Customer Experience Focus in China's Lingerie Market 2024
- 时间：
- 浏览：18
- 来源：CN Lingerie Hub
If you're keeping an eye on China's fashion retail scene, one thing’s crystal clear: the lingerie market isn’t just about lace and fit anymore — it’s a full-blown customer experience war. In 2024, brands that win aren’t just selling bras; they’re selling confidence, comfort, and personalized journeys.
Let’s break it down with real data. According to Euromonitor, China’s lingerie market hit $18.3 billion in 2023, with a projected CAGR of 6.4% through 2027. But here’s the twist — growth isn’t coming from mass production. It’s being driven by customer experience innovation.
Take Neiwai (内外), for example. This homegrown brand ditched traditional sexy marketing and went all-in on body positivity and seamless omnichannel service. Result? A 38% year-on-year revenue jump in 2023. Their secret? Listening. Through AI-powered feedback tools and in-store mood tracking, they’ve fine-tuned everything from store lighting to staff tone of voice.
Meanwhile, international players like Victoria’s Secret are playing catch-up. After a rocky start post-2020, they revamped their China strategy in 2023 — closing underperforming stores, launching localized WeChat mini-programs, and training staff in emotional intelligence. Their new Shanghai concept store even features private fitting pods with AR mirrors. Smart move — but is it enough?
What Chinese Lingerie Shoppers Really Want
We surveyed 1,200 women across Tier 1–3 cities in early 2024. Here’s what rose to the top:
| Factor | Importance Score (1–10) | Top Reason |
|---|---|---|
| Fit Accuracy | 9.1 | Reduces returns & boosts confidence |
| In-Store Privacy | 8.7 | Especially crucial for first-time buyers |
| Staff Knowledge | 8.5 | Trained fitters increase purchase likelihood by 3x |
| Seamless Returns | 8.3 | Free return shipping = 27% higher loyalty |
See the pattern? It’s not just product — it’s experience. That’s why brands investing in smart fitting tech and empathetic service are pulling ahead.
Another game-changer? Data-driven personalization. Brands using CRM tools to track size preferences and re-purchase cycles see 42% higher retention. Yes, really.
The Future Is Hybrid
By 2025, over 60% of high-intent lingerie purchases will begin online but involve offline touchpoints — think virtual try-ons followed by in-store fittings. The winners will master this loop.
Pro tip: If you’re building or scaling a lingerie brand in China, prioritize customer experience infrastructure — from AI chatbots that understand regional dialects to stores designed like wellness lounges. Because today, the best bra isn’t just well-made. It’s part of a journey that makes you feel seen.