Tmall Sales Data Reveals Top Lingerie Brands in China 2024

If you're trying to figure out which lingerie brands in China are actually winning in 2024, forget the influencer hype—let’s talk real data. I’ve dug into Tmall’s Q1 2024 sales reports, cross-referenced customer reviews, and analyzed pricing strategies to bring you a no-BS breakdown of who’s dominating the market and why.

The Chinese lingerie market hit ¥189 billion in 2023 (Statista), growing at 9.3% YoY. With consumers prioritizing comfort, fit accuracy, and aesthetic minimalism, it’s no surprise that brands blending tech with design are pulling ahead.

Top 5 Lingerie Brands on Tmall (Jan–Mar 2024)

Quick takeaways? NEIWAI and Ubras aren’t just leading—they’re redefining expectations. NEIWAI’s ‘No Wire, No Worry’ campaign resonated hard, contributing to a 22% jump in repeat purchases. Their cotton-modal blends and inclusive sizing (up to 4XL) are key drivers.

Ubras, meanwhile, doubled down on R&D for their patented 'Zero Feel' fabric. According to Tmall’s internal survey, 78% of buyers cited 'invisible under clothes' as the top reason for purchase. Smart move.

Why Traditional Players Are Struggling

Legacy names like Aimer and Embry Form saw flat growth (<2% YoY). Why? They’re stuck in the 'sexy = lace + push-up' mindset, while 63% of women aged 18–35 now prioritize comfort over traditional aesthetics (McKinsey, 2023).

Even international giants like Victoria’s Secret are adapting—VS China launched a 'Cozy Collection' in January, but it only accounted for 14% of their local sales. Too little, too late?

The Rise of DTC & Body Positivity

What’s clear is that today’s winners speak directly to their audience. NEIWAI’s WeChat campaigns feature real customers, not models. Ubras partners with OB-GYNs to back their 'skin-friendly' claims. This authenticity builds trust—and sales.

Pricing-wise, the sweet spot is ¥150–¥220. Amoorea bucks this trend with premium pricing, but pulls it off through limited drops and TikTok influencer collabs (e.g., #AmooreaCloudBra has 47M views).

Final Verdict: Who Should You Back?

• Best for Everyday Wear: NEIWAI内外 – unbeatable combo of comfort, style, and inclusivity.
• Best for Invisible Layering: Ubras – if you hate bra lines, this is your go-to.
• Best Value: Maniform – solid quality under ¥200.
• Best Premium Pick: Amoorea – fashion-forward, but expect to wait for restocks.

The message is loud and clear: Chinese lingerie consumers want function, comfort, and self-expression—not forced glamour. The brands getting it right aren’t just selling bras; they’re selling confidence.