Omnichannel Retail Success in China's Lingerie Sector
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- 来源：CN Lingerie Hub
In the ever-evolving world of Chinese retail, lingerie brands are turning heads—not just for their designs, but for how they sell them. Welcome to the era of omnichannel retail, where online meets offline in perfect harmony, especially in China’s booming intimate apparel market.
China’s lingerie market is projected to hit $28 billion by 2025, with a CAGR of 9.3% since 2020. But here’s the twist: success isn’t just about pretty lace or bold colors—it’s about being everywhere your customer is. That’s where omnichannel shines.
Take Neihaosheng (NEIWAI), for example. This homegrown brand ditched traditional department stores early on. Instead, it built a seamless experience across WeChat mini-programs, Tmall, physical stores, and even pop-ups in co-working spaces. Result? A jaw-dropping 40% YoY growth in 2023.
But NEIWAI isn’t alone. Intimate wear giant Aimer has also embraced omnichannel, integrating AI-powered fitting tools online with in-store VR try-ons. Their secret sauce? Data. By syncing online behavior with offline purchases, they’ve boosted customer retention by 35%.
Why Omnichannel Works in China’s Lingerie Market
- Privacy & Convenience: Many shoppers feel shy buying lingerie in-store. Online browsing + offline try-ons = peace of mind.
- Social Commerce: Platforms like Xiaohongshu (Little Red Book) drive discovery. One viral post can spike sales by 200% overnight.
- Membership Synergy: Unified loyalty programs keep customers engaged across touchpoints.
Omnichannel Performance: Top 4 Lingerie Brands in China (2023)
| Brand | Online Sales (% of total) | Offline Stores (Count) | Customer Retention Rate | Omnichannel Integration Score* |
|---|---|---|---|---|
| NEIWAI | 65% | 120 | 48% | 9.2/10 |
| Aimer | 52% | 1,800 | 41% | 8.5/10 |
| Maniform | 45% | 2,500 | 37% | 7.8/10 |
| Ubras | 75% | 80 | 52% | 9.0/10 |
*Integration score based on data sync, CX consistency, and cross-channel promotions.
Notice a trend? The highest retention? Ubras—digital-native, ad-savvy, and all-in on social-led commerce. They use KOLs to demo products live on Douyin, then funnel viewers to their mini-program with instant coupons. Genius? Absolutely.
Tips for Building a Winning Omnichannel Strategy
- Unify Your Backend: Break down data silos. If someone browses a bra online, their fitter should know when they walk into the store.
- Leverage Mini-Programs: WeChat isn’t just chat—it’s a full-fledged shopping ecosystem. Use it.
- Train Staff as Brand Ambassadors: In-store teams should be fluent in digital tools and brand storytelling.
- Personalize, Personalize, Personalize: Use purchase history to recommend styles—or better yet, launch custom-fit lines.
The bottom line? In China’s competitive lingerie landscape, being present isn’t enough. You’ve got to be present everywhere, consistently and creatively. Brands that master this don’t just survive—they redefine intimacy in retail.