Sunscreen shirts on the floor, market stalls out of sight

Traditional market is deserted

According to the reporter of Cong Thuong Newspaper on May 22, at Co Dien temporary market (Hai Boi commune, Dong Anh district, Hanoi ), the kiosks selling clothes and sun protection shirts were all deserted.

Ms. Nguyen Thi Tham, owner of a clothing store at the temporary market Co Dien, shared: “Every day, only a few customers come in to ask questions, but very few buy. Previously, summer was the busiest time, but now it is completely different.”

The clothing area at the temporary market Co Dien (Hai Boi commune, Dong Anh district, Hanoi) is quite deserted. Photo: Hai Son

According to a survey by reporters, women's sun protection shirts at traditional markets in Hanoi are sold at prices ranging from 120,000 - 230,000 VND/set, while men's sun protection shirts are from 100,000 - 200,000 VND/set, depending on the fabric and sun protection technology.

The products are often made from cool, thin, cool elastic fabric or nano-coated fabric that protects against UV rays, effectively blocking the sun while helping the wearer feel cool. However, despite the affordable price and convenience, customers are increasingly switching to online shopping because of the variety of designs and home delivery service.

Clothing kiosks at Tan Xuan market are also quite empty. Photo: Hai Son

Not only Co Dien temporary market, Tan Xuan market (Bac Tu Liem district) is also in a similar situation. Ms. Tran Thi Duyen, a vendor at Tan Xuan market, said that all day today, only 4 customers came to look at the goods, 1 person came to ask the price of sun protection clothing and then left.

“Selling at the market is sluggish and boring. People now go online to buy everything, especially clothes, there are countless of them. If this continues, I will have to close the store soon,” said Ms. Tran Thi Duyen.

A kiosk owner gives a reporter a sun-protective shirt. Photo: Hai Son

To maintain operations, many traditional market traders are forced to expand their business lines, from sun-protective clothing to nightgowns, swimsuits, suitcases, sun hats... even though their revenue has not improved much.

In addition, according to the reporter's records, a hot product on the market is a sun-protective shirt with an air-conditioner fan in the summer, but is rarely seen in traditional markets.

A shop selling shirts with sun protection hoods near the foot of Thang Long Bridge. Photo: Hai Son

Talking to reporters of the Industry and Trade Newspaper, economic expert Vu Vinh Phu said that shopping on e-commerce platforms is becoming an inevitable trend. Therefore, traditional market traders need to be flexible and quickly adapt to modern consumer trends.

“Combining traditional sales with e-commerce is an effective way to adapt to help them survive and develop. At the same time, sellers also need to learn, improve service quality, take advantage of direct consulting and product experience to retain customers,” economic expert Vu Vinh Phu emphasized.

E-commerce boom

Unlike the sluggishness of traditional markets, the e-commerce market in Hanoi in the summer of 2025 is growing strongly, especially in the field of sun protection products.

According to the reporter's research, platforms such as Shopee, Lazada, Tiki, and Sendo recorded sales growth of 30-40% for sun protection clothing and summer accessories compared to the same period last year.

In addition to UV-protective sun shirts introduced using Japanese-Korean technology, wide-brimmed hats, UV masks, polarized sunglasses, gloves, sun-protective skirts and UV-protective glasses for children are being sold quite actively.

Sun protection shirts are sold on many e-commerce platforms today. Screenshot

In particular, female customers aged 18-35 and families with young children are very fond of products that integrate modern technology such as cool fabrics, heat-resistant reflective fabrics, antibacterial nano materials, and even have the ability to cool via smartphone applications (smart wearables).

Prestigious brands such as Uniqlo, Coolmate, Canifa, Sakura , Murad, Anessa are always trusted by consumers thanks to their proven quality and diverse designs. In addition, domestic startups such as Tropic, PAZ, UV Vietnam also attract young customers thanks to their street fashion designs and competitive prices. Sun protection shirts of these brands have an average price of 200,000 - 650,000 VND/set.

On the morning of May 22, there was only this female customer buying sun protection clothing at the temporary market Co Dien (Dong Anh). Photo: Hai Son

However, along with the development, the sun protection market also faces the situation of counterfeit and fake goods spreading on e-commerce platforms and social media sales channels. In addition, masks and jackets advertised as UV protection but leaving the issue of quality control open, pose potential risks to consumers.

Economist Vu Vinh Phu said that consumers buying goods in general and sun protection clothing in particular should choose products with clear origins and quality certification to protect their skin and health during the hot season.

The situation is no better. Ninh Hiep market (Gia Lam, Hanoi), considered the largest fashion capital in the North, has had to close many kiosks and temporarily stop direct sales due to a sharp decrease in the number of customers and the strong shift to online shopping.

Hai Son

Source: https://congthuong.vn/ao-chong-nang-len-san-quay-cho-khuat-bong-388848.html