Why Chinese Lingerie Brands Are Trending Globally Now
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- 来源：CN Lingerie Hub
If you've been scrolling through Instagram or TikTok lately, you might've noticed something: more and more influencers are raving about Chinese lingerie brands. And no, it's not just about low prices. These labels are making serious waves in the global fashion scene — and for good reason.
From Shanghai to Paris, homegrown Chinese brands like NEIWAI (内外), Ubras, and Intimissimi are redefining comfort, sustainability, and inclusive sizing. But what’s really behind their global rise? Let’s break it down with real data, expert insights, and a few surprising stats.
The Quiet Revolution: Comfort Over Couture
Gone are the days when lingerie meant tight lace and painful underwires. A 2023 McKinsey report found that 68% of women globally now prioritize comfort over traditional 'sexy' designs. That shift? Chinese brands saw it coming.
NEIWAI, launched in 2012, built its brand on the slogan “Comfort is the new sexy.” By 2023, they hit $200M in annual revenue, with 30% sales growth year-over-year — and 15% of that from international markets.
How They’re Winning: Data That Speaks Volumes
Let’s look at how top Chinese lingerie players stack up against Western counterparts:
| Brand | Founded | Price Range (Bra) | Sustainability Score (out of 10) | Inclusive Sizes? |
|---|---|---|---|---|
| NEIWAI (China) | 2012 | $25–$45 | 8.7 | Yes (A–G cups) |
| Ubras (China) | 2016 | $20–$40 | 9.1 | Yes (A–H cups) |
| Victoria’s Secret (US) | 1977 | $40–$80 | 5.3 | Limited (A–D mostly) |
| Aerie (US) | 2006 | $30–$50 | 7.8 | Yes (A–DD+) |
As you can see, Chinese brands aren’t just competitive — they’re often leading in sustainability and size inclusivity, two factors that matter deeply to Gen Z and millennial shoppers.
The E-Commerce Edge
Another secret weapon? Digital-first strategies. Platforms like Xiaohongshu (Little Red Book) and Taobao allow brands to test designs, gather feedback, and scale fast. Ubras, for example, sold over 1 million wireless bras in 24 hours during China’s Singles’ Day in 2022.
Now, they’re expanding to Europe and Southeast Asia, offering localized websites and eco-packaging. Their DTC (direct-to-consumer) model cuts out middlemen, keeping prices fair while maintaining ethical labor practices.
Why You Should Try Them
If you're tired of bras that dig in or brands that don’t represent real bodies, it’s time to explore what Chinese lingerie brands offer. They combine minimalist design, body-positive messaging, and planet-friendly materials — all without the luxury markup.
Bottom line: This isn’t a trend. It’s a shift toward smarter, kinder, and more inclusive lingerie — and China is leading the charge.