This summer is particularly hot, and the consumption of sun protection clothing has also increased. Even Bosideng, which started out with down jackets, is now testing the waters. The price of sun protection clothing can reach up to thousands of yuan. At the same time, senior players in the sun protection track represented by Jiaoxia are promoting “affordable” sun protection clothing, and the two sides are competing for the market. Is four-digit sun protection clothing a “new technology” or an “IQ tax”?
Down jacket giant cross-border launch of thousand-yuan sun protection clothing
Many people have discovered that Bosideng stores in shopping malls and commercial complexes have quietly put sun protection clothing on the shelves, and the price of one piece is the lowest. It costs 559 yuan.
On July 18, the reporter saw that the Bosideng store in Nanjing Hongyue City was deserted. “We don’t sell much sun protection clothing. In fact, we have been making sun protection clothing for several years.” The store staff said frankly that Bosideng’s sun protection clothing is not well-known, but its technology is very professional. The reporter observed that Bosideng sun protection clothing is mainly divided into two series: urban series and outdoor series. The color combination of the urban series is more fashionable, the fabric is lighter and thinner, and the sun protection index is 40+ and 55+. The outdoor series is mainly black, with a sun protection index of 80+. An urban series of sun protection clothes promoted by the store is priced at 559 yuan. The store staff said: “The price is high because the fabric is more comfortable and breathable. We will individually mark the sun protection index on each piece of clothing. The high price is also Our brand positioning is still different from that of sun protection clothing in some affordable stores.”
Sales through online shopping channels seem to be slightly better than those in physical stores. Sun protection clothing is also on the shelves in Bosideng’s official flagship store on Tmall. Clothing and other goods. Among them, women’s sun protection clothing priced at 569 yuan is on sale. After the discount, it sells for 439 yuan, with monthly sales of more than 500 pieces. Women’s sun protection clothing priced at 1,299 yuan is priced at 1,039 yuan after discount, with monthly sales of only 18 pieces.
Many netizens have doubts about the effectiveness of high-priced sun protection clothing
The reporter searched multiple e-commerce platforms and found that in terms of sales, high-priced sun protection clothing from HOII, Columbia, Bosideng and other brands has the highest sales. Monthly sales are only a few hundred pieces. As for Jiaoxia, a well-known affordable sun protection clothing brand, the monthly sales of its top-selling sun protection clothing can reach more than 100,000 pieces. The best-selling sun protection clothing from the same brands, ohsunny and Uniqlo, also sells tens of thousands of pieces per month.
Netizens have mixed reviews about high-priced sun protection clothing. Most netizens expressed doubts about the sun protection efficacy of high-priced sun protection clothing. “Is there any significant difference in the sun protection factor and effect of the fabric compared with other brands?” “Will I get the same sun protection if I spend 20 yuan on an umbrella?” “Effectiveness” “Physical sunscreens all have the same effect, is it necessary to sell them so expensively?”…
On the official websites of some high-priced sunscreen clothing, customers generally give favorable comments: “It can withstand the test of the scorching sun.” “The fabric is comfortable, soft and breathable” “I like the style and board shape of this brand, it feels cool when worn”. There are also many bloggers on Xiaohongshu who have reviewed sun protection clothing. Some bloggers gave the main selection criteria: nylon material, knitted structure, clothing thinness and lightness of color. Some expensive sun protection clothing may not necessarily meet the above four points at the same time.
Famous economist Song Qinghui believed in an interview with reporters that the reason why Bosideng’s “cross-border” sun protection clothing has not become popular is mainly because Bosideng’s prices were relatively close to the people before, but after the “cross-border” Taking the high-end route and selling sun protection clothing for four figures, the acceptance by consumers is naturally not high.
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