Local Brands Outperform Global Names in Chinese Lingerie Sales

If you're still betting on global lingerie giants to dominate China's market, it’s time to rethink. Local brands are not just competing — they’re winning. In fact, homegrown names like NEIWAI (内外), Ubras, and Mamahuhu have surged past international players by understanding what Chinese women really want: comfort, inclusivity, and cultural relevance.

According to a 2023 report by iiMedia Research, local lingerie brands now hold over 62% of China’s market share, up from just 45% in 2019. Meanwhile, global names like Victoria’s Secret have seen declining sales, closing nearly 30 stores in major cities since 2021.

Why Local Wins: Culture, Comfort & Customer Insight

Global brands often misread the Chinese consumer. While Western marketing glorifies 'sexiness' and rigid beauty standards, Chinese women are embracing self-expression and body positivity. Local brands tapped into this shift early.

Take Ubras, for example. They pioneered the 'bra without wires' campaign in 2018 and went viral with their slogan: “No hooks, no limits.” By 2022, Ubras hit ¥1.5 billion in annual sales on Tmall alone — a 300% jump from two years prior.

NEIWAI followed a similar path, focusing on neutral tones, organic fabrics, and inclusive sizing. Their 2022 campaign featuring real customers — not models — boosted conversion rates by 40%, proving authenticity sells.

Market Share Breakdown: 2023 vs. 2019

The Digital Edge: Social Commerce Is King

Another reason local brands win? They dominate digital channels. While Victoria’s Secret relies on physical stores, Ubras and NEIWAI leverage live streaming, KOLs (Key Opinion Leaders), and Douyin to reach millions daily.

In 2023, over 78% of lingerie purchases in China started with a short video or live demo — and local brands control that content game. They also use AI-driven sizing tools and WeChat mini-programs to personalize shopping, reducing return rates by up to 30%.

For anyone looking to succeed in China’s intimate apparel space, the message is clear: go local, stay agile, and listen to real women. If you're curious how to build a winning strategy, check out our guide on Chinese consumer behavior trends.

Bottom line? The future of lingerie in China isn’t imported — it’s homegrown.