Data Analysis: The Sales Of Sunscreen Products In The Live Broadcasting Room Exceeded 500 Million

How hard do young people work to protect themselves from the sun?

In addition to studying all kinds of sunscreen evaluation, early on this summer's popular new products, in the past two years, young people's sunscreen has also turned to the hard core physical sunscreen.

As soon as you go out, you will take your hat, sunscreen, sunglasses and other equipment to wrap yourself up, as if "as long as your mother can't recognize me, you can't catch up with me.".

Sunscreen clothes and hats + sunscreen, this "full set of sunscreen" trend also came to the studio.

According to Taobao's live broadcast data, the sales of sunscreen products in the live broadcasting room have exceeded 500 million from June this year, double that of last June. In the past 618, under the banana which became popular because of the sun protection small black umbrella, it was put on the shelves for 14 times in Li Jiaqi's live broadcasting room, and the launching strength was amazing.

What's new this year? It is said that young people rush for sunscreen clothes and masks in the live room. Is it true? What kind of sunscreen and sunscreen products are sold? Xiaobangjun retrieved the sales data of sunscreen products in Taobao live broadcasting room since 2019. Let's take a look.

Sales of sunscreen products increased by 113.8% year on year in June

From the data point of view, Taobao live broadcast room sunscreen wind is really starting this year.

According to the data of Taobao live broadcast in the past two years, the sales of sunscreen products in the live broadcasting room have increased a lot since March this year compared with the same period last year; Especially in June, when the annual sales peak of sunscreen products, this year's sales increased by 113.8% compared with June last year.

In addition, as can be seen from the figure below, at present, the sales of sunscreen products in the live broadcasting room are significantly affected by seasonal factors, and the sales peak is generally concentrated in March to June in the first half of the year.

It should be noted that although the sun protection products in the live broadcasting room are greatly affected by the seasons, the awareness of "whole year sun protection" has become more and more popular in recent years, that is, sunscreen is not only sunscreen in summer, but also daily sunscreen and sunscreen injury - the damage of the latter two is more serious and more difficult to reverse.

In recent years, sunscreen manufacturers such as Eastin and Neutrogena have spared no effort to create indoor sunscreen concepts such as "blue light protection" for office workers who often use electronic products, claiming that they can help prevent skin barrier damage and pigmentation.

According to cbndata, blue sun protection increased 14 fold between 2019 and 2020. Therefore, xiaobangjun believes that with the change of consumers' sun protection concept, sunscreen brands have extended more subdivision functions, and the influence of sunscreen products in the off peak season may be gradually weakened, and then upgraded to skin care products that can be used throughout the year and superimposed with other beauty products.

　　 70% of sunscreen products are still sunscreens, but the demand for men, outdoors and beauty skin is booming

In short, sun protection measures are usually divided into chemical sunscreen and physical sunscreen. Chemical sunscreen refers to the use of sunscreen, sunscreen milk and other body sunscreen products, while physical sunscreen mainly refers to sunshade, sunscreen hat, sunscreen clothing, etc.

Taobao monotonically takes the sales of several mainstream sunscreen categories in the live room, including sunscreen cream and Sunscreen Spray in chemical sunscreen, sunshade umbrella, sunscreen hat, sunscreen clothing, ice sleeves and masks (including face Gini) in physical sunscreen. Among them, sunscreen accounts for the majority of the total, and its sales account for nearly 70% of the total sunscreen products so far this year. The second is sun protection cap, accounting for nearly 15%.

Although in most people's eyes, sunscreen mainly depends on the use of sunscreen, but in fact, today's sunscreen is not the same as before.

A few years ago, sunscreen to highlight the effect of sunscreen, isolation, mostly done more thick, greasy, on the face is also easy to close. Especially that kind of sticky haw sense of use, persuade many people including xiaobangjun.

Now, many sunscreen products, not only to be able to quickly form a film, sunscreen standard pass, its texture is also more and more thin. In recent years, sunscreen lotion, sunscreen spray, sunscreen powder and other light weight sunscreen variants are very popular in the market. Li Jiaqi often said in live broadcast that "no greasy, no pulling out, no rubbing mud", which poked into almost all girls' basic demands for sunscreen. In order to further emphasize the fresh texture of the recommended products, Li Jiaqi sometimes uses oil absorption paper to demonstrate.

But to become a popular sunscreen, "not greasy, not dry, not rub mud" is not enough. The top 300 sunscreens (including sunscreen and Sunscreen Spray) that are the most popular in Taobao live broadcast are selected on the Taobao list. Through the naming rules of the products given by the merchants, we find some interesting trends about the popular sunscreen.

