Omnichannel Retail Success Stories in China Lingerie Space

If you're eyeing the Chinese lingerie market, here's the tea: going omnichannel isn't just smart—it's survival. Forget what you knew about e-commerce vs. physical stores. In China, the magic happens when both blend seamlessly, and a few bold brands are already winning big.

Take NEIWAI (内外), for example. Since launching in 2012, they’ve grown into one of China’s top intimate apparel brands—without relying solely on flashy ads or celebrity endorsements. How? By mastering the art of omnichannel retail. They launched on Tmall, yes, but also opened experience-driven concept stores in Shanghai and Beijing where customers can try products, attend wellness workshops, and even meditate. Their app syncs online behavior with in-store purchases, creating hyper-personalized recommendations.

Then there’s Ubras, which skyrocketed during Singles’ Day 2020 by selling over ¥1 billion (that’s ~$140M) in just one day. But here’s the kicker: while their digital-first model powered early growth, they’ve since expanded into offline pop-ups across Tier-1 cities, integrating QR code ordering and live inventory checks between platforms.

Let’s talk numbers:

*Based on integration of CRM, inventory sync, customer journey tracking, and cross-channel promotions.

What sets these winners apart? Data. NEIWAI uses AI to analyze return rates and fit feedback from both online reviews and in-store fittings. This helps them refine sizing charts and reduce returns—a huge pain point in lingerie. Ubras leverages Douyin livestreams to drive flash sales, then fulfills orders via local warehouses linked to offline locations.

But don’t think this is only for giants. Smaller players like Moso Intimate are using mini-programs on WeChat to book private fitting sessions in partner boutiques, syncing purchase history across devices. It’s low-cost, high-impact retail innovation done right.

The bottom line? If your brand treats online and offline as separate channels, you’re already behind. The future is unified: one inventory, one customer profile, one seamless journey. And in China’s competitive lingerie space, that’s not just an edge—it’s everything.