A set of data looks at why sunscreen clothing sells 1.1 billion in 1 month
2024-06-17
Zhiyi Technology
Following the explosion of "new Chinese style" at the beginning of the year, the second popular clothing category in 2024 will make a shining debut in the 618 list - sunscreen clothing.
In the TOP10 list of popular models on the first day of the Tao series 618 "mid-year good start" announced by Zhiyi Technology,The women's clothing list was ranked in the top 10 of "fashionable sunscreen clothing", accounting for 7 of the slaughter list； In children's clothing, it was also ranked 1st, 3rd and 6th in "children's skin clothing/sunscreen".
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In fact, as early as 618 last year, there were signs of fire in this category. At that time, the year-on-year increase in the category of "fashion sunscreen clothing" was extremely eye-catching, not only women's clothing soared by 2595%, men's clothing soared by 4332%, and even the children's clothing industry had a year-on-year increase of 1824%.
Compared with the increase and potential trend of 618 in 2023, this year's sunscreen category presents a white-hot competition situation of "killing crazy". onlyIn May, the Tao e-commerce women's clothing industry"Fashionable sun-protective clothing" categoryIt sold 1.1 billion sales, accounting for 23.9% of the total sales for the whole year of 2023, the rise is fierce.
So, from 2023 to 2024, sunscreen clothing,What is the size of the market? What is the growth rate of the industry? What are the top brands?Some? What are the characteristics of online hits? What other product opportunities can be developed?
To answer the above questions,Zhiyi TechnologyTaking the sales data of women's clothing, men's clothing, children's clothing, and outdoor sunscreen clothing on Taobao, Tmall, and Douyin from January 1, 2022 to May 31, 2024, as a sample, an in-depth analysis and research on the sunscreen clothing market is conducted, and the following is an overview of the conclusions:
1. Basic market: The sales scale of the online e-commerce market of sunscreen clothing in the past year was 6.3 billion yuan, a year-on-year increase of 52%.Tmall is the core channel, with the highest market share of 75.4%.
2. Industry growth rate: The market share of sunscreen clothing in the Douyin channel has increased significantly, and the seasonal characteristics are significant.Market share reached a new high in March 2024。
3. Brand Structure:The brand concentration in the Tmall market is high, the sales of the top 5 head brands represented by Bananashita, Ono Kazuko, etc. account for nearly half of the market share.
4. Evaluation analysis: In May 24, the number of reviews of sunscreen clothing of the Tao Department exceeded 22W, of whichThe outdoor industry has the highest rate of negative reviews for sunscreen clothing, reaching 8.46%.
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Judging from the trend of the sales side, the large sunscreen clothing e-commerce market(Represents only.)Tao/Tian/Douyin's women's clothing, men's clothing, children's clothing and outdoorTop Industry Trends)Presents a distinct seasonal characteristic,Sales start in March and peak in June。
As of May 2023, the peak sales of the sunscreen clothing e-commerce market appeared in June last year, reaching 1.539 billion yuan, with a sales volume of 14.345 million pieces and an average price of 107 yuan. The peak sales of the sunscreen clothing market this year have not yet arrived.
Looking at the capacity of the e-commerce market in the past year, during the period from June 23 to May 24,The total sales of sunscreen clothing on the three major e-commerce platforms of Taobao, Tmall and Douyin reached 6.3 billion yuan, a year-on-year increase of 52.51%.
From the perspective of the distribution of online channels of sunscreen clothing,Tmall is the core platform of the market, with a market share of 75.4%, a large amount of sun-protective clothing for the headBrands are concentrated on Tmall, such as Banana, Bananai, Camel, Tangerine, etc.
The seasonality of the Douyin platform is more obvious, and the extreme difference is greater, with the highest value mostly in May and July, and the lowest value generally occurs in November every year.Since March 2024, the Douyin channel has grown rapidly, and its market share has increased significantly, accounting for more than 70% in one fell swoop.
OverallTmall's sunscreen clothing sales accounted for a relatively stable proportion, remaining between 42% ~ 75% for a long time；Douyin's channel share shows a more "extreme" off-peak season characteristics, and every March, when the sunscreen clothing market begins to explode, Douyin's channel share will begin to soar until August.
In addition, compared with the average price of sunscreen clothing on the three major platforms in the past three years, they all show a trend of rising year after year.
As the official position of the brand's flagship store, the Tmall platform has an annual price increase of less than 10%, reflecting the results of brand price control； The price increase of Taobao and Douyin is more "barbaric", which is reflected in Taobao's 32% increase in 23 years, and Douyin's 37.8% increase in 24 years.
Horizontal comparison of the market concentration of sunscreen clothing in Taobao, Tmall, and Douyin in the whole clothing industry (including women's clothing, men's clothing, children's clothing, and outdoor) during the period from 2022.1 to 2024.5,It is noted that the sales of Tmall's top 5 top brands occupy nearly half of the market share。
whereasThe Taobao market is relatively fragmented, with the top 5 brands accounting for only 20%The head brand has not yet formed a scale, indicating that the market entry threshold is not high, and there are still certain opportunities to enter the market. The Douyin market is somewhere in between.
Taking the sunscreen clothing category under the women's clothing industry as the analysis object, and comparing the change trend of the TOP5 top brands with the highest annual sales on the Taobao platform, only LILY MOST and JOLIMENT were continuously selected.The TOP5 head brands are replaced frequently, and the Taobao market is competitively competitive。
Next, let's look at the brand pattern of sunscreen clothing in the Tmall market: the pattern of the three leading brands represented by Banana, Ono Kazuko, and Moxun is stable, andThe market share has remained above double digits for two consecutive years。
It is worth noting thatAfter 2024, the SIN SIN brand will replace Bosideng with a 7.17% share, becoming 5th, and Bosideng ranked 6th.
