This chapter explores the growing popularity of emerging domestic underwear brands in China, focusing on their success through e-commerce platforms. It discusses the target audience, marketing strategies, and the shift in consumer preferences towards comfortable and sustainable underwear. The chapter also explores the reasons behind the preference for online shopping and the potential challenges these brands may face when expanding overseas.
The bra and underwear market in China has grown bigger than ever, with domestic brands quickly taking over the intimate wardrobes of a new generation of Chinese women. We discuss the recipe to success of these companies. On the show: Heyang, Xingyu & Brandon Yates