首頁即時動態(tài) 抱冬瓜后新潮流，天貓涼感抱枕銷量翻倍增

抱冬瓜后新潮流，天貓涼感抱枕銷量翻倍增

來源：家居百科時間：2025年07月15日 16:59

Summer Cooling Products: The Rise of the Cool Pillow Summer Heatwave: The Hype Around Cool Pillow

With the summer heatwave in full swing, the public is experiencing a "return to the past" trend, with many people seeking comfort in a winter melon to cuddle with while sleeping. But that's not all; this generation of young people has also embraced another must-have item—the cooling pillow! Social media is abuzz with discussions from ordinary netizens to home bloggers and even celebrities all recommending the cooling pillow. It's become a top pick for popular streamers as well.

According to Taobao platform data, since the arrival of summer, the sales of cooling pillows have seen a double-digit increase. As of now, the sales volume of cooling pillows ranks third among home cooling and summer heat relief sleep products, just behind cooling blankets and cooling mattresses. Brands like LeGua, Muji, Nila, FuMian, and LieDao have all launched popular cooling pillow series, with individual product sales showing double-digit growth.

Home brand "LieDao" has seen its "Green Carp" pillow, priced at 309 yuan, sell over 20,000 units on Taobao; the brand FuMian's "Sea Horse Leg Pillow" priced at 249 yuan has sold over 30,000 units; and the LeGua dinosaur pillow priced at over 300 yuan has seen over 600,000 units sold, breaking the 10 million yuan sales mark and ranking in the top 5 of Taobao's pillow best-sellers list.

Uniqlo MUJI not only developed multiple series of cooling pillows, achieving over 1 million units sold, but also expanded into other niche home products such as cooling blankets, cooling pillows, and ice-cold cooling mats; the plush brand LIVHEART created an animal IP series called "Snore Academy," with the bear brothers "Lucky" and "Cookie" becoming the brand's top-selling items, with individual sales exceeding 5 million yuan. At the same time, the "lie flat" dinosaur, Shiba Inu, and polar bear designs all saw sales over 1 million yuan.

Why are these cooling pillows, which are priced higher than a set of bedding, so popular among young people?

"Young people's requirements for sleep experience have evolved from a basic need for comfort to emotional consumption. The cooling pillow not only has a cooling effect but also features ergonomic design, various plush toy shapes, and playful puns, which resonate with young people's desire for novelty and self-gratification," said a Taobao home industry operations manager.

"LieDao" created a summer hit with the "Green Carp" by leveraging popular memes, and the brand's representative revealed that the product was designed based on Taobao trend data insights, tested and optimized by returning customers, and launched on the platform during promotional periods. This resulted in precise targeting of the young audience, leading to consumer return and deep conversion on Taobao, turning the meme into an emotional resonance symbol and enhancing commercial value.

This year, Taobao preemptively laid out the summer market, based on big data trend predictions, and launched a blockbuster plan at the beginning of the year. The platform collaborated with brand merchants to develop new cooling products and optimize them. As summer arrived, the platform invested in core resources such as event pages and targeted searches, with brands complementing this with off-platform promotion, creating a consumer hot spot. This led to precise traffic from the entire network to the platform, achieving double growth in conversion and sales.

This summer, the "cold economy" has seen explosive growth, with not only cooling pillows selling well, but also cooling blankets and cooling towels seeing double-digit growth in sales. Bedding accessories have also seen a full bloom, with cooling pillows and cooling mattresses among other niche categories achieving double-digit growth in sales. The demand for comfortable and cool sleep solutions is evident. It was reported that during the Taobao Super 88 event, official discounts of 8.8% were offered, and on top of the 95% discount for 88VIP members, an additional 9% discount was available for large purchases, with the overall discount on home products reaching 75%.

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