Lingerie Industry Analysis China Consumer Behavior

China's lingerie market isn't just growing — it's exploding. With shifting cultural norms, rising female empowerment, and a digital-first shopping culture, the industry has transformed from taboo to trendsetting. In 2023, China’s intimate apparel market hit a staggering CNY 180 billion (about USD 25 billion), and it's projected to grow at a CAGR of 9.4% through 2027. But what’s really driving this change? Let’s dive into the heart of Chinese consumer behavior in lingerie and uncover what brands need to know.

The Rise of the Modern Chinese Lingerie Shopper

Gone are the days when underwear was purely functional. Today’s Chinese consumers — especially Gen Z and Millennials — see lingerie as an expression of self-love, confidence, and style. A 2023 McKinsey report found that 68% of women aged 18–35 prioritize comfort and aesthetics equally, with many willing to pay premium prices for well-designed, body-positive brands.

E-commerce platforms like Tmall and JD.com have become launchpads for both domestic and international labels. Livestream selling, led by influencers like Viya and Liu Wei, has further accelerated sales — one top-tier lingerie brand once sold over 500,000 units in a single livestream session.

Key Consumer Trends Shaping the Market

• Comfort Over Constraints: Wire-free bras and seamless designs now dominate. Brands like NEIWAI (内外) and Ubras have built empires on the promise of “no discomfort, no compromise.”
• Inclusivity Matters: Consumers demand diverse sizing and skin-tone matching. Only 12% of brands currently offer extended sizes, leaving a massive gap in the market.
• Sustainability Rising: 61% of urban Chinese shoppers say they’re more likely to support eco-conscious lingerie brands, according to a 2022 Kantar survey.

Data Snapshot: Lingerie Buying Habits in China (2023)

Why Localization Wins

Global giants like Victoria’s Secret stumbled initially by pushing Western ideals of beauty. But after rebranding with local models, smaller cup sizes, and Confucian-inspired messaging around modesty and grace, they’ve seen a rebound. Meanwhile, homegrown brands like NEIWAI leverage social media storytelling to build communities — not just customers.

Social commerce is key. WeChat mini-programs, RED (Xiaohongshu) reviews, and Douyin challenges shape real purchasing decisions. One viral hashtag — #MyBodyMyChoice — generated over 800 million views, proving that emotional resonance sells.

The Road Ahead

The future of lingerie in China lies in personalization, tech integration (think smart fabrics), and deeper cultural connection. As consumers continue to redefine intimacy and identity, brands that listen — truly listen — will lead the way.