Live Streaming Drives Lingerie Sales in China 2024

In 2024, live streaming isn’t just entertainment—it’s a shopping revolution, especially in China’s booming lingerie market. Forget flipping through catalogs or awkward fitting rooms. Millions of Chinese consumers now buy bras, panties, and sleepwear with a simple tap during a livestream—all from the comfort of their phones.

How did we get here? It’s a mix of tech-savvy platforms, charismatic hosts, and changing consumer behavior. Platforms like Taobao Live, Douyin (China’s TikTok), and Kuaishou have turned lingerie shopping into an interactive, engaging experience. Hosts don’t just model products—they explain fabric benefits, demonstrate fit, and answer real-time questions. This personal touch builds trust, which is crucial when selling intimate apparel online.

Let’s talk numbers. In 2023, China’s online lingerie market hit $18.7 billion, with over 40% of sales driven by live streaming—up from just 15% in 2020. By 2024, experts predict this share will climb to nearly 55%. That’s more than half of all lingerie e-commerce flowing through live video feeds.

Why does it work so well? First, authenticity. Viewers see real people—of different body types—wearing the garments. No airbrushing, no runway illusions. Second, urgency. Limited-time discounts and flash sales create FOMO (fear of missing out). A popular streamer might offer a 60% discount for the first 500 buyers—that kind of deal disappears fast.

Brands like NEIWAI (Undercover) and Maniform have fully embraced this trend. NEIWAI, known for its minimalist designs and body-positive messaging, attributes over 65% of its online revenue to live streams. They partner with mid-tier influencers who resonate with urban, professional women—not celebrity models.

But it’s not just about sales. Livestreaming has sparked open conversations about body image, comfort, and self-expression. Hosts often share personal stories—like struggling with sizing or postpartum changes—making the experience emotionally resonant. This shift from ‘selling’ to ‘connecting’ is what sets Chinese lingerie streaming apart globally.

Looking ahead, expect AI integration—virtual try-ons powered by AR, personalized size recommendations, and even AI co-hosts. The line between entertainment and e-commerce will blur further. For global brands eyeing China, ignoring live streaming isn’t an option. It’s not the future; it’s the now.