In The Spring Sunshine, "Sunscreen Clothing Is Not Acceptable" Heats Up The Sunscreen Business Temperature

Wearing a facial Gini and sunscreen clothes, more and more "outdoor parties" are not afraid of the sun and enjoy the bright spring. In recent years, sunscreen equipment with rich styles and novel materials has become a new trend of outdoor sports for the young generation, which demonstrates the unlimited possibilities of wearing and matching. As the temperature gradually rises, sunscreen equipment becomes necessary in the season. According to relevant data, topics related to sun protection clothing and sun protection clothing have been broadcast more than 29 billion times on the Tiaoyin platform. This brings business growth opportunities for outdoor clothing businesses.

Against the background of growing demand for sunscreen clothing and equipment, from April 7 to 18, Diaoyin e-commerce launched sunscreen category activities - "not satisfied with sunscreen clothing" . Activity focus Comfortable commuting, urban street tide, outdoor sports, comfortable healing Four scenes, create high-quality pallets, and join hands with clothing merchants to launch new trends and new products; Invite high-quality creators, such as star talent, to show a variety of new sunscreen attitudes through popular topics and interactive play; Create a special outdoor broadcast room for businesses, help more good stores to be found with good content, and help businesses break out.

During the activity, # sunscreen clothes were not taken #The First Face Gini Competition in 2025 The number of topics broadcast exceeded 250 million, the overall content exposure exceeded 20 billion, and the GMV burst coefficient of merchants reached 141%. Vanguard big brands Anta and Jiaoxia paid GMV more than 100 million yuan one after another, and the pilot brand camel reached the highest single day turnover of more than 10 million yuan. Many businesses realized the outbreak of new products in this activity, improved brand influence, and gained good business in sunscreen.

01

Focus on demand scenarios

New sunscreen products with new features cut into users' minds

The platform insight found that consumers' demand for sunscreen clothing and equipment has evolved from "basic protection" to the pursuit of functional technology and fashion taste; Integrating functional items and fashionable design, it can keep cool and breathable while "not tanning", providing consumers with new sunscreen options. At the same time, users have put "no dead corner sunscreen" on the agenda, and the demand for local sunscreen, mainly for face and hands, has continued to rise in the near future; Recently, the search for single products such as facial base and sunscreen ice sleeve has become more popular, and the number of related dithering topics has exceeded 1 billion. New ideas of businesses should follow the pulse of user needs to reach user groups accurately.

In this activity, the platform and Anta, Jiaoxia, Babosa And other businesses work together to improve the supply of sunscreen products, comply with the outdoor sunscreen craze, and refresh the sunscreen experience with trendy new products. During the event, the search volume and turnover of outdoor clothing and equipment related to sunscreen continued to rise, and many popular products emerged. According to the data, the number of new explosive products in the event exceeded ten thousand, and many new products continued to sell well. For example, "Yang Zi's SIINSIN Sunscreen Shark Pants", "Baboza Fashion Sunglasses", "Senseless Sunscreen Clothing under Banana" and so on have become hot and popular in the sunscreen category.

02

Public participation in hot sun protection topics

Heating outdoor sunscreen atmosphere

Good content close to consumers' life scenes can often touch users' enthusiasm for sharing and deepen their interest in products and brands in interaction. In order to help businesses expand their influence, the platform, through the excavation of a series of hot spots, triggered contributions from celebrities and businesses to users, and the whole people participated in improving the content influence of sunscreen products to form a strong outdoor sunscreen atmosphere.

Focus on sunscreen clothing, face sunscreen, children's sunscreen subdivision needs, and activities to #The first facial Gini contest in 2025, # sunscreen ring has also been changed, # children's sunscreen equipment is too comprehensive, # sunscreen clothing is not acceptable Four interactive topics attract users to contribute and interact, forming an atmosphere of "public exposure of hard core equipment".

During the activity, #The first facial Gini contest in 2025 has become popular, and the number of topics broadcast has exceeded 25 million. In the face of diverse and enthusiastic contributions from various "Face Gini" competitions, the platform held the "First Face Gini Award Conference" in the form of creative short video collections. The contribution videos of different styles of facial Gini deepen users' perception of "sunscreen with facial Gini, really good for sun"; At the same time, the average daily payment for the products with "Facial Gini" in the product name has exploded by 154% year on year.

@Shanyu, @ Wang Liubao, @ Fangyuan and other experts Join the # sunscreen challenge, share unique sunscreen experience, bring high-quality and diversified content to the topic challenge, and accelerate the outbreak of activities. The diversified grass planting content of Daren people presents the highlights of the brand and the characteristics of the product from different angles, further stimulating the consumer interest in outdoor sunscreen clothing.

Data shows that through AI special effects, submission tasks, hot topic interaction and other play methods, the number of activity content contributions exceeded 30000, the popularity of activity topics continued to rise, and related topics achieved more than 250 million broadcast. With the blessing of many high-quality creators, the # 2025 First Facial Gini Competition The topic entered the top 8 of the Tipping Hot List and the top 1 of the Grass Planting List; #The sunscreen ring has also been changed to the topic of clothing. It has been listed in the top 6 of the Tiaoyin Hot List and the top 1 of the Grass Planting List; #Children's sun protection equipment is too comprehensive Top36 topics on the grass planting list; #The sun protection clothing did not accept the challenge, and was listed in the top 4 of the Tiaoyin Hot List and the top 1 of the Grass Planting List.

