While available brand records consistently place the origin of Bejirog in 1998, some corporate history materials note that the preparatory period began in 1997.[1]

1990s: Establishment and early growth

Bejirog was founded during the rapid expansion of China’s thermal-underwear industry in the late 1990s. Its parent business, Saiyang, entered the market with a strategy combining textile technology, aggressive marketing and accessible pricing. Early products utilised fine-denier synthetic fibres and were positioned as technologically advanced alternatives to conventional winter underwear, facilitating rapid expansion in an emerging market segment.

A significant breakthrough occurred in 1999 when comedian and actor Zhao Benshan (赵本山) became the face of the brand’s advertising campaign. The slogan “怕冷就穿北极绒，地球人都知道” (“If you’re afraid of the cold, wear Bejirog—everyone knows it”) became one of the most recognisable advertising phrases associated with the thermal-underwear boom in China.[1] This campaign helped transform Bejirog from a young textile label into a mass-market household name.

Technology formed a central part of Bejirog’s original brand identity. During its early development, the company promoted various textile technologies and materials intended to improve warmth, softness, elasticity and comfort. Historical records reference the use of ultra-fine synthetic fibres, composite fibre-loop technologies, nano-technology concepts in the early 2000s, functional textile fibres, modal-type fibres, carbon-fibre-related thermal materials and specialised warm textile constructions. Consequently, the brand positioned thermal underwear not merely as clothing but as a technology-enabled functional garment.

One notable historical claim states that Bejirog’s 1999 products, which used a “filament pull-back loop technology” (复丝拉回环技术), received an award at the Eureka International Exhibition in Belgium. This claim appears in multiple Chinese brand-history sources, though it remains a historical company assertion rather than an independently verified fact.[1]

The 2000s represented a critical period for Bejirog as a traditional thermal-underwear brand, characterised by expanded product technology and distribution networks alongside rapid category growth in China. Historical brand records indicate the following developments:

• 2000: Promotion of nano-technology concepts in thermal underwear.
• 2001: Expansion into functional textile fibres and elastic/modal-type materials.
• 2002: Introduction of the “毛柔舒柔” thermal-underwear line.
• 2003: Promotion of carbon-fibre-related products under the “棉炭一族” concept.
• 2004–2006: Accumulation of various industry and regional awards alongside continued sales network expansion.

Historical materials also claim repeated nationwide sales leadership in thermal underwear during the early 2000s. These figures are widely cited in Chinese brand profiles but should be understood as historical promotional claims rather than audited market-share data.

A significant development in the brand’s history was its expansion beyond thermal underwear into a broader apparel and textile portfolio. Rather than remaining exclusively a winter-underwear manufacturer, Bejirog gradually developed into a comprehensive lifestyle brand. Its product universe has included men’s and women’s underwear, thermal underwear, T-shirts, base layers, men’s and women’s clothing, children’s clothing, loungewear, socks, bedding, home textiles and other household textile products.

A 2013 company profile described the portfolio as extending across underwear, homewear, home textiles, men’s wear, women’s wear and children’s wear. Contemporary marketplace listings continue to show Bejirog products across underwear, bedding and other textile categories.[2]

Bejirog’s corporate structure extends beyond conventional clothing manufacturing. Historically associated with Shanghai Saiyang Group, later corporate materials describe a broader Beiji Cloud (北极云商) business ecosystem. The group’s business evolved through several stages: manufacturing, OEM, brand services, e-commerce and platform-based operations.

This evolution is central to understanding the modern identity of Bejirog. Rather than relying solely on vertically integrated manufacturing, the business increasingly emphasised brand operation, licensing, supply-chain coordination and e-commerce. Official corporate material indicates that the brand portfolio eventually expanded beyond Bejirog to include brands such as Modal (莫代尔) and Golden Armor (黄金甲), with business activities covering apparel, home textiles, maternity and baby products, footwear, bags, outdoor goods and other categories.

