Consumer Preferences Shift in Chinese Lingerie Industry Analysis

If you're keeping an eye on the fashion pulse, you’ve probably noticed a major shift in the Chinese lingerie scene. Gone are the days when functionality ruled—today’s buyers want style, comfort, and self-expression, all rolled into one sexy (but still wearable) package.

I’ve been tracking this market for over five years, and let me tell you—the changes aren’t subtle. From rising demand for size inclusivity to a massive swing toward minimalism, the Chinese lingerie industry is rewriting the rules. And if you’re a brand trying to break in or a shopper looking for what’s next, here’s what you need to know.

The Rise of Comfort & Minimalism

Since 2020, there’s been a 68% increase in searches for 'wireless bras' and 'comfort-fit underwear' in China, according to Baidu Index data. Consumers are trading underwires for cloud-like fabrics. Brands like NEIWAI (内外) and Ubras have led this wave, focusing on gender-neutral designs and eco-friendly materials.

But it’s not just about softness—it’s about identity. A 2023 McKinsey report found that 57% of Chinese women aged 18–35 now view lingerie as 'personal fashion,' not just functional wear. That mindset shift is fueling demand for clean lines, neutral palettes, and versatile styles that transition from home to street.

Size Inclusivity Is No Longer Optional

One of the biggest gaps in traditional lingerie? Fit. But new players are closing it fast. Ubras launched extended cup sizes up to G in 2022, and sales jumped 42% YoY. Here’s a snapshot of how key brands compare:

As you can see, innovation isn’t just in design—it’s in accessibility. And consumers are voting with their wallets. In 2023, Ubras became the top-selling lingerie brand on Tmall during Singles’ Day, raking in over ¥500 million in just 24 hours.

Social Commerce Is Driving Discovery

Forget billboards—today’s shoppers find their next favorite bra through Xiaohongshu (Little Red Book) reviews and live-streamed try-ons. Platforms like Douyin have become virtual fitting rooms, where real-time feedback builds trust faster than any ad campaign.

In fact, 61% of first-time buyers say they were influenced by KOL (Key Opinion Leader) content before purchasing, per a 2023 iiMedia survey. That’s why brands investing in authentic storytelling—like NEIWAI’s 'No Body is New' campaign—are seeing stronger engagement and loyalty.

What’s Next?

The future of lingerie in China isn’t just about selling products—it’s about building communities around body positivity, sustainability, and personal choice. As global brands look to enter this space, local insight will be everything.

Bottom line? If your brand still treats lingerie as purely functional, you’re already behind. The new standard blends comfort, ethics, and aesthetic—and sells out fast.