Seasonal Trends Shaping China Lingerie Market 2024

If you're keeping an eye on the China lingerie market, 2024 is the year things really heat up—literally and figuratively. As consumer tastes evolve and seasonal shopping behaviors shift, brands that adapt fast are the ones cashing in. I’ve been tracking this space for years, and let me tell you: the data doesn’t lie.

Forget one-size-fits-all strategies. The real game-changer? Seasonality. From spring pastels to winter warmth collections, timing your product drops right can boost sales by as much as 68% during peak windows. According to Euromonitor, the Chinese intimate apparel market hit $15.3 billion in 2023, with a projected 7.2% CAGR through 2027. But here’s the kicker—not all seasons are created equal.

Let’s break it down month by month, because if you’re not aligning with local holidays and climate shifts, you’re leaving money on the table.

Spring (March–May): Renewal & Romance

As temperatures rise, so does demand for lightweight, breathable fabrics. March kicks off with Women’s Day—a retail powerhouse. In 2023, Tmall reported over ¥1.2 billion ($170M) in lingerie sales during its Women’s Day campaign alone. Pastel tones, lace details, and eco-friendly materials dominate this season.

Summer (June–August): Cool Comfort & Vacation Vibes

Heatwaves mean consumers want moisture-wicking, seamless styles. Think sports bras, bralettes, and vacation-ready sets. This is also prime time for cross-promotions with swimwear. JD.com saw a 41% YoY increase in convertible bras during July 2023.

Fall (September–November): Back-to-Structure

Cooler weather brings demand for fuller coverage and supportive underwires. September sees a spike due to Mid-Autumn Festival gifting. Plus, Singles’ Day (Nov 11) is the biggest sales event of the year. In 2023, lingerie contributed ¥890 million ($125M) to Alibaba’s Singles’ Day GMV.

Winter (December–February): Warmth & Gifting

Silk, thermal-lined bras, and matching sets fly off shelves. Lunar New Year gifting boosts premium brand sales—think EmbryForm or NEIWAI. December consistently records the highest average order value (AOV) in the category.

Quarterly Performance Snapshot

Now, here’s where most brands mess up: inventory planning. Launching winter collections in November? You’re late. Smart players start pushing in early October. Same goes for spring lines—launch by mid-February to catch pre-Women’s Day buzz.

And don’t sleep on localized marketing. While global trends matter, Chinese consumers respond better to emotional storytelling around self-care and body positivity—especially on platforms like Xiaohongshu and Douyin.

In short, mastering the seasonal trends in the China lingerie market isn’t just about fashion—it’s about timing, data, and cultural IQ. For deeper insights, check out our full guide on how to win in China’s intimate apparel space.