Secret World (Chinese: 秘密世界; also promoted as “Secret World 秘密的世界”) is a Chinese consumer brand established in 2019 that specializes in intimate apparel. The brand positions itself in the high-value, comfort-focused segment of the market, with a product range spanning underwear, bras, nipple covers, socks, camisoles, sleepwear, shapewear, and thermal innerwear. Official corporate materials summarize the brand’s philosophy as enabling everyone to enjoy high-quality, cost-effective intimate apparel, with a stated mission to maximize value across every product category.1

Note: This article concerns the Chinese intimate apparel brand Secret World. It is not affiliated with Victoria’s Secret or the Funcom video game The Secret World.

Regarding corporate ownership, public records show minor discrepancies. Recruitment materials from 2026 for Hangzhou Longli E-commerce Co., Ltd. explicitly identify Secret World as its subsidiary, while some third-party brand rankings associate it with “Hangzhou Zhuolun E-commerce Co., Ltd.” For formal commercial purposes, verification through business registration and trademark documents is recommended rather than relying solely on third-party listings.1

Secret World is considered a representative new-consumption intimate apparel brand within the Chinese online market. Unlike traditional lingerie companies that emphasize brick-and-mortar boutiques, specialized bra technology, and mid-to-high-end branding, Secret World operates primarily as an internet-native e-commerce brand. It offers accessible pricing and a wide variety of SKUs, leveraging e-commerce platforms, livestreaming, content marketing, and celebrity partnerships to acquire customers rapidly.

Since its inception in 2019, the brand has expanded from basic underwear and bras into adjacent categories including socks, sun protection, thermal wear, and loungewear. Its product architecture is organized into three tiers:

• Basic Series: Focuses on everyday essentials and high value.
• Design Series: Emphasizes aesthetic and stylistic elements.
• Airtist Series: Targets a more personalized, artistic, or premium niche.

This structure allows the brand to address consumption levels ranging from essential basics to design-led products.

2019: Establishment

Secret World was founded in 2019 with a core focus on high-quality, high-value intimate apparel. Recruitment data indicates that the brand achieved a Gross Merchandise Value (GMV) exceeding 10 million RMB in its founding year.1 This early trajectory reflects a digital-first growth model centered on product development, e-commerce sales, user accumulation, SKU expansion, and content-driven marketing, rather than traditional offline retail expansion.

2020–2022: Growth Phase

Public corporate data shows continued growth, with GMV reaching approximately 30 million RMB in 2020.1 By 2021, the brand entered a period of rapid expansion, surpassing 140 million RMB in GMV, accumulating over one million followers, and growing its team to approximately 150 employees.1 In 2022, GMV approached 250 million RMB as the brand broadened its product lines and transitioned from a specialized lingerie label to a comprehensive intimate apparel brand.1

2023: Ecosystem Expansion

Corporate disclosures for 2023 outlined targets including a GMV goal of approximately 500 million RMB, a follower base exceeding two million, multi-platform channel expansion, and a team size of over 400.1 It should be noted that the 500 million RMB figure represents a disclosed target rather than confirmed realized revenue.

2024–2025: Rising Prominence

The brand’s visibility increased significantly through e-commerce rankings, short-video/livestreaming engagement, and celebrity marketing. Corporate materials state that Secret World ranked TOP1 in the lingerie category during the 2024 Taobao Double 11 shopping festival, a claim reiterated in 2026 brand and university recruitment documents.1 However, as public sources do not specify the exact statistical methodology (e.g., sales volume vs. revenue, specific sub-category, or time window), this is best understood as a self-reported ranking for that specific promotional period rather than an industry-wide annual designation.

A significant milestone in the brand’s communications strategy was the appointment of actress Zhao Jinmai as its first official brand ambassador in April 2025. The campaign centered on concepts such as “0-dye cotton,” lightness, and personal growth, associating the brand with young female consumers.2 This partnership signaled a shift toward a younger brand identity, emphasizing comfort, natural aesthetics, and bodily ease over traditional notions of sex appeal. In April 2026, Zhao Jinmai’s studio announced the continuation of the partnership, indicating a sustained collaboration beyond a single campaign cycle.2

Secret World has evolved from a single-category lingerie brand into a multi-scenario intimate apparel label.

Underwear

Underwear remains a core category. Listings on the JD.com official flagship store include women’s pure cotton briefs, seamless styles, antibacterial series, extended-gusset designs, bikinis, boyshorts, and seasonal lightweight options.3 Recent product development has emphasized pure cotton materials, comfort, seamless construction, and extended gussets.

Bras

Bra offerings prioritize daily comfort and visual shaping. Available products include wireless, seamless, strapless, push-up for smaller busts, racerback, lightweight summer styles, and the “Foundation Liquid” series.3 Third-party analyses characterize the brand’s direction as focusing on seamless, smooth-finish, wireless, and small-bust-friendly designs.