After good content triggered search interest, businesses arranged small blue word resources, planted "brand words, product words" and other related search words in the top words and bottom BAR in the review area, continued to stimulate user search, and transformed more A1 and A2 groups into A3 and A4 groups. For example, the manager of the children's clothing brand Maimaiqiu released a series of grass planting videos before the live broadcast of the store, triggering the small blue word "Yiqiuma's children's clothing", which led to an increase of more than 30% in brand search.

03

New from scene to content

Upgrade consumption experience and ignite store broadcast GMV

Rich and high-quality content has become the key to the brand's reputation. In addition to the in-depth grass planting of celebrities, the shop broadcast, as a window for direct dialogue between brands and consumers, can show the characteristics and product advantages of brands from a professional perspective.

At present, consumers' personalized needs are becoming more obvious, and the decision-making path shows a trend of diversification, forcing brands to seize users' minds with differentiated content. During the event, the platform provided a variety of marketing resources for sun proof leading brands and category navigators, such as Anta, Jiaoxia, Ono and Lululemon, to help them upgrade their shop broadcast content and build a new engine for business growth with differentiated content.

●  Build an outdoor characteristic live broadcast scene and create an immersive shopping experience. In this event, Anta held a special shop broadcast in the official flagship store, especially set up creative outdoor scenes, upgraded the vision of the studio with scientific equipment, and attracted users' attention. Lululemon creates a live broadcast room for outdoor practice of golf courses, which intuitively presents "golf clothing" to meet users' professional sports needs; The highlight of Jiaoxia is the live broadcast of outdoor camping, which promotes users to pay for the excitement by creating better live content with more atmosphere. During the event, the GMV of the live broadcast room (a live broadcast) of Jiaoxia's official flagship store increased by 350% month on month (average of the previous Sunday)

● Linkage with star talent to ignite the popularity of the live broadcast room. Anta joined hands with star @ Jin Jing to enter the official live broadcast room to share the experience of sunscreen, and invited Olympic champion @ Xu Mengtao to open the broadcast for the first time, which ignited the popularity of the live broadcast room; During the event, the exposure of the live broadcast room (a single show) of Anta's official flagship store increased by more than 990% month on month (average for the previous Sunday), and the content matrix traffic exposure increased by more than 25 times.

●  The manager outputs professional content and deeply plants grass to promote transformation. Children's wear brand Mai Maiqiu Brand Manager @ Yi Qiuma In the outdoor special live broadcast, we explained the brand concept in detail, explained the design ideas of sunscreen clothes and pants to users, and provided matching suggestions according to different use scenarios of users, to meet the needs of different consumers.

04

Integrate global resources

Promote the good business of outdoor sunscreen in an all-round way

With the help of hot topics, expert grass planting, special shop broadcasting and other good content, relevant outdoor sunscreen products are selling well. Ditto Mall also adds search, mall and other resources to undertake high-quality content traffic, and comprehensively improves the exposure of businesses, so that the brand concept and product value of businesses can be seen and recognized by more users.

On the search side, the platform adds a variety of search resources for brands, such as small blue words, Aladdin, Guess what you want to search, effectively receives high-quality content traffic, attracts users to actively search for activity topics and commodities, guides users to activity pages, brand stores, and live broadcast rooms, further shortens user decision-making links, and improves transaction conversion efficiency; Superimposed design navigator brand search cooperation and other play methods help search GMV achieve 144% explosive growth overall.

On the shopping mall side, Tiaoyin Shopping Mall sets up resources such as premium purchase and UG coupon issuance for brands to attract "budget conscious" users to place orders for sunscreen products; Create a "Gold List of Outdoor Good Things for Sunscreen Sports", provide users with spring sunscreen shopping guide to arouse users' interest in consumption, and promote businesses to reap the potential for business growth.

This activity of the category of "not satisfied with sunscreen clothing" ferments high-quality content with hot topics, integrates platform resources and efficiently cooperates shelf scenes and content scenes, providing business opportunities for businesses. Through the complete link of "hot spot - grass planting - grass pulling", the Tiaoyin Mall helps merchants to efficiently convert traffic into sales volume with high prices and good products that meet the user's consumption scenarios.

How can brands not only not miss the opportunity of current business growth, but also lay a good foundation for long-term operation and create continuous growth potential in their operation? In this activity, Diaoyin Mall provides business operation samples for outdoor clothing/equipment category businesses.

On the one hand, appropriate products are the basis for business transactions. Businesses need to create seasonal trend pallets based on user demand scenarios. On the other hand, the platform has built a good business ecology, created hot topics, created a national sunscreen atmosphere, gathered star talents to plant grass in depth, and further stimulated consumer interest and promoted business transactions with the content broadcast in stores with characteristics of businesses; Overlay global resources to accelerate business growth. Finally, in the close cooperation between the platform and the merchants, the merchants and users who participated in the activity went in both directions to complete the double explosion of sales and brand strength.

In the future, with the change of outdoor sunscreen market, Diaoyin Mall will continue to have a deep insight into consumer demand, capture new consumption trends, continuously invest in global resources, help more businesses achieve new growth, and complete the upgrade of business model.