The dazzling sunscreen clothing industry needs a 'standard answer'.

@新熵 Original

Author 丨 Sakura Editor 丨 Yiye

Summer hasn't arrived yet, but the sun protection clothing category is already heating up quietly. If you open Xiaohongshu now, under the keyword "sun protection clothing," there are already over 170,000+ notes and more than 470,000+ products. In fact, this explosive growth is also reflected in the data.

According to the "China Sun Protection Apparel Industry Status In-depth Research and Future Investment Forecast Report (2023-2030)," concepts like "sun protection is anti-aging" and "sun protection is needed all year round" have gradually gained traction in recent years. The market size of China's sun protection apparel industry increased from 45.9 billion yuan in 2016 to 67.5 billion yuan in 2022, with a compound annual growth rate of 5.9%, far higher than the global average. It is expected to reach 95.8 billion yuan by 2026, with a compound annual growth rate of 9.4% from 2022 to 2026.

With the continuous growth of the category, many brands have entered the market. Besides the leading brand JIANGXIA, domestic emerging brands like oh sunny, Bananain, and sinsin, as well as traditional apparel companies such as Bosideng, Uniqlo, and Anta, along with white-label products from 1688 and Pinduoduo, have all launched new products, further heating up the competition.

But behind the buzz, as a fast-growing sector, consumer pain points and demands remain numerous. The uncertainty of overall standards and evaluation dimensions is one of the most typical examples. Faced with a plethora of products, consumers' decision-making difficulties are deepening. How should price and functionality be evaluated? Is sun protection clothing really a so-called "IQ tax"? How should consumers choose between white-label and branded products? Should they pursue extreme sun protection numbers or a balance of comfort? A series of questions not only affect the establishment of category awareness but also limit the development space of the category.

On the other hand, the lack of standards seems to be a headache for brands. From a product perspective, brands' internal competition often leads to a "lopsided" situation. In the industry, "single-pole sun protection" has become the focus of some brands' marketing, with the accompanying result being that products emphasize one aspect of functionality while neglecting overall balance, thereby affecting consumer experience. When consumer experience is unstable, it also dampens enthusiasm for the category.

A consensus standard has become a key factor affecting the development of the sun protection clothing category.

Looking back at business history, in consumer sectors, the release of consensus standards often positively drives category development. In the food industry, Mengniu and Yili have participated in the formulation of dairy industry standards multiple times, subsequently promoting the rapid development of various dairy categories. The super product Coca-Cola established a series of standards and norms for carbonated beverage production, packaging, and sales, enabling the category to quickly build global influence.

For the sun protection clothing sector, is there a brand that can establish category influence starting from standards? JIANGXIA is trying to provide an answer.

The Sun Protection Clothing Market: Big and Competitive

In the summer of 2023, a photo from the subway went viral on Weibo. Under the scorching heat of Beijing, groups of "masked heroines" became the most popular fashion trend. Quietly, sun protection clothing became the consensus answer for summer sun protection among consumers. The explosive growth of the category during the 618 and Double 11 shopping festivals also confirmed that sun protection clothing has gained consumer recognition.

With the rapid development of the category and consumer recognition, market competition has intensified. On the brand side, sun protection clothing has almost become a testing ground for R&D and marketing, from chaotic product standards to dazzling marketing concepts, all continuously presented to consumers as demand grows. On the consumer side, the huge price range and complex functionality have turned what should be a simple purchasing decision into an increasingly complicated process. Consumers seem to rely only on Xiaohongshu and Douyin reviews to make judgments, and the massive number of "avoidance" and "pitfall" notes about sun protection clothing is a reflection of the current market.

The controversy surrounding the category can be traced back to the history of sun protection clothing. Research shows that modern sun protection clothing was inspired by a skin windbreaker/outdoor jacket produced by an American outdoor brand. In China, JIANGXIA was the first to localize and upgrade it, leading to today's sun protection clothing. Before 2023, as an upgrade and complement to sunscreen, sun protection clothing received positive feedback upon its launch. But skepticism soon followed. In many review videos by influencers, a popular argument was often raised: even a regular piece of fabric can block over 80% of UV rays. The term "IQ tax" began to be associated with the sun protection clothing category. In response, brands started to focus on fabric and sun protection numbers.

