NEIWAI Founder Reimagines Female Empowerment Through Lingerie
Xiaolu Liu, the founder of the homegrown lifestyle brand NEIWAI, spoke with Jing Daily about what it takes to become a successful DTC brand in China.
Xiaolu Liu is the founder of NEIWAI, a lifestyle brand that includes loungewear, activewear, and home collections. Photo: Chexi Li/Jing Daily.
Xiaolu Liu is the founder of NEIWAI, a lifestyle brand that includes loungewear, activewear, and home collections. Photo: Chexi Li/Jing Daily.
Contents
- What’s the biggest challenge you’ve experienced since founding NEIWAI in 2012?
- Can you describe both the opportunities and challenges for DTC brands in China?
- What do you make of the domestic lingerie market shift, and how do you think the evolution of social media shape lingerie consumption?
- How did NEIWAI adapt its communication and marketing strategies to resonate with younger generations?
- Your “No Body Is Nobody” campaign has gone viral on social platforms and sparked a lot of online discussions. What was the inspiration for the campaign? And how did customers respond to it?
- Your recent collaboration with the homegrown fashion label XU ZHI was also very impressive. Can you share a bit more about the initiative and how you leveraged brand crossovers and collaborations?
- How did the COVID-19 pandemic impact NEIWAI, and how did you respond?
- Can you share more about NEIWAI’s plan for globalization?
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