从“功能刚需”向“科学悦己”升级，2026男装内衣私域增长密码解锁

Core Insights - The innerwear industry is experiencing a shift in consumer perception from "functional necessity" to "scientific self-appreciation," with 58% of consumers focusing on emotional value and scientific selection [1][3] - The DreamX Technology men's innerwear conference in Shanghai highlighted structural changes in the industry, emphasizing the importance of private domain operations and strategies for sustainable growth [1][4] Industry Trends - Three significant trends in the innerwear market: 1. Consumer mindset is evolving towards valuing brand and quality assurance, with emotional value and scientific selection becoming core demands [3] 2. Product technology is advancing towards a digital health ecosystem, with tech-enabled products rapidly gaining popularity [3] 3. Consumption scenarios are expanding from physiological needs to psychological aspects, with high-energy fitness, outdoor activities, and daily commuting driving demand [3] - In the men's apparel category, a structural transformation is evident: 1. Sports leisure has replaced business formal wear as the main growth driver, with casual and functional blends dominating the market [3] 2. Consumer demand is shifting from "looking good" to "smart dressing," with over 60% of products utilizing functional fabrics [3] 3. Style segmentation is growing, with trends like Guochao and City Boy seeing a 156% increase in store growth [3] Company Strategies - DreamX Technology has identified four core development directions for the upcoming year: 1. Focus on "quality products" by upgrading the supply chain and differentiating product strategies [2] 2. Enhance "content" by launching new features and improving private domain live-streaming tools [2] 3. Deepen "AI empowerment" to optimize operational efficiency across the entire supply chain [2] 4. Expand the open ecosystem by connecting diverse online and offline partners [2] - The company aims to leverage its B2R model and AI technology to provide comprehensive support for merchants, enhancing user engagement and driving sustainable growth [2] Performance Highlights - DreamX Technology has achieved impressive growth despite market changes, with high user loyalty and low return rates since 2025 [4] - Key product categories like down jackets, outdoor jackets, loungewear, and underwear have emerged as new growth engines, with some brands experiencing growth rates exceeding 200% [4] - GXG, through exclusive collaboration with DreamX, achieved sales exceeding 10 million yuan, setting a benchmark for private domain cooperation [4] Practical Insights - Brand representatives from GXG, MEINS, and others shared successful growth strategies at the conference, emphasizing the importance of private domain operations [5] - The company is committed to empowering partners to achieve performance growth while driving transformation in the men's innerwear industry [5]