Private Label Growth in China Lingerie Market 2024
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- 来源：CN Lingerie Hub
If you're eyeing the booming China lingerie market, here’s a hot take: private label brands are no longer the underdog—they’re leading the pack in 2024. As someone who’s been tracking fashion e-commerce trends across Asia for over a decade, I’ve seen how local consumers have shifted from craving Western luxury to embracing homegrown intimacy wear that fits their bodies, budgets, and values.
Let’s break it down with real data. In 2023, China’s lingerie market hit $18.7 billion, with private labels capturing nearly 35% of online sales—up from just 19% in 2020 (Statista & Euromonitor). Why? Because brands like NEIWAI (内外) and Ubras aren’t just selling bras; they’re selling comfort, inclusivity, and digital-first experiences.
Take Ubras, for example. They launched their first silent bra in 2016 and by 2023, they hit $400M in annual GMV on Tmall alone. Their secret? No wires, no logos, and killer data-driven design. They use customer feedback loops from Douyin and Xiaohongshu to tweak sizing and fabric within weeks—not months.
Why Private Labels Are Winning
- Speed to market: 4–6 weeks from concept to launch vs. 4–6 months for traditional brands
- Price agility: Average price point of ¥99–¥199 ($14–$28), undercutting Victoria’s Secret by 60%
- Inclusivity: 85% of top private labels offer sizes from 70A to 90D, compared to 50% of foreign brands
Key Performance Stats: 2023–2024
| Brand Type | Market Share (Online) | Avg. Customer Rating | YoY Growth |
|---|---|---|---|
| Local Private Labels | 34.7% | 4.8/5 | +29% |
| International Brands | 28.3% | 4.3/5 | +8% |
| Luxury Labels | 9.1% | 4.5/5 | +5% |
The writing’s on the wall: Chinese women want lingerie that feels like them. And let’s be real—Western brands still struggle with fit and tone. Ever tried finding a comfortable t-shirt bra in DD+ cup in a global fast-fashion app? Good luck.
Now, if you’re thinking of launching your own private label lingerie brand in China, here’s my pro tip: start with seamless wireless sets. In 2023, they made up 62% of all intimate wear searches on Taobao. Pair that with eco-friendly packaging and carbon-neutral claims, and you’ve got a winner.
Also, don’t sleep on livestreaming. Over 50% of Ubras’ sales come from KOL-led live sessions on JD and Douyin. One 2-hour stream can generate over ¥5M in revenue. That’s not hype—that’s strategy.
Bottom line? The China lingerie market isn’t just growing—it’s evolving. And if you’re not building or backing private labels right now, you’re already behind.