, there is never a shortage of eye-catching new products, what is lacking is a brand that can calm down to discover consumer needs, and what is lacking is a sincere product. The relevant person in charge of NetEase Yanxuan introduced, "NetEase Yanxuan starts from high quality, comfort and functionality, focuses on professional sunscreen, focuses on multi-band sunscreen technology, cooling technology and other functions, and redefines a different sunscreen clothing experience." It is reported that not long ago, NetEase Yanxuan sunscreen clothing won the boiling quality gold award, which is known as the "consumer goods quality vane".
Specializing in multi-band technology, NetEase's strict selection of sunscreen clothing is sought after
Based on in-depth research on the market and consumers, NetEase Yanxuan spent more than six months in the fabric research and development stage, starting from optimizing the fabric structure to overcome multi-band sunscreen technology, and then integrating coolness, quick drying, breathability, washability, lightness and other characteristics, and finally developed this fabric with excellent sunscreen effect.
According to reports, different from similar products that only have a single function of ultraviolet protection, NetEase carefully selects the core "black technology" of sunscreen clothing - multi-band sunscreen technology, which realizes the damage of multiple wavelengths of light such as blocking infrared rays to prevent sunspots, blocking ultraviolet rays to prevent sunburn, and blocking high-energy visible light to prevent tanning. In response to consumers' pain points of "stuffy and unwearable" sunscreen clothing, NetEase carefully selected multi-band sunscreen clothing to specialize in air permeability, which is 4 times more breathable than last year, and xylitol microcapsules are specially added on the basis of fabric structure improvement to achieve a long-lasting cooling feeling, and the heat shielding rate is 40%.
(Photo: NetEase carefully selected multi-band sunscreen technology)
According to reports, the strict selection of multi-band sunscreen clothing needs to go through 102 processes, covering 15 fabric processes such as weaving, dyeing, and shaping, and 87 garment processes such as material selection, cutting, sewing, and ironing, so as to ensure that each product reaches excellent quality.
It is worth mentioning that NetEase Yanxuan's new multi-band sunscreen "thin clothes" launched this year have innovated in the production process and version. "The three-dimensional version of the cut can better highlight the female figure, a total of 37 pieces of fabric will be used, 50% more than ordinary clothes. NetEase carefully selected design and R&D engineers introduced.
(Photo: NetEase Carefully Selected Sunscreen Clothing Factory)
In order to ensure that the quality and safety of sunscreen clothing reach the top level in the industry, NetEase Yanxuan has added a number of tests such as multi-band barrier rate and cooling feeling on the basis of routine testing items. Guangzhou Inspection Testing and Certification Group Co., Ltd., as one of the authoritative institutions in the field of textile quality inspection in China, its quality inspection engineer Hu Mensheng spoke highly of the strict selection of sunscreen clothing: "After 32 tests such as multi-band sunscreen testing and cooling testing, the carefully selected multi-band sunscreen clothing has shown excellent performance in ultraviolet resistance, cooling durability, visible light and infrared light blocking rate. ”
(Photo: Guangzhou Inspection Testing and Certification Group Co., Ltd.)
Thanks to the ultimate product power, NetEase's Yanxuan sunscreen series has sold well, giving birth to a number of tens of millions of products such as multi-band sunscreen clothing, and new multi-band sunscreen "thin clothes" and anti-flower makeup masks have also performed well. It is reported that in 2024, during the 8th anniversary celebration of NetEase's strict selection, it will win the TOP1 in the Jingdong men's sunscreen clothing industry and the TOP2 in Taobao men's fashion sunscreen clothing industry.
"What we do is not a one-shot deal, but a brand with lasting vitality and value. "In order to become a professional sunscreen brand trusted by users, it means that we must grow together with the needs of users and challenge ourselves with the highest requirements in the industry." ”
It is understood that in the future, NetEase Yanxuan will combine the cutting-edge trends of the industry and polish products at the design, process and production levels at any cost. The sunscreen CICICURE series will continue to create selected sunscreen products, and lay out a professional sunscreen product matrix integrating multi-band sunscreen clothing, women's multi-band sunscreen "thin and thin clothing", outdoor sunscreen clothing, and sunscreen accessories.