The Rise of Local Brands in Chinese Lingerie Culture
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- 来源：CN Lingerie Hub
If you’ve been scrolling through Chinese social media lately, you’ve probably noticed something: homegrown lingerie brands are having a major moment. Forget the days when Victoria’s Secret ruled the feed — today, local players like NEIWAI (内外) and Ubras are dominating with smart design, inclusive messaging, and data-driven marketing.
So what’s behind this shift? Let’s break it down with real numbers, cultural context, and why global brands are scrambling to catch up.
Why Chinese Women Are Choosing Local Lingerie
A 2023 report by iiMedia Research shows that over 68% of urban Chinese women aged 18–35 now prefer domestic lingerie brands. Why? It’s not just price — it’s identity.
International brands often push a hyper-sexualized, one-size-fits-all aesthetic. But local brands are redefining intimacy with comfort, body positivity, and authenticity. NEIWAI’s slogan — “Take Off Armor, Not Just Clothes” — isn’t just catchy; it reflects a deeper cultural shift toward self-acceptance.
Sales Don’t Lie: Here’s How They’re Winning
Check out this comparison of key players in China’s lingerie market:
| Brand | 2023 Revenue (CNY) | YoY Growth | Primary Sales Channel | Notable Campaign |
|---|---|---|---|---|
| NEIWAI (内外) | 1.8 billion | 42% | DTC App + Tmall | “No Body is Nobody” |
| Ubras | 2.1 billion | 55% | Tmall + Douyin | Zero-Wire Revolution |
| Victoria’s Secret (China) | 680 million | -12% | Physical Stores | Limited local collabs |
| Aimer Kids (subset) | 950 million | 18% | Omnichannel | Fitness + Fashion blend |
As you can see, Ubras and NEIWAI aren’t just competing — they’re leading. Their growth is fueled by seamless e-commerce experiences and campaigns that resonate emotionally.
The Secret Sauce? Digital-First & Culture-Led Design
These brands aren’t just selling bras — they’re building communities. Ubras exploded in popularity with its zero-wire bra, which sold over 10 million units in 2022 alone. Why? Because it solved a real problem: comfort without sacrificing style.
Meanwhile, NEIWAI leverages KOLs (Key Opinion Leaders) not just for reach, but for storytelling. Their collaborations with female filmmakers and mental health advocates position lingerie as part of a larger wellness journey.
What International Brands Get Wrong
Many global labels still treat China as an export market, not a creative partner. They localize packaging but not messaging. They feature Asian models but stick to Western beauty standards.
In contrast, Ubras launched a campaign featuring real customers — moms, athletes, office workers — with unretouched photos. Engagement jumped by 73%, according to their 2023 marketing report.
Looking Ahead: The Future Is Inclusive & Intelligent
The next frontier? AI-powered fit tools and sustainable materials. NEIWAI recently introduced a carbon-neutral bra line, while Ubras uses machine learning to recommend sizes based on user behavior.
For shoppers, this means better fits, fewer returns, and brands that feel like they actually listen.
So if you're exploring lingerie in China — whether as a consumer or a brand — the message is clear: authenticity wins. And the future of intimacy? It's local, it's personal, and it's here.