从贴身内衣、速干T恤到保暖袜子，从通勤叠穿到户外徒步，曾经被视为"老气""扎人"的羊毛，正以"美丽诺（美利奴）"之名卷土重来。 美丽诺羊是世界上最古老的绵羊品种之一，其生存在新西兰崎岖不平的南阿尔卑斯山，天生能够抵御盛夏的酷热和凛冬的严寒。 能够在极端的环境下生存，毛是关键。 美丽诺羊毛纤维结构独特，防水的同时还能吸收水分，冬暖夏凉，还具有防臭抑味的神奇特性。 近一年来，不论在更具性价比的山姆、优衣库和迪卡侬，还是更专业高端的icebreaker、Smartwool、Outopia等品牌店铺，都能看到美丽诺羊毛的身影。它 的运用已从滑雪、露营爱好者的贴身层，延伸到户外、通勤等多个场景。 icebreaker门店 | 图 王涵艺摄 但热潮背后争议渐显，有消费者反馈icebreaker等品牌的美丽诺羊毛服饰易起球、磨破，腋下等摩擦部位损耗过快，或者在衣柜一放就有洞，让不少中产 消费者陷入"高价却不耐用"的困惑。 美丽诺羊毛为何能脱颖而出，成为中产新宠？值不值得买，是智商税吗？ 美丽诺羊毛正占领中产衣柜？ 北京人大绿是个户外爱好者，这两年，他全家人的衣服里里外外都换成了美丽诺羊毛。"icebreaker，Janus ...

Core Insights - Merino wool is experiencing a resurgence in popularity, being utilized in various clothing items from base layers to outdoor apparel, appealing to middle-class consumers [1][3][5] - The unique properties of Merino wool, such as moisture-wicking, temperature regulation, and odor resistance, contribute to its growing market presence [3][18][20] Market Trends - Sales of Merino wool apparel are projected to grow by 18% by July 2025, with a 58% increase in outdoor sportswear GMV, and a remarkable 119% growth in Merino wool products [8] - Brands like icebreaker and Smartwool are leveraging Merino wool as a core material, with average product prices ranging from 500 to 2000 yuan [8][10] Consumer Preferences - Chinese consumers show a strong preference for finer Merino wool, which is perceived as more comfortable, leading to higher price points for finer fibers [22][24] - The perception of Merino wool as a premium product aligns with the identity of middle-class consumers seeking quality and exclusivity [24] Product Performance and Challenges - Despite its advantages, there are concerns regarding the durability of Merino wool products, with reports of pilling, wear, and damage after limited use [29][33] - The high expectations for performance and durability may challenge brands as they expand in the Chinese market [37][44] Brand Strategies - Icebreaker is actively expanding its presence in China, with plans to open over 40 stores by the end of 2025 and introducing new product lines, including a Merino wool-based outdoor jacket [39][41] - The brand aims to enhance its market position by addressing consumer concerns and expanding its product offerings beyond base layers [37][39]