Live Streaming Sales Boost Lingerie Market China

If you're eyeing the Chinese lingerie market, here's a hot take: live streaming sales aren’t just a trend — they’re reshaping the entire industry. As a seasoned e-commerce analyst who’s tracked digital fashion shifts across Asia, I’ve seen firsthand how real-time video selling has supercharged intimate apparel brands in China.

Gone are the days when buying bras or underwear online felt risky. Now, with influencers demonstrating fit, fabric stretch, and even comfort during wear — all in real time — consumers trust what they see. In 2023, live streaming accounted for nearly 35% of total online lingerie sales in China, up from just 12% in 2020 (source: iiMedia Research). That’s explosive growth.

Why does it work so well? Because intimacy sells best when there’s… well, intimacy. Viewers can ask questions like 'Does this run small?' or 'Is it suitable for larger busts?' and get instant answers. Hosts often bring in multiple sizes and body types to demo — a game-changer for inclusivity and conversion.

Take Neiwai (内外), one of China’s top homegrown lingerie brands. They ditched traditional ads and went all-in on livestreams via Douyin (TikTok’s Chinese twin). Result? A jaw-dropping 180% year-on-year revenue jump in Q1 2023. Their secret? Authentic storytelling + real-time engagement.

But it’s not just about flashy hosts. Data shows that view duration directly impacts purchase likelihood:

See the pattern? The longer people stay, the more they buy. That’s why top streamers focus on building rapport, not hard-selling. One pro tip: successful streams often start with relatable chats about self-confidence, body positivity, or daily routines — then naturally transition into product features.

International brands, beware: localization isn’t optional. Victoria’s Secret struggled initially because their US-style glamour didn’t resonate. But after partnering with local KOLs and shifting messaging toward comfort and empowerment, sales rebounded by 44% in 2022.

Want in? Start by choosing platforms wisely. Live streaming on Douyin offers massive reach, while Xiaohongshu (Little Red Book) attracts high-intent shoppers looking for trusted reviews. And don’t sleep on private community streams via WeChat — these low-key sessions often yield the highest loyalty.

Finally, track your metrics. Engagement rate, average order value (AOV), and repurchase rate matter more than raw views. Brands using data-driven adjustments saw 2.3x higher ROI according to a 2023 McKinsey report.

The bottom line? If you’re not leveraging live commerce in China, you’re missing a core engine of growth — especially in intimate apparel. It’s not just selling underwear; it’s building trust, one livestream at a time.