Latest Industry News Shaping China's Lingerie Sector

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  • 来源：CN Lingerie Hub

If you're keeping an eye on fashion trends, here’s the tea: China's lingerie market is heating up — and it’s not just about lace and silk anymore. As a lifestyle blogger who’s been tracking intimate apparel for over five years, I’ve seen the shift firsthand. Consumers today care more about comfort, inclusivity, and sustainability than ever before. And brands? They’re scrambling to catch up.

Let me break it down with some real talk and hard data. In 2023, China’s lingerie market hit $28.6 billion, according to Statista. That’s expected to grow at a CAGR of 7.2% through 2028. But here’s the kicker — traditional Western giants like Victoria’s Secret are losing ground, while local players like NEIWAI (内外) and Ubras are dominating the game.

Why? Because they’re speaking the language of modern Chinese women: body positivity, zero-wire comfort, and eco-conscious materials. Take NEIWAI, for example. Since launching in 2012, they’ve built a cult following by focusing on minimal design and size inclusivity — offering everything from A to F cups. Their 2023 revenue jumped 45% year-over-year. Not bad for a brand that doesn’t use supermodels or flashy ads.

But it’s not just about branding. The tech side is evolving fast too. Smart fabrics, moisture-wicking linings, and seamless knitting machines are becoming standard. Check out this comparison of top performers:

Brand Market Share (2023) Price Range (RMB) Key Selling Point Sustainability Score (out of 10)
NEIWAI 18% 150–400 Size inclusivity, minimalist design 9
Ubras 22% 100–350 No-wire innovation, ad campaigns on self-love 8.5
Victoria’s Secret 6% 300–800 Luxury image, global name recognition 6
Maniform 12% 80–250 Affordable comfort, mass-market reach 7

See the pattern? The winners are those who prioritize function over fantasy. Ubras, in fact, holds the record for China’s best-selling wireless bra on Tmall, moving over 2 million units during Singles’ Day 2023 alone.

Another big shift? ESG (Environmental, Social, and Governance) values. A 2023 McKinsey report found that 68% of urban Chinese women aged 18–35 consider sustainability when buying lingerie. That’s huge. Brands ignoring this are literally undressing their future.

So what should you do as a consumer or entrepreneur? First, support brands transparent about sourcing and labor. Second, embrace the no-wire revolution — your underboobs will thank you. And third, stay informed. This industry moves fast, and the next big thing might already be in beta testing in Shenzhen.

In short: the era of painful, performative lingerie is over. Welcome to the age of comfort, conscience, and confidence.