Public information shows that the main function of sun protection clothing is to block ultraviolet rays, with medium-wave UV (UVB) and long-wave UV (UVA) being the two main culprits causing tanning and sunburn. Sun protection clothing brands enhance UV resistance by treating fabrics, such as increasing thickness, density, or applying sun protection agents to the inner layer.

But this has also led to issues like excessive thickness and poor breathability. "Taking it off leaves you drenched in sweat, almost causing heat rash," wrote a Xiaohongshu blogger in a "pitfall" post. To address this, many brands have started increasing material complexity, incorporating UV-reflective materials into fibers to reduce thickness while maintaining sun protection. As a result, "concept marketing" around sun protection clothing materials has become the new trend.

Concepts like "fabric contains hyaluronic acid for dual moisturizing and sun protection" and "cloth contains xylitol, instantly reducing temperature by 5 degrees Celsius" are constantly being introduced. Professional-sounding terms like "TiO2 sun protection factor," "wet-state sun protection technology," and "skin surface microclimate" have become essential "additives" in sun protection clothing marketing. Faced with complex concepts and unverifiable functionalities, the label "IQ tax" has once again become a public perception of sun protection clothing.

On the consumer side, after being bombarded with concepts and education, they hesitate again when faced with the low prices and impressive sales of white-label alternatives. The huge price range and KOC recommendations further confuse clear purchasing intentions. As one grassroots survey concluded, "It depends on which brand's short video or Xiaohongshu post they come across that day." Under such standards, inconsistent user experience is almost inevitable.

In fact, the repeated "IQ tax" skepticism reflects the intensifying competition among players in the rapidly growing sun protection clothing category. Brands seem to be iterating quickly in the absence of systematic standards, and to meet consumer demands, they are 片面地 enhancing product functionality, challenging overall balance. Before 2023, this manifested as undisclosed product standards and numbers, with brands 一味地 emphasizing channel marketing and traffic. Today, it is reflected in the 满天飞 of technology and numbers without unified industry 底线 standards.

In summary, the voices questioning "whether sun protection clothing is an IQ tax" indicate that 混乱的标准 have disturbed consumer mindsets. For a 优质赛道 with potential to exceed hundreds of billions, change is urgently needed.

The First Numerical Standard for the Sun Protection Clothing Market

How should 底线标准 for sun protection clothing be established?

From an industry perspective, relevant standards have been continuously 完善与进化. For example, GB/T 18830-2009 "Evaluation of UV Protection Performance of Textiles" stipulates at the national level that UV protection products must meet two conditions simultaneously: UPF (UV Protection Factor) greater than 40 and UVA (long-wave UV transmittance) less than 5% to be considered sun protection products. In 2019, Tmall also introduced the "sun protection clothing standard hexagon," combining the 2019 national standard "Outdoor Sun Protection Skin Clothing" with the functions and characteristics of various sun protection clothing in the market, listing six standards such as sun protection and breathability based on 实际应用需求 in outdoor scenarios.

With industry development, standards have seen 全新提升 this year. JIANGXIA, the market leader in sun protection clothing, recently 联合艾瑞咨询 released the industry's first six-dimensional standard—"China Sun Protection Clothing Industry Standard White Paper" (hereinafter referred to as the White Paper, the full report can be viewed by clicking the link at the end of the article). The White Paper also received 联名倡议 from "China Consumer News." Through specific and quantifiable numbers, the standard covers six aspects: sun protection UPF value, wash durability, UV blocking rate, breathability, cooling coefficient, and weight. It 综合了皮肤健康专家、面料专家、海量消费者诉求等各方意见， providing a 科学可靠、易懂好用的可实操数值标准 for the industry and consumers.

As the industry leader, JIANGXIA has also conveyed transparency and 坦诚的态度 to consumers through the standard.

The six-dimensional standard introduced by JIANGXIA balances functionality and scientific practicality, starting from 日常应用场景 to 照顾消费者多重使用感受. Specifically, the choice of UPF50+ provides consumers with 日晒防护 for most 日常使用场景 s, while the UV blocking rate >99% ensures both 皮肤晒不黑 and 防护晒伤. Breathability >180mm/s ensures sufficient 透气性 while keeping the skin dry for extended periods.

