Post-Pandemic Recovery of Physical Stores in China Lingerie

Let’s be real—after the pandemic, nobody thought brick-and-mortar lingerie stores in China would bounce back this fast. But here we are, with foot traffic in major cities like Shanghai and Guangzhou hitting 87% of pre-2020 levels by Q2 2023 (source: China Retail Data Institute). As a lifestyle blogger who’s been tracking fashion retail trends since 2018, I’ve seen the full rollercoaster—from empty malls to packed fitting rooms.

The secret? It’s not just about shopping. Chinese consumers now crave experiences. Brands like NEIWAI (内外) and Ubras aren’t just selling bras—they’re offering spa-like store environments, personalized fittings, and even mindfulness corners. That emotional connection is what pulled people back offline.

Take a look at this recovery snapshot:

Notice Chengdu at the top? Turns out, locals there value in-person service more than any other city. Smart brands are doubling down—Ubras opened its largest concept store there in 2023, complete with a lounge and styling workshop.

But it’s not all roses. Rent in Tier-1 malls has surged by 22% YoY, squeezing smaller players. The ones surviving? They’re blending digital smarts with physical charm. QR codes for size guides, WeChat mini-programs for post-visit follow-ups—tech isn’t replacing humans, it’s supporting them.

If you're wondering whether to invest in or shop at physical lingerie stores in China, my take is simple: yes, but choose wisely. Look for brands that treat stores as experience hubs, not just sales points.

And don’t sleep on localization. While international brands like Victoria’s Secret still struggle (sales down 17% in 2023), homegrown labels get the culture right. NEIWAI’s ‘No Body is Wrong’ campaign resonated deeply, driving a 31% increase in store visits after launch.

Bottom line? The comeback isn’t just happening—it’s redefining how we think about retail. For shoppers seeking comfort and confidence, nothing beats trying before buying. And for brands? The future is phygital: part physical, part digital, all about connection.

Want proof? Check out the growing number of men visiting these stores—up 40% since 2022. Yep, they’re shopping for partners, sure—but also for themselves. The stigma’s fading, and so are old retail models.

So next time you’re in Shanghai, skip the crowded flagship mall and hit a neighborhood China lingerie boutique. You’ll get better service, fewer crowds, and maybe even a free cup of jasmine tea. That’s the new normal—and I’m here for it.