Post Pandemic Shifts in Chinese Consumers Lingerie Preferences

Let’s talk about something real—how the pandemic quietly reshaped what Chinese women want in their lingerie. As someone who’s been tracking fashion behavior across Asia for over a decade, I’ve seen trends come and go. But post-2020? This shift isn’t temporary. It’s structural.

Gone are the days when stiff underwires and lace-only designs ruled the market. Today’s Chinese consumer wants comfort and style—without compromise. According to a 2023 McKinsey report, 68% of urban Chinese women now prioritize fabric breathability and fit over brand prestige when buying bras. That’s up from just 41% in 2019.

And it’s not just about staying comfy during work-from-home calls. The rise of athleisure and body positivity movements has pushed brands to rethink everything—from sizing to marketing. Take Neiwai (内外), a homegrown brand that saw a 150% sales jump between 2021–2023 by focusing on minimalist design and inclusive sizing. They even ditched traditional models for real customers in ads. Smart? Absolutely.

Now let’s break down the data:

Key Lingerie Preference Trends in China (2023)

See that spike in wireless designs? That’s not accidental. Brands like Ubras pioneered the ‘zero-feeling’ bra concept—ultra-light, no wires, no seams—and now they’re dominating e-commerce platforms. In fact, Ubras captured 22% of Tmall’s lingerie market share in Q1 2023 alone.

But here’s where it gets interesting: while Western brands still push sex appeal, Chinese shoppers are voting with their wallets for self-expression and wellness. A 2022 Alibaba whitepaper found that searches for “breathable cotton bras” grew by 140% year-over-year, while “sexy lace lingerie” dropped 27%.

This isn’t just a trend—it’s a cultural reset. Younger buyers, especially Gen Z, associate comfort with confidence. And social media amplifies this. On Xiaohongshu (China’s answer to Instagram), #MyBraShouldFitMe has over 80 million views, with users sharing unboxing videos, fit tests, and honest reviews.

So what should brands do? Adapt. Listen. Localize. Global players entering China can’t just translate slogans—they need to reframe their entire approach. Think soft modal fabrics, extended size ranges, and campaigns that celebrate real bodies.

The bottom line? Comfort is now the new luxury. And if your lingerie doesn’t let women breathe—literally and figuratively—it’s already outdated.