Change Lingerie Focuses on Inclusivity in Chinese Market Campaigns
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- 来源：CN Lingerie Hub
If you're keeping an eye on the lingerie industry in China, you’ve probably noticed a shift — and Change Lingerie is leading that change. No longer just about lace and luxury, this brand is redefining what intimacy wear means for modern Chinese women by putting inclusivity at the heart of its campaigns.
Let’s be real: the Chinese lingerie market used to revolve around one-size-fits-all aesthetics — usually slim, young, and conventionally attractive models. But Change Lingerie flipped the script. They’re not just selling bras and panties; they’re promoting body positivity, diversity, and self-expression.
Why Inclusivity Matters in China’s Lingerie Market
China’s consumer base is more diverse than ever. With rising disposable incomes and digital access, women from different regions, body types, and age groups are shopping online. Ignoring this variety? That’s a business mistake. According to a 2023 McKinsey report, 68% of urban Chinese women aged 18–45 say they’re more likely to support brands that represent 'real bodies' in advertising.
Change Lingerie caught onto this early. Their 2022 campaign featured models ranging from size XS to XXL, including women over 40 and those with visible scars or stretch marks. The result? A 40% increase in conversion rates and a viral social media response.
Data That Speaks Volumes
Numbers don’t lie. Here’s how Change Lingerie stacks up against traditional players in key engagement metrics:
| Brand | Customer Satisfaction (out of 10) | Social Media Engagement Rate | Return Customer Rate |
|---|---|---|---|
| Change Lingerie | 9.1 | 7.3% | 52% |
| Traditional Brand A | 6.8 | 2.1% | 29% |
| Traditional Brand B | 7.0 | 1.9% | 24% |
As you can see, inclusivity isn’t just good ethics — it’s smart business. Customers feel seen, valued, and more willing to come back.
How They Did It: Strategy Breakdown
- Diverse Modeling: Featuring real customers in ads, not just professional models.
- Size Range: Offering sizes from 65A to 90D, catering to underrepresented body types.
- Localized Messaging: Using WeChat and Xiaohongshu to share stories about body confidence in cultural context.
- User-Generated Content: Encouraging buyers to post reviews with photos, creating authentic social proof.
One standout move? Their #MyBodyMyRules campaign on Xiaohongshu generated over 120,000 posts in three months. That kind of organic reach is gold.
The Bigger Picture
Change Lingerie isn’t just a brand — it’s a movement. By focusing on inclusivity, they’ve tapped into a deeper cultural shift: Chinese women demanding authenticity and representation. And with competitors now scrambling to follow suit, Change has already built a loyal community.
If you're in the intimate apparel space, take note: the future belongs to brands that reflect reality, not fantasy.