Brand in action: How NaiTangPai made it big with bras

NaiTangPai tapped a niche segment in China’s lingerie business by developing a brand that thrives on customer-centric values.

Key insights

• NaiTangPai entered the lingerie market in China with special big cup bras to meet the needs of larger-sized women.
• The brand uses QQ and WeChat groups to establish communities of users who help it to develop products.
• The e-commerce platform is also used to cultivate the brand and establish brand awareness; the consumer finds the brand first, then sees what she needs, and NaiTangPai says this is what differentiates it from the competition.

Key quote

“We no longer do customer research through third parties, such as focus groups conducted by research companies, but directly through users. In contrast with traditional methods, the connection between the business and the user is more like one between friends. This is conducive to deeper insights into the needs of consumers” – Michael Zhang, NaiTangPai.