At the 4th China International Knitting Expo, which took place from August 24 to 26 in Shanghai, Shanghai Gujin Underwear Co., Ltd. made a strong impression by showcasing its two well-known underwear brands—Ancient & Modern and Still 16. The brand's presence at the event captured the attention of many industry professionals and consumers alike, highlighting its growing influence in the Women’s undergarment market.
The teenage girl underwear market is expected to become increasingly competitive, with a wide range of brands vying for attention. According to the brand manager of Still 16, this young-focused brand under the Ancient & Modern umbrella emphasizes comfort, health, and natural wear. With a moderate pricing strategy, the products are divided into three age groups, helping girls choose the most suitable options based on their body type, function, and seasonal needs. The brand aims to offer a personalized and enjoyable experience through soft, intimate, and high-quality designs.
Currently, the Still 16 network is expanding through the support of the Ancient & Modern brand. The brand has already established over 1,000 retail outlets across major cities in China, showing a steady growth trajectory. As living standards improve and parents pay more attention to their daughters' well-being, the teenage girl underwear market is seen as having significant potential. More brands are entering this space, indicating a vibrant and evolving industry.
Looking ahead, the market will likely see more specialization and competition. Still 16 aims to stand out by offering healthy, comfortable, and stylish undergarments that reflect a caring and professional brand image. This approach aligns with the growing demand for quality and customization among young consumers.
In terms of fashion, the underwear industry is shifting away from generic designs. While sexiness remains a common branding trait, Ancient & Modern is focusing on health, comfort, and aesthetic appeal. The brand is working to break free from the "homogenization" trend, emphasizing its unique identity and commitment to quality. By promoting a professional and caring image, it seeks to elevate its brand value and attract a more discerning customer base.
As the Chinese underwear industry matures, the market is becoming more segmented. Ancient & Modern now operates with a multi-tiered brand strategy, including its high-end Mamesha line, mainstream offerings, and the Still 16 brand targeting younger girls. This diversification helps meet the varied needs of women across different age groups and lifestyles.
Regarding sales channels, the company acknowledges the growing trend of online shopping. However, they emphasize that purchasing underwear online requires a good understanding of one's size and preferences. Currently, Ancient & Modern relies on direct sales stores, mall counters, and regional agents. In the future, the brand plans to expand its online presence, integrating digital marketing strategies to better connect with modern consumers.
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