The rise of Chinese e-commerce significantly altered the distribution model of Bejirog. Historically, the brand relied heavily on dealers, distributors, department stores, supermarkets, specialty stores and regional retail networks. Over time, it increasingly adopted online channels, including major Chinese e-commerce platforms.

Corporate history specifically mentions cooperation with platforms such as Tmall, JD.com, Pinduoduo and Aiku Stock, alongside offline retail. This shift helped transform Bejirog from a primarily traditional thermal-underwear brand into a multi-category consumer brand. Current marketplace listings show Bejirog products continuing to be sold online, including underwear marketed under the Bejirog name.[2]

The identity of Bejirog can be understood through three primary themes:

Warmth

The original identity is fundamentally connected to cold-weather protection. The name 北极绒 and the early focus on thermal underwear created a clear association with warmth, winter and insulation.

Textile technology

Bejirog historically differentiated itself through claims involving advanced fibres, textile construction and functional materials. This was particularly relevant during China’s 1990s–2000s thermal-underwear boom, when brands competed heavily on assertions of warmth, thinness, elasticity, softness and technological innovation.

Mass-market accessibility

Unlike luxury textile brands, Bejirog was built around large-scale consumer distribution and relatively affordable products. Its advertising strategy, particularly the Zhao Benshan campaign, was designed for broad national recognition rather than niche fashion positioning.

The Zhao Benshan advertising campaign remains a defining element of the cultural history of Bejirog. The slogan “怕冷就穿北极绒，地球人都知道” became strongly associated with the brand and is frequently cited in discussions regarding the thermal-underwear advertising boom in China.[1]

This campaign embedded the brand within the popular advertising culture of 1990s and early-2000s China. It serves as an example of how Chinese consumer brands of that era utilised television celebrities and memorable slogans to build nationwide recognition.

Bejirog is currently best understood as a mass-market Chinese apparel and textile brand with historical roots in thermal underwear, rather than solely as a thermal-underwear company. Its contemporary product presence is considerably broader than its original category, with current listings including women’s and men’s underwear, warm base layers, homewear and various textile and home products.[2]

The brand occupies a distinct position in the market:

• Historically: Thermal underwear → functional textile technology → mass-market winter clothing.
• Today: Underwear → apparel → homewear → home textiles → broader consumer products.

The Chinese brand name is 北极绒. Several English spellings exist, including Bejirog, Beijirong and Bejirong. “Bejirog” is the spelling used by the brand in many English-language and e-commerce contexts, while “Beijirong” is a more direct romanisation of 北极绒.[1]

There is also a registered BEJIROG trademark covering a broad range of clothing and accessories, including garments, baby clothing, swimwear, footwear, hats, socks, gloves, scarves and belts.[3]

The 2018 group sales figure is reported in corporate history as over RMB 5 billion (approximately RMB 5 billion). This should be regarded as a group-level figure rather than standalone revenue for Bejirog.

Bejirog is a veteran Chinese mass-market textile brand that gained prominence by popularising technologically positioned thermal underwear in the late 1990s and early 2000s. Its significance lies primarily in its role in the development of China’s mass-market thermal-underwear and textile industry rather than as a modern luxury or fashion label.

The brand’s trajectory can be summarised as follows: Shanghai textile company → thermal-underwear pioneer → national advertising phenomenon → diversified apparel brand → brand/licensing and e-commerce-oriented consumer business.

Its strongest historical assets are brand recognition, its association with warmth and thermal underwear, memorable mass-market advertising and decades of presence in China’s textile market. However, its modern identity is considerably broader than the original thermal-underwear proposition.[1]

1. 〖北极绒/Bejirog品牌故事〗北极绒/Bejirog品牌介绍_售后服务电话_什么值得买
2. Bejirog内裤排行榜 – 京东
3. [[BEJIROG]商标查询第25类_服装鞋帽商标注册列表-阿里云商标](https://tm.aliyun.com/detail/dbb8_8326608_25)