Average Order Value in China's Underwear Market
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- 来源：CN Lingerie Hub
If you're eyeing the Chinese underwear market, here’s a hot take: it’s not just about selling briefs — it’s about value per customer. As a lifestyle tech blogger who’s tracked e-commerce trends across Asia for 8 years, I’ve seen how brands like NEIWAI (内外) and Ubras reshaped spending habits. The real game-changer? Skyrocketing average order values (AOV).
Last year, the average order value in China's underwear market hit $47.30 — up 18% from 2022. That’s huge when you consider it was only $34 back in 2020. What’s driving this? Bundling, premium fabrics, and emotional branding. Let’s break it down.
Take livestream commerce: on platforms like Douyin and Taobao Live, 68% of underwear purchases now come from live sessions where hosts style full sets. Instead of buying one bra, users grab a 3-piece set with matching loungewear — instantly pushing AOV higher.
Why AOV Matters More Than Sales Volume
In crowded markets, profit isn’t about moving units — it’s about maximizing each transaction. Here’s how top players stack up:
| Brand | Average Order Value (USD) | Primary Platform | Year-on-Year AOV Growth |
|---|---|---|---|
| NEIWAI (内外) | $58.40 | Tmall + WeChat Mini Program | +21% |
| Ubras | $52.10 | Douyin + JD.com | +19% |
| Aimer | $45.60 | Tmall + Offline Stores | +12% |
| Uniqlo Underwear | $38.90 | All Major Platforms | +6% |
Notice a pattern? Brands leaning into digital-native strategies (like NEIWAI and Ubras) are pulling ahead. They’re not just selling products — they’re curating experiences. For example, NEIWAI’s ‘No-Wire Confidence’ campaign boosted add-on sales by 34%, with customers adding robes or sleep masks to their cart.
How to Boost Your AOV in This Market
From analyzing 12 brand funnels, here are three proven tactics:
- Bundle Smart: Offer 2-for-1 on bras + panties, but price the bundle so single-item buyers feel the FOMO. Example: two bras at $40 vs. $25 each alone.
- Leverage Mini Programs: WeChat mini-programs have a 27% higher conversion rate than standalone apps. Use them for exclusive sets.
- Use Data-Driven Gifting: During Lunar New Year, 41% of users bought underwear as gifts. Limited-edition packaging lifted AOV by $12 on average.
Bottom line? The underwear market in China isn’t just growing — it’s maturing fast. If your AOV is still under $40, you’re leaving money on the table. Focus on perceived value, not just price.