Brand Collaborations Shape China Lingerie Market Trends 2024
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- 来源：CN Lingerie Hub
If you're keeping an eye on the China lingerie market, one trend is impossible to ignore in 2024: brand collaborations. From luxury fashion houses teaming up with local intimate apparel brands to KOLs launching co-branded collections, partnerships are reshaping how consumers shop for lingerie.
Gone are the days when lingerie was just about function. Today’s Chinese consumers—especially Gen Z and young millennials—want style, self-expression, and a story behind what they wear. That’s where strategic brand collaborations come in.
Take the recent partnership between Shanghai-based NEIWAI (内外) and French skincare brand Aesop. While seemingly unrelated, the campaign focused on holistic self-care, blending minimalist lingerie with sensory rituals. The limited-edition box set sold out in 72 hours, proving that emotional resonance drives sales.
According to Euromonitor, the China lingerie market reached $12.8 billion in 2023, growing at 6.4% annually. But here's the kicker: over 35% of revenue now comes from collaborative or limited-edition lines—a jump from just 18% in 2020.
Why Collaborations Work in China
Chinese shoppers don’t just buy products—they buy identity. When two trusted brands join forces, they create cultural currency. It’s not just cross-promotion; it’s co-creation of meaning.
Consider these factors driving success:
- Social media virality: Co-branded launches generate 3x more UGC (user-generated content) than regular product drops.
- Perceived exclusivity: Limited runs trigger FOMO (fear of missing out), increasing conversion rates by up to 40%.
- Expanded audience reach: Each brand brings its loyal base, doubling exposure overnight.
Top Brand Collaboration Examples (2023–2024)
| Brands Involved | Product Line | Sales Velocity | Platform Focus |
|---|---|---|---|
| NEIWAI × Aesop | Limited care kit (lingerie + fragrance) | Sold out in 3 days | WeChat Mini Program |
| Ubras × Wang Yibo (KOL) | Unisex loungewear x bra sets | ¥15M GMV in 24h | Taobao Live |
| Triumph × Palace | Streetwear-inspired bras & boxers | 45% reorders in first week | Douyin & Xiaohongshu |
As shown above, the most successful campaigns combine strong branding, celebrity or cultural relevance, and platform-specific strategies.
How to Leverage This Trend
For brands looking to enter or expand in the China lingerie market, collaboration isn’t optional—it’s essential. But not all partnerships work. Here’s how to do it right:
- Align values: Chinese consumers spot inauthenticity fast. Partner with brands that share your ethos—whether it’s body positivity, sustainability, or gender fluidity.
- Choose platforms wisely: Taobao Live drives impulse buys; Xiaohongshu builds desire through storytelling. Match your campaign to the channel.
- Limit availability: Scarcity fuels hype. Use numbered editions or time-limited pre-orders to boost urgency.
In 2024, expect more跨界 (cross-border) collabs—like lingerie x sneaker brands or eco-friendly underwear x art collectives. The key is authenticity wrapped in innovation.
The bottom line? If you’re not collaborating, you’re not competing in today’s China lingerie market.