For example, emphasis on the "maintenance of one" skin type sunscreen. By adding hyaluronic acid, polypeptide and other ingredients, this kind of sunscreen can not only protect the sun but also moisturize, whiten, control oil and take care of sensitive muscles. According to the report jointly released by Kaidu consumer index and tmall global, the transaction amount of skin nourishing sunscreen products increased by 19% year on year in 2019, compared with the overall growth rate of sunscreen products was only 9%.

In addition, men are in great demand for sunscreen products. Compared with the products used by girls, men have higher requirements on waterproof, sweat proof, fresh and non greasy. Most people also hope that the sunscreen will not be whitening and * * transparent and colorless. With the popularity of outdoor sports such as surfing and diving, the focus on environmental protection, coral protection and other selling points have also been frequently mentioned by the anchors.

Will the rising sun proof clothes become the next big fire yoga pants?

When it comes to physical sunscreen, in addition to their little flower umbrellas and sunscreen shawls, the most famous one is probably the "face Gini" of Qingdao aunts. The New York Times reported this shocking Oriental sunscreen technique in 2012.

Today, the "face Gini" on the golden sand beach has been transformed into a sunscreen weapon pursued by young people. In xiaohongshu, fashion KOL Xia Shiwen (also the anchor of Taobao), who has more than 500000 fans in xiaohongshu, showed four kinds of face Gini products in a grass planting Video: "360 degree circle can take care of your neck. It's breathable, light and cool, and looks good. It can take care of people who have just finished medical treatment and can't apply sunscreen or make-up. "

In addition to the face of Gini, a number of high-value, strong sun protection, wear and go physical sunscreen products, sales have increased rapidly this year. According to Taobao's live broadcast data, sales of sunscreen masks and facekini have increased by 247% year-on-year since June, and sun protection caps have increased by 238% year-on-year; Ice sleeves increased by 1193% year on year in April.

If you look at the number of goods in the live room, in fact, after March this year, the most popular and frequent item on the shelves in the studio is not sunscreen, but sun visor. Sunscreen clothing and ice sleeves are extremely popular this year - especially ice sleeves, which have been on sale about three times as many as they were in the same period last year.

How can these physical sunscreen products quickly capture young people's wallets?

After watching several related live broadcasts, xiaobangjun found that the products with "hard sunscreen" usually include four aspects: knowledge popularization, scene grass planting, sunscreen certification and fashion matching. Different anchors may have different focuses on the above aspects.

In the eyes of most consumers, unlike sunscreen, physical sunscreen products are still a relatively new category. Therefore, before planting grass in depth, anchors and KOLs may first have a popular science link on sunscreen knowledge. Some small red book bloggers in the promotion of hard sunscreen, but also along with the lack of chemical sunscreen such as diss sunscreen, causing young people's curiosity.

Secondly, dig deep into the scene and plant grass quickly. Physical sunscreen is aimed at outdoor scenes. The anchor will specifically describe the wearing scene, and list the situations of any limb local exposure to sunlight in life, including riding, driving, outdoor sports, going to amusement park, etc. Li Jiaqi in live broadcast with a face Gini, very seriously said: "when playing tennis, because wearing a hat may not be able to take care of the side face and ears."

Then, prove the sunscreen function of the product. Usually, the anchor directly displays the UPF50 authentication, so that the live users can take a peace of mind pill when they are a bit excited.

Finally, show the physical design and upper body effect. After all, it's a piece that needs to be worn out, and a sense of fashion is essential. For example, some fashion anchors such as lie'er baby, when explaining sun proof clothes and hats, they are just like clothing accessories. They will focus on color and style, and teach how to shape and show the effect of wearing.

Xiaobangjun thinks that with the functional features of sunscreen and cool fabrics (such as airloop sunscreen fabric under banana), sunscreen wearable products are similar to functional fashion clothes to a certain extent. Although it is far from reaching the hot market of sports underwear and yoga pants, taking advantage of the upsurge of sports leisure and consumers' attention to sunscreen, there is still a lot of room for imagination in the future.

At the end of June, the midsummer was just beginning, and the sun proof wind in the live broadcasting room has attracted the attention of sun protection, outdoor sports and even underwear and home brands. At present, sunscreen products are still a market in which consumers are constantly getting information and receiving education. What kind of chemical reaction will appear when it comes to the increasingly mature and sophisticated Taobao live broadcast of creating new and popular models? Will dark horse brand appear in sunscreen market? We'll see.