Pop Up Stores Gain Popularity Among Lingerie Brands in China

If you've been strolling through malls in Shanghai or walking down Taikoo Hui in Guangzhou lately, you’ve probably noticed something new: flashy, limited-time pop up stores from your favorite lingerie brands. And it’s not just a trend—it’s a strategic shift. As Chinese consumers crave unique, Instagram-worthy shopping experiences, lingerie labels are ditching traditional retail for something bolder: temporary physical spaces that blend fashion, art, and social engagement.

Why the sudden love affair with pop ups? Let’s break it down. According to a 2023 report by McKinsey, over 68% of urban Chinese millennials prefer experiential shopping over routine mall visits. For intimate apparel brands—where fit, comfort, and confidence matter—this is golden. A well-designed pop up lets customers touch fabrics, try styles in private fitting pods, and even chat with brand stylists. It builds trust fast.

Take NEIWAI (内外), one of China’s homegrown lingerie success stories. In 2022, they launched a ‘Feel at Ease’ pop up tour across 5 major cities. Foot traffic surged by 40% during events, and post-event online sales jumped nearly 25%. That’s not luck—that’s strategy.

Why Lingerie Brands Are Betting Big on Pop Ups

• Low risk, high reward: Renting space for 2–4 weeks costs a fraction of a permanent store.
• Data collection: QR code sign-ups and smart mirrors capture customer preferences.
• Social buzz: Pop ups are made for sharing. Hashtags like #NEIWAILive have hit over 120 million views on Xiaohongshu.

But it’s not just domestic players. International names like Victoria’s Secret and Intimissimi have also joined the game. After closing underperforming flagship stores, Victoria’s Secret relaunched in China with a series of city-specific pop ups focused on inclusivity and body positivity—aligning perfectly with local values.

Pop Up vs. Permanent Store: The Real Numbers

As this data shows, pop up stores deliver stronger engagement at a fraction of the cost. But success isn’t guaranteed. Location matters. Top spots like Shanghai’s Xintiandi or Beijing’s Sanlitun command premium attention—but also premium prices. Smart brands use pop ups to test markets before committing long-term.

Another key? Localization. Successful events often feature local artists, bilingual staff, and culturally relevant themes. One lingerie pop up in Chengdu included a calligraphy wall where visitors wrote messages about self-love—blending tradition with modern feminism.

The bottom line? For lingerie brands in China, pop up stores aren’t just a flash in the pan. They’re a powerful tool for connection, conversion, and community-building. If you're launching a new line or rebranding, skip the lease—throw a pop up instead.