The Role of Media in Shaping Chinese Lingerie Trends

If you've been paying attention to fashion in China over the past five years, you’ve probably noticed a major shift — especially in lingerie. Gone are the days when functional white cotton bras dominated drawers. Today’s Chinese consumers want style, comfort, and self-expression — and media is the driving force behind this lingerie revolution.

From KOLs (Key Opinion Leaders) on Xiaohongshu to viral Douyin challenges, digital platforms have redefined how lingerie is marketed, perceived, and purchased in China. Let’s break down exactly how media shapes Chinese lingerie trends — with real data, consumer insights, and a peek into what’s next.

The Rise of Social Commerce: Where Media Meets Market

In 2023, China’s lingerie market hit $18.6 billion, growing at 9.4% annually (Statista). A massive 67% of purchases now start with social media discovery — particularly among women aged 18–35.

Platforms like Xiaohongshu (Little Red Book) and Douyin (TikTok) aren’t just for entertainment. They’re full-blown shopping engines. One viral post from a lifestyle influencer trying on lace sets can send a brand’s sales soaring by 300% overnight.

How Different Platforms Influence Choices

Each platform plays a unique role:

• Xiaohongshu: Deep-dive reviews, styling tips, and long-term wear tests. Trusted by urban professionals.
• Douyin: Fast-paced videos showcasing fit, stretch, and movement. Great for emotional appeal.
• Weibo: Trend amplification. When celebrities post about body positivity or new launches, it spreads fast.

Take Neiwai (内外), a homegrown brand that built its empire on the slogan “No Body is New Body.” Their campaign, pushed through real-user stories on social media, increased brand recognition by 42% in just one year.

Data Speaks: Media Impact on Consumer Behavior

Here’s a snapshot of how media channels influence buying decisions:

Notice that live streaming has the highest conversion? That’s because hosts like Viya or Li Jiaqi don’t just sell — they educate, entertain, and build trust. A single 2-hour stream can generate over $1 million in lingerie sales.

Western Brands vs. Local Players: Who Wins the Media Game?

International brands like Victoria’s Secret struggled initially by pushing性感 (sexiness) too hard. But local brands like NEIWAI and Ubras won hearts by focusing on comfort, inclusivity, and real bodies — all amplified through relatable media content.

In fact, Ubras topped Tmall’s lingerie sales during Double 11 2023 with $156 million — all driven by short videos showing everyday women in their products.

What’s Next? The Future of Lingerie in the Digital Age

Expect more AR try-ons, AI-fit recommendations, and user-generated content campaigns. The key? Authenticity. Consumers don’t want airbrushed models — they want real stories.

As media continues to evolve, so will lingerie trends in China. One thing’s clear: the power is no longer in the boardroom — it’s in the hands of the content creator.