Local vs International Brands in China's Lingerie Battle

If you're shopping for lingerie in China, you’ve probably faced the big question: go local or stick with international names? As a fashion insider who’s tracked this market for years, let me break it down with real data — not just hype.

China’s lingerie market hit $18.3 billion in 2023, and it’s growing at 9.4% annually (Statista). But here’s the twist: local brands now control over 57% of sales, up from just 38% in 2018. Why? Because they’re faster, cheaper, and way more in tune with Chinese women’s preferences.

Take fit, for example. International giants like Victoria’s Secret design for Western body types — think broader shoulders, narrower hips. But Chinese consumers often have slimmer frames and different bust proportions. Local players like NEIWAI (内外) and Ubras nailed this by using AI-driven sizing tools and thousands of body scans. Result? A 34% higher customer satisfaction rate on fit (McKinsey, 2023).

Let’s talk price. Here’s how top brands stack up:

See that? NEIWAI and Ubras aren’t just cheaper — they score higher on quality and loyalty. How? They invest heavily in seamless tech fabrics and minimalist designs that resonate with younger, urban women. Plus, their digital-first strategy means lower overhead and better social media engagement.

International brands aren’t totally out. Some, like Triumph, adapted by launching China-exclusive lines with softer padding and smaller cup sizes. But even then, their market share keeps slipping.

The real game-changer? E-commerce. Over 78% of lingerie purchases in China happen online (Alibaba Data Center). Local brands dominate Douyin and Xiaohongshu with relatable influencers and zero-shame messaging around body positivity. Remember when NEIWAI’s “No Body is Abnormal” campaign went viral? That kind of cultural fluency is hard to fake.

So what should you do? If you value innovation, comfort, and fair pricing, give homegrown labels a real shot. And if you're still loyal to global names, ask yourself: are you paying for prestige — or performance?

In this local vs international face-off, the smart money’s on local. They know the market, move fast, and listen to real customers. The future of lingerie in China isn’t imported — it’s designed right here.