Nanjiren (Chinese: 南极人, literally “Antarctic Person”) is one of China’s best-known consumer lifestyle brands. Originally founded as a thermal underwear manufacturer, it has evolved into a large brand licensing and e-commerce business offering products across apparel, home textiles, household goods, electronics, personal care, and many other consumer categories. Today, the brand is operated by Nanji E-commerce Co., Ltd. (formerly Shanghai Nanjiren Textile Technology Co., Ltd.), with much of its business centered on brand management rather than manufacturing. [1]

Nanjiren was established in 1997 in Shanghai during China’s rapidly expanding consumer market. The company initially specialized in thermal underwear, producing affordable cold-weather clothing for mass-market consumers.

The brand quickly gained nationwide popularity because of its low prices, extensive retail distribution, and recognizable branding. During the late 1990s and early 2000s, Nanjiren became one of China’s leading underwear brands and is often credited as one of the pioneers of the country’s branded thermal underwear market. [2]

Beginning around 2008–2010, Nanjiren gradually shifted away from operating its own manufacturing facilities.

Instead of producing products itself, the company adopted a brand licensing model:

• Manufacturers pay licensing fees to use the Nanjiren trademark.

• Licensed partners design, manufacture, and distribute products.

• Nanjiren focuses on:

• trademark management

• quality standards

• marketing

• e-commerce operations

• supply-chain coordination

This “asset-light” strategy significantly reduced manufacturing costs while allowing the brand to expand into many product categories. [1]

Today, products carrying the Nanjiren name include:

Apparel

• Thermal underwear

• T-shirts

• Hoodies

• Jackets

• Socks

• Pajamas

• Underwear

• Sportswear

Home Textiles

• Bedding

• Blankets

• Comforters

• Pillows

• Mattress protectors

• Towels

Household Products

• Storage boxes

• Kitchenware

• Cleaning tools

• Bathroom accessories

Electronics

• Headphones

• Phone accessories

• Small home appliances

• Personal electronic devices

Personal Care

• Slippers

• Heating pads

• Health products

• Beauty accessories

Because the brand is licensed across many categories, the exact product lineup varies by manufacturer and sales channel. [1]

Nanjiren was among the early Chinese brands to embrace online retail.

Its products are widely sold through major Chinese e-commerce platforms, including:

• Taobao

• Tmall

• JD.com

• Pinduoduo

• Douyin (TikTok Shop)

Rather than relying heavily on physical retail stores, much of the brand’s growth has been driven by online sales and partnerships with licensed manufacturers. [1]

One of Nanjiren’s defining characteristics is its extensive licensing program.

The company licenses its trademark to manufacturers across numerous industries, allowing them to sell products under the Nanjiren name in exchange for licensing fees and compliance with brand standards.

Advantages include:

• rapid product expansion

• lower capital investment

• scalable business model

• broad market reach

However, the model also requires careful oversight to maintain consistent product quality across many independent manufacturers.

Nanjiren is generally positioned as a mass-market value brand.

Its products emphasize:

• affordability

• practicality

• wide availability

• broad product selection

The brand primarily targets everyday consumers seeking functional household and apparel products at competitive prices.

According to the company’s annual report, the Nanjiren brand generated merchandise transaction values (GMV) exceeding RMB 27 billion in 2019, making it one of China’s largest e-commerce consumer brands at the time. [1]

Nanjiren has registered trademarks in numerous countries and regions, covering a wide range of product classes beyond clothing, including household goods, electronics, medical products, toys, and paper goods. The company has also been involved in trademark filings and legal proceedings to protect its brand internationally. [2]

Within China, Nanjiren is widely recognized as a long-established household brand. While many consumers continue to associate it with thermal underwear, the brand has expanded into thousands of products through licensing.

Because different manufacturers produce licensed products, customer experiences can vary by product category. As a result, consumers often evaluate individual items rather than assuming uniform quality across the entire brand.

• Founded in 1997 in Shanghai.

• Started as a thermal underwear manufacturer.

• Transitioned to a brand licensing and e-commerce business.

• Offers products across apparel, home goods, electronics, and household categories.

• One of China’s most recognizable mass-market consumer brands.

• Operates primarily through licensed manufacturers and online retail channels. [2]

1. Full Text of 2019 Annual Report of Nanji E-commerce Co., Ltd.

2. Trademark Trial and Appeal Board Electronic Filing System. http://estta.uspto.gov