Sunscreen, sunshade umbrella, sunscreen clothes, sunscreen ice sleeves... Recently, a variety of sunscreen equipment has become the "standard" for many people when going out. According to the "2023 High Temperature Consumption Observation" released by JD Consumer and Industrial Development Research Institute, the number of consumers purchasing sunscreen products and related equipment has increased by over 40% year-on-year since May this year. The reporter of Economic Information Daily recently found that with the continuous high temperature weather in many parts of the country, the sunscreen consumption market is ushering in a new round of peak. Industry insiders say that with the continuous improvement of people's awareness of sunscreen, sunscreen products are becoming increasingly diversified, and the trend of market segmentation is becoming increasingly evident. In addition, consumers need to maintain rationality and scientific sunscreen when choosing sunscreen products. Sales have surged, and "hard sunscreen" is favored by consumers. With the popularization of sunscreen concepts, people's awareness of sunscreen has gradually increased, and the market for sunscreen products is experiencing explosive growth. "Consumers not only need 'soft sunscreen' measures such as sunscreen and sunscreen spray, but also increasingly prefer 'hard sunscreen' measures that can directly prevent ultraviolet rays from contacting the skin." The relevant person in charge of Jingdong Clothing and Beauty told reporters that since the continuous hot weather in late June, the sales of sunscreen products such as sunscreen umbrellas, sunscreen clothes, sunscreen, sunscreen spray and other sunscreen products have increased by more than 50% month on month. Since July this year, sales of sunscreen related products have exploded on JD.com, with a year-on-year increase of 841% in the turnover of fashionable sunscreen clothing. In the "6 · 18 Top 15 Best Things Live Room List of Clothing" released by Tiktok, sunscreen tops the list, with sales of more than 300000 pieces. The reporter searched for "sunscreen masks" on Taobao platform and found that multiple stores had monthly sales of over 20000 pieces. This year, people seem to be paying more attention to sun protection than before, "said Ms. Guo, who lives in Beijing." Everyone joked that 'beekeepers' can be seen everywhere on the streets now. The term 'beekeeper' is actually a metaphor for the wearer of a sunscreen mask. In addition to revealing their eyes, the mask covers the entire face and neck tightly, similar to the protective equipment of a beekeeper. Unlike the "soft sunscreen" represented by applying sunscreen, this physical way of blocking sunlight is called "hard sunscreen", and the heat has been very high in recent times. In the eyes of many people, "hard sun protection" is more direct, effective, and convenient. According to survey data from iMedia Consulting, 71.3% of people believe that physical sunscreen is more effective, while 19.3% of people believe that chemical sunscreen is more effective. In addition, many people choose to apply both soft and hard sunscreen, wearing sunscreen clothing in addition to sunscreen, in order to achieve better results. The demand for "hard sunscreen" from consumers has accelerated the market share of enterprises. According to Tianyancha data, there are currently nearly 300 companies related to "sun protection clothing". From the perspective of regional distribution, Guangdong ranks first with over 70 companies in the region; Anhui and Zhejiang are ranked second and third, with over 60 and over 30 respectively. From the perspective of establishment time, 56.7% of related enterprises were established within 1 to 5 years, while only 5.3% of related enterprises established over 10 years. Hong Yong, an associate researcher at the E-commerce Research Institute of the Ministry of Commerce, believes that the surge in sales of sunscreen products this summer is mainly due to three factors