Lingerie Shopping Habits Among Chinese Millennials

If you're trying to understand the Chinese millennial lingerie market, buckle up—this isn’t your grandma’s underwear drawer. We’re talking about a generation that blends tradition with bold self-expression, and their shopping habits are rewriting the rules. As someone who’s tracked fashion tech and consumer behavior across Asia for over a decade, I’ve seen firsthand how this shift is unfolding.

Chinese millennials—roughly aged 26 to 40—are driving a quiet revolution in intimate apparel. Forget mass-produced, one-size-fits-all basics. These consumers want comfort, style, and personalization—all while shopping online. In fact, 78% of lingerie purchases among this group happen via e-commerce platforms like Tmall, JD.com, and Xiaohongshu (Little Red Book), according to a 2023 McKinsey report.

But here’s what most brands miss: it’s not just about buying bras. It’s about identity. A recent survey by iiMedia Research found that 65% of Chinese millennial women consider lingerie a form of self-care, not just functional clothing. That mindset shift is fueling demand for premium materials, inclusive sizing, and body-positive messaging.

The Data Doesn’t Lie: What They’re Actually Buying

Let’s break it down. Below is a snapshot of top-selling lingerie categories and average price points in 2023:

Notice anything? Comfort is king. Seamless and wireless styles dominate nearly two-thirds of sales. And sports bras? They’re exploding—not just for workouts, but as everyday wear. Brands like NEIWAI (Under Amour of China) and MammyPoko have nailed this trend by focusing on minimalist design and breathable fabrics.

But it’s not all smooth sailing. One major pain point? Sizing. Over 60% of shoppers say they’ve returned items due to poor fit. That’s where AI-powered size recommenders come in. Platforms using virtual fitting tech saw a 35% drop in return rates in 2023, per Alibaba Cloud data.

Another game-changer: social commerce. On Xiaohongshu and Douyin, real-user reviews and try-on videos influence decisions more than celebrity endorsements. Micro-influencers with 10K–50K followers drive 4x higher conversion rates than macro-influencers in this niche.

So what’s next? Expect more focus on sustainability, with organic cotton and recycled lace gaining traction. Also, watch for gender-neutral and unisex lines—still small (<3% of market), but growing fast among Gen Z-adjacent millennials.

In short: if you’re selling lingerie in China, stop pushing push-ups. Start pushing comfort, confidence, and convenience. That’s the real secret to winning this market.