With over 1.5 million customers worldwide, NEIWAI has tapped into the Western market through the success they’ve seen in their American online store. The women’s lingerie, lounge, and athletic wear brand expanded from Shanghai into the US just this past summer by launching their Shopify store in August 2020. According to NEIWAI US’ Marketing Director Emily Wang, they have seen tremendous growth, with over 35,000 visitors in the last 30 days alone.
So how did they do it?
Focusing on customer experience
“Understanding our customers’ needs is core to our philosophy, and in doing so we’ve optimized our site to make it visually appealing, easy to navigate, and we’ve grouped products so they’re easy to find based on the purpose they serve,” says Wang.
Finding a theme with the right customizations
To achieve the look and functionality of their Shopify store, NEIWAI US is using the Pixel Union theme Superstore.
“We’ve used our Pixel Union theme since the beginning,” says Wang. “Our webstore was built using the Superstore theme and we love that it allowed us to keep our brand’s aesthetic consistent across our website.”
The brand’s striking visual branding, high quality product photography, effective written copy, and seamless navigation create this aesthetic, and are ultimately what brought them their Outstanding Shop Awards win.
Product innovation that customers want
Neiwai US’ success can largely be attributed to their high-quality comfort-focused lingerie product lines and the loyal customers who rave about them. Wang cites their newest collection of women’s undergarments, the Barely Zero Collection, as their best-selling product line. The collection’s hero piece is a unique one-size-fits-all bra that boasts comfortable support for all sizes.
“Barely Zero is the future,” says Wang. “We believe that true one-size-for-all products are the next step in the evolution of women’s underwear.”
Growing with passion
NEIWAI’s passion for customer-focused innovation is what drives the brand forward, according to Wang. She believes that to find success in ecommerce, it’s key to sell products that inspire you.
“Don’t let money or financial gain be your primary motivation,” says Wang. “Start with a passion; what impact do you want to make in the world? For us, it’s to help women free themselves, mind, body, and soul. That’s goal number one. Follow your passion, use it to create value for your customers, and everything else will follow.”
Continuing success
Their Outstanding Shop Award win for best apparel online store is just the latest milestone in NEIWAI’s success and they are now looking to what’s on the horizon.
“Though 2020 has had its twists and turns we’re happy with our success here so far,” says Wang. “We look forward to continuing to grow as a world-class lifestyle brand and to bringing our special approach to women’s comfort to new audiences!”
See all the Outstanding Shop Awards winners right here!
