Lingerie & Underwear Distributors in China (Wholesalers, Retailers)

China’s lingerie & underwear market has witnessed significant growth over the years. With a population of over 1.4 billion people, the demand for lingerie and underwear is immense in this vast country. The market is driven by factors such as increasing disposable income, changing lifestyles, and a growing fashion-conscious middle class.

Chinese consumers have become more aware of the importance of comfort, style, and quality when it comes to their undergarments. This has led to a surge in demand for a wide range of lingerie and underwear products, including bras, panties, shapewear, and sleepwear.

We will explain how to find a list of distributors & wholesalers in China for your lingerie & underwear brand in China. On this page, we will guide you and explain how lingerie & underwear market distribution work in China.

Everything you must know about underwear & lingerie distribution in China, including local distributors, retailers, online shops, and e-commerce guides. 

Discover the Lingerie & Underwear Market in China

China’s lingerie market has the potential to become the biggest market in the world. It’s not a surprise that Chinese ladies have different tastes from European women.

China’s lingerie and underwear market has experienced robust growth over the past decade, becoming one of the most lucrative sectors in the country’s apparel industry. The Chinese Lingerie market was valued at $26.36 billion in 2020 and is projected to reach $42.51 billion by 2026, growing at a CAGR of 6% in the forecast period and $73.8 billion by 2030.

A combination of factors contributes to this vigorous expansion. The rising middle class, increasing disposable incomes, and urbanization are driving the demand for premium and comfortable lingerie. The changing perception towards lingerie, previously considered a basic necessity, is now viewed as a symbol of fashion, comfort, and individual expression, particularly among younger consumers.

Chinese consumers are becoming more discerning, seeking high-quality, branded products, with a particular interest in foreign brands, viewing them as superior in design and quality. This trend has led to the expansion of several international lingerie brands in China, such as Victoria’s Secret and Triumph.

Simultaneously, the development of e-commerce platforms like Tmall,, and Pinduoduo has greatly facilitated online shopping for lingerie, leading to increased online sales.

Moreover, digital marketing, especially through popular social media platforms such as WeChat and Weibo and influencer marketing on platforms like Little Red Book (Xiaohongshu), has proven effective in promoting lingerie products to Chinese consumers.

Despite the market’s potential, foreign brands must navigate cultural nuances, the importance of proper sizing, and intense competition. Furthermore, they need to adapt to fast-paced fashion trends and the increasing demand for sustainable and personalized products in the Chinese market.

How to Develop Your Distribution Network in China? 

We’ll also tell you what brands must know about requirements before dealing with Chinese distributors. There are two main things to know about the lingerie & underwear market in China: legal requirements from the distribution process and main fashion and consumer trends.

The 1st requirement for your strategy is the preparation 

  • Branding: have a good design, storytelling & brand image, easy to sell for Chinese retailers.
  • Reputation: have a good reputation online and offline, meaning have already people wanting to buy the product.
  • Social media: have media speaking about you through Chinese social media and PR campaigns.
  • Brand awareness: have a conversion online talking about your brand and use KOLs to increase your influence. 

Then contact distributors & participate in events to establish your brand! 

To do so, there is a list of things to be sure you are following your path in the right way. The Chinese market is particular and besides thinking about key points to think 360°, there is also a process to follow:

  1. Identify good distributors among the list of distributors
  2. Participate to one trade fair salons & exhibitions 
  3. Work on your introduction key sentences to say 
  4. Have a commercial team to keep contacting distributors 
  5. Show your ambition and a strong and clear marketing plan 
  6. Prepare deals, work on contracts and propositions
  7. Support your distributors with a strong marketing campaign
Lingerie Distribution China
Example of Distributors CEO of Limax Distribution Mr Liao.  

Chinese social media to gain e-reputation

In China, the social media landscape differs from the rest of the world as popular platforms like Facebook, Instagram, and Twitter are not available. Instead, China has its own social media platforms such as WeChat, Weibo, Xiaohongshu, and Douyin. A study revealed that social media influencers have a significant impact on the purchasing decisions of 68% of young respondents.

Engaging with customers and running interesting campaigns on WeChat can help spread brand stories, product information, and beauty trends. This can lead to increased engagement and the formation of different segments within the community based on specific interests, such as underwear preferences.

Collaborate with Kols to promote your lingerie brand in China

Key Opinion Leaders (KOLs) are people or organizations who have such a strong social standing that their recommendations and opinions are taken into account and listened to when making important decisions. In other words, they are the equivalent of so-called influencers.

In the field of lingerie, influential people can be young women affiliated with the world of fashion as the iconic models of Victoria’s Secret who are very followed on social networks.

