Ecommerce Boom in Chinese Lingerie Market 2024
- 时间：
- 浏览：18
- 来源：CN Lingerie Hub
China's lingerie market is heating up — and it’s not just about lace and silk anymore. With the rise of ecommerce and shifting consumer mindsets, the industry is undergoing a bold transformation. In 2024, the Chinese lingerie market is projected to hit $18.3 billion, growing at a CAGR of 9.6% since 2021 (Statista, 2024). But what’s really fueling this boom? Let’s dive in.
Gone are the days when underwear was purely functional. Today’s Chinese consumers — especially Gen Z and millennial women — see lingerie as self-expression, body positivity, and even empowerment. Brands like NEIWAI (内外) and Ubras are leading the charge with minimalist designs, inclusive sizing, and zero-wire comfort. These aren’t just fashion statements; they’re cultural shifts.
Ecommerce platforms like Tmall, JD.com, and Pinduoduo have become launchpads for both homegrown and international brands. During the 2023 Singles’ Day shopping festival, lingerie sales surged by 37% year-on-year, with Ubras raking in over ¥500 million in GMV within the first 48 hours. That’s not a typo — half a billion yuan, just for bras and undies.
But it’s not all roses. The market is crowded, and standing out means more than just a catchy slogan. Data shows that 68% of Chinese consumers prioritize comfort over aesthetics, while 52% care deeply about sustainable materials. This is where digital storytelling and social commerce come into play. Platforms like Xiaohongshu (Little Red Book) and Douyin (TikTok) allow brands to build emotional connections through user-generated content, KOL reviews, and live-streamed try-ons.
Key Players & Market Share (2024)
| Brand | Market Share (%) | Primary Sales Channel | Notable Strategy |
|---|---|---|---|
| Ubras | 14.2 | Tmall + Douyin | No-wire innovation, celebrity collabs |
| NEIWAI (内外) | 11.8 | Own app + Xiaohongshu | Body-positive campaigns |
| Aimer | 9.3 | Offline stores + JD.com | Luxury positioning |
| Triumph | 6.1 | Multichannel | Heritage brand trust |
| Victoria’s Secret (China) | 4.7 | Tmall + flagship stores | Rebranding for local tastes |
As the table shows, digital-native brands are outpacing traditional giants. Ubras and NEIWAI dominate not because of flashy ads, but because they listen to their customers. Their success proves that in today’s lingerie market, authenticity sells.
Looking ahead, expect more AI-driven fit tools, AR virtual try-ons, and eco-conscious collections. The future isn’t just online — it’s personalized, sustainable, and unapologetically bold.