E-Commerce Boom in the Chinese Lingerie Market 2024
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- 来源：CN Lingerie Hub
If you're eyeing the Chinese lingerie market in 2024, now’s the time to dive in — and do it smart. As someone who’s tracked e-commerce trends across Asia for over a decade, I’ve seen few sectors evolve as fast as this one. Forget outdated stereotypes: today’s Chinese consumers want comfort, style, and inclusivity — and they’re voting with their wallets.
The numbers don’t lie. In 2023, China's online lingerie sales hit $18.7 billion USD, up 14% from the previous year (Statista, 2023). By 2025, experts predict it could surpass $22 billion. What’s driving this boom? Mobile shopping, social commerce via platforms like Xiaohongshu and Douyin, and a cultural shift toward body positivity.
Let’s break down where the real opportunities are — and who’s winning right now.
Market Share of Top Lingerie Brands in China (2023)
| Brand | Origin | Market Share (%) | Key Platform |
|---|---|---|---|
| NEIWAI (内外) | China | 16.3% | Taobao, WeChat Mini Programs |
| Ubras | China | 14.8% | Douyin, JD.com |
| Aimer | China | 11.2% | Tmall, Offline Stores |
| Triumph | Germany | 8.5% | Tmall Global |
| Victoria's Secret | USA | 6.1% | Tmall, Physical Flagships |
Notice something? Homegrown brands dominate. NEIWAI and Ubras aren’t just selling bras — they’re selling a lifestyle. Their messaging focuses on self-love, minimalism, and everyday comfort. And it resonates, especially with women aged 25–35.
In contrast, international giants like Victoria's Secret have had to rethink their strategy. Once known for glamour and ‘perfect bodies,’ they’ve pivoted hard toward inclusivity — launching ad campaigns featuring diverse body types and expanding their seamless bra lines.
But here’s the real game-changer: livestream commerce. On Douyin alone, Ubras generated over $300 million in GMV (Gross Merchandise Value) in 2023 through influencer-led livestreams. That’s more than some global brands make in Europe.
So what should brands know before jumping in?
- Localization is non-negotiable. Chinese consumers distrust generic global campaigns. Speak their language — literally and culturally.
- Social proof sells. Partner with mid-tier KOLs (Key Opinion Leaders) on Xiaohongshu. Authentic reviews beat flashy ads.
- Mobile-first design wins. Over 98% of lingerie purchases happen on mobile. Optimize every touchpoint.
The bottom line? The Chinese lingerie market isn’t just growing — it’s redefining itself. Whether you’re a startup or a legacy brand, success in 2024 hinges on agility, authenticity, and deep digital integration.