Emerging Market Trends in Chinese Lingerie Sales

China's lingerie market is booming, and it’s not just about lace and silk anymore. With shifting cultural attitudes, rising disposable incomes, and a digital-savvy female population, the Chinese lingerie market is undergoing a revolutionary transformation. Forget the outdated image of conservative undergarments—today’s Chinese women are demanding comfort, style, and self-expression, fueling an industry projected to hit $20 billion by 2025.

One of the biggest drivers? Youth empowerment and body positivity. Younger consumers, especially Gen Z, are rejecting one-size-fits-all ideals. They’re embracing diverse body types and seeking inclusive brands that celebrate individuality. This shift has opened the door for both local startups and global players to innovate.

Take the rise of NEIWAI (内外) and Ubras—two homegrown brands that have skyrocketed in popularity by focusing on comfort-first designs and minimalist aesthetics. Ubras, in particular, made headlines with its billion-yuan sales in just hours during Singles’ Day 2023, thanks to seamless bras and bold marketing around women’s autonomy.

The Data Doesn’t Lie: Key Market Insights

Beneath the hype, the numbers tell a compelling story. Here’s a snapshot of where the lingerie sales in China stand today:

As you can see, e-commerce dominates. Platforms like Tmall, JD.com, and Xiaohongshu (Little Red Book) aren’t just sales channels—they’re cultural hubs where trends are born. Influencer unboxings, real-body try-ons, and honest reviews shape purchasing decisions more than traditional ads ever could.

What’s Driving Consumer Behavior?

Gone are the days when function trumped form. Now, it’s all about the experience. Women want lingerie that feels good, looks good on social media, and aligns with their values. Sustainability? Check. Inclusivity? Double check. Brands using eco-friendly fabrics or offering extended sizing are winning loyalty fast.

Another game-changer: smart personalization. AI-powered fit guides, virtual try-ons, and customized recommendations are reducing return rates and boosting confidence. For example, MeiAim, a Shanghai-based brand, uses body-scanning tech to suggest perfect fits—cutting returns by 40%.

Challenges & Opportunities

It’s not all smooth sailing. Competition is fierce, and consumer trust is fragile. Greenwashing or performative feminism can backfire quickly in this transparent digital age. Plus, while tier-1 cities lead the trend, tapping into lower-tier markets requires nuanced strategies—different preferences, price sensitivities, and access to logistics.

But for agile brands, the opportunity is massive. Localizing content, leveraging livestream commerce, and building authentic communities are key. As one industry analyst put it: “In China, selling lingerie isn’t just retail—it’s storytelling.”

So whether you're a global brand eyeing expansion or a startup chasing innovation, understanding these emerging trends isn’t optional—it’s essential. The future of lingerie in China isn’t just about what women wear. It’s about how they see themselves.