Lingerie Brand Strategies in Chinese Market 2024

If you're eyeing the Chinese lingerie market in 2024, here's the real tea: it’s booming, but only if you play your cards right. Forget one-size-fits-all — success here demands cultural IQ, digital agility, and a sharp understanding of evolving consumer behavior.

Last year, China’s intimate apparel market hit $18.3 billion — and is projected to grow at 9.4% CAGR through 2027 (Statista, 2023). But it’s not just about slapping on silk and calling it luxury. Modern Chinese consumers, especially Gen Z and Millennials, care about fit, inclusivity, comfort, and brand values — like sustainability and body positivity.

Let’s break down what actually works in 2024:

Digital-First Wins Every Time

Tmall, JD.com, and Douyin aren’t just platforms — they’re battlegrounds. In 2023, over 76% of lingerie purchases were made online. And social commerce? It exploded. Brands leveraging KOLs (Key Opinion Leaders) and KOCs (Key Opinion Consumers) saw conversion rates up to 3x higher than traditional ads.

Take Neiwai (内外) — a homegrown hero. They built trust by championing ‘body positivity in lingerie’ long before it was trendy. Their 2023 campaign ‘No Body is Wrong’ went viral, driving a 40% YoY sales jump.

Localization > Global Glamour

Western brands like Victoria’s Secret stumbled by pushing push-up bras and runway fantasy. Chinese women prefer comfort-first designs — think modal cotton, wireless styles, and minimalist aesthetics. Data shows 68% prioritize comfort over sexiness (Mintel, 2023).

Smart players adapt. For example, Aimer (a top local brand) uses AI-powered fit tools on their app, reducing return rates by 31%. International brands entering China now partner with local designers or launch China-exclusive lines.

Here’s How Top Brands Stack Up in 2024:

Notice a trend? The winners blend digital smarts with emotional resonance. It’s not enough to sell bras — you’re selling self-expression and confidence. That’s why the phrase ‘lingerie for real life’ is gaining traction across campaigns.

The Road Ahead

In 2024, expect more AR try-ons, community-driven design input, and eco-material innovation. Brands that listen — not lecture — will win loyalty. Whether you're launching or leveling up, remember: China’s lingerie revolution isn’t coming. It’s already here.