Ecommerce Boom in China's Lingerie Industry 2024

If you think lingerie in China is still all about hush-hush purchases and limited styles, think again. Welcome to 2024 — where Chinese e-commerce has transformed the intimate apparel game into a bold, data-driven, fashion-forward frenzy.

China’s lingerie market is no longer just about basics. With platforms like Taobao, JD.com, and emerging livestream giants like Douyin (TikTok’s Chinese cousin), the industry has exploded. In fact, online sales now account for over 78% of total lingerie revenue in China — up from just 52% in 2019 (source: iiMedia Research, 2023).

Why the boom? Simple: Chinese women are redefining self-expression. They’re not buying bras to please others — they’re shopping for comfort, confidence, and personal style. And brands are listening.

The Rise of Homegrown Lingerie Brands

Forget Victoria’s Secret. Local players like NEIWAI (内外), Ubras, and Curélia are dominating with inclusive sizing, body-positive messaging, and seamless digital experiences.

Take Ubras: their 2023 Singles’ Day sales hit ¥680 million (~$94M USD) in under 10 minutes. NEIWAI reported a 40% YoY growth in mobile app engagement, thanks to personalized recommendations and community-driven content.

What’s Driving the Digital Surge?

• Livestream Shopping: Over 60% of lingerie buyers say they’ve purchased after watching a Douyin or Kuaishou livestream. Real-time try-ons, Q&A, and flash discounts create FOMO like no other.
• Sizing Tech: AR fitting rooms and AI size recommenders reduce returns by up to 30%. Ubras’ “One Size Fits Most” campaign went viral by combining smart fabric tech with inclusive design.
• Feminist Messaging: Campaigns like NEIWAI’s “No Body is Wrong” resonate deeply. 72% of Gen Z buyers prefer brands that promote body diversity (McKinsey, 2023).

Challenges? Sure. But Also Huge Opportunities.

Yes, competition is fierce. Returns can hit 25–30%, especially for first-time online buyers. But data shows repeat customers have a lifetime value 3x higher than average.

The key? Build trust. That means detailed size guides, honest reviews, and post-purchase engagement. Top brands now use WeChat chatbots for instant customer service and follow-up care tips — turning a simple sale into a relationship.

Where’s It Heading in 2024?

Expect more integration of AI and social commerce. Think: TikTok-style shoppable videos inside brand mini-programs, AI stylists that learn your preferences, and sustainable lines made from recycled ocean plastics.

Also watch the men’s lingerie niche — yes, really. Sales of men’s bras and compression wear grew 120% in 2023, driven by health awareness and body positivity.

In short, China’s lingerie e-commerce isn’t just booming — it’s rewriting the rules. Whether you’re a brand, investor, or shopper, this is one trend worth leaning into.