Lingerie & Underwear Distributors in China (Wholesalers, Retailers)

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 distribution market in China

Lingerie 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. But you need to understand that Western fashion-based styles will be THE style with the lingerie as outerwear trend growing in popularity internationally.

In China, the market for international brands tends to be largely centered on big cities ladies, this kind of consumer is really embracing the rapid changes of the Chinese appetite for Western brands.

Read Also: China Lingerie market

How to develop your distribution network in China? 

We 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 consumers trends.

Get to know the 2020 underwear and lingerie market in China

China was a lingerie & underwear exporter and manufacturers and now it is changing. Consumers in China like to buy imported brands or international designs for lingerie. You have to study the lingerie and underwear market trends, the Chinese millennials and women consumer behavior trends, and the good and working strategies on the market.

The 1st requierement for your strategy is 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 though Chinese social media and PR campaigns.
  • Brand awareness: have conversion online talking about your brand and use KOLs to increase your influence. 

Then contact distributors & participate to 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 beside of 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.  

Other existing strategies to develop your own brand by yourself

  1. Develop your own store 
  2. Work on your branding 
  3. Develop a franchise chain

How to sell lingerie and underwear online: e-commerce in China

  1. We can help you to develop your online store (on Tmall, Taobao or Wechat Store. )
  2. Create amazing digital marketing campaign to bring traffic and awareness
  3. Mesurate results and optimise campaign according to precise data and KPIs

See our special offer to e-commerce business in China

We can help you with these different steps. GMA is a specialized digital marketing & e-commerce agency with more than 7 years of experience in China. With the right advice and support, each brand can succeed in China, no matter their target, goals, and brand DNA. We have experience in each business field thanks to 300 successful brands’ case studies.

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:


You want to develop your distribution in China for your lingerie brand or undewear products?

Contact us or let us a comment, we will be happy to contact you back to organize a one-to-one meeting with our experts. We will discover your brand image, your brand DNA, your expectations and goals in China, and then we will study together with your target and business history and strategy. Then, we will create a tailor-made 360° digital marketing strategy to fit your desires.

Read more about the lingerie market in China:


  • 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!

    • A
      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 @

Leave your comment