Men's underwear is no longer just a basic necessity—it has evolved into a fashion statement. From triangle styles, mesh designs, thongs, and fun shorts to tight vests and classic boxer briefs, men’s undergarments have become a colorful and sexy part of modern fashion. Many people still think of men’s underwear as something women would wear, but today, men are embracing their "second skin" with the same desire for comfort, style, and self-expression.
As lifestyles improve, men’s underwear has moved far beyond the traditional rough cotton undershirts. It has transformed into a wide range of stylish options. Mr. Lee, the owner of a small men’s underwear shop, saw an opportunity in this growing market. His store, just 10 square meters, is simple yet modern, filled with a variety of colors and designs—red, black, beige, and more. Styles include plain, triangular, leopard prints, bold fish-eye mesh, and even sporty or home-wear options. With nearly 100 styles across dozens of series, prices range from tens to hundreds of yuan.
Mr. Lee noticed that many men don’t like to waste time shopping. He aimed to create a convenient, specialized place for them. Before opening his store, he did some research on foot traffic and sales performance in several malls in Changchun. He found that men’s underwear was not performing well due to high prices and limited styles, which only appealed to a narrow audience. He believed there was a gap in the market for mid-range, stylish men’s underwear.
Three months ago, he opened his store with a small investment. The initial costs included rent, renovation, and inventory. A 10-square-meter space required around 5,000 yuan for the first stock, with monthly expenses such as rent (around 1,000 yuan) and utilities. He hired one employee at 1,000 yuan per month. Despite being new, the shop already sees daily sales of over hundreds of yuan, and he expects to break even within six months.
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