Online Sales Data for Chinese Intimate Apparel Brands
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- 来源：CN Lingerie Hub
If you're trying to understand which Chinese intimate apparel brands are killing it online, you’re not alone. As someone who’s been tracking e-commerce trends in Asia for years, I’ve dug deep into sales data, consumer behavior, and platform performance to bring you a no-fluff breakdown of who’s leading the pack — and why.
The truth? The market has exploded. In 2023, China's lingerie market hit ¥175 billion (~$24.3 billion), with over 68% of sales happening online (source: iiMedia Research). But not all brands are created equal. Let’s look at real data from Tmall, JD.com, and Douyin to see who’s winning — and how they’re doing it.
Top 5 Chinese Intimate Apparel Brands by Online Revenue (2023)
| Brand | 2023 Online Sales (RMB) | YoY Growth | Key Platform | Price Range (RMB) |
|---|---|---|---|---|
| NEIWAI | ¥2.1 billion | +39% | Tmall | 150–400 |
| Ubras | ¥1.8 billion | +32% | Douyin | 100–350 |
| Maniform | ¥1.2 billion | +18% | JD.com | 80–250 |
| Triumph | ¥980 million | +12% | Tmall | 200–600 |
| Paum | ¥760 million | +55% | Douyin | 120–300 |
What jumps out? NEIWAI and Ubras dominate not just because of branding, but because they’ve mastered omnichannel storytelling. NEIWAI focuses on ‘body positivity’ and premium comfort, while Ubras went viral with their zero-wire bras and influencer collabs on Douyin.
But here’s the insider tip: Paum is the dark horse. With a 55% YoY growth, they’re leveraging short-video content and KOCs (key opinion consumers) to build trust fast. Their secret? Real women, real reviews, zero airbrushing.
Why Are These Brands Winning?
- Social-first strategy: 70% of Ubras’ traffic comes from Douyin live streams.
- Data-driven design: NEIWAI uses customer feedback loops to iterate products in under 4 weeks.
- Inclusivity sells: Brands offering sizes up to XXL saw 2.3x higher conversion (JD.com, 2023).
If you're launching or scaling in this space, focus on authenticity and platform-specific content. And remember — it’s not about being the cheapest, it’s about being relatable.
For more insights on how to break into the Chinese intimate apparel market, stay tuned. I’m dropping a full playbook next week.