Nipple Covers

Nipple covers are a highly recognizable category for Secret World, catering to needs involving wedding dresses, formal wear, backless outfits, strapless garments, summer styling, and modesty. Product pages on JD.com display cumulative review counts in the tens or hundreds of thousands for certain items, indicating their significance within the online sales mix.3

Socks and Loungewear

The sock assortment includes pure cotton, crew, postpartum, antibacterial, anti-odor, and summer lightweight varieties.3 The brand has also expanded into padded camisoles, racerback tops, base-layer vests, men’s and women’s sleepwear, loungewear, thermal innerwear, and shapewear.3 Strategically, this diversification marks a transition from a lingerie-specific label to a holistic intimate apparel lifestyle brand.

“0-dye cotton” has become a central product communication concept. During the 2025 ambassador campaign and continuing into 2026, the brand has linked this term to its pure cotton offerings, such as the “Bingbing Cotton” underwear line which highlights cool-touch processing and undyed gussets.2 From a branding perspective, this concept serves to differentiate products, underscore health and comfort attributes, elevate pure cotton from a generic material to a brand identifier, and align with young consumers’ preference for natural, low-irritation textiles. Consumers should refer to specific product tags, testing reports, and national standards for technical verification rather than relying solely on marketing terminology.

Secret World is positioned as a high-value intimate apparel brand targeting young consumers. Its strategic combination comprises accessible pricing, e-commerce distribution, extensive SKU depth, functional comfort, and youth-oriented marketing. This distinguishes it from traditional high-end brands that rely on luxury fabrics, premium branding, and dense physical retail networks. With bras typically priced in the tens of RMB, the brand occupies the mass-market value segment.2

The core demographic consists primarily of Generation Z, students, young professionals, and consumers who prioritize daily comfort, seamless/wireless designs, and affordable yet aesthetically pleasing products. Official social media accounts describe the brand as accompanying “Gen Z girls” through their growth.

Secret World operates as an e-commerce-driven brand. Its growth pathway follows a digital-native sequence: online product launch → e-commerce sales volume → user/follower accumulation → multi-platform operations → livestreaming → celebrity marketing → brand elevation. This contrasts with traditional retail expansion models. Sales channels currently include JD.com, Taobao/Tmall, Douyin E-commerce, and other online content platforms. The JD.com self-operated flagship store carries a comprehensive matrix covering men’s and women’s underwear, bras, nipple covers, camisoles, socks, sleepwear, shapewear, and thermal wear, confirming the inclusion of men’s intimate apparel within the portfolio.3

During the 2025 ambassador campaign, the brand reported livestream metrics including over 50 million impressions, 250,000 concurrent viewers, and over 3 million RMB in hourly sales for a June event. These figures represent self-reported promotional data rather than independently audited financials. The renewal of the Zhao Jinmai partnership in 2026 further reinforced the brand’s youth positioning.2

Secret World operates in a highly competitive Chinese intimate apparel market. Competitors can be categorized as follows:

• Mass-Market Basics: Uniqlo, Miiow, Hodohome, Cosmo Lady.
• New Consumption/Female-Centric Brands: NEIWAI, Ubras, Youkeshu.
• International Brands: Victoria’s Secret, Calvin Klein Underwear, Triumph.

Secret World differentiates itself through deep integration with the Chinese e-commerce ecosystem, low-to-mid price points, high SKU volume, livestream marketing, and functionally oriented products.

According to 2026 corporate recruitment disclosures, the brand’s stated principles are:1

• Mission: Maximize value in every piece of intimate apparel.
• Vision: Become the most satisfying intimate apparel brand by 2030.
• Values: Long-termism, Resilience, Ultimate Responsibility, Unity, Freedom & Equality, Innovation.

This progression illustrates a strategic shift from a transactional e-commerce lingerie seller to a company building long-term brand equity in the intimate apparel sector.

As of August 2026, Secret World maintains a comprehensive online product system centered on young consumers and intimate apparel. Key developments include:3

• Approximately seven years of operation since founding.
• Product coverage spanning underwear, bras, nipple covers, socks, camisoles, sleepwear, and thermal wear.
• Continued relevance of the Basic, Design, and Airtist product lines.
• Significant product listings and consumer reviews on JD.com.
• Ongoing ambassador partnership with Zhao Jinmai (initiated 2025, renewed 2026).
• Sustained promotion of pure cotton and “0-dye cotton” concepts.

The English name “Secret World” may cause confusion with unrelated entities, including the MMO game The Secret World developed by Funcom,4 various musical works, and Victoria’s Secret-related projects. None of these are affiliated with the intimate apparel brand discussed here. Within the Chinese e-commerce context, the brand is commonly presented as “Secret World / 秘密世界,” and JD.com lists products under “秘密世界 (Secret World).”3

1. SecretWorld招聘 – 谈职
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3. 秘密世界（SecretWorld）京东自营旗舰店 – 京东
4. Electronic Arts Inc. – The Secret World Now Taking Pre-Orders, Includes Guaranteed Public Beta Access Starting May 11