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Air Conditioning Clothing Has Become A Summer Artifact, And Sun Protection Equipment Is Constantly Upgrading

2022/7/18 20:19:00 1

Sun Protection Equipment

"It's not innocence that beats me, it's naivety."

When the temperature is approaching 41 ℃ historically, people don't want to talk about anything but "heat shock": the media science popularization has "the difference between heatstroke and heat stroke", and experts analyze that behind the high temperature or the "La Nina phenomenon" is at work. Netizens made fun of the ducklings hatched from Nanjing's living beads due to high temperature, and the slippers of Cantonese were stuck on the asphalt road. Jiangsu, Zhejiang and Shanghai have even been exposed to the sun as "industrial discount households".

When Chinese businesses encounter high temperature, they become "Edison". Hand held fan, face Gini, anti sweat patch. Small inventions with both brain holes and practicability have created new markets. Even the traditional sunscreen and sunscreen equipment has been upgraded: the area of sunscreen masks is increasing, covering almost every skin of the face; Sunscreen clothes even neck and ankle are not let go; The integration of sunshade cap and hair band realizes the unity of convenience and practicability.

As for the air-conditioning clothing that has become popular in recent years, it is more like the "new species" born after the arrangement and combination of these "grassroots inventions". Of course, "air conditioning" is just an adjective. There is no air conditioning in air-conditioned clothing. There is only a set of "clothes fan". It is generally placed at the bottom of clothes. It fills the body with flowing air and accelerates the evaporation of sweat. At the same time, let the coat and underwear separate, so as not to sweat through the heavy shirt.

The clothes used in air-conditioning clothing include not only wear-resistant and dirty resistant jackets for outdoor working scenes, but also lightweight and fashionable sun proof clothes to meet the needs of young people. At the same time, users can also choose the number of fans and the specifications of power supply power bank.

   Application effect of upper body displayed by air conditioner clothing merchants

It looks like a novelty, but it is actually a traditional product that has been around for more than a decade. One million e-commerce companies have been able to enter the Chinese market for one year. But deep into the industry, we find that in the domestic market, the gross profit rate of this product is even lower than that of traditional industrial products. The large scale of outdoor workers in China also fails to provide more market space. Even, the air-conditioning clothing has not yet appeared mature brand, and standardized technology.

Air conditioning clothing industry, what's wrong?

   Can air conditioning clothes really cool down?

"Magic change" traditional jacket, grassroots invention is always easy to be roughly labeled "IQ tax" label. However, according to the online product evaluation and the actual feedback of consumers, the air-conditioning clothing really has cooling effect.

What's more convincing is that in Japan, air-conditioning clothing has become a routine equipment for outdoor work, which is supplied to automobile, steel, construction and other enterprises. The annual peak sales volume has exceeded one million. Zhang Wei's factory is the main supplier of air-conditioning clothing in Japan.

"Since 2008, we and our Japanese partners have jointly explored the Japanese market. At present, the Japanese market is also done by Chinese people, but some factories have moved to Vietnam, where the labor cost is lower. I started in 2012 in the domestic market, and I was also the first batch of players. At first, our annual sales volume was only 50000 yuan, and after a few years, we gradually achieved 50 million yuan."

The outbreak of air-conditioning clothing in the domestic market began in 2018 before the epidemic. At that time, Zhang Wei's factory in 1688, Taobao and other platforms online stores, a day to sell thousands of pieces.

"We have our own clothing and fan production lines, but we need to import batteries and motors. We still have advantages over peers in terms of overall quality control, cost control and profit margin."

Self built supply chain is a choice, and some air-conditioning clothing businesses tend to operate with light assets. All parts are customized and purchased from fans, clothing and power bank factories, and they are responsible for product design and marketing.

"Where the fan and power supply are installed on the clothes, the fan power and circuit wiring are designed by us according to the market demand." Mr. Luo, a fast seller of cross-border e-commerce platform, told us that at present, his products are mainly sold to the Japanese and Korean markets, with a price of $20 per piece, but excluding power supply. "We do not provide power supply, let consumers choose the products they trust."

In addition to air-conditioning clothing, products developed for high-temperature working environment include "ice water suit"( Ice bags in overalls ), and "water cooled air conditioning clothing"( The water circulates by controlling the temperature )Etc. In recent news reports, some enterprises have developed air-conditioning clothing in the true sense of external small-scale air-conditioner for epidemic prevention workers, and the air-conditioner is delivered into the anti epidemic clothing through special pipes. However, considering the convenience, cost and effect, the air-conditioning clothing with fan cooling is still the choice of mainstream consumer market.

"It's unrealistic and inconvenient for construction workers to buy an air-conditioning suit that costs thousands or even tens of thousands of yuan."

Two, four, even six fans, the number of fans can be customized according to the demand. However, after observing the Buyer show, it is found that the number of fans for outdoor workers to buy air-conditioning clothing is generally less: first, the more fans, the more expensive they are, the more careful they are; Secondly, it is easy to disassemble and install; Moreover, the site environment is noisy, Less fan, less noise, convenient to communicate with workers.

   The air-conditioning clothes with three fans belong to "high horsepower"

   Picture from Taobao Buyer show

"We have to get up at five or six o'clock every morning. The clothes have to be washed every day. The fans are easy to install and dismantle. Moreover, there are many bumps on the construction site, the fans are easy to be damaged, and the jackets are easy to scratch. So we support users to purchase accessories for replacement." There is a business explanation.

Today, some fishing, hiking enthusiasts will also buy air-conditioning clothing. And those who want to cool down on the commute, consumer demand is not strong enough. Businessmen say that, on the one hand, it is inconvenient to wear and take off. It is unnecessary to walk for more than ten minutes every day. Secondly, most of the air-conditioning clothing is still work clothes, the appearance is general, not enough personality.

