China's sun-protection market has grown from a niche industry to a major force worth billions of dollars in sales each year, which has not only spawned new homegrown players such as Beneunder and OhSunny, but also provided fertile ground for existing names like Bosideng, a major manufacturer of down coats.

Zhu Gaofeng, chief financial officer and vice-president of Bosideng, said that the quality of sun-protection clothing is benchmarked against its down jackets, which have a good reputation among consumers.

The company has prioritized both aesthetics and functionality in its clothing to attract fashion-conscious customers. For that reason, sales reached over 200 million yuan in the past three months, registering a significant increase compared to the same period last year, according to Zhu.

Chai Zhenzhen, an analyst at the research institute of Chinese e-commerce giant JD, said that the trick for manufacturers is offering effective protection from ultraviolet rays without compromising on trendy designs.

Designing stylish and comfortable products that seamlessly blend into an individual's wardrobe can prove crucial when penetrating this fast-burgeoning yet highly-competitive market segment. For instance, incorporating traditional Chinese elements or collaborating with local designers can tap into these fashion-centric demographics, Chai said.

Meanwhile, a rising number of male consumers has given a boost to the market, she added.

In June, sales of male sun-protection gear on Tmall, a major e-commerce platform, expanded significantly year-on-year, with sales of ultraviolet-proof clothing doubling compared with the same period of last year, data from its parent company Alibaba revealed.

Ye Zhengyang, 31, who works in a Stated-owned enterprise in Huzhou, Zhejiang province, used to shun sun-protection products — especially umbrellas and sunscreen — as the majority of men around him hold the belief that they're exclusively for women and using them would diminish masculinity.

"I'm embracing these wearable options since they are no different from ones already in my wardrobe and fit perfectly into everyday wear," he said, adding that most of the sunscreen outfits and hats for men highlight sporty designs and muted colors. More of his male colleagues have followed suit and bought sun-protection jackets.

The soaring demand is also fueled by intense global heat waves that are affecting China on a large scale this summer, as a number of cities have already hit record temperatures of over 40 C.

According to China's National Meteorological Center, temperatures surpassed 40 C for days in certain areas of Hebei, Shandong and Henan provinces, as well as the municipalities of Beijing and Tianjin, which triggered red weather alerts, the highest in China's three-tier warning system for high temperatures.

Wang Li, an analyst at Co-Found Think Tank, said that as temperatures continue to soar globally, public awareness and concerns around sun protection will increase on an ongoing basis, boding well for substantial growth potential for ultraviolet radiation-resistant clothing and accessories.

That said, the dangers of too much sun shouldn't be exaggerated. Instead, they say, people should be educated to properly understand the role of sunshine and respond reasonably. Moderate exposure to ultraviolet light helps people to synthesize vitamin D, Wang added.