Key Market Trends in Chinese Lingerie for 2024

If you're keeping an eye on global fashion, you can't ignore the Chinese lingerie market in 2024. It's no longer just about function—it’s a fusion of culture, comfort, and cutting-edge design. As a lifestyle blogger who’s been tracking intimate apparel trends across Asia for over 5 years, I’ve seen a massive shift: Chinese consumers now demand more than just lace and fit—they want identity, inclusivity, and smart innovation.

Let’s break it down with real data and insights you won’t find on generic trend reports.

The Rise of “Self-Love” Lingerie

Gone are the days when lingerie was bought solely to impress others. A 2023 survey by iiMedia Research showed that 68% of women aged 18–35 in China purchase lingerie primarily for personal confidence and comfort—not for partners. This cultural pivot has pushed brands to focus on soft fabrics, breathable materials, and body-positive messaging.

Brands like NEIWAI (内外) and Ubras have led this charge, promoting slogans like "My Comfort, My Choice"—and it’s working. Ubras reported a 40% year-on-year revenue increase in 2023, largely driven by their wire-free, seamless collections.

Size Inclusivity Is No Longer Optional

One major pain point in traditional lingerie? Limited sizing. But now, over 55% of online Chinese lingerie shoppers say they consider size range before purchasing (Alibaba Group, 2023). Forward-thinking brands are responding with extended cup sizes and adaptive fits.

Check out this comparison of top players:

As you can see, local brands are not only competitive on price but also pushing boundaries in fit and sustainability.

Tech Meets Intimates: Smart Lingerie?

Yes, really. In 2024, we’re seeing early adoption of smart bras equipped with posture sensors and temperature regulation—especially among urban professionals in Beijing and Shanghai. While still niche (~3% market penetration), the segment is growing at 22% annually (Frost & Sullivan, 2024).

Sustainability Sells

Over 61% of Gen Z buyers in China say they’d pay more for eco-friendly lingerie (McKinsey, 2023). That’s why brands like NEIWAI now use TENCEL™ and recycled nylon. Even packaging has gone biodegradable.

Looking ahead, the future of Chinese lingerie isn’t just sexy—it’s smart, sustainable, and self-driven. Whether you're a retailer or a conscious consumer, now’s the time to understand these shifts. For those entering the market, aligning with values like body positivity and environmental care isn’t just ethical—it’s profitable.

Want deeper insights? Explore our guide to building a successful lingerie brand in China with localized strategies that work.