Mask Affects Color Value? It'S Time To Wear Protective Clothing Into Fashion Items.

The sudden COVID-19 makes all families aware of the importance of protection. For a while, the mask that was originally unattended was hot.

The COVID-19 global pandemic in 2020 has touched the hearts of the world's people, and has made explosive growth in the consumer protection sector.

Recently, the financial and business data center (CBNData) and Tmall jointly released the "Tmall household protective appliances trend insight". Based on CBNData consumption data, in-depth analysis of the escalation of the national defense concept under the impact of the epidemic, and the five major consumer trends brought about by household protection products.

CBNData report shows:

1. of the epidemic "ripening" line of civil protection market, 93% of the national people believe that wearing masks is the most important protective measures, 90% of young people's protective action is the most rapid, in the first quarter of 2020, masks, gloves, alcohol and other core protective equipment consumption exceeded 3 times in 2018, showing explosive growth.

2. the epidemic situation promotes the improvement of masks standards and consumer protection knowledge, and over 90% of the people understand the difference between different types of masks, and tend to choose different masks according to the different scenarios. With the daily demand of protection, the demand of "face value", "multiple crowd adaptation" and "black technology" has been further highlighted. Mask manufacturers have begun to develop more derivative products based on the different needs of users.

3. protective equipment is the most special way to express and transmit energy in special period. With the popularity of masks / protective culture, the trend of creativity and protection has been deeply rooted in the hearts of the people. Consumers express their trend and protection attitude through "explosion modification" and "graffiti".

4.73%, the public is in favor of portable protective equipment, and the consumption of "independent packaging" portable masks has increased rapidly. At the same time, more consumers are inclined to hoarding consumption.

5. while wearing masks everyday, the concept of comprehensive protection has gradually occupied the minds of some consumers. In addition to the shielding class, it has been favored by many kinds of protective equipment, such as clean and antibacterial functions. Protective helmets, antibacterial four piece sets and other niche derivatives protection products rise rapidly.

Based on this, the CBNData report starts with upgrading the consumption concept of protective products, focusing on five key points of standardization, specialization, trend, portability, and family scale selling, and reveals the new trend of daily household protection in 2020 and for a long time in the future.

　　 Escalation of ideas: daily protection against viruses and daily life

The sudden COVID-19 makes all families aware of the importance of protection. For a while, the mask that was originally unattended was hot. The CBNData report shows that the epidemic has led to the upgrading of the concept of national defense. 98% of the people are concerned about the epidemic, and adopt self-protection, reduce contact and take the initiative to isolate the measures to protect themselves. Among them, consumption of respirator, gloves, alcohol and other core protective products explode, and consumption in the first quarter of 2020 exceeded 3 times in 2018.

With the penetration of protection concepts and the gradual development of protective habits, more and more people attach importance to daily protection. According to the CBNData report, 93% of the people believe that wearing masks is the most important way, and despite the gradual slowing of domestic epidemic, family protection has not yet been relaxed. 65% of consumers said they would mask their daily necessities.

Different generations have different protective posture. Young people in the 1990s are the first people to be awakened by the epidemic. In the core demand of safety and professionalism, the demand for appearance and body sensation is constantly being derived. After 80 parents are more careful and comprehensive protection, emphasis on different groups of people, different parts of targeted protection.

From a geographical point of view, the "full armed" consciousness is strong in Shanghai, Beijing, Nanjing three places, the per capita "equipment" complete degree ranked the top three in the country.

　　 Five major trends: isolation, isolation and fashion.

Although wearing masks and using protective clothing to some extent affects the color value and affinity, smart consumers still try their best to diversify on the basis of ensuring safety. According to the CBNData report, online household protective equipment consumption shows five trends: standardization, specialization, trend, portability, and family selling.

　　 I. standardization

Effective prevention of virus transmission is the most important demand for people to choose to wear masks. CBNData's report shows that the nationwide attention brought by the epidemic has promoted the improvement of the mask standard.

In addition to the existing medical masks and surgical surgical masks, the standard of civilian and child masks has also been perfected and supplemented. And through continuous science, more than 90% of the people have expressed the difference between different types of masks. Over 5 of consumers have been aware of various kinds of mask standards and choose to buy masks.

　　 Two, specialization

What kind of respirator can meet the daily needs of ordinary people? What kind of respirator is suitable for special scenes?

During the epidemic period, consumers will also closely follow the relevant guidelines issued by the government during the selection of protection methods, and select the most professional protective products according to different groups of people and different scenarios. CBNData report shows that during the outbreak period, consumers prefer to use KN90/KN95 and other powerful protective masks. 3M and other brands once broke up on Tmall and other electronic business platforms. With the gradual stabilization of the epidemic, people tend to choose civilian respirators when they are outdoor activities, and the brand of masks worn on Tmall platforms such as Ke Xi, Yuan Lai and Chao Mei are better sellers.

The sale of respirators has led to further upgrading of the market for protective products. The appearance of "fancy value", "diversity of people fit" and "black technology" and other "fancy" demands constantly reflect the consumer's attention to the purchase of protective products. It has been increasingly subdivided. Epshpme's infant masks, ohsunny's sunscreen masks and banana's 3D face mask are all being turned over by consumers.

Accordingly, more and more categories have added protective functions such as "shielding, cleaning, antibacterial" and so on, with a view to occupying the mind of consumers who attach importance to comprehensive protection. According to the CBNData report, small public protective products represented by helmets and antibacterial four piece sets are rapidly rising.

　　 Three. Trend change

Mask restricts human contact and expression, but it provides another direction of cultural transmission. During the special period, protective products are also a special "soul window" to express their individuality and transmit energy while giving play to their protective functions.

As a daily rigid demand, "color value" occupies an important position in the demand for protective products. With more and more luxury cards and tide cards entering the mask area, the tide people first put fashion elements into the mask, and express their own attitude towards the trend protection.

　　 Four, portability

According to the CBNData report, 73% of the people like portable protective equipment, and the consumption of portable masks with independent packaging / convenient packaging has increased rapidly in the first quarter of 2020. In other protective equipment, consumers also prefer portable products or even raincoats.

　　 Five, family scale selling

Different family members and different needs of the scene have led to the hot sale of protective products package. The CBNData report shows that the number of online anti epidemic portfolio packages and customer unit prices have been steadily increasing. And the protection of rigid demand also makes "hoarding" become an upsurge. In the first quarter of 2020, the number of orders for online goggles over 100 yuan or more increased significantly. Thus, the protection of "full protection and ready to use" is an important source of consumer safety.