GOSO was introduced as an underwear brand focused on providing affordable yet comfortable intimate apparel for Chinese women. The company emphasizes research into women’s body shapes and aims to develop products suited to different ages and body types.

The brand expanded rapidly through a nationwide retail strategy combining:

• Physical franchise stores
• Shopping malls
• Online marketplaces
• Social commerce
• Membership-based retail

According to company information, GOSO has grown into one of China’s larger domestic intimate apparel chains with thousands of retail locations and millions of registered members. [2]

GOSO promotes the concept of “comfortable shaping” (塑适), combining body support with everyday comfort.

Its stated mission is:

To help women achieve healthier body confidence through comfortable intimate apparel.

The company’s long-term vision is to make properly fitted underwear accessible to a broad range of Chinese women. [2]

GOSO’s product portfolio includes:

Women’s

• Wireless bras
• Underwire bras
• Push-up bras
• Sports bras
• Seamless bras
• Panties
• Shapewear
• Camisoles
• Tank tops
• Sleepwear
• Pajamas
• Loungewear
• Thermal underwear
• Leggings
• Socks

Men’s

• Underwear
• Loungewear
• T-shirts
• Thermal clothing
• Socks

Children’s

• Underwear
• Homewear
• Thermal clothing
• T-shirts

The company also sells seasonal collections and body-care related products through its retail network. [2]

GOSO operates through:

• Brand boutiques
• Franchise stores
• Shopping centers
• E-commerce
• Social commerce

Industry sources report the brand has expanded to around 3,000 retail stores across China, supported by a large customer membership program. [2]

The company states that it invests in:

• Women’s body-shape research
• Ergonomic product design
• Fabric innovation
• Comfort engineering
• Shaping technology

It has also announced collaborations related to wearable comfort and textile innovation, including the establishment of a joint laboratory focused on body-sensation technology with research partners in Shenzhen. [2]

GOSO is known in China for using celebrity endorsements and sports ambassadors.

Past representatives include:

• Actress Zhang Jiani (2021)
• World roller-skating champion Guo Dan (2022)
• Former volleyball player Zhao Ruirui (2024)
• Actress Guan Xiaotong (announced in 2025) [1]

The brand has received several industry recognitions in China, including:

• SIUF Annual Top Chain Brand awards
• China Underwear Industry Innovation awards
• “Most Influential Brand” recognition
• Inclusion in lists highlighting emerging consumer brands

These awards primarily come from Chinese fashion and intimate apparel industry organizations. [2]

GOSO follows a vertically integrated model that includes:

• Product design
• Manufacturing coordination
• Brand management
• Retail operations
• Franchise development
• E-commerce sales

The company positions itself as a fast-growing domestic lifestyle brand rather than a luxury label. [1]

GOSO targets the mid-market segment by emphasizing:

• Affordable pricing
• Everyday comfort
• Modern styling
• Inclusive sizing
• Functional shaping
• Broad nationwide availability

Its primary customer base consists of women seeking comfortable daily intimate apparel rather than high-end fashion lingerie. [1]

GOSO (Gaosu/香蜜闺秀) is a Chinese intimate apparel brand that has grown rapidly since the mid-2010s. Focused on affordable, comfort-oriented underwear and shapewear, it combines product research, extensive retail expansion, and celebrity marketing to serve a broad consumer market in China. The brand offers a wide range of intimate apparel and lifestyle clothing through thousands of stores and online channels, with an emphasis on ergonomic design and accessible pricing. [1][2]

1. GOSO香蜜闺秀-广东启悦未来科技有限公司
2. 香蜜閨秀:品牌產品,品牌符號,品牌代言人,品牌大使,品牌榮譽,品牌文化,品牌大事,_中文百科全書