Digital Transformation in China's Lingerie Industry 2024

In 2024, China's lingerie industry is no longer just about lace and silk—it's a full-blown digital revolution. From AI-powered fit recommendations to livestream shopping frenzies, the way Chinese consumers buy intimate apparel has transformed completely. Let’s dive into how tech is reshaping this once-traditional market.

The Rise of Smart Shopping

Gone are the days of guessing your size in a fitting room. Brands like NEIWAI (Undercover) and Ubras are now using AI chatbots and virtual try-ons to personalize the shopping experience. In fact, over 68% of online lingerie purchases in China now involve some form of digital assistance—be it size calculators or AR mirrors.

Livestream Commerce: The New Fitting Room

If you haven’t seen a 2-hour livestream where a host demos bras while discussing comfort, fabric breathability, and emotional wellness—you’re behind. Platforms like Douyin and Taobao Live have turned lingerie shopping into entertainment. In 2023 alone, Ubras generated over ¥1.2 billion in sales through livestreams.

As the table shows, brands embracing digital channels aren’t just selling more—they’re building loyal communities.

Data-Driven Design & Inventory

Here’s the real game-changer: data. Companies are now analyzing search trends, return rates, and even social media sentiment to decide which styles to produce. For example, Ubras noticed a spike in searches for 'wireless + work from home' and quickly launched a remote-work comfort line—sales jumped by 30% in one quarter.

Sustainability Meets Tech

Chinese consumers care about eco-friendly fashion. Over 55% of Gen Z buyers say sustainability influences their lingerie choices. Brands are responding with blockchain-tracked supply chains and QR codes on labels showing material origins. NEIWAI’s 'Cotton Cloud' line, made from organic cotton and biodegradable packaging, saw a 50% YoY growth in 2023.

The Mobile-First Mindset

Let’s be real—everyone’s on their phone. Over 85% of lingerie e-commerce traffic in China comes from mobile devices. That’s why apps now feature mood-based browsing (e.g., 'feeling confident' vs. 'lounging at home') and one-click reorders for bestsellers.

What’s Next in 2024?

Expect more AI personalization, voice-assisted shopping, and integration with health apps (imagine your fitness tracker suggesting supportive bras based on activity). The line between fashion, function, and tech is blurring—and it’s sexy.

China’s lingerie market isn’t just going digital—it’s reinventing intimacy for the modern age.