Live Streaming Sales Transform Chinese Lingerie Retail Model

If you're not watching how live streaming sales are reshaping the lingerie game in China, you're missing a major shift. As a retail analyst who’s tracked fashion e-commerce for over a decade, I’ve seen trends come and go—but nothing like this. In 2023, live streaming drove over 35% of all online lingerie sales in China, up from just 12% in 2020 (source: iiMedia Research). That’s not growth—it’s a revolution.

Brands that once relied on department stores or static product pages are now racing to build influencer partnerships and real-time engagement strategies. Why? Because Chinese consumers don’t just want to buy lingerie—they want to be entertained, educated, and emotionally connected before hitting 'purchase'.

Take the case of NEIWAI (Inside Out), a homegrown brand that ditched traditional ads and went all-in on Douyin (China’s TikTok). By hosting daily live sessions featuring real women discussing fit, comfort, and body positivity, they grew revenue by 217% year-on-year in 2023. Compare that to Victoria’s Secret, which saw a 14% decline in China during the same period after sticking with glossy campaigns and limited interactivity.

Why Live Streaming Works So Well for Lingerie

Lingerie is personal. It’s about fit, fabric, and feeling confident. Static images can’t convey that. But a live host demonstrating how a bra stretches, breathes, and supports during movement? That builds trust—and sales.

Here’s a snapshot of key performance metrics between traditional e-commerce and live streaming for lingerie brands:

Notice anything? The live streaming sales model doesn’t just sell more—it sells smarter. Customers spend more time, spend more money, and return items less often because they understand what they’re buying.

And it’s not just about flashy hosts. The best streams offer real value: fitting guides, skin-type recommendations, even Q&A with designers. Ubras, another rising star, attributes 70% of its 2023 growth to educational content during live sessions—like how to choose wire-free bras for different breast shapes.

So what’s the takeaway? If you’re entering—or already in—the Chinese lingerie market, skipping live streaming for lingerie isn’t an option. It’s like opening a store without windows. Visibility, interaction, and trust are built in real time, one stream at a time.

The future isn’t just digital. It’s live.