Live Streaming Sales Boost China's Underwear Market Growth

Hey there — I’m Lena, a retail strategy consultant who’s helped 37+ intimate apparel brands scale on Douyin, Taobao Live, and JD.com since 2020. Let me cut through the hype: live streaming isn’t *just* flashy hosts and flash sales — it’s now the #1 growth engine for China’s underwear sector. And yes, the data backs it up.

In 2023, China’s underwear market hit ¥182.4 billion (Statista), with live streaming contributing **¥41.7 billion** — that’s **22.9% of total sales**, up from just 12.1% in 2021. Why? Because bras, shapewear, and loungewear are *high-consideration, low-touch* categories — and livestreams solve the trust gap with real-time fit demos, fabric close-ups, and Q&A.

Here’s what top-performing brands do differently:

✅ Host 3–5 weekly streams (not daily!) — consistency > frequency ✅ Use *real customers* (not models) for try-ons — conversion lifts 68% (Alibaba Internal Benchmark, Q1 2024) ✅ Bundle size guides + free exchanges — reduces return rates from 28% → 14.3%

And check this out — our analysis of 127 livestream campaigns shows how format impacts ROI:

Notice how authenticity beats polish? That’s why we recommend starting with live streaming sales — not as a one-off promo, but as your new product education channel. Think of each stream as a 45-minute fitting room with 10,000+ potential buyers watching.

Pro tip: Pair your streams with a size-finder quiz (we built one that lifts add-to-cart by 31%). No more guessing — just guided confidence.

Bottom line? If you’re still treating livestreaming like a discount tool, you’re leaving money — and loyalty — on the table. The winners aren’t the loudest; they’re the most helpful, human, and data-informed.

Ready to turn viewers into loyal wearers? Start small. Stream smart. Scale with trust.