Direct to Consumer Success Stories in China's Lingerie Space

If you're eyeing China’s booming intimate apparel market, here’s a hot take: the real game-changer isn’t flashy malls or celebrity endorsements—it’s direct to consumer (DTC) branding. Forget old-school retail. The winners in China’s lingerie space are those who speak directly to women, build trust fast, and ship fast—no middlemen.

Take Neiwai (内外) and Ubras. These brands didn’t just enter the market—they redefined it. While Victoria’s Secret struggled to connect beyond glamour shots, Neiwai pushed body positivity with slogans like 'No Body is Nobody.' And guess what? It worked. In 2023, Neiwai hit over $200 million in annual revenue, primarily through DTC channels like WeChat mini-programs and their own app.

Ubras went even further. They zeroed in on comfort-first bras—especially during China’s WFH boom. Their bestseller, the 'Zero Bra,' became a sensation, raking in over ¥1.5 billion ($210M) in sales on Tmall alone in one year. How? Data-driven product development and tight feedback loops from real users.

Here’s a quick look at how top players stack up:

What makes these direct to consumer models so effective? First, speed. They launch products in weeks, not quarters. Second, data. Every click, return, and review shapes the next design. Third, cultural fluency. These brands get that Chinese women want choice—not just sexy or plain, but smart, inclusive, and comfortable.

They’re also masters of social selling. On Xiaohongshu (Little Red Book), Ubras partners with micro-influencers who share real fitting experiences—not staged ads. This builds authenticity fast. Meanwhile, Neiwai hosts offline 'Body Talks' across cities, turning customers into advocates.

The lesson? If you’re building a lingerie brand for China, go direct. Own the relationship. Listen loud. And ditch the outdated playbook. The future of fashion here isn’t about logos—it’s about loyalty built one honest conversation at a time.