How Local Brands Compete in the Chinese Lingerie Market

If you think the Chinese lingerie market is all about global giants like Victoria's Secret, think again. In recent years, homegrown brands have been quietly but powerfully reshaping the game—blending cultural insight, digital savvy, and body-positive messaging to win over Chinese consumers.

Why Foreign Giants Are Losing Steam

Back in 2017, Victoria's Secret opened its first flagship store in Shanghai with a glitzy fashion show and international supermodels. Flashy? Absolutely. But it flopped. Why? Because it missed the point. Chinese women weren’t looking for unattainable perfection—they wanted comfort, inclusivity, and authenticity.

Sales dropped, stores closed, and by 2021, Victoria’s Secret had shuttered dozens of locations across China. Meanwhile, local brands like NEIWAI (内外), Ubras, and Comyn were booming—riding the wave of self-love, e-commerce, and social media influence.

The Rise of Homegrown Heroes

Take NEIWAI, founded in 2012. Its name means "inner & outer," reflecting its mission: harmony between inner comfort and outer confidence. Instead of pushing sexy silhouettes, NEIWAI champions slogans like “I wear what I want.” Their ad campaigns feature real women of all shapes, ages, and skin tones—no Photoshop magic required.

Ubras took a tech-forward approach. In 2019, they launched the “zero-feeling” bra—a seamless, wire-free design that went viral on Xiaohongshu (Little Red Book) and Douyin (China’s TikTok). In 2020, Ubras topped Tmall’s Singles’ Day lingerie sales, raking in over ¥500 million in just 24 hours.

By the Numbers: Local vs. Global

Here’s how local brands are outperforming foreign ones in key areas:

As you can see, local brands aren’t just competing—they’re leading in growth, engagement, and relevance.

Secret Sauce: Culture + Commerce

What’s their edge? Deep cultural fluency. While Western brands often equate lingerie with seduction, Chinese consumers increasingly view it as self-care. A 2023 McKinsey report found that 68% of Chinese women prioritize comfort over style when choosing bras.

Local brands also dominate digital platforms. Ubras collaborates with thousands of micro-influencers on Kuaishou and WeChat. NEIWAI runs interactive campaigns asking users to share their “real beauty” stories. This isn’t marketing—it’s movement-building.

What’s Next?

The future is inclusive, intelligent, and mobile-first. Brands like Comyn are experimenting with AI-powered fit recommendations, while NEIWAI expands into loungewear and mental wellness content.

For global players, the lesson is clear: in China, success isn’t about copying Western ideals—it’s about understanding local hearts.

So if you're eyeing the Chinese lingerie market, forget the push-up bras and supermodels. Embrace softness, sincerity, and the quiet revolution happening one comfortable bra at a time.