Cross Border Retailers Expand Lingerie Offerings for China Buyers

If you're a cross-border retailer eyeing the Chinese market, here's a hot take: lingerie is booming — and smart brands are already doubling down. Forget the old playbook; Chinese consumers aren’t just buying underwear — they’re investing in self-expression, comfort, and premium quality. As someone who’s advised e-commerce brands entering Asia for over 7 years, I’ve seen the shift firsthand. Let’s break down why global retailers are expanding their lingerie lines for China — and how you can ride this wave.

The Rise of Lingerie in Cross-Border E-Commerce

China’s middle-class women are spending more on personal care than ever. According to McKinsey, the Chinese intimate apparel market hit $38 billion in 2023, growing at 9% annually — outpacing many other apparel segments. But here’s the kicker: domestic players like NEIWAI (内外) and Ubras dominate online sales, forcing international brands to rethink their strategy.

Cross-border platforms like Tmall Global and JD Worldwide are now key channels. In 2023, imported lingerie accounted for 18% of total category sales on these platforms — up from 12% in 2020. Why? Chinese shoppers trust foreign brands for innovation, fabric quality, and inclusive sizing.

What Chinese Shoppers Really Want

It’s not just about lace and looks. Modern Chinese buyers prioritize comfort, health, and sustainability. A 2023 Alibaba Consumer Insights report found that 67% of female shoppers aged 25–40 actively search for “breathable fabrics” and “wire-free designs.” That’s where global brands shine — especially those promoting organic cotton, seamless tech, and body positivity.

Take Savage X Fenty or ThirdLove — both saw over 40% YoY growth in cross-border orders to China in 2023. Their secret? Inclusivity meets Instagrammable branding. They don’t sell bras — they sell confidence.

Top Global Lingerie Brands in China (2023)

How to Win: Localization Without Losing Brand Identity

You don’t need to copy NEIWAI — but you do need to speak the language. Literally and culturally. Launch bilingual packaging, partner with KOLs like Viya or Li Jiaqi for livestream drops, and highlight size inclusivity. Bonus points if you offer seamless cross-border returns — a top concern for 58% of shoppers.

Also, optimize for mobile-first shopping. Over 90% of Tmall orders come from smartphones. Make sure your product videos show fit, stretch, and comfort — not just model poses.

Want long-term loyalty? Build a community. Launch WeChat mini-programs with styling tips or self-love campaigns. Remember: Chinese consumers don’t just buy products — they buy into values.

For deeper strategies on scaling your brand, check out our guide to cross-border fashion success.