5 Emerging Trends Shaping the Future of China's Lingerie Market

Move over, fast fashion—China’s lingerie market is getting a bold, brainy upgrade. No longer just about lace and labels, the industry is being reshaped by empowered consumers, digital innovation, and cultural shifts. If you thought bras and panties were a sleepy corner of retail, think again. Here are five game-changing trends fueling the future of **China's lingerie market**.

1. Body Positivity Meets Local Identity Forget one-size-fits-all. Chinese women are demanding underwear that celebrates diverse body types. Brands like NEIWAI (内外) and Ubras are leading the charge with campaigns featuring real women—not airbrushed models—and inclusive sizing. According to a 2023 McKinsey report, 68% of Chinese female consumers say they’re more likely to buy from brands promoting body positivity.

2. Tech-Infused Comfort Is King Smart fabrics? Yes, please. From moisture-wicking bamboo fibers to temperature-regulating linings, tech-driven comfort is no longer a luxury—it’s expected. Ubras launched a line of wireless bras with AI-designed support structures in 2022, which sold over 1.2 million units in the first quarter alone.

3. E-Commerce + Social Commerce = Power Duo Taobao, Xiaohongshu, and Douyin aren’t just apps—they’re shopping arenas. Livestream selling has exploded, with lingerie brands pulling in millions during Singles’ Day. In 2023, NEIWAI generated ¥470 million in sales through live commerce—up 40% year-on-year.

4. Sustainability Sells Eco-consciousness is rising. A Nielsen survey found that 74% of Chinese millennials are willing to pay more for sustainable products. Brands are responding: NEIWAI now uses recycled ocean plastics in 30% of its collections, while Miss Simpson offers take-back programs to recycle old lingerie.

5. Privacy Meets Personalization Unlike Western markets, Chinese consumers value discretion. Subscription boxes, private packaging, and personalized fit quizzes are booming. Data shows that 61% of online lingerie buyers prefer brands offering anonymous delivery.

Let’s break down the market growth:

The message is clear: today’s Chinese lingerie shopper isn’t just buying underwear—she’s investing in identity, comfort, and values. For brands, success means aligning with these deeper currents.

Want to dive deeper into how China's lingerie market is evolving? Check out our full analysis at /.