How Young Chinese Women View Lingerie Today
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- 来源：CN Lingerie Hub
If you're trying to understand the modern Chinese lingerie market, here's a hot take: young Chinese women aren't just buying bras — they're making a statement. As a lifestyle blogger who’s been tracking fashion trends across Beijing, Shanghai, and Hangzhou for over five years, I’ve seen a massive shift. Lingerie is no longer just functional; it's personal expression, body positivity, and even feminism wrapped in silk and lace.
Let’s break it down with real data. A 2023 McKinsey Consumer Report found that 68% of urban Chinese women aged 18–35 prioritize comfort and self-expression over traditional beauty standards when choosing lingerie. That’s up from just 42% in 2019. And get this — sales of ‘soft bras’ (无钢圈文胸) grew by 37% year-over-year, while traditional underwire styles dropped by 12%. The message? Comfort is king.
The Rise of Local Brands vs. International Giants
You’d think Victoria’s Secret would dominate, right? Think again. While global names once ruled, homegrown brands like NEIWAI (内外) and Ubras are now leading the charge. Why? They speak the language — literally and culturally.
Check out this comparison:
| Brand | Market Share (2023) | Price Range (RMB) | Key Selling Point |
|---|---|---|---|
| Ubras | 18% | 99–299 | Seamless, wire-free, minimalist design |
| NEIWAI | 15% | 150–400 | Gender-neutral packaging, body-inclusive campaigns |
| Victoria’s Secret | 8% | 200–600 | Luxury image, legacy brand recognition |
| Aimer (爱慕) | 12% | 200–500 | Traditional elegance, strong offline presence |
As you can see, Ubras dominates online with its DTC (direct-to-consumer) model and viral social media campaigns. Remember the #NoBraChallenge on Xiaohongshu? Ubras didn’t start it, but they sure rode that wave.
What’s Driving the Change?
Three big forces: social media, body diversity, and female empowerment. Platforms like Douyin and Xiaohongshu have given everyday women a voice. No more airbrushed models — real bodies, real stories. NEIWAI’s 2022 campaign “I Am Not Here to Please You” went viral with unretouched photos of women of all shapes. It wasn’t just marketing; it was a movement.
Also, let’s talk sizing. Western brands often miss the mark. The average cup size for Chinese women is A–B, but many international brands stock B–C as standard. Local brands got it right — they design for real bodies, not ideals.
So, What Should Brands Do?
If you’re entering this market, forget what worked in the West. Focus on comfort, inclusivity, and authenticity. Use real influencers — not celebs, but micro-creators with loyal followings. And ditch the sexy, flashy ads. Today’s shoppers want honesty, not hype.
In short, the Chinese lingerie scene isn’t just evolving — it’s being reinvented by young women who care less about looking hot and more about feeling human. And honestly? That’s pretty beautiful.