Online Live Streaming Drives Lingerie Sales Across China

In the digital age, online live streaming has transformed from a simple entertainment format into a powerful sales engine—especially in China's booming lingerie market. What was once a niche shopping experience behind closed doors is now a 24/7 virtual runway, where influencers and brands connect directly with consumers through real-time interaction, personalized fitting advice, and flash deals that vanish in seconds.

According to iResearch, China’s live-stream e-commerce market hit ¥1.2 trillion ($170 billion) in 2023, with fashion and intimate apparel ranking among the top-performing categories. Lingerie, in particular, saw a 68% year-on-year increase in live-stream-driven sales—a testament to how comfort, confidence, and convenience are being redefined through digital engagement.

Why Is Live Streaming So Effective for Lingerie?

Unlike traditional e-commerce, live streaming adds a human touch. Viewers can see real bodies wearing the products, ask questions about sizing, materials, and support levels—and get instant answers. This transparency builds trust, which is crucial when buying something as personal as underwear.

Brands like NEIWAI (Undercover) and Ubras have mastered this model. Ubras, known for its slogan “No Wires, No Worries,” leveraged live streams during the 2023 Singles’ Day festival to generate over ¥500 million in sales—a 40% jump from the previous year—all without relying on traditional ads.

The Data Behind the Hype

Let’s break down the performance of key players in the space:

Source: Alibaba & Douyin E-commerce Reports, 2023

Notice the trend? Higher engagement (watch time) correlates strongly with conversion. Ubras doesn’t just sell bras—they create experiences. Their hosts often include fitness coaches and body positivity advocates, turning each stream into a mini self-care session.

Behind the Scenes: How Brands Win the Stream

• Authenticity Over Perfection: Models wear no heavy makeup, show different body types, and even demonstrate how bras hold up during yoga or jumping jacks.
• Flash Bundles: “Buy one, get a free sleep mask and pouch” deals create urgency and boost average order value.
• Real-Time Sizing Help: Hosts respond to comments like “I’m 5’4", 140 lbs, what size should I get?” within seconds.

And it’s not just women tuning in. Male partners are increasingly participating in purchases—driven by gifting culture and romantic occasions. In fact, 27% of lingerie orders during Valentine’s Week 2023 were placed by men, many guided by live stream recommendations.

What’s Next?

With AI-powered fit predictors and AR try-ons entering live platforms, the future is hyper-personalized. Imagine watching a stream where the model instantly changes skin tone or body shape to match yours—tech that’s already being tested on Taobao Live.

For global brands eyeing China, the message is clear: if you’re not streaming, you’re not selling—at least not at full potential. The blend of intimacy, interactivity, and instant gratification makes live commerce the new fitting room.