Private Label Brands Gain Ground in Chinese Lingerie Space

If you're keeping an eye on China's fast-evolving lingerie market, here’s a hot take: private label brands are no longer the underdogs — they’re leading the charge. Forget big international names dominating every shelf; local retailers and e-commerce platforms are quietly building powerful in-house lingerie lines that consumers actually love.

So why is this happening? Let’s break it down with real data and insider insights.

The Rise of Store-Branded Lingerie in China

According to a 2023 report by iiMedia Research, China’s intimate apparel market hit ¥186.7 billion (~$25.8 billion) in sales, with online channels accounting for over 68%. What’s more interesting? Private label products now make up nearly 34% of all lingerie sold via major domestic platforms like JD.com and Pinduoduo — up from just 19% in 2020.

Why the surge? Simple: value, speed, and localization. While global brands like Victoria’s Secret struggled to adapt post-pandemic, Chinese consumers shifted toward comfort, affordability, and culturally relevant designs — something private label brands nailed early.

What Makes These Brands So Competitive?

Let’s compare key performance metrics between traditional branded lingerie and top-performing private labels:

Source: China Fashion Association & Alibaba Consumer Insights, 2023

See the difference? Lower prices, faster innovation, and happier customers. Private labels leverage direct manufacturer relationships and skip costly branding campaigns, passing savings directly to shoppers. Plus, they use real-time data from user reviews and search trends to tweak fits and fabrics — something legacy brands still struggle with.

Comfort Over Glamour: The New Chinese Lingerie Mindset

Another game-changer? The cultural shift. Modern Chinese women aren’t buying push-up bras for men anymore — they’re choosing wire-free, breathable cotton sets for themselves. A 2022 Tmall survey found that 61% of Gen Z buyers prioritize “invisible under clothes” and “all-day comfort” over sexy aesthetics.

This is where store-branded lines shine. Brands like NEIWAI (内外) and platform-exclusive labels on JD White Label focus on minimalist design, gender-neutral tones, and size inclusivity — values that resonate deeply with urban millennials and Zoomers.

Should You Bet on Private Labels?

If you're a retailer or brand strategist, absolutely. But don’t copy-paste Western models. The winning formula in China blends local consumer behavior, agile supply chains, and digital-first storytelling. For example, NEIWAI’s “No Body is Average” campaign went viral not because it was flashy, but because it felt authentic.

Bottom line: private label isn’t just cheap stuff with a new label. In China’s lingerie space, it’s becoming the smartest choice for quality, price, and relevance.