FENTENG is a Chinese apparel brand specialising in homewear, lingerie, and intimate wear. Established in 1997 in Guangdong province, the brand focuses on products designed for domestic comfort, leisure, and personal well-being.1 It operates as the core brand of Guangdong Hongxing Industrial Co., Ltd., a publicly listed company on the Shenzhen Stock Exchange (SZSE: 001209). FENTENG positions itself around the concepts of comfort, fashion, and health, serving primarily the mass to mid-range market segment.14

The brand’s current slogan, “不上班 就穿芬腾” (When not at work, wear FENTENG), reflects a strategic shift from being perceived solely as a pyjama manufacturer to a broader lifestyle brand associated with relaxation and private time.5 While its primary market remains China, FENTENG has expanded its product portfolio to include bras, underwear, thermal wear, socks, and light athleisure.5

It is important to distinguish between FENTENG as a consumer brand and its parent entity, Guangdong Hongxing Industrial Co., Ltd. The latter is the corporate body that entered the capital markets, listing on the main board of the Shenzhen Stock Exchange on 23 July 2021 under the stock code 001209.10 FENTENG serves as the flagship brand within Hongxing’s multi-brand matrix, which also includes labels such as Marensha, Fenteng Kean, Qianxianyi, and Fenteng Kefang.10

Hongxing Industrial’s strategy centres on leveraging FENTENG’s dominance in homewear while using subsidiary brands to capture specialised segments of the broader intimate apparel market. The company oversees research, design, manufacturing, and sales across these categories.10

Founding and Early Years

FENTENG was founded in 1997. Unlike many contemporary apparel brands that began with general fashion, FENTENG focused early on the vertical niche of sleepwear and homewear.2 The brand name combines the Chinese characters for fragrance (“芬”) and soaring or freedom (“腾”), symbolising a romantic and unrestricted home life.

In 2004, Guangdong Hongxing Industrial Co., Ltd. was incorporated, marking the transition of FENTENG into modern corporate management and nationwide distribution.2 By 2009, the brand had achieved sufficient national recognition to broadcast advertising on CCTV, and in 2010, it opened an official store on Tmall, initiating its e-commerce expansion.3

Expansion and Diversification

Between 2011 and 2019, FENTENG evolved from a traditional homewear label into a diversified lifestyle brand. Key milestones during this period included becoming a member of the Chinese Sleep Research Society in 2013 and launching a healthy sleep series. E-commerce presence widened with entries into JD.com and VIP.com in 2016. In 2017, the brand was featured on the CCTV China Brand List.3

Celebrity endorsements and intellectual property collaborations became central to its marketing. In 2018, FENTENG partnered with celebrities Tian Liang and Ye Yiqian. This was followed by a licensing agreement with LINE FRIENDS in 2019 for the full category of intimate wear in China.4

Modern Brand Transformation

A significant brand refresh occurred in 2022 with the introduction of the tagline “When not at work, wear FENTENG”. This campaign aimed to redefine homewear not merely as clothing for sleeping, but as attire for all non-work scenarios including relaxing, working from home, and light exercise.5 In 2023, actor Fan Chengcheng was appointed as brand spokesperson to further appeal to younger demographics, coinciding with an update to the brand’s visual identity system.7

Product Categories

FENTENG’s current offerings extend beyond traditional pyjamas to cover a comprehensive range of intimate and casual wear:5

• Homewear: The core category, comprising sleepwear, lounge sets, and seasonal home clothing for men, women, and families.
• Lingerie: Bras, panties, and basic innerwear, representing an expansion into the broader intimate apparel sector.
• Thermal Wear: Autumn and winter collections including thermal suits and warm loungewear.
• Socks: Hosiery and related accessories.
• Light Athleisure: Apparel designed to bridge the gap between home leisure and light physical activity.

Five-Good Homewear System

The brand promotes a product value framework known as the “Five-Good Homewear” system, which evaluates products based on five criteria:5

1. Skin-friendly: Use of soft fabrics to minimise irritation.
2. Comfortable: Moisture-wicking and sweat-absorbent properties.
3. Breathable: Enhanced air permeability for skin health.
4. Durable: Resistance to pilling and deformation after washing.
5. Eco-conscious: Environmentally responsible sourcing and production.

Research and Development

FENTENG operates the “SOFT INST.” (Fenteng Very Comfortable Research Institute), which studies wearing experience through dimensions including fabric technology, ergonomics, craftsmanship, and usage scenarios.4 The company states it employs a professional design team of over 200 personnel and manages an integrated supply chain spanning raw material development, functional textile research, design, industrial production, quality testing, and sales.8

According to company disclosures, FENTENG operates three smart manufacturing industrial parks with a total area exceeding 160,000 square metres. The facility supports independent research and production capabilities, reportedly releasing over 3,000 new styles annually.9

Retail distribution comprises both offline and online channels. The brand maintains a network of over 5,000 physical stores across China, including franchised outlets and department store counters.11 Online, FENTENG operates official storefronts on major platforms such as Tmall, JD.com, and VIP.com.612 Since 2020, the brand has also developed a social commerce presence on Douyin, Kuaishou, and Xiaohongshu, integrating content-driven retail with traditional e-commerce.13

FENTENG is positioned as a mass-to-mid-market lifestyle brand, distinct from luxury or high-fashion labels. Its competitive landscape intersects with traditional homewear manufacturers, lingerie brands, fast fashion retailers, and emerging direct-to-consumer lifestyle labels.

In March 2024, Euromonitor International issued a market position statement certifying FENTENG as the number one homewear brand in China by sales revenue, based on research commissioned by Hongxing Industrial. This certification applies specifically to the homewear sub-segment rather than the total apparel market.

In 2023, FENTENG updated its visual identity (VI) system. The redesign simplified the logo while retaining key heritage elements, aiming to modernise the brand’s image without discarding its historical equity. This visual evolution supports the contemporary positioning articulated in the “When not at work, wear FENTENG” campaign.7

Readers should note that the website fenteng.com.cn is associated with a separate entity focused on women’s lingerie wholesale and OEM services. It is distinct from the official consumer brand website fenteng.com, which represents the FENTENG homewear and lifestyle brand owned by Guangdong Hongxing Industrial.9

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3. 芬腾品牌介绍 – 芬腾品牌官网（FENTENG）- 不上班就穿芬腾！
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7. 品牌升级丨芬腾品牌VI系统焕新 – 芬腾品牌官网（FENTENG）- 不上班就穿芬腾！
8. About_Professional Women Lingerie Wholesale Factories
9. Professional Women Lingerie Wholesale Factories
10. 洪兴股份(001209)_公司公告_洪兴股份：2025年年度报告新浪财经_新浪网
11. 芬腾FENTENG品牌介绍-芬腾家居服_文胸_内衣内裤_保暖内衣-买购APP
12. 芬腾FENTENG品牌介绍-芬腾家居服_文胸_内衣内裤_保暖内衣-买购APP
13. 洪兴股份（001209）_财富号_东方财富网
14. 品牌简介 – 芬腾品牌官网（FENTENG）- 不上班就穿芬腾！