Beneunder
Shenzhen Jianzhi Technology · China
Beneunder (蕉下) is a Chinese sun protection and outdoor lifestyle brand founded in Shenzhen in 2013 by Ma Long and Lin Ze. It began with a compact sun umbrella and now sells apparel, hats, accessories and footwear.
| Founded | 2013 |
|---|---|
| Founders | Ma Long and Lin Ze |
| Headquarters | Shenzhen, China |
| Operator | Shenzhen Jianzhi Technology Co., Ltd. |
| Chinese name | 蕉下 |
| Website | beneunder.com |
What is Beneunder?
Beneunder (蕉下) is a brand from Shenzhen, China, founded in 2013 by Ma Long and Lin Ze and operated by Shenzhen Jianzhi Technology Co., Ltd. It started with a compact sun protection umbrella and has grown into what it calls a lightweight outdoor lifestyle brand, a positioning introduced in 2022.
Products and positioning
Sun protection remains the core of the brand, now spread across a broad product range:
- Sun protective apparel and hats
- Umbrellas
- Accessories and footwear
- Outdoor gear
Its technology platform includes an L.R.C. coating originally developed for umbrellas, "cloud" yarn fibres and the AntiTec platform, which addresses sun, heat, rain and cold.
Distribution
Beneunder built its business on Chinese e-commerce, starting on Tmall, and then expanded through social media, livestreaming and influencer marketing. It opened physical stores, which exceeded 300 in 2023, and sells internationally, including via Lazada in Southeast Asia. Jay Chou was appointed brand ambassador in 2023.
Why it matters
Beneunder is a leading example of a Chinese digital native brand that turned a single functional product into a broad outdoor lifestyle category, helping to shape China's growing sun protection apparel market.
Frequently asked questions
Who founded Beneunder?
Beneunder was founded in Shenzhen in 2013 by Ma Long and Lin Ze.
What does Beneunder sell?
Beneunder sells sun protective apparel, umbrellas, hats, accessories, footwear and outdoor gear under a lightweight outdoor lifestyle positioning.