Post Pandemic Recovery in Chinese Lingerie Sector

After the pandemic shook global markets, one sector in China quietly bounced back with surprising strength — the Chinese lingerie sector. Once hit by supply chain chaos and shifting consumer habits, this intimate apparel market is now redefining elegance, comfort, and self-expression. From silk slips to sports bras, demand is surging, and brands are innovating faster than ever.

So what’s behind this rebound? Let’s dive into the numbers, trends, and cultural shifts fueling the revival of China's lingerie industry.

The Data Doesn’t Lie: A Market on the Rise

According to Statista and Euromonitor, the Chinese lingerie market was valued at approximately $18.3 billion in 2023, showing a compound annual growth rate (CAGR) of 6.4% since 2020. That’s impressive for an industry once deemed non-essential.

Here’s a snapshot of key performance indicators over recent years:

Notice a trend? Online sales now dominate, thanks to platforms like Taobao, JD.com, and Xiaohongshu. Consumers aren’t just shopping — they’re curating personal styles from home, often influenced by social media KOLs (Key Opinion Leaders).

Why Are Women Buying More Lingerie?

It’s not just about looking good for others — it’s about feeling confident alone. Post-pandemic, Chinese women are embracing body positivity and self-care like never before. Brands like NEIWAI (内外) and Ubras have tapped into this mindset, promoting slogans like “Comfort is the New Sexy” and “Wear It for Yourself.”

Ubras, in particular, saw a 90% year-on-year increase in 2022 by eliminating underwire and focusing on seamless, breathable designs. Their 2023 ad campaign featuring real women of all sizes went viral on WeChat and Douyin, racking up over 50 million views.

Supply Chains & Sustainability: The Quiet Revolution

Beyond marketing, the real magic is in logistics and ethics. Many factories in Guangdong and Zhejiang upgraded automation post-2020, cutting production time by 30%. At the same time, eco-consciousness rose — 67% of urban consumers now prefer lingerie made from organic cotton or recycled materials.

Brands responded. NEIWAI launched a “Zero Waste” line using fabric scraps to create accessories, while Ubras partnered with Alibaba’s Green Logistics to reduce packaging waste.

What’s Next? The Future of Lingerie in China

Experts predict smart lingerie — think biometric bras that monitor heart rate or posture — could be the next frontier. With China’s tech-savvy population and booming wearable market, it’s not sci-fi; it’s coming by 2026.

But the true driver remains cultural: Chinese women are no longer dressing to please. They’re investing in pieces that reflect identity, wellness, and independence. And that shift? That’s here to stay.

So whether you're an investor, entrepreneur, or fashion lover, keep your eyes on the Chinese lingerie sector. It’s not just recovering — it’s leading.