China is drafting a national standard for the thermal underwear industry in a bid to stop the current chaos in the market, according to the China Knitwear Association. Thermal underwear, introduced to China in 1998, is now a mature market and competition has hit an all-time high. According to X&L Marketing Services, thermal underwear manufacturers have spent at least 140m yuan ($17m) on television advertising during the period between January and October this year, 86 times more than that spent in the same period last year.