Average Order Value Trends in China Intimates Market
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- 来源：CN Lingerie Hub
If you're diving into the China intimates market — whether as a brand, reseller, or curious analyst — one number should be top of mind: Average Order Value (AOV). It’s not just about how many bras or panties sell; it’s about how much customers are actually spending per transaction. And in China? This number is shifting fast.
From 2021 to 2023, the AOV in China’s online intimates sector jumped from ¥187 to ¥263 — that’s a 40% increase in just two years. Why? Because shoppers aren’t just buying basics anymore. They’re investing in premium materials, matching sets, and lifestyle-driven brands like NEIWAI (内外) and Ubras. These companies aren’t just selling underwear — they’re selling comfort, confidence, and self-expression.
Take a look at this breakdown of AOV by brand tier:
| Brand Tier | 2021 AOV (¥) | 2023 AOV (¥) | Growth |
|---|---|---|---|
| Luxury (e.g., La Perla) | 890 | 960 | +7.9% |
| Mid-Tier (e.g., NEIWAI, Ubras) | 210 | 340 | +61.9% |
| Budget (e.g., Uniqlo, online generics) | 95 | 130 | +36.8% |
What stands out? Mid-tier brands are leading the charge. Their smart use of social commerce on Red (Xiaohongshu) and livestreaming on Taobao has turned functional purchases into emotional ones. One Ubras campaign in 2022, themed “No Wire, No Limits,” went viral and boosted their average basket size by 28% in Q3 alone.
But here’s the real insight: increasing AOV in China isn’t just about pricing up — it’s about bundling, storytelling, and seamless UX. For example, NEIWAI’s website now suggests full outfits (bra + panty + loungewear robe) with a single click, lifting order values by an extra ¥80 on average.
Another key driver? Size inclusivity and fit tech. Brands using AI-powered fit guides see cart values rise 15–20%. Customers who engage with virtual fitting tools are 2.3x more likely to complete checkout — and spend 31% more than those who don’t.
So what’s next? The data says premiumization will continue, but with a twist: sustainability. By 2025, 68% of Chinese consumers say they’ll pay more for eco-friendly intimate apparel. That means organic cotton, recyclable packaging, and transparent supply chains aren’t just nice-to-haves — they’re profit levers.
Bottom line: If you want to win in China’s intimates space, stop chasing volume. Start mastering average order value optimization. Focus on experience, trust, and value — and let the data guide your next move.