At the height of summer, sun protection has become the most important topic of concern for girls. Not surprisingly, businesses have launched a range of sun protection products. This year, the clothing market has seen the emergence of many functional garments that claim to protect against the sun, called “sunscreen clothing”. So, how useful is the sunscreen clothing in the end? This reporter conducted an investigation. The reporter searched Taobao for “sunscreen clothing” and other keywords, and got about 300,000 search results. The search for “summer clothes” is only 1.7 million, which shows the degree of importance that businesses attach to sunscreen clothing this year. From the search results, the amount of women’s clothing on the shelves is much larger than men’s clothing, and divided into a number of different styles such as parent-child, couple. From the style point of view, this year’s sunscreen clothing in the choice of fabric generally choose a thin translucent fabric, color to white, yellow, green and other distinctive colors, looks very fashionable. In Beijing Dongdan, Wudaokou, the zoo and other places in the clothing market. The reporter saw that the offline sales of “sunscreen clothing” is also as hot as online, many customers in the store to select and specify the sun protection function of clothing, commodity prices range from a few hundred to thousands of dollars. Reporters asked the same function, why the price gap is so large, the salesman told reporters that it is because of the different levels of UV protection. “Protection performance is good, it is more expensive.” However, the reporter found that all the sales staff claimed to have UV protection function of the clothing, in the clothing logo are not reflected in its sun protection function. It is likely that at the time of production, the production company is only in accordance with the standards of summer clothing, then these garments have no special function of UV protection at all. “This year and last year is still different.” Baoji Fiber Inspection Director Du Ye F recently also checked the sun protection clothing on the market in Baoji, he told reporters: “The products on the market this year are very different compared to last year.” ”In 2002, China’s sun protection products launched the” textile UV protection performance assessment, and in 2011 a new revision, which provides that only when the product UPF greater than 30 and UVA through rate of less than 5%, can be called ‘UV protection products’. Most of the sunscreen clothing on the market last year marked their UPF data, then the quality inspection and industry and commerce departments can detect UPF and investigate and deal with the goods whose product identification does not match.” ”But this year, businesses have become ‘smart’.” Du Ye F said with a smile, “This year the market sunscreen clothing is no longer specifically identified UPF, but with a cartoon of the sun, saying that this is the sun protection factor. Three suns are the most sun protection, two suns are a little worse. Use this difference to tell consumers how sun-protective their clothing is.” In a recent sample test, Duye F found that the so-called sunscreen clothing samples UPF value did not reach 30, can not be called UV protection products. However, Sun Ledong, deputy chief physician of the dermatology department of Guangdong Zhujiang Hospital, believes that “some sun protective clothing still has a certain role to play.” Some will add some chemical ingredients to the clothing material, which has a filtering effect on UV rays. But these sunscreen clothing does not have more obvious advantages than ordinary clothing. The smaller the fabric gap in the clothing, the better the isolation and blocking of UV rays, and also a certain thickness, thin and light materials do not play too big a role. Mr. Yu opened a clothing factory in Cambodia, he told reporters, sunscreen clothing to add coating, belonging to the professional clothing, now on the market, a lot of sunscreen clothing are playing the concept card, using girls love beauty, fear of tanning nature, to promote their products have sunscreen function. In fact, it is ordinary summer clothing. How to pick qualified sunscreen clothing So, what should consumers pay attention to when picking sunscreen clothing? Du told reporters that the effect of clothing sunscreen first with the fabric, good sunscreen clothing using specialized fabrics, and on the label express clothing material, sun protection parameters, if the clothing label does not have these, just a few “sun” that sun protection level, then do not buy. Secondly, dark clothes sunscreen effect is better than light colors, because the sunscreen effect of ordinary fabrics is better than any sunscreen, and the sunscreen fabric sunscreen effect is better than ordinary fabrics. But the added sun protection additives fabric after several washes, the sun protection effect will be reduced. In general, black has the highest UV protection, polyester has better sun protection than nylon, and nylon is better than rayon and silk. In the goods logo, to look at its logo UPF value, the greater the UPF value, said the better the UV radiation performance of the skin, if the UPF value does not reach 30, then the clothing can not be called sunscreen clothing. Not only sunscreen clothing, the reporter learned that in the current clothing market, many companies began to play the “card” of functional clothing, such as fast-drying, radiation protection, waterproof, etc., to bring consumers more choices at the same time, but also inevitably make people question – these clothes, the Really have so many functions for people to choose? This reporter hopes to further establish and improve textile and apparel standards, multi-departmental coordination and supervision, both to give consumers peace of mind, but also to enable fair competition between enterprises. Qiu Guanghe said, “I am very concerned about the capital market, especially the performance of Senma in the capital market, but I am more concerned about the continued growth of Senma’s future performance and profitability.” Qiu Guanghe told reporters that this acquisition is the result of tracking concern for several years, at least three years, if only rely on intermediaries, it is impossible to understand the growth of this brand. “We have to consider the cooperation, for the business philosophy and strategy of Senma, there is no complementarity, will it be a strong combination, these are well thought out.” In fact, for Senma apparel, the acquisition of “Zhongzhe Mouchang” is just the curtain of mergers and acquisitions. The goal of the next 3 to 10 years is to build a multi-brand, multi-channel integrated apparel group. This requires Senma Apparel to have leading brands in major market segments and major channels, gradually build diversified channels, establish a system of both wholesale and retail, and create an integrated value chain system behind multiple brands. Xu Bo, executive vice president of Senma Apparel and general manager of Balabala, said in an interview, “In the future, Senma will strengthen its operations and management, thus seeking refined and endogenous growth. At the same time, we will grasp consumer trends, develop emerging businesses and develop a multi-brand portfolio.” According to him, the medium-term strategic objectives of Senma Apparel are to develop a multi-category integrated street store large store business in the advantageous adult casual market and maintain growth in continuous evolution; in the future trend market, grasp the modern channel development trend and mainly develop shopping center/department store brand clusters; in the leading children’s market, accelerate vertical and horizontal expansion and develop multi-brand and multi-category children’s business clusters; focus on other segmentation market opportunities (accessories, home and other market segments). At present, Senma Apparel has already operated Senma casual wear, Balabala children’s wear, GLM men’s wear, minette women’s wear, and the addition of GXG is more Senma Apparel multi-brand strategy to add an important force. According to Xu Bo, in September 2013, Senma will cooperate with the famous Italian children’s clothing company Miniconf to introduce the Italian entry-level luxury children’s clothing brand Sarabanda in a joint venture; in March 2014, the plan to introduce European (Denmark, Germany) and South Korea in the high-end men’s and women’s clothing brands, has entered the preparation period. For the future, Qiu Guanghe has long had a plan. He said the merger is just the beginning, in the future clothing restructuring, they will make greater efforts, of course, will not be blind, they have their own goals, “we have a special M & A team, as long as and Senma resources can be integrated, complementary, there are brand synergies and management synergies, we will be determined to do.” Looking to the future, the multi-brand joint fleet of Senma apparel is gradually taking shape.