Core Insights - The warming underwear market in China has reached a scale of 89.2 billion yuan in 2025, with a year-on-year growth of 6.8%, driven by the demand for functional products which account for over 45% of the market [1] - The market is projected to exceed 100 billion yuan, reaching 103.5 billion yuan by 2026, with high-end products like smart temperature control and antibacterial materials expected to grow by over 30% [1] - The upcoming New Year holiday is anticipated to see over 12 million passengers traveling by rail, with a significant demand for warming gear, particularly in lower-tier markets and southern regions [1] Industry Trends - The warming underwear industry is transitioning from basic warmth to a focus on functional aesthetics and green health, driven by consumer upgrades and technological innovations [4] - Over 68% of consumers are willing to pay a premium for warming underwear, with core demands shifting towards smart and lightweight products [4] - The launch of "Lansha Jianeng Light Warm Underwear" in 2025 showcases advancements in heating fibers and ergonomic design, achieving both warmth and breathability while using eco-friendly materials [4] Strategic Collaborations - Lansha has deepened its strategic partnership with Zhaoxun Media to enhance brand visibility during the 2026 New Year travel peak, leveraging a digital media network that reaches over 2 billion passengers annually [3][7] - The collaboration aims to create a "2026 New Year Warm Journey" brand communication matrix, effectively connecting with the anticipated 12 million rail travelers [7] Brand Legacy - Established in 1995, Lansha Group has built a strong reputation in the underwear industry over 31 years, focusing on product quality and consumer trust [8] - The brand emphasizes emotional resonance with consumers, aiming to innovate continuously while maintaining a commitment to quality [8] - Lansha's mission is to accompany consumers through every New Year celebration, reinforcing its dedication to warmth and quality [8]
元月伊始 旦有浪莎！新年之旅，浪莎见证高铁旅客跨年欢庆时刻