Chinese Lingerie Market Growth 2024 Trends Analysis
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- 来源：CN Lingerie Hub
Hold onto your bras, folks — the Chinese lingerie market is undergoing a seismic shift in 2024. No longer just about lace and frills, it's now a powerhouse of innovation, self-expression, and cultural redefinition. With rising disposable incomes, shifting gender norms, and digital-savvy consumers, China’s intimate apparel sector is booming like never before.
Last year alone, the market hit a staggering ¥175 billion (approx. $24.3 billion) in sales, according to Euromonitor. That’s a compound annual growth rate (CAGR) of 9.6% since 2020. And get this — experts predict it’ll surpass $30 billion by 2026. What’s fueling this surge? Let’s dive in.
The Rise of the Modern Chinese Woman
Gone are the days when lingerie meant one-size-fits-all white cotton sets. Today’s Chinese consumer — especially Gen Z and millennials — demands comfort, style, inclusivity, and sustainability. Brands that once catered to conservative tastes are now racing to launch bold new lines featuring sheer mesh, bold colors, and body-positive messaging.
Social media plays a huge role. Platforms like Xiaohongshu (Little Red Book) and Douyin (China’s TikTok) have turned lingerie try-on hauls and 'self-love' content into viral sensations. Influencers aren’t just promoting products; they’re sparking conversations about body image and female empowerment.
Key Market Drivers in 2024
- E-commerce dominance: Over 70% of lingerie sales happen online.
- Localization of global trends: Western styles adapted with Eastern aesthetics.
- Rise of homegrown brands: NEIWAI (内外), Ubras, and Mamahuhu are leading the charge.
- Feminist undertones: Campaigns focusing on 'wearing what you want' over 'dressing for others'.
Data Snapshot: Chinese Lingerie Market 2020–2024
| Year | Market Size (¥ Billion) | Market Size ($ Billion) | Online Share (%) | Top Brand |
|---|---|---|---|---|
| 2020 | 118 | 16.8 | 58% | Aimer |
| 2021 | 132 | 18.9 | 62% | Aimer |
| 2022 | 146 | 21.1 | 66% | Ubras |
| 2023 | 161 | 22.7 | 69% | NEIWAI |
| 2024 (est.) | 175 | 24.3 | 71% | NEIWAI |
Notice something? NEIWAI dethroned Aimer in 2023 by embracing minimalism and emotional branding. Their tagline — 'Clothes for Women, by Women' — resonates deeply. Meanwhile, Ubras skyrocketed with their no-wire, no-hook bras that sell out in minutes during livestreams.
What’s Next?
Look for more tech integration — think smart fabrics that regulate temperature or track health metrics. Also, expect bolder moves into plus-size and gender-neutral lines. The message is clear: lingerie in China isn’t just intimate wear — it’s a statement.
In 2024, the Chinese lingerie market isn’t just growing — it’s evolving. And if you're not paying attention, you're missing the revolution unfolding one bra at a time.