According to the trend of the TOP5 brands in the Tmall market, the market share of the Mitangan brand was as high as 19% in 22 years, and Kazuko Ono dominated the market with 17% in 23 years, and became a banana in 24 years.
Overall,Tmall consumers have established a high level of brand awarenessAlthough the first place in the market is frequently replaced, it is mostly between several heads, and the overall market competition is difficult.
Product title
Based on the TOP500 sunscreen clothing products with the highest sales on Taobao, Tmall, and Douyin, we conducted word segmentation and word frequency statistics according to the titles of these 1,500 hot-selling products, and obtained the most frequently occurring product keywords, as shown in the figure below:
"UV protection" is the most frequently mentioned word outside of "sunscreen", with an occurrence rate of 49.67%, followed by breathable (41.8%), outerwear (41.1%), summer (38.67%), outdoor (30.8%), ice silk (26%), new (20%), light (16.73%), skin (16.53%), UPF (13.27%).
The title distinction between the three major platforms of Taobao, Tmall and Douyin is small.UV-resistant, breathable, summer and outerwearAll in the top 4.
Evaluative analysis
Next, focusing on the evaluation dimension, let's take a look at consumers' product feedback on sunscreen clothing:
Only in May 2024,The total number of reviews of sunscreen clothing on the Taobao (Taobao Tmall) platform exceeded 22WthereintoThe outdoor industry has the highest negative rating of sunscreen clothing, reaching 8.46%。
In every industry, the highest proportion of consumer feedback is product experience, followed by product quality. It is worth noting thatThe proportion of product experience evaluation in the outdoor industry reached 62.5%, the women's clothing industry has the highest attention in the dimension of product quality.
Judging from the keyword mention rate of comments under women's clothing,The thinness, fabric, and breathability of sunscreen clothing are the three key points that consumers pay the most attention to。
The relevant mention rate of "comfortable" accounts for 3 in the top 10, and the appropriate fabric and breathability also have a certain correlation with the comfort of sunscreen clothing, based on this, brands can once again improve the "comfort" of sunscreen clothing, especially the physical feel and breathability of the fabric, and highlight it in the marketing side to improve consumers' purchase motivation.
Opportunity Price Segment & Keywords
According to the data analysis of the price segments of various industries in the first quarter of 2024, we have screened out the most promising price segments of sunscreen clothing in the women's, men's and outdoor industries through the sales proportion and year-on-year increase, and their corresponding keywords are as follows:
Data source: "2024 Spring/Summer Sunscreen Clothing White Paper - Multi-platform Analysis"
In the women's clothing industry, there are the most business opportunities in the price range of 200-300 yuan, Q1 sales accounted for 21.56%, but a year-on-year increase of 9.54%, the key words of sunscreen clothing in this price segment are: loose casual, ice titanium technology, hat brim design, ice skin.
Data source: "2024 Spring/Summer Sunscreen Clothing White Paper - Multi-platform Analysis"
The opportunity price range of sunscreen clothing in the men's clothing industry is 400-500 yuan, Q1 rose by 46.03%, and the keywords were mountain outdoor, ultraviolet protection, lightweight cool skin, and UPF80.
Data source: "2024 Spring/Summer Sunscreen Clothing White Paper - Multi-platform Analysis"
50-100 yuan has become an opportunity price segment for sunscreen clothing in the outdoor industry, the sales accounted for 10.74%, and the keywords were couples, skin clothing, outdoor sports, and ultra-thin and breathable.
Data source: "2024 Spring/Summer Sunscreen Clothing White Paper - Multi-platform Analysis"
On the other side of the Douyin platform,The main price segment of its sunscreen clothing is 50-200 yuan, and the highest sales proportion in Q1 is 100-200 yuan, accounting for nearly 30%; The opportunity price range for rich product development is 300-400 yuan。
0~100 yuan as a low-price segment, the corresponding product keywords are: breathable sunshade, high multiple, ice silk original yarn, vinyl large hat brim.
Take 100~300 yuan as the middle price segment, the corresponding product keywords are outdoor ice silk, wind wave particles, hooded upgrades, and long capes.
More than 300 yuan is the middle and high price segment of Douyin sunscreen clothing, outdoor sports, windproof, technical fabrics, and high-end fashion are the key words.
Thanks to the public's awareness of the prevention of skin aging and photodamage, "summer sunscreen" has obviously become the hottest business after "winter cold protection".
1. Increase in sunscreen application scenarios:As outdoor sports continue to heat up in 2023, consumers' application scenarios for sunscreen have increased, and social media discussions have gradually increased, such as the significant increase in sunscreen discussions on Douyin and Xiaohongshu about cycling, fishing, running, climbing and other scenarios.
2. Diversification of sun protection needs:Coupled with the unit price that continues to rise,Consumers' decision-making factors change,Gradually, they are no longer satisfied with the sunscreen function, but pursue more comprehensive protection, such as anti-ultraviolet, windproof, waterproof, anti-sensitive, easy to store and other functions, which puts forward more diversified expectations for the technology, efficacy and category expansion of sunscreen products.
Overall, China's sunscreen clothing market will show a rapid growth trend in 2024, while also facing the challenges of product diversification and standardization. How to maintain a balance between innovation, specialization, comfort and price is the next focus of the development of sunscreen clothing brands.
The above is the data analysis of "sunscreen clothing" in this article, if you want to see more clothing-related topics, please leave a message in the comment area, we can also use the data to discuss together~
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