Consumer Preferences in Chinese Lingerie 2024

If you're eyeing the Chinese lingerie market in 2024, buckle up—this isn’t your grandma’s underwear drawer anymore. With shifting cultural norms, rising disposable incomes, and a digital-first consumer base, China’s intimate apparel scene is undergoing a bold transformation. From minimalist aesthetics to body positivity, let’s dive into what real consumers want—and the data doesn’t lie.

The Rise of Self-Expression Over Sex Appeal

Gone are the days when lingerie meant one thing: seduction. Today’s Chinese women, especially Gen Z and young millennials, view lingerie as an extension of self-care and personal identity. According to a 2023 McKinsey report, 68% of urban female consumers aged 18–35 prioritize comfort and daily wearability over traditional 'sexy' designs.

Brands like NEIWAI (内外) and Ubras have capitalized on this shift, promoting slogans like “Comfort is the new sexy” and focusing on breathable fabrics, seamless cuts, and gender-neutral tones. This quiet revolution is redefining beauty standards—one soft bra at a time.

Key Consumer Trends Shaping 2024

• Comfort-first design: Seamless, wireless, and cotton-rich materials dominate.
• Inclusivity: Extended sizing and adaptive styles for diverse body types.
• Eco-consciousness: 57% of surveyed consumers say they’d pay more for sustainable lingerie (source: Kantar 2023).
• DTC & Social Commerce: Over 70% of purchases start on platforms like Xiaohongshu or Douyin.

Market Insights: Who’s Buying What?

To understand preferences, we analyzed survey data from 2,000 female consumers across Tier 1–3 cities. Here's a snapshot:

As the data shows, younger shoppers lean into sustainability and comfort, while older cohorts show stronger interest in premium branding. But across all groups, functionality trumps frills.

The Digital Touchpoint: Where Discovery Happens

You won’t find today’s buyer flipping through catalogs. Instead, they’re scrolling. Social media influence is massive—nearly 60% of purchase decisions are swayed by KOL (Key Opinion Leader) reviews or user-generated content on Xiaohongshu. Authenticity wins: unfiltered try-on videos outperform polished ads.

Meanwhile, brands embracing DTC (direct-to-consumer) models are seeing higher retention. Ubras, for instance, grew revenue by 140% YoY in 2023 by combining livestream sales with subscription-style replenishment.

What’s Next? The Future of Chinese lingerie trends

Expect more tech integration—think smart bras with posture sensors—and continued growth in inclusive sizing. As mental wellness gains traction, expect intimate apparel to be framed not as temptation, but as empowerment.

In short: the future of lingerie in China isn’t just about what’s underneath—it’s about how it makes you feel. And in 2024, that feeling is confident, comfortable, and completely your own.