Western Brands Entering Chinese Lingerie Market 2024

If you're a Western lingerie brand eyeing the Chinese market in 2024, here’s the real tea: it’s not just about pretty bras anymore. The Chinese consumer has evolved—fast. And if you’re still treating this like a one-size-fits-all expansion play, you’re already behind.

I’ve spent years analyzing cross-border fashion moves, and let me tell you—brands that win in China aren’t the loudest. They’re the ones who listen. Take Victoria’s Secret. Once the poster child of global sexy, they pulled back from physical stores in China by 2023. Why? Because their old playbook—supermodels, push-up obsession, mass branding—didn’t resonate with today’s Chinese women.

Meanwhile, brands like Intimissimi and新兴 players like NEIWAI (内外) are killing it. Not because they’re local—but because they get the culture. Chinese consumers now prioritize comfort, body positivity, and sustainability. A 2023 McKinsey report found that 68% of urban Chinese women aged 18–35 prefer soft-cup or wireless bras—versus only 32% who still go for underwire.

So what should Western brands actually do?

1. Localize Beyond Translation

It’s not enough to translate your website into Mandarin. You need cultural translation. For example, 'sexy' in the U.S. might mean lace and red satin. In China? It’s more about confidence, self-expression, and wellness. Use local KOLs (Key Opinion Leaders), not just celebrities. Micro-influencers with 50k–200k followers on Xiaohongshu have higher trust scores—averaging 7.8/10 vs. 5.2 for macro-celebs.

2. Master the Digital Ecosystem

You can’t just set up a Tmall store and call it a day. China’s digital landscape is fragmented. WeChat Mini Programs, Douyin (TikTok’s twin), and live commerce drive over 70% of online lingerie sales. Live-streamed launches convert at 3x higher than static pages.

3. Pricing & Positioning: Don’t Underestimate Value

Chinese shoppers aren’t chasing cheap—they’re chasing value. A survey of 1,200 consumers showed that 59% were willing to pay 20–30% more for lingerie made with organic cotton and eco-friendly dyes.

See the pattern? Higher localization = higher growth. NEIWAI doesn’t just sell bras—they sell a movement. Their 2023 campaign “No Body is Nobody” went viral with real women of all shapes, pushing back on unrealistic beauty standards.

The bottom line? If you're a Western brand entering the Chinese lingerie market in 2024, stop trying to export your image. Start building trust. Adapt fast. And remember: in China, intimacy isn’t just physical—it’s emotional.