Direct to Consumer Models Grow in China Lingerie Sector
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- 来源：CN Lingerie Hub
If you're keeping an eye on China's fashion evolution, here’s a trend that’s heating up faster than a summer sale: direct to consumer (DTC) lingerie brands are taking over. Forget dusty department store racks—today’s Chinese shoppers want personalized fits, body positivity, and Instagram-worthy packaging, all delivered in two days. And smart brands are cutting out the middleman to deliver exactly that.
I’ve been tracking the DTC movement across Asia for five years, and China’s lingerie market is one of the most explosive. In 2023, it hit $14.8 billion in sales, with DTC channels accounting for nearly 37%—up from just 18% in 2019 (Statista & Euromonitor, 2024). Why? Because young consumers, especially Gen Z, don’t trust traditional ads. They want real reviews, seamless e-commerce, and brands that feel like *them*.
Take Neiwear or Ubras—homegrown labels that skipped malls entirely. Ubras made waves with its wire-free bras marketed by real women, not models. By 2022, they’d captured 12% of online bra sales, beating Victoria’s Secret in their own game (direct to consumer power move).
Why DTC Wins in China’s Lingerie Market
- Lower prices, higher margins: Cutting retailers saves 30–50% in distribution costs.
- Data control: Brands collect fit preferences, buying habits, and feedback directly.
- Agile design: From concept to launch in under 6 weeks vs. 6 months for legacy brands.
But it’s not just about selling online. The winners blend social commerce, KOL collabs, and AI sizing tools. For example, Neiwear uses a quiz-driven experience that boosts conversion rates by 2.3x.
Top DTC Lingerie Players in China (2023)
| Brand | Founded | Key Differentiator | Market Share (Online) |
|---|---|---|---|
| Ubras | 2016 | Wire-free, inclusive sizing | 12% |
| Neiwear | 2019 | Body-positive campaigns, AR try-on | 7% |
| Curvy Mei | 2020 | Plus-size focus, TikTok-first | 5% |
| Victoria’s Secret (China DTC) | 2021 | Global brand, localized content | 4% |
Notice something? Legacy giants are scrambling to catch up. Victoria’s Secret relaunched its China site with local influencers and WeChat Mini Programs—proof that even global icons must adapt to win here.
The bottom line? If you’re launching a lingerie brand in China, go direct to consumer. Own your data, speak authentically, and build community—not just customers. The future isn’t just online. It’s direct, personal, and unapologetically real.