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Due to the need for pandemic prevention and control, residents' living consumption shifted the overall market demand for China's underwear industry increased steadily. The brand development used the 020 sales model to expand its business channels for the industry. Underwear sales would be considered a very traditional market; most female consumers prefer to try and see the store environment before making purchase decisions. The strategy to utilize offline and online sales channels would make female consumers buy their preferential underwear 24 hours a day and 365 days a year with high convenience and satisfaction through online catalogs and video scripts. The purpose of this study was to investigate the significant difference in purchase intention in the female underwear products with different control variables (age, marital status, education, and income) with the influence of the 020 sales model in Guizhou; to examine the influencing mechanism of the Guizhou female purchase intention on underwear products based on perceived risk, perceived value, and trust on the 020 sales model; and to put forward feasible suggestions on the satisfactory purchase intention of female underwear products through the 020 sales model by improving consumers' attitudes and satisfaction. Four hundred twenty-six completed questionnaires of Guizhou female consumers were collected through the online WeChat platform by random sampling between February and March 2023. The results showed that perceived risk, value, and trust impacted female purchase intention for underwear sales. In addition, other influencing variables based on financial risk, physical risk, use value, emotional value, business reputation, and the subjective norm would also be considered essential for developing the 020 sales model.