From Production to Brand: The Evolution of Chinese Lingerie Companies

Once known as the world’s factory floor, Chinese lingerie companies are now rewriting their story — from silent manufacturers to bold global brands. Gone are the days when China only stitched bras for Western labels. Today, homegrown names like NEIWAI (Undercover) and Ubras are leading a quiet revolution, blending comfort, culture, and cutting-edge e-commerce to win hearts at home and abroad.

The Shift: From OEM to OBM

For decades, Chinese factories thrived on OEM (Original Equipment Manufacturing), producing lingerie for big international names. But reliance on foreign orders came with risks — thin margins, little brand control, and vulnerability to global demand swings. By the 2010s, a new wave of entrepreneurs saw an opportunity: build brands that speak directly to modern Chinese women.

This shift to OBM (Original Brand Manufacturing) wasn’t just about labels — it was cultural. Women in cities like Shanghai and Chengdu were embracing body positivity, minimalism, and self-expression. Brands responded with seamless wireless bras, organic cotton lines, and inclusive sizing — values that resonated far beyond borders.

Rising Stars: Who’s Leading the Charge?

Let’s spotlight two trailblazers:

• Ubras: Launched in 2016, they exploded with their "No Wire, No Push" campaign. In 2023, Ubras hit over $400 million in annual GMV (Gross Merchandise Value) on Tmall alone.
• NEIWAI: Focused on lifestyle branding, they raised $180M in Series D funding in 2021 and expanded to the U.S. market via direct-to-consumer channels.

These brands didn’t just sell underwear — they sold identity.

By the Numbers: Market Momentum

The data tells a compelling story. Here’s a snapshot of China’s intimate apparel market growth:

As shown, online sales now make up nearly two-thirds of the market — a testament to how digital-first strategies have fueled growth.

Culture Meets Commerce

What sets these Chinese lingerie companies apart isn’t just product — it’s storytelling. NEIWAI’s campaigns feature real women of all shapes, ages, and skin tones. Ubras partnered with female athletes and artists to champion empowerment. This authenticity builds trust, turning customers into fans.

Moreover, supply chain agility gives them an edge. Based in Shantou and Dongguan — hubs with decades of garment expertise — they can design, produce, and launch in weeks, not months.

Global Ambitions

The next frontier? The world. While challenges like cultural perception and competition from Victoria’s Secret or ThirdLove remain, Chinese brands are adapting. Ubras now offers bilingual packaging and localized fit guides for European markets. NEIWAI opened pop-ups in Los Angeles, testing American waters with minimalist designs that echo "quiet luxury" trends.

In fact, a 2023 report by McKinsey noted that cross-border sales of Chinese lifestyle brands grew by 47% year-on-year, with intimate apparel among the top categories.

The Road Ahead

The evolution from production to brand is more than economic — it’s symbolic. It reflects China’s broader move toward innovation, self-expression, and global influence. As consumers worldwide seek comfort over cleavage and values over vanity, Chinese lingerie brands are perfectly positioned to lead.

So next time you slip into a sleek, wire-free bra, check the label. It might just say “Made in China” — but this time, it was made to matter.