Omnichannel Strategies Redefine Chinese Lingerie Market Reach
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- 来源：CN Lingerie Hub
In today’s hyper-connected China, the lingerie market isn’t just growing—it’s transforming. Forget dusty brick-and-mortar stores and one-size-fits-all e-commerce. The real game-changer? Omnichannel retailing. Brands that blend online savvy with offline intimacy are winning hearts (and wallets) across Tier 1 to Tier 3 cities.
Let’s talk numbers: In 2023, China’s lingerie market hit a staggering ¥185 billion ($25.6 billion), with projections soaring to ¥240 billion by 2027 (CAGR of 6.8%). But here’s the twist—over 65% of purchases now involve multiple touchpoints. A woman might browse styles on Douyin, try them on in a flagship store, then buy via WeChat Mini Program. That’s omnichannel in action.
Why Omnichannel Wins in China
Chinese consumers don’t see ‘online’ and ‘offline’ as separate worlds—they expect seamless integration. Take NEIWAI (内外), a homegrown brand that cracked the code. They launched ‘Feel Good Stores’ where customers sip tea while trying on bras, then scan QR codes to order online. Result? A jaw-dropping 40% increase in conversion rates and 3x higher customer retention.
Meanwhile, global players like Victoria’s Secret stumbled initially by treating China as an export market. Now they’re catching up—opening experiential stores in Shanghai and partnering with Alibaba for livestream drops.
The Data Behind the Shift
Here’s how top performers stack up:
| Brand | Online Sales % | Offline Stores (2023) | Customer Retention Rate | Social Media Engagement (Avg. per Post) |
|---|---|---|---|---|
| NEIWAI | 58% | 72 | 61% | 12.4K |
| Ubras | 73% | 35 | 54% | 9.8K |
| Victoria's Secret (China) | 45% | 88 | 38% | 6.2K |
| Aimer | 32% | 1,200+ | 47% | 3.1K |
Notice a trend? Pure-play digital brands like Ubras dominate online, but struggle with trust. Traditional giants like Aimer have reach—but lag in engagement. Winners like NEIWAI strike the balance.
Keys to Winning the Chinese Lingerie Game
- Livestream + Try-On Events: Host fitting sessions via Kuaishou or Douyin, let viewers book in-store trials.
- WeChat Ecosystem Mastery: Use Mini Programs for loyalty points, reservations, and AR try-ons.
- Data-Driven Personalization: Track fit preferences (e.g., cup size trends in Guangzhou vs. Beijing) to tailor inventory.
- Inclusive Messaging: Ditch 'perfect body' ads. Campaigns like NEIWAI’s “No Body is Abnormal” boosted emotional connection by 68%.
The bottom line? In China, lingerie isn’t just sold—it’s experienced. And experience happens everywhere: screen, store, social feed. Master the loop, and you’re not just selling bras—you’re building belonging.