18 世纪就被誉为「全球最好」的美利奴羊毛，为何最近在国内热度大增？ | 声动早咖啡

Core Viewpoint - The article discusses the rising popularity and pricing of Merino wool, driven by factors such as outdoor activities and a growing preference for natural fibers, while also highlighting the challenges posed by climate change and supply chain issues [3][11][13]. Group 1: Merino Wool Characteristics and History - Merino wool is derived from a specific breed of sheep known for its fine fibers, which are softer and more breathable compared to other types of wool [4]. - Australia is the largest producer of Merino wool, accounting for over 80% of global production, with a historical context tracing back to the 18th century [4][10]. - The Woolmark certification, established to promote high-quality wool products, allows for a premium of 15% to 30% in the luxury market [5][7]. Group 2: Market Trends and Consumer Behavior - The demand for Merino wool has surged due to the outdoor trend post-pandemic, with sales of wool sportswear on Tmall increasing by 119% year-on-year [12]. - There is a growing consumer preference for natural fibers, with 90% of consumers believing that natural fibers are of higher quality [13]. - The perception of wool has shifted from merely a winter fabric to a versatile material associated with outdoor activities and fashion [11][12]. Group 3: Supply Chain and Pricing Challenges - Climate change has led to a decline in Merino wool production in Australia, with drought conditions and rising feed costs forcing many farmers to reduce their flocks [13]. - The retail prices for Merino wool products are generally high, with many items priced above 400 yuan, limiting the audience to a niche market [13]. - There are concerns regarding the authenticity of Merino wool products in the market, as some retailers may mislabel items, making it difficult for consumers to discern genuine products [13].