Niche Brand Success Stories in Chinese Lingerie Market 2024
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- 来源：CN Lingerie Hub
If you're trying to crack the code on China’s lingerie market in 2024, here's a hot take: forget global giants like Victoria's Secret — the real action is happening with niche lingerie brands that get local tastes. I’ve been tracking this space for years, and let me tell you, the shift is real. Chinese consumers aren’t just buying bras — they’re buying identity, comfort, and cultural relevance.
Take Ubras, for example. This DTC brand exploded by focusing on ‘zero-feeling’ (无感) bras — seamless, wire-free designs that sell comfort as empowerment. In 2023, Ubras raked in over ¥1.8 billion in GMV during Singles’ Day alone. That’s not luck — it’s strategy. They nailed the blend of minimalist design, social media buzz, and KOL partnerships.
Another standout? NEIWAI (内外). While Western brands still push ‘sexy,’ NEIWAI built a community around body positivity and mental wellness. Their 2023 campaign ‘I Love My Body Hair’ went viral on Xiaohongshu, generating over 400 million views. Talk about bold branding.
So what’s working in 2024? Let’s break it down:
Top 5 Niche Lingerie Brands in China (2024)
| Brand | Key USP | 2023 Revenue (Est.) | Primary Channel |
|---|---|---|---|
| Ubras | Wire-free, comfort-first | ¥3.2B | Tmall + Douyin |
| NEIWAI | Body positivity & wellness | ¥2.1B | Own app + Xiaohongshu |
| Moyou | LGBTQ+ inclusive designs | ¥680M | WeChat Mini Program |
| 7or9 | Modular, customizable sets | ¥520M | Douyin Live |
| CurvyPeach | Plus-size focus (Cup D+) | ¥410M | Xiaohongshu + Tmall |
Notice a pattern? These brands aren’t competing on price — they’re building tribes. And they’re doing it through hyper-targeted content. For instance, 72% of NEIWAI’s customers say they first discovered the brand via a lifestyle essay on WeChat, not an ad.
The big lesson? Niche lingerie brands win by speaking directly to subcultures — whether it’s eco-conscious millennials or queer Gen Z shoppers. They also leverage live commerce like pros. On average, niche brands see a 3.8x ROI from Douyin livestreams vs. 1.2x for traditional e-comm.
And let’s talk materials. Sustainability isn’t a buzzword — it’s a demand. Over 65% of surveyed buyers in Tier-1 cities say they’d pay 15–20% more for OEKO-TEX certified fabrics. Ubras responded by launching a bamboo fiber line that sold out in 72 hours.
Bottom line: if you’re entering this market, don’t try to be everything. Pick a tribe, speak their language, and deliver insane value. The era of one-size-fits-all lingerie is over. Welcome to the age of the niche lingerie brand.