Luxury Lingerie Brands Rising in China Market
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- 来源：CN Lingerie Hub
In recent years, the Chinese lingerie market has undergone a dramatic transformation — no longer just about function, but fashion, confidence, and self-expression. At the forefront of this shift? luxury lingerie brands are making bold moves, tapping into rising disposable incomes, evolving consumer mindsets, and digital-savvy shoppers.
China’s intimate apparel market is now worth over $18 billion and growing at nearly 9% annually (Statista, 2023). What’s fueling this boom? A new generation of Chinese women who see lingerie as both empowerment and artistry. They’re not just buying bras — they’re investing in identity.
International powerhouses like La Perla, Chantelle, and Fleur du Mal have entered or expanded in China through e-commerce platforms like Tmall and JD.com. But it’s not just Western labels winning. Homegrown luxury players like NEIWAI（内外） and Ubras are redefining elegance with minimalist designs and body-positive messaging — resonating deeply with urban millennials and Gen Z.
Why Luxury Lingerie Is Booming in China
- Shift in Mindset: Lingerie is no longer taboo. Women are embracing it as personal luxury.
- Digital-First Shopping: Social commerce via Xiaohongshu (Little Red Book) and live-streaming drives discovery and sales.
- Rising Incomes: Tier 1 and 2 cities boast consumers willing to spend $100+ on a single set.
- Inclusivity Matters: Brands offering extended sizing and diverse skin-tone ranges win trust.
Take NEIWAI, for example. Since its launch in 2012, it’s raised over $100 million in funding and now offers seamless cashmere sets priced up to ¥1,500 (~$210). Their 2023 campaign “No Body is Nobody” went viral, reinforcing that luxury lingerie isn’t just for a 'perfect' body — it’s for every body.
Top Luxury Lingerie Brands in China: Market Position & Pricing
| Brand | Origin | Average Price (USD) | Key Platform | Notable Feature |
|---|---|---|---|---|
| La Perla | Italy | 250 | Tmall Luxury Pavilion | Handcrafted lace, celebrity clientele |
| NEIWAI (内外) | China | 80 | Own App + Tmall | Gender-neutral tones, body positivity |
| Ubras | China | 65 | JD.com, Douyin | Seamless wireless tech |
| Chantelle | France | 120 | Tmall Global | Heritage craftsmanship |
| Fleur du Mal | USA | 180 | Cross-border e-comm | Minimalist chic, influencer collabs |
The data shows a clear trend: premiumization is real. Even amid economic headwinds, luxury segments grow faster than mass-market ones. Consumers aren't just buying comfort — they're buying storytelling, sustainability, and status.
Looking ahead, success hinges on localization. The winners will be those who blend global craftsmanship with Chinese cultural nuance — think red packaging during Lunar New Year or collaborations with local artists.
In short, the era of luxury lingerie in China isn’t coming — it’s already here. And it’s bolder, more inclusive, and more stylish than ever.