Digital Marketing Tactics of Top Chinese Lingerie Brands

In the fast-evolving world of fashion and e-commerce, Chinese lingerie brands are rewriting the rules—blending cultural nuance with cutting-edge digital strategies. Gone are the days when underwear was just a functional garment; today’s top players like NEIWAI (内外), Ubras, and MedM are turning intimacy into empowerment, all through savvy online marketing.

From Taboo to Trend: The Cultural Shift

Lingerie in China wasn’t always a topic for open conversation. But with rising female consumer power and social media influence, brands have smartly pivoted from secrecy to self-expression. They’re not selling bras—they’re selling confidence, comfort, and body positivity.

Digital Domination: How They Win Online

These brands dominate where it counts: social platforms. WeChat, Xiaohongshu (Little Red Book), Douyin (TikTok’s Chinese cousin), and Taobao aren’t just sales channels—they’re storytelling stages.

• NEIWAI launched its #NoBodyIsPerfect campaign on Xiaohongshu, using real women—not models—to showcase diverse body types. The result? Over 80 million views and a 35% spike in conversion during the campaign month.
• Ubras went viral with zero-wire bras promoted by KOLs (Key Opinion Leaders). One Douyin video featuring a mom unwinding after work hit 2.1 million likes—turning function into emotional resonance.
• MedM, known for medical-grade comfort, partnered with dermatologists on WeChat articles, blending science with soft-sell branding.

Data That Speaks Volumes

Let’s break down what makes these campaigns click:

Notice a trend? High engagement doesn’t always mean high price. Ubras wins on reach and relatability, while MedM leverages trust for premium pricing.

The Secret Sauce: Content + Community

It’s not enough to post pretty pictures. These brands build communities. NEIWAI hosts live Q&As on breast health. Ubras runs user-generated content challenges (“Show us your comfy moment”). MedM shares dermatology tips—positioning itself as a wellness ally, not just a seller.

And let’s talk SEO: they optimize for long-tail keywords like “breathable bra for sensitive skin” or “wire-free support for working moms”—terms real people search, not marketing jargon.

What Global Marketers Can Learn

Chinese lingerie brands prove that authenticity beats polish. They listen to their audience, respond quickly, and turn customers into advocates. Their secret? They don’t push products—they start conversations.

If you're building a brand in intimate apparel (or any space), take note: digital success isn’t about shouting loudest. It’s about speaking closest to the heart.