In 高温天气， the 针织面料 0.18-0.20qmax[J/(cm²•s)] serves as the cooling 基础系数， meaning the fabric feels cool to the touch and remains 凉爽 even after prolonged wear. The 主身面料单位克重 75-190g/m² and maintaining UPF50+ after 30 washes ensure 轻便性 and 耐久性。

To some extent, JIANGXIA's sun protection clothing standard is not a "high 门槛." Even individually, the numbers don't seem impressive. Take UPF50+ as an example—most brands on the market can meet this standard. But from the perspective of product balance and transparency, this standard addresses the market 痛点—the lack of 全能性实用性可量化标准. Further, the six dimensions and numerical standards cover consumers' most 真实的穿着感受， with specific data tailored to 真实的天气、体感、功能等场景。

This means users can 切实 compare data to understand the balance of different brands，提升认知， and 识别类似 "单极防晒" or 片面强调某一方面功能的行为. In other words, it is the 底线 for product data and the 基线 for product balance in 具体消费场景 s. Achieving such standards simultaneously is not easy for brands.

From an industry perspective, the release of this standard is a milestone, further 规范 ing the industry and promoting 良性竞争. By adhering to this standard, brands can achieve quality similar to the industry leader, gaining 赋能 from the 龙头品牌效应 and strengthening their own positions. On the other hand, brands that meet the standard can further enhance category 心智. In the future, "JIANGXIA 同标准" might become as 热门 as "JIANGXIA 平替，" enabling some brands to replicate success.

Under the standard, JIANGXIA has also left ample space for innovation. With stable standards, the industry 蛋糕 can grow, allowing brands to innovate based on their 特点 to meet diverse consumer needs.

From a 动机 perspective, as the industry leader, JIANGXIA has always enjoyed 领先的市占率与增长率. Releasing the sun protection clothing standard is more like 开源自身竞争力。 After all, from a sales perspective, "following JIANGXIA to choose good sun protection clothing" has become a consumer 共识. Providing such standards to the industry 反而倒逼 s JIANGXIA to 不断提升自己 to maintain its 领先 position.

The Defining Battle for a Leading Brand

Looking back at JIANGXIA's history, as the pioneer and leader of the sun protection clothing category, the success of sun protection clothing and other 硬防晒 products has established JIANGXIA's "商业基本盘，" transforming 硬防晒 from a niche category to a mainstream market. JIANGXIA's evolution from the No. 1 in sun protection clothing to the No. 1 in sun protection means the category 心智 is directly tied to JIANGXIA.

As more brands enter the sun protection clothing 赛道， the 繁荣与混乱 of the 赛道 deepens. Every time the sun protection category faces negative perceptions like "IQ tax," JIANGXIA, as the 龙头， seems to bear the impact. The responsibility of a category 龙头 means that the overall development of the sun protection clothing 赛道 is not just about participation but also 天然引领者。

This is why the White Paper is more like a 立身之战 for JIANGXIA. If the sun protection clothing category continues to 野蛮生长，内卷 ing on 非核心诉求， the consequences could 打击 the industry and consumers. Consumer 混乱的心智 would hinder further industry growth.

On the other hand, in 2024, JIANGXIA has not only increased its guidance for the category but also made significant investments to enhance category 认知度。

Beyond releasing the sun protection clothing industry standard, in 2024, JIANGXIA entered the era of dual brand ambassadors. After announcing Jay Chou as brand ambassador in March 2023, JIANGXIA announced Yang Mi as another brand ambassador，携手两位国民级艺人 to further its journey toward becoming a lifestyle brand. This collaboration with Yang Mi, ten years after their first encounter, showcases JIANGXIA's 决心 to penetrate 全人群、全品类， conveying the 调性和质感 expected of a lifestyle brand.

JIANGXIA and Yang Mi's first TVC was 拍摄 for the six-dimensional sun protection clothing standard. Choosing a 高国民度明星 as ambassador helps JIANGXIA 提升品牌国民度 and is the most suitable 抓手 for expanding from 细分市场 to 大众市场。

From 垂直细分赛道 to 大众生活领域， JIANGXIA 坚持科技创新与消费者场景融合， with "轻量化户外" as the 主线，不断提高品牌辨识度、筑高品牌护城河. As JIANGXIA's "商业基本盘，" the 坚守与不断创新 of the sun protection 赛道 provides 动能 for its growth.

Behind the 立身之战 is JIANGXIA's 龙头责任 and 看好 of the 赛道前景。良性竞争 and 共同发展 can bring more 增量 to the 赛道. Only by 摘掉 "IQ tax"帽子 can sun protection clothing have a brighter future.