Victoria’s Secret worked with Yang Tianzhen, an entrepreneur who was previously a celebrity agent. She is a leading advocate for embracing female body shape and body confidence in China. Yang Tianzhen posted Victoria’s Secret’s campaign video on her Weibo account with the phrase: 

“Feeling sexy is not based on appearance and body shape, it comes from women’s confidence. The beauty of the world depends on how much we love ourselves.”

List of Distributors and Retail Platforms for Lingerie in China

Bringing foreign lingerie and underwear brands into the Chinese market requires in-depth knowledge of the industry, the consumer’s preferences, and the regional retail environment. Here are some distributors and retail platforms that could be beneficial for foreign brands:

  • Alibaba Group: This includes various platforms like Tmall (for larger, more established brands) and Taobao (for smaller, niche brands). They offer opportunities to reach a massive customer base.
  • JD is another popular e-commerce platform in China. They also have a “JD Worldwide” feature that specifically promotes imported goods to Chinese consumers.
  • Pinduoduo: Known for its group-buying model, Pinduoduo is an excellent platform for brands that aim to reach price-sensitive consumers and those living in lower-tier cities.
  • This is a popular online discount retailer for brands and is particularly well-known for its selection of clothing and fashion-related items, including lingerie and underwear.
  • Before being merged into, Kaola was one of the leading platforms for cross-border e-commerce, popular among consumers for its wide range of imported goods, including lingerie and underwear.
  • Little Red Book (Xiaohongshu): This social e-commerce platform is popular among young female consumers and could be particularly effective for promoting and selling lingerie and underwear.
  • Secoo: This is a luxury e-commerce platform that also operates offline experience centers. It could be suitable for high-end lingerie and underwear brands.
  • Ymatou: This platform specializes in cross-border e-commerce and is popular among consumers for its wide variety of foreign goods.

Remember, finding the right distributor or platform is just one step in entering the Chinese market. It’s also crucial to adapt your branding and marketing strategies to resonate with Chinese consumers.

Case study about distribution of underwear & lingerie in China: Chaton Lingerie

We already worked with Chaton, a lingerie brand. After creating storytelling and working on their reputation, they found 1 good distributor. Now Chaton is sold in 22 stores in China. Everywhere in China, and we got some conversation when we promoted the love story:


Do You Want to Develop Your Distribution in China?

The underwear and lingerie market in China is experiencing significant growth and transformation. With the increasing disposable income and changing consumer preferences, there has been a surge in demand for high-quality and fashionable underwear and lingerie products.

One of the key drivers of this market is the rising awareness and importance of personal grooming and self-expression. Chinese consumers are becoming more fashion-conscious and are willing to invest in premium and trendy underwear and lingerie. This trend has led to the emergence of both domestic and international brands catering to various consumer segments.

Additionally, the e-commerce boom in China has played a crucial role in the growth of the underwear and lingerie market. Online platforms have made it easier for consumers to access a wide range of products, compare prices, and make purchases conveniently. This has opened up opportunities for both established brands and new players to enter the market and reach a larger customer base.

The market is expected to continue expanding as more brands enter the market and cater to the diverse needs of consumers.

We are a China-based marketing agency offering cost-effective solutions to foreign brands interested in tapping into the Chinese market. Our team of Chinese and foreign experts has the experience and know-how needed to succeed in this lucrative, yet complicated market.

Gentlemen Marketing Agency offers many digital marketing and e-commerce solutions, such as web design, e-commerce and social media marketing strategies, localization, market research, KOL marketing, and more.

Don’t hesitate to leave us a comment or contact us, so that we can schedule a free consultation with one of our experts, that will learn about your brand and present you the best solutions for your China market strategy.


  • Zoe Zhang

    Hey that’s a good one! Maybe I can find an updated version of this article, finding retailers and wholesalers is not the sexiest part ahah… I am seriously thinking about establishing my lingerie brand but China is not the easiest country to settle in, feel free to contact!

    • Dolores Admin

      Hi Zoe,

      We’ve posted more article recently on distributing underwear in china 😉
      We are pretty knowledgeable on the topic, drop us an email and we schedule a meeting to break down the best solutions out there for your brands: How to find a distributor, eCommerce, e-reputation etc

  • Hello, I want to Import Fashion underwear to China. Would like to know your condition. it is sexy lingerie, bridal underwear…

  • MIke Chen

    I am a Distributor of Fashion & Ready Wear Brand. I will be interested to represent ambitious Brand in China. every underwear Brand can contact me.
    PS; Brands should care about their Communication & Branding in China.
    email irecruitchina @

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