China Lingerie Market Trends Reflect Changing Consumer Tastes

Let’s be real — the China lingerie market isn’t what it used to be. Gone are the days when basic cotton bras and one-size-fits-all styles ruled the shelves. Today’s Chinese consumers want comfort, style, *and* inclusivity — and brands that don’t adapt? They’re already falling behind.

As someone who’s been tracking fashion tech and consumer behavior across Asia for over a decade, I’ve seen this shift firsthand. The numbers don’t lie: the Chinese intimate apparel market was valued at **$14.3 billion in 2023** and is projected to grow at a CAGR of **6.8% through 2030** (Statista, 2023). But here’s the twist — it’s not just about bigger sales. It’s about *smarter* choices.

Women in Tier-1 cities like Shanghai and Shenzhen now prioritize fabric quality (78% cite breathability as key) and size inclusivity (over 60% struggle to find their correct fit in mainstream stores). That’s why DTC brands like NEIWAI (内外) and Ubras are killing it — they speak directly to modern values: body positivity, minimal design, and seamless online experiences.

Take a look at how traditional vs. emerging players stack up:

Yeah, you read that right — retention rates nearly *double* with digitally native labels. Why? Because they listen. They use social listening tools, run WeChat fit quizzes, and even offer AI-powered size recommenders. It’s not magic — it’s marketing done right.

Another game-changer? The rise of *comfort-first* designs. Wireless bras now make up **over 65% of online lingerie sales** in China, according to JD.com data. Ubras’ zero-pressure bra went viral in 2021 and hasn’t slowed down since. Meanwhile, sustainability is creeping in — NEIWAI launched a recycled lace line in 2023 that sold out in 72 hours.

So what should brands do?

1. **Stop guessing sizes** — invest in smart fitting tech. 2. **Ditch outdated gender norms** — unisex loungewear is rising. 3. **Leverage KOLs authentically** — TikTok reviews beat polished ads any day.

If you're looking to break into or level up in the China lingerie market, forget old playbooks. Meet women where they are: on Xiaohongshu, caring about how things feel, not just how they look. And if you think plus-sizes are a niche? Think again — size D+ cups represent **34% of adult women** in China but were ignored for years. Now? They’re the fastest-growing segment.

Bottom line: the future of lingerie in China is personal, digital, and inclusive. Whether you're a startup or a legacy player, your move starts now. For deeper insights on navigating this space, check out our full guide to succeeding in the lingerie market trends shaping 2025.