Body Positivity in Chinese Lingerie Marketing Today
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- 来源：CN Lingerie Hub
If you've been scrolling through Chinese social media lately — especially on platforms like Xiaohongshu (Little Red Book) or Douyin — you’ve probably noticed something refreshing: more curves, diverse skin tones, and real bodies taking center stage in lingerie ads. Gone are the days when only ultra-slim models dominated the frame. Today, body positivity in Chinese lingerie marketing is not just a trend — it’s a quiet revolution reshaping how brands connect with consumers.
From Perfection to Authenticity
Just five years ago, most lingerie campaigns in China focused on an unattainable ideal: porcelain skin, size-0 frames, and airbrushed perfection. But as global conversations around self-love and inclusivity gained traction, Chinese consumers began demanding better. A 2023 survey by China Youth Daily found that 68% of women aged 18–35 said they’d be more likely to buy from brands that feature diverse body types in advertising.
Enter brands like NEIWAI (内外) and Ubras, who’ve led the charge. NEIWAI’s “No Body is Nobody” campaign went viral in 2021, showcasing women of all shapes without retouching. The result? A 40% increase in engagement and a loyal customer base that values honesty over hype.
Why It’s Working in China
You might wonder: Does body positivity really resonate in a culture often associated with strict beauty standards? The answer is yes — especially among younger generations. Urban millennials and Gen Z consumers are more exposed to global ideas, and they’re rejecting one-size-fits-all beauty.
Take Ubras’ 2022 ad series featuring mothers post-pregnancy, athletes, and women over 40. That campaign generated over 200 million views on Weibo and became a talking point about inclusive lingerie branding across Chinese media.
Data That Speaks Volumes
Let’s look at some hard numbers:
| Brand | Campaign Focus | Social Media Engagement Growth (2022–2023) | Year-Over-Year Sales Increase |
|---|---|---|---|
| NEIWAI | Size-inclusive models, no retouching | +52% | 38% |
| Ubras | Real women, diverse lifestyles | +61% | 45% |
| Maniform | Traditional slim-focused | +9% | 6% |
As the table shows, brands embracing body positivity in Chinese lingerie marketing aren’t just doing the right thing — they’re winning commercially.
The Road Ahead
Of course, challenges remain. Full-size ranges (especially above cup D and size XL) are still limited, and rural markets lag in exposure to these messages. But with e-commerce bridging the gap, change is accelerating.
The bottom line? Consumers want to see themselves reflected — literally — in the brands they support. And in today’s Chinese lingerie market, authenticity isn’t optional. It’s the new standard.