China Lingerie Market Report 2024: Size Growth and Key Trends

If you’ve been keeping an eye on global fashion trends, you can’t ignore the quiet revolution happening in the **China lingerie market**. No longer just about function, today’s intimate apparel is all about self-expression, comfort, and confidence. In 2024, this market isn’t just growing — it’s transforming.

Let’s cut to the chase: China’s lingerie industry was valued at **$18.3 billion in 2023**, and it’s projected to hit **$26.7 billion by 2028**, growing at a CAGR of 7.9%. That’s not just impressive — it’s a full-blown boom. But what’s fueling this surge?

First up: shifting consumer mindsets. Chinese women, especially Gen Z and millennials, are ditching the 'sexy at all costs' narrative. Instead, they’re embracing *comfort-first* designs — think seamless bras, cotton sets, and gender-neutral loungewear. Brands like NEIWAI (内外) and Ubras are leading the charge, promoting body positivity and inclusivity. In fact, Ubras reported a 40% YoY sales increase in 2023, thanks largely to its ‘No Wire, No Worry’ campaign.

Another game-changer? E-commerce. Over **75% of lingerie purchases** in China happen online, with Tmall and JD.com dominating. Live-stream shopping has added a spicy twist — imagine trying to resist a limited-time offer from your favorite influencer while she explains the perfect fit in real time. It works. In 2023, live-stream lingerie sales jumped by 62%.

But it’s not all smooth sailing. Sizing inconsistency remains a pain point. A recent survey found that **68% of women** struggle to find the right fit, whether shopping online or in-store. That’s where AI-powered fit tools come in. Some brands now use virtual try-ons and chatbots to guide customers — a move that’s boosted conversion rates by up to 30%.

Let’s break down the market landscape:

As you can see, comfort is king. But don’t sleep on innovation — smart lingerie with built-in sensors for posture or cycle tracking is slowly gaining traction, especially among health-conscious urbanites.

Sustainability is also stepping into the spotlight. Eco-friendly materials like TENCEL™ and recycled lace are no longer niche; they’re becoming selling points. NEIWAI, for example, launched a carbon-neutral line in 2023, which now accounts for 12% of its total sales.

Looking ahead, the future of the China lingerie market lies in personalization and tech integration. Whether it’s AI-driven recommendations or AR fitting rooms, brands that blend empathy with innovation will win hearts — and wallets.

And here’s the kicker: despite cultural taboos fading, there’s still room for bold moves. One brand recently launched a campaign featuring real stretch marks and scars — and saw a 50% spike in engagement. Now that’s what we call impactful marketing.

For investors, entrepreneurs, or just curious fashion lovers, one thing’s clear: the lingerie revolution in China is just getting started. Are you ready to dive in?