In-Depth Lingerie Industry Analysis China Focus

If you're trying to crack the code on the Chinese lingerie market, let me stop you right there — this isn’t your average fashion segment. As a lifestyle blogger who’s been tracking intimate apparel trends across Asia for over 7 years, I’ve seen how fast this space evolves. And trust me, China’s lingerie industry is rewriting the rules.

Gone are the days when bras meant one-size-fits-all cotton designs. Today? Think smart fabrics, body positivity, and e-commerce dominance. In 2023, China's lingerie market hit a value of $18.6 billion, with projections to reach $25.3 billion by 2027 (Statista & Euromonitor data). That’s a compound annual growth rate (CAGR) of 8.1% — seriously outpacing many other apparel categories.

What’s fueling this boom? Simple: rising disposable income, younger consumers embracing self-expression, and digital platforms making niche brands accessible overnight. But here’s the kicker — it’s not just about selling bras. It’s about selling confidence.

The Shift From Function to Fashion

Let’s talk real talk. Ten years ago, most Chinese women prioritized function — comfort, support, durability. Now? Style is king. A 2022 survey by iiMedia Research showed that 68% of urban women aged 18–35 choose lingerie based on design and aesthetic appeal, not just fit.

Brands like NEIWAI (内外) and Ubras are leading this shift. NEIWAI built its name on ‘soft armor’ marketing — positioning bras as tools of empowerment. Their 2023 campaign “I Wear What I Want” went viral on Weibo, generating over 400 million views. Meanwhile, Ubras ditched underwire and pushed seamless bras hard — now holding over 15% of Tmall’s bra category sales.

Where E-Commerce Rules the Game

You can’t discuss China’s lingerie industry without talking platforms. Over 85% of lingerie purchases happen online, with Tmall, JD.com, and Douyin driving most conversions. Live streaming? Huge. In 2023, one Ubras session on Douyin sold 200,000 units in under two hours.

Here’s a quick snapshot of top players in the market:

Notice a trend? Digital-native brands dominate online, while legacy names like Aimer still hold ground offline. But even they’re rushing to catch up — Aimer launched its own livestream studio in 2023.

Sizing Isn’t One-Size-Fits-All (Literally)

One overlooked challenge? Fit accuracy. Only 30% of Chinese women wear the correct bra size, according to a 2023 Shanghai Textile Institute study. That’s where AR try-ons and AI sizing tools come in. Ubras’ virtual fitting room increased conversion rates by 37% — proof that tech isn’t just flashy, it’s functional.

And sustainability? It’s creeping in. NEIWAI uses 100% recycled packaging, and 61% of millennials say they’d pay more for eco-friendly lingerie (McKinsey, 2023).

Bottom line: Whether you're a brand eyeing expansion or a shopper hunting quality picks, understanding lingerie market trends in China is essential. This isn’t just underwear — it’s a cultural shift stitched into fabric.