According to the reporter's observation, Zhang Wei's factory still sells "waist mounted fans" on the 1688 platform, selling more than 100000 pieces a year. He prefers to emphasize the convenience of the waist mounted fan: "you don't have to wash the same clothes every day, you don't need to install and dismantle the fan, so the cooling effect is not too bad. However, this product can't be used for high-altitude outdoor work, and it will be dangerous if it falls down."

   Low price competition, lack of brand

"Fengshen" is a mature brand in Japan's air-conditioning clothing market. On Amazon, its products are priced at 400-800 yuan. Compared with the Japanese air-conditioning brand, it is more standardized in the domestic market. Even the Japanese sports brand Mizuno has launched air-conditioned jacket with fan holes reserved. The starting price is about 240 yuan.

In Japan, from fans, batteries to clothing, a set of relatively uniform product standards has been formed. For users, it means that they can choose fans, clothing, power supply and other accessories for combination.

   Air conditioning clothing launched by sports brand meijinnong

   Fans and batteries need to be purchased separately

However, the domestic market is still in a rash stage. Mr. Xu, a Guangdong businessman specializing in China, explains that the industry is currently saturated with supply and limited space for gross profit margin and technical iteration. After the exponential growth in the early years, the market size is now stable at around 2 million units. "The threshold is not high, leading to many participants in the domestic market, which is difficult to do."

"Low price competition" and "brand dilemma" are the main reasons for the bottleneck of domestic air-conditioning clothing market. As the domestic e-commerce practitioners tease, any commodity to Yiwu, Shenzhen, can achieve 9 yuan 9 package. Cost control has always been what domestic businesses are good at. And the mainstream user group of air-conditioning clothing products is mainly outdoor workers, they are particularly concerned about the cost performance, so "cheap" has become the chips for businesses to compete for the market. "At the end of the low price competition, there is not much profit in the whole industry."

However, Zhang Wei reminded reporters that the "power bank" applied to air-conditioning clothing has not yet established a mature industry standard. Although there is quality inspection, consumers should choose reliable products as far as possible from the perspective of endurance or other aspects. "After all, air conditioning clothing is a" product for personal use ". Consumers can't blindly pursue low prices, and businesses should appropriately control costs."

Zhang Wei introduced that the purchase cost of a Japanese imported cell is 14 yuan. A battery needs 4 energy-saving cells, and the cost of photovoltaic cells is more than 50 yuan. Imported fan motor 20 yuan, mainstream air conditioning clothing two fans, this is another 40 yuan. "The air-conditioning clothing seems to have no technical content, but the cost is not low."

Mr. Xu also has a deep understanding of the low price competition in the industry. Now, his lack of R & D investment and the lack of long-term net investment in product marketing is another low point.

"No business will advertise this product, which is the same as making a wedding dress for peers. Because the product itself lacks differentiation, it is difficult to build brand power, and the final comparison is the price."

Lack of brand advertising to promote the market size, in the eyes of businesses, air-conditioning clothing marketing is very dependent on offline social communication. That is, products appear in a construction site, the effect is recognized, it will be word of mouth, gradually penetrate a city. Workers travel south and North by train, and can also bring air-conditioning clothes to all parts of the world. It's just that the process is slow. Nowadays, the sales of air-conditioning clothing has shown a strong regional. Jiangsu, Zhejiang, Shanghai and the Pearl River Delta, where infrastructure and real estate are relatively developed, have attracted a large number of construction workers and become a large market for air-conditioning clothing in China.

   How long will it take from product to industry

Household vegetable growing machine, humidifier, electric blanket, power bank, air conditioner

Many "small inventions" with DIY color have become indispensable in people's life. These products in the early stage with not high technical content, extreme cost control, novel effect, captured one after another blank market. However, it is the universal value provided by the products to support the industry.

According to the Ministry of human resources and social security, there will be nearly 300 million migrant workers in 2021. Most of the working scenes of these working people are outdoors. Based on the real market demand, air-conditioning clothing provides affordable and feasible cooling scheme for outdoor workers. This is not only a product value, but also a social value. However, the problem is that the domestic market is fully saturated with supply, which makes the industry temporarily fall into low price competition. Several businessmen interviewed by the reporter are slightly pessimistic about the industry prospect of air-conditioning clothing.

"Some speculators also enter the market to make air-conditioning clothing. They have no background in electronic products and clothing industry, but they can quickly integrate resources. As long as there is profit, they will keep pushing down the price, which also leads to more and more chaos in the industry, and the products are branded with a mark of low price in the minds of users." In the eyes of some businesses, air-conditioning clothing is now tasteless, and it is a pity to abandon it.

At present, it is difficult to define the current situation of the industry, some of which are caused by the short-sightedness of businesses, and some of them are due to the blindness of consumers. At the same time, the crux of competition is not only the low price of air conditioning industry, but also the crux of competition from each industry.

   In the young "little red book", there are many contents about air-conditioning clothing

But there are also optimistic changes taking place. The new energy industry is in full swing in China. With the improvement of battery technology in the future, it is expected to upgrade the products such as power bank and air-conditioning clothing. At the same time, we have observed that today's workers are also willing to show their lives on the content platform such as short videos. The sunscreen masks in summer and the anti falling pads for skiing in winter all realize the path of "grass planting" of emerging social media, namely "weeding" of e-commerce platforms. It is also possible for air-conditioning clothing to improve its volume and sales through this mode.

It is inevitable for any industry to grow from barbarism to standard and standard. We expect that the products will continue to be standardized and standardized, and businesses and consumers will build a benign market order.


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