Sun protection clothing, sun protection leg covers... There are so many new "men's sun protection" equipment on Tmall that even girls are jealous

With hot days coming, how to protect yourself from the sun when going out is no longer just a problem for girls.

Recently , the topic of "Are boys ashamed to hold an umbrella?" has become a hot search on social platforms, sparking heated discussions. The vast majority of netizens support putting aside prejudices, saying that sun protection has nothing to do with gender. On Tmall, more and more boys are rejecting "sun protection shame" and are putting men's sun protection clothing and hats on their shopping lists this summer .

In June this year , the sales volume of men's sun protection equipment on Tmall platform increased significantly year-on-year, and the number of boys who bought sun protection clothing increased by 100 % compared with last year . New opportunities have emerged in the sun protection market, and brands with a keen sense of smell have launched new products such as men's sun protection clothing , sun protection bucket hats , men's oversized sun protection umbrellas , outdoor ear-hanging neck masks, etc. The number of new products has tripled year-on-year.

Bosideng, which is famous for selling down jackets , Bananain, which started out as an underwear brand, and Adidas, an international brand that previously paid little attention to "sun protection", have also launched new men's sun protection clothing in their flagship stores . The reporter found that the top-selling men's sun protection clothing on Tmall has monthly sales of more than 10,000 pieces.

Brands have put a lot of thought into targeting boys who love outdoor sports. The new brand nothomme has launched mosquito repellent and antibacterial waterproof sunscreen clothing to solve the pain points of consumers wearing outdoor outings. Camel has launched new cool sunscreen and zero-sense sunscreen, focusing on coolness and lightness. Sports outdoor brands represented by Arc'teryx, Wolf Claw, The North Face, and Pathfinder have launched lightweight sunscreen clothing. In order to prevent men who do not give up fishing on hot days from being baked into charcoal, Kalendar has also specially launched sunscreen "fishing clothes".

In addition to sun-proof clothing, new products such as men's sun umbrellas, sun-proof leg covers, and sun-proof hat curtains are also emerging on Tmall. For example, Jeep 's new men's sun-proof hat curtain has a large hat curtain designed to protect against ultraviolet rays and cover the face and neck. A buyer posted a handsome photo of sun-proof clothing and hats and commented, "Sun protection is really necessary. After all, boys don't want to be unable to lift their heads in the hot sun every day."

No matter how small the demand is, it can be discovered and launched on Tmall. Previously, sun protection was not popular abroad, and there was no concept of " sun protection clothing " . " Brands like Adidas and Arc'teryx did not have sun protection clothing at the beginning, but in the past two years, sun protection clothing has become a new growth point in the Chinese market , and the demand for men's sun protection is a real demand. After our communication with the brand , the brand finally decided to launch new products such as sun protection clothing and men's sun hats on Tmall . " Tmall's Xiaoer said that Tmall continues to gain insights into consumer trends, explore different consumer needs, discover more new opportunities for brands, and bring more consumer choices to consumers.

Tmall

Men's Sunscreen