Naitangpai

About Naitangpai

Naitangpai operates as a specialized direct-to-consumer lingerie brand in China, focusing on the underserved market of women requiring larger cup sizes.

The company was founded in July 2015 by Zhang Qiang (also known as Dabai), along with co-founders A Pu and Yiran. The inspiration for the venture came from Zhang's personal experience of struggling to find suitable bras for his wife during her pregnancy. This led him to research the market, where he discovered a significant gap in the availability of lingerie for women with D-cups and larger. The founding team was formed after Zhang shared his market analysis and business idea in a Douban group, where he connected with A Pu, who had a background in architecture, and Yiran, a law professional with a passion for lingerie. A Pu became the chief designer, applying principles of structural mechanics from architecture to bra design, while Yiran took charge of the customer service experience.

Naitangpai's business model is centered around e-commerce, primarily selling through major platforms like Tmall, with a supporting community-based marketing strategy. The company built a following by educating consumers on topics like proper bra fitting and bust health on social platforms like Douban and Zhihu before officially launching products. Revenue is generated directly from the sale of its lingerie products. A key milestone was achieved in 2020 when annual sales surpassed CNY 100 million. By 2021, its total e-commerce transaction volume reached CNY 300 million. The company has also been successful in securing funding, completing a Series B round of nearly CNY 100 million in June 2022.

The core service of Naitangpai is providing a wide range of bras in C-K cup sizes, featuring 54 different sizes and 49 cup shape variations to cater to diverse body types. A unique selling point is its proprietary 'chest-shape-based sizing system,' which classifies busts into three types (round, hemispherical, and papaya-shaped) to ensure a better fit. This system requires customers to measure seven different data points for a more accurate recommendation. The company also offers products for different scenarios, such as sleep bras designed to prevent sagging and sports bras. To complement its online presence, Naitangpai has opened physical experience stores where customers can receive one-on-one consultations with trained advisers. These offline locations function more as service centers than traditional retail outlets and operate